This is the social media ROI presentation I gave at the Mayo Clinic's Center for Social Media and Ragan Communications HealthCare Marketing and PR Social Media Summit. This was in Jacksonville, FL at the Mayo Clinic on March 15.
This is a revised version of my "Social Media = ROI?" presentation, created for the Florida Hospital Association PR & Marketing Annual Meeting and Education Conference and presented on 7/15/11. In this presentation I share ways hospitals can measure the financial benefits of their social media efforts by categorizing their efforts into three distinct categories. T
What is the most effective way to create a motivating shared vision, and put legs to it? This webinar is for people who want to build productive and unified teams, without having to pull rank, nag, gang up against, or bribe anyone.
Judith will offer an overview of concepts along with several specific tools you can immediately use to promote dialogue and engagement among groups of stakeholders, such as staff, clients and volunteers.
This webinar will empower you to empower the groups you work with.
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This is a revised version of my "Social Media = ROI?" presentation, created for the Florida Hospital Association PR & Marketing Annual Meeting and Education Conference and presented on 7/15/11. In this presentation I share ways hospitals can measure the financial benefits of their social media efforts by categorizing their efforts into three distinct categories. T
What is the most effective way to create a motivating shared vision, and put legs to it? This webinar is for people who want to build productive and unified teams, without having to pull rank, nag, gang up against, or bribe anyone.
Judith will offer an overview of concepts along with several specific tools you can immediately use to promote dialogue and engagement among groups of stakeholders, such as staff, clients and volunteers.
This webinar will empower you to empower the groups you work with.
Designing Structure Part II: Information ArchtectureChristina Wodtke
Part two on Designing Structure for my General Assembly class on User Experience is about Information Architecture. We cover why classification is important, types of classification and trends in IA.
For hospitals, social media is really a good thing - particularly in a crisis. @chrisboyer LLC
The presentation was given on Oct 7, 2011 at the VSHMPR conference in Richmond, VA. Focusing on crisis communication and social media, I wanted to show risk-adverse hospital PR and communication professionals that social media is actually a good thing. Outlining the key positive characteristics of social media, including trust, credibility and transparency, I sought to convey that social media is a natural extension of communications and highlights a much needed change in healthcare.
A presentation I made at the Council of Europe the 15/03/2012 about the Youth of Europe that is making a difference. Some answers to:
Who are they?
What they do?
How they do it?
The raising amount data exhaust of the past years has created the need for more and better tools to analyze what lies within this massive amount of raw material. Visualization leveraging the human cognition proves to be an invaluable tool to explore, digest, analyze and communicate the information. We reveal patterns, trends, relations or dependencies that were buried before.
But, what happens after we have created such an elaborate and powerful visualization and released it to the world? How does the it affect the beholder? How does it help shaping his opinions or even changing his behavior? Because, at the end of the day, visualization is simply a means to an end — a tool to achieve a bigger goal.
My reflections and interpretations of the various presentations at the Global Youth Marketing Conference in Feb 2010. The A-Z device is something one of the presenters used there.
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A strategic plan to use Social Media in your institutional communicationWearethewords
Use the Social Media in your On Line Communication...
1. When the Web became social
2. How the Web became social
3. How do the others do - benchmark?
4. Which social media can I best use?
5. Which are my audiences?
6. What are my communication goals?
7. The launch!
In today’s connected, Googled, social world, there is a reality; more content will be created today than existed in entirety before 2003. The simple fact is we have limited time and attention spans. You need to create killer content that will get your target market to engage. While the attention economy is an important consideration when creating content you should not just be attempting to get attention but be turning your content into the talking point in your industry. It should make connections, drive interest, get shared and create advocates.
Session will look at:
Understanding the the good, the bad and the other crap - how to create content that gets cut through.
Techniques to find insights that will delight
Build a strategy and tactics for your content
What it takes to become a content king
Using the right content to nudge the buyer down the
one of the my most dynamic, in-depth workshops on sales and selling skills.
useful for sales executives from all walks of life and all sectors and industries
this 2-days workshop is full fo case- studies, role-plays, examples, structured activities and a lot feedback
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For hospitals, social media is really a good thing - particularly in a crisis. @chrisboyer LLC
The presentation was given on Oct 7, 2011 at the VSHMPR conference in Richmond, VA. Focusing on crisis communication and social media, I wanted to show risk-adverse hospital PR and communication professionals that social media is actually a good thing. Outlining the key positive characteristics of social media, including trust, credibility and transparency, I sought to convey that social media is a natural extension of communications and highlights a much needed change in healthcare.
A presentation I made at the Council of Europe the 15/03/2012 about the Youth of Europe that is making a difference. Some answers to:
Who are they?
What they do?
How they do it?
The raising amount data exhaust of the past years has created the need for more and better tools to analyze what lies within this massive amount of raw material. Visualization leveraging the human cognition proves to be an invaluable tool to explore, digest, analyze and communicate the information. We reveal patterns, trends, relations or dependencies that were buried before.
But, what happens after we have created such an elaborate and powerful visualization and released it to the world? How does the it affect the beholder? How does it help shaping his opinions or even changing his behavior? Because, at the end of the day, visualization is simply a means to an end — a tool to achieve a bigger goal.
My reflections and interpretations of the various presentations at the Global Youth Marketing Conference in Feb 2010. The A-Z device is something one of the presenters used there.
What is social media all about? How can caregivers get involved in the latest web 2.0 trend?
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1. When the Web became social
2. How the Web became social
3. How do the others do - benchmark?
4. Which social media can I best use?
5. Which are my audiences?
6. What are my communication goals?
7. The launch!
In today’s connected, Googled, social world, there is a reality; more content will be created today than existed in entirety before 2003. The simple fact is we have limited time and attention spans. You need to create killer content that will get your target market to engage. While the attention economy is an important consideration when creating content you should not just be attempting to get attention but be turning your content into the talking point in your industry. It should make connections, drive interest, get shared and create advocates.
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Understanding the the good, the bad and the other crap - how to create content that gets cut through.
Techniques to find insights that will delight
Build a strategy and tactics for your content
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useful for sales executives from all walks of life and all sectors and industries
this 2-days workshop is full fo case- studies, role-plays, examples, structured activities and a lot feedback
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Acute scrotum is a general term referring to an emergency condition affecting the contents or the wall of the scrotum.
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Testicular torsion refers to twisting of the spermatic cord, causing ischaemia of the testicle.
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Introduction
Many have been interested in Tom Selleck health. not only because of his enduring presence on screen but also because of the challenges. and lifestyle choices he has faced and made over the years. This article delves into the various aspects of Tom Selleck health. exploring his fitness regimen, diet, mental health. and the challenges he has encountered as he ages. We'll look at how he maintains his well-being. the health issues he has faced, and his approach to ageing .
Early Life and Career
Childhood and Athletic Beginnings
Tom Selleck was born on January 29, 1945, in Detroit, Michigan, and grew up in Sherman Oaks, California. From an early age, he was involved in sports, particularly basketball. which played a significant role in his physical development. His athletic pursuits continued into college. where he attended the University of Southern California (USC) on a basketball scholarship. This early involvement in sports laid a strong foundation for his physical health and disciplined lifestyle.
Transition to Acting
Selleck's transition from an athlete to an actor came with its physical demands. His first significant role in "Magnum P.I." required him to perform various stunts and maintain a fit appearance. This role, which he played from 1980 to 1988. necessitated a rigorous fitness routine to meet the show's demands. setting the stage for his long-term commitment to health and wellness.
Fitness Regimen
Workout Routine
Tom Selleck health and fitness regimen has evolved. adapting to his changing roles and age. During his "Magnum, P.I." days. Selleck's workouts were intense and focused on building and maintaining muscle mass. His routine included weightlifting, cardiovascular exercises. and specific training for the stunts he performed on the show.
Selleck adjusted his fitness routine as he aged to suit his body's needs. Today, his workouts focus on maintaining flexibility, strength, and cardiovascular health. He incorporates low-impact exercises such as swimming, walking, and light weightlifting. This balanced approach helps him stay fit without putting undue strain on his joints and muscles.
Importance of Flexibility and Mobility
In recent years, Selleck has emphasized the importance of flexibility and mobility in his fitness regimen. Understanding the natural decline in muscle mass and joint flexibility with age. he includes stretching and yoga in his routine. These practices help prevent injuries, improve posture, and maintain mobilit
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neurochemical systems and has rewarding and addictive properties. It
is the oldest recreational drug and likely contributes to more morbidity,
mortality, and public health costs than all illicit drugs combined. The
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and severe subclassifications (American Psychiatric Association, 2013).
In the DSM-5, all types of substance abuse and dependence have been
combined into a single substance use disorder (SUD) on a continuum
from mild to severe. A diagnosis of AUD requires that at least two of
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AUD: 2–3 criteria; moderate AUD: 4–5 criteria; severe AUD: 6–11 criteria).
The four main behavioral effects of AUD are impaired control over
drinking, negative social consequences, risky use, and altered physiological
effects (tolerance, withdrawal). This chapter presents an overview
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i3 Health is pleased to make the speaker slides from this activity available for use as a non-accredited self-study or teaching resource.
This slide deck presented by Dr. Kami Maddocks, Professor-Clinical in the Division of Hematology and
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The Ohio State University Comprehensive Cancer Center, will provide insight into new directions in targeted therapeutic approaches for older adults with mantle cell lymphoma.
STATEMENT OF NEED
Mantle cell lymphoma (MCL) is a rare, aggressive B-cell non-Hodgkin lymphoma (NHL) accounting for 5% to 7% of all lymphomas. Its prognosis ranges from indolent disease that does not require treatment for years to very aggressive disease, which is associated with poor survival (Silkenstedt et al, 2021). Typically, MCL is diagnosed at advanced stage and in older patients who cannot tolerate intensive therapy (NCCN, 2022). Although recent advances have slightly increased remission rates, recurrence and relapse remain very common, leading to a median overall survival between 3 and 6 years (LLS, 2021). Though there are several effective options, progress is still needed towards establishing an accepted frontline approach for MCL (Castellino et al, 2022). Treatment selection and management of MCL are complicated by the heterogeneity of prognosis, advanced age and comorbidities of patients, and lack of an established standard approach for treatment, making it vital that clinicians be familiar with the latest research and advances in this area. In this activity chaired by Michael Wang, MD, Professor in the Department of Lymphoma & Myeloma at MD Anderson Cancer Center, expert faculty will discuss prognostic factors informing treatment, the promising results of recent trials in new therapeutic approaches, and the implications of treatment resistance in therapeutic selection for MCL.
Target Audience
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Learning Objectives
1.) Identify clinical and biological prognostic factors that can guide treatment decision making for older adults with MCL
2.) Evaluate emerging data on targeted therapeutic approaches for treatment-naive and relapsed/refractory MCL and their applicability to older adults
3.) Assess mechanisms of resistance to targeted therapies for MCL and their implications for treatment selection
Social Media = ROI? Measuring your hospital's social media efforts
1. Social media = ROI?
Measuring your hospital’s
social media efforts
1
2. About me
• Director, Digital Marketing,
Inova Health System
• Six hospital not-for-profit system serving
the Washington DC area
• Advisory Board Member,
Mayo Clinic Center for Social Media
• Consultant for more than 100 hospitals/
physician practices
• @chrisboyer
2
3. For those of you on Foursquare...
Please check in to:
“Chris Boyer’s ROI presentation
@ MayoRagan Conference”
3
4. What we’re covering today
• How social media is different
• Importance of online communities
• Defining ROI
• What and how to measure?
• Using a CRM
•Measuring true ROI...?!?
4
9. How social media is different
“...social media is a blending of technology and social
interaction for the co-creation of value...” - Wikipedia
8
10. How social media is different
“...social media is a blending of technology and social
interaction for the co-creation of value...” - Wikipedia
• Two-way participation
8
11. How social media is different
“...social media is a blending of technology and social
interaction for the co-creation of value...” - Wikipedia
• Two-way participation
• User-generated content
8
12. How social media is different
“...social media is a blending of technology and social
interaction for the co-creation of value...” - Wikipedia
• Two-way participation
• User-generated content
• Transparency
8
13. How social media is different
“...social media is a blending of technology and social
interaction for the co-creation of value...” - Wikipedia
• Two-way participation
• User-generated content
• Transparency
• Credibility
8
14. How social media is different
“...social media is a blending of technology and social
interaction for the co-creation of value...” - Wikipedia
• Two-way participation
• User-generated content
• Transparency
• Credibility
• Trust
8
15. How social media is different
“...social media is a blending of technology and social
interaction for the co-creation of value...” - Wikipedia
• Two-way participation
• User-generated content
• Transparency
• Credibility
• Trust
• Online “communities of interest”
8
17. Importance of online communities
Social networks are how we connect with others
9
18. Importance of online communities
Social networks are how we connect with others
Communities of interest are why we connect
9
19. Importance of online communities
Social networks are how we connect with others
Communities of interest are why we connect
• Identify topics around which people converse
• Participate in existing communities
• Create your own community
9
20. Importance of online communities
Social networks are how we connect with others
Communities of interest are why we connect
• Identify topics around which people converse
• Participate in existing communities
• Create your own community
• Provide ways to engage with the community
9
21. Importance of online communities
Social networks are how we connect with others
Communities of interest are why we connect
• Identify topics around which people converse
• Participate in existing communities
• Create your own community
• Provide ways to engage with the community
• Size doesn’t matter...engagement does
9
23. Wrong positioning
Product
• A Surgery
• A doctor
• A new daVinci
• Patient tower
11
24. Wrong positioning
Product Service
• A Surgery • Friendly
• A doctor • Compassionate
• A new daVinci • Good experience
• Patient tower • Quality awards
11
25. Trust = engagement
ProductTRUSTService
• A Surgery • Friendly
• Compassionate
•
•
• A doctor “I Believe”
A new daVinci • Good experience
• Most Effective Quality awards
• Patient tower •
• Address my issues
• I won’t get hurt
(or die!) 12
26. Continuum of “I-Don’t-Care”
Don’t Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
n s
ing Opinio
Shar
g
Rese archin
g
Disc overin
13
27. Continuum of “I-Don’t-Care”
Don’t Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
n s
ing Opinio
Shar
g
Rese archin
g
Disc overin
13
28. Continuum of “I-Don’t-Care”
Don’t Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
n s
ing Opinio
Shar
g
Rese archin
g
Disc overin
13
29. Social media establishes relevance
Engagement through the “Continuum of I-Don’t-Care”
Don’t Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
Facebook
Gowalla
Forums
Twitter Flickr
SMM UStream
Digg LinkedIn Yelp!
SlideShare Local Carepages
Tumblr
Amplify Microsites Listings pinion
s
Foursquare S haring
O
Support Blogs
g
archin
YouTube Groups Rese
g
Disc overin
14
38. Is ROI truly “ROI”?
• Return on Results (ROR)
18
39. Is ROI truly “ROI”?
• Return on Results (ROR)
• Return on Opportunity (ROO)
18
40. Is ROI truly “ROI”?
• Return on Results (ROR)
• Return on Opportunity (ROO)
• Return on Engagement (ROE)
18
41. Is ROI truly “ROI”?
• Return on Results (ROR)
• Return on Opportunity (ROO)
• Return on Engagement (ROE)
• Likes Accumulated from Facebook Followers (LAFF)
18
42. Is ROI truly “ROI”?
• Return on Results (ROR)
• Return on Opportunity (ROO)
• Return on Engagement (ROE)
• Likes Accumulated from Facebook Followers (LAFF)
• Time We Invest in Twitter Spam (TWITS)
18
43. How do we define ROI?
“We don’t have a good global way for gathering everything...but we do
have anecdotal slices (what I call ‘biopsies’) that show significant return
in selected areas.” - Lee Aase
“For healthcare, when your social media efforts cause
someone to use or recommend your services” - @lasthome
“I tie social media ROI to traditional campaign efforts and
not isolate it. Also, perhaps you could count transactional/
behavioral ROI and not just financial. ” - Rebekkah Green
19
44. Clarifying the definition of ROI
“The term ‘ROI’ is potentially misleading unless you can
show a direct, tangible financial return from the effort.
ROI is popping up on virtually every presentation but 8
times out of 10 the ‘return’ discussed is the number of
inquiries or some measure of public opinion.
Those are valuable measures
but they aren’t ROI. ”
- David Marlowe
20
45. ROI should always be tied to $$$
“Social Media ROI reflects any other marketing-related ROI:
the net financial revenue to the organization from the effort,
after having accounted for the effort's costs.
FI-NAN-CIAL
money
dough
bottom line
coin
or, as I like to call it,
ROI”
- Chris Bevolo
21
48. Using social media to drive growth goals
• Tap into communities of interest
• Rely on strong (and measurable) call-to-actions
• Lead social media efforts to conversion points
• Build engagement through the “Continuum of I-Don’t Care”
23
49. Using social media to drive growth goals
• Tap into communities of interest
• Rely on strong (and measurable) call-to-actions
• Lead social media efforts to conversion points
• Build engagement through the “Continuum of I-Don’t Care”
Tip(s):
23
50. Using social media to drive growth goals
• Tap into communities of interest
• Rely on strong (and measurable) call-to-actions
• Lead social media efforts to conversion points
• Build engagement through the “Continuum of I-Don’t Care”
Tip(s):
• Promote elective, “consumer-choice” procedures/programs
23
51. Using social media to drive growth goals
• Tap into communities of interest
• Rely on strong (and measurable) call-to-actions
• Lead social media efforts to conversion points
• Build engagement through the “Continuum of I-Don’t Care”
Tip(s):
• Promote elective, “consumer-choice” procedures/programs
• Use social media to promote foundation activities 23
52. Driving growth goals:
example “ROI” chart
Tool Function Measurement*
• Create multiple pages to focus • Fans/likes
on “communities of interest” • Click-throughs of links from
• Promote free ways to FB page
participate in campaigns/seminars • CTR of FB ads
• Use events and polls to gain • Analytics on website to
interaction measure links-in and behavior
• Facebook advertising • Conversion rates from
seminars
• Use claimed listings as ways to • Checkin’s
promote clinics • Analytics on website to
• Ensure message is appropriate measure links-in and behavior
for employees and patients
• Create specialized URL to
measure unique traffic
* Always track back to financial measurement 24
53. Using Facebook to promote bariatrics
• Identify Facebook audience in No. VA interested in
weight-loss
• Create two ads promoting bariatric seminars
• Direct ads to landing page
• $479 monthly spend
25
55. The results:
• Over three month period: 296 clicks/month
• .03 CTR (average CTR for Facebook PPC is .02)
• $1.62/click
26
56. The results:
• Over three month period: 296 clicks/month
• .03 CTR (average CTR for Facebook PPC is .02)
• $1.62/click
• 30 seminar registrations
26
57. The results:
• Over three month period: 296 clicks/month
• .03 CTR (average CTR for Facebook PPC is .02)
• $1.62/click
• 30 seminar registrations
• 23% seminar registration/surgery conversion rate
26
58. The results:
• Over three month period: 296 clicks/month
• .03 CTR (average CTR for Facebook PPC is .02)
• $1.62/click
• 30 seminar registrations
• 23% seminar registration/surgery conversion rate
• Average $3,000 contribution margin from surgery
26
59. The results:
• Over three month period: 296 clicks/month
• .03 CTR (average CTR for Facebook PPC is .02)
• $1.62/click
• 30 seminar registrations
• 23% seminar registration/surgery conversion rate
• Average $3,000 contribution margin from surgery
• $20,700 profit originated from campaign
26
60. The results:
• Over three month period: 296 clicks/month
• .03 CTR (average CTR for Facebook PPC is .02)
• $1.62/click
• 30 seminar registrations
• 23% seminar registration/surgery conversion rate
• Average $3,000 contribution margin from surgery
• $20,700 profit originated from campaign
• 42x ROI
26
61. Using social media to lower marketing
& communication costs
• Aggregate and populate (“be everywhere”)
• Train spokespeople on social media best-practices
• Train social media staff on media handling
• Remember communications is different than marketing
• Emphasize story-telling
27
62. Using social media to lower marketing
& communication costs
• Aggregate and populate (“be everywhere”)
• Train spokespeople on social media best-practices
• Train social media staff on media handling
• Remember communications is different than marketing
• Emphasize story-telling
Tip(s):
27
63. Using social media to lower marketing
& communication costs
• Aggregate and populate (“be everywhere”)
• Train spokespeople on social media best-practices
• Train social media staff on media handling
• Remember communications is different than marketing
• Emphasize story-telling
Tip(s):
• Publish press releases on your website, and link to them
27
64. Using social media to lower marketing
& communication costs
• Aggregate and populate (“be everywhere”)
• Train spokespeople on social media best-practices
• Train social media staff on media handling
• Remember communications is different than marketing
• Emphasize story-telling
Tip(s):
• Publish press releases on your website, and link to them
• Use social media to gather additional stories from patients
27
65. Lower costs goals:
example “ROI” chart
Tool Function Measurement*
• Promote press stories to wide- • RT’s
spread audience • # of inquiries from local
• Real-time coverage of press media
events • Earned media coverage
• Links back to press releases on • Traffic to press release site
website
• Phone calls to PR team
• Video press releases and • Video views
statements • Click-throughs from
• Stories/testimonials YouTube URL to main site
• Create online video press site, • Cross-linking/embeds
with top stories
•Every video SEO’d with CTA
* Always track back to financial measurement 28
66. Viral promotion of sleep lab services
• Promoted sleep lab services and targeted patients with insominia
• Received 10,000 viewers and 5.5 million media impressions
• ROI calculation (using AVE):
(# of media impressions x potential viewers x probability of views x ad equivalency price) - cost of
effort]_____________________________________________________________________
cost of effort 29
69. Viral promotion of sleep lab services
Potential ROI calculation:
• Total reach of the program: 5.5 million impressions
30
70. Viral promotion of sleep lab services
Potential ROI calculation:
• Total reach of the program: 5.5 million impressions
• 10% of actual audience will see the message*: 550,000 people
30
71. Viral promotion of sleep lab services
Potential ROI calculation:
• Total reach of the program: 5.5 million impressions
• 10% of actual audience will see the message*: 550,000 people
• 20% of those seeing the message will find it relevant*: 110,000
30
72. Viral promotion of sleep lab services
Potential ROI calculation:
• Total reach of the program: 5.5 million impressions
• 10% of actual audience will see the message*: 550,000 people
• 20% of those seeing the message will find it relevant*: 110,000
• 10% of those finding it relevant will want to learn more*: 11,000
30
73. Viral promotion of sleep lab services
Potential ROI calculation:
• Total reach of the program: 5.5 million impressions
• 10% of actual audience will see the message*: 550,000 people
• 20% of those seeing the message will find it relevant*: 110,000
• 10% of those finding it relevant will want to learn more*: 11,000
• 10% of those with interest will enlist sleep services: 1,100
30
74. Viral promotion of sleep lab services
Potential ROI calculation:
• Total reach of the program: 5.5 million impressions
• 10% of actual audience will see the message*: 550,000 people
• 20% of those seeing the message will find it relevant*: 110,000
• 10% of those finding it relevant will want to learn more*: 11,000
• 10% of those with interest will enlist sleep services: 1,100
• Contribution margin for sleep services: $1000
30
75. Viral promotion of sleep lab services
Potential ROI calculation:
• Total reach of the program: 5.5 million impressions
• 10% of actual audience will see the message*: 550,000 people
• 20% of those seeing the message will find it relevant*: 110,000
• 10% of those finding it relevant will want to learn more*: 11,000
• 10% of those with interest will enlist sleep services: 1,100
• Contribution margin for sleep services: $1000
• Total cost to promote program: $10,000
30
76. Viral promotion of sleep lab services
Potential ROI calculation:
• Total reach of the program: 5.5 million impressions
• 10% of actual audience will see the message*: 550,000 people
• 20% of those seeing the message will find it relevant*: 110,000
• 10% of those finding it relevant will want to learn more*: 11,000
• 10% of those with interest will enlist sleep services: 1,100
• Contribution margin for sleep services: $1000
• Total cost to promote program: $10,000
ROI Calculation: [(1,100 x $1,000) - $10,000]/$10,000 = 109% ROI
30
77. Viral promotion of sleep lab services
Potential ROI calculation:
• Total reach of the program: 5.5 million impressions
• 10% of actual audience will see the message*: 550,000 people
• 20% of those seeing the message will find it relevant*: 110,000
• 10% of those finding it relevant will want to learn more*: 11,000
• 10% of those with interest will enlist sleep services: 1,100
• Contribution margin for sleep services: $1000
• Total cost to promote program: $10,000
ROI Calculation: [(1,100 x $1,000) - $10,000]/$10,000 = 109% ROI
*These are assumptions that should be negotiated 30
78. Using social media to increase patient
& physician satisfaction & loyalty
• Provide relevant information to “non-consumers”
• Often used for crisis management & service recovery
• Monitor real-time feedback
• Educate and act transparently
• Correlation vs. causation
31
79. Using social media to increase patient
& physician satisfaction & loyalty
• Provide relevant information to “non-consumers”
• Often used for crisis management & service recovery
• Monitor real-time feedback
• Educate and act transparently
• Correlation vs. causation
Tip(s):
31
80. Using social media to increase patient
& physician satisfaction & loyalty
• Provide relevant information to “non-consumers”
• Often used for crisis management & service recovery
• Monitor real-time feedback
• Educate and act transparently
• Correlation vs. causation
Tip(s):
• Consider engaging in wellness campaigns
31
81. Using social media to increase patient
& physician satisfaction & loyalty
• Provide relevant information to “non-consumers”
• Often used for crisis management & service recovery
• Monitor real-time feedback
• Educate and act transparently
• Correlation vs. causation
Tip(s):
• Consider engaging in wellness campaigns
• Promote the breadth of your hospital’s offering
31
82. Improved patient/physician loyalty:
example “ROI” chart
Tool Function Measurement*
• Share relevant wellness/health • Fans/follower of all
messages from other sources communities
• Create other “communities of • Likes, reposts, interactivity
interest” to encourage deeper • Click-throughs of content
engagement to your website
• Use polls, photos to provide
ways for two-way dialogue
• Promote best-in-class • Number of group members
opportunities to work • Physician interaction
• Create forums for physician • Employment inquiries to
leaders to highlight expertise HR
• Link to top stories
* Always track back to financial measurement 32
83. Using social media to promote wellness
• 7,200 registrants
• 550 Facebook followers
• 6,500 updated CRM records (2,250 entirely new records)
• 500 cross-promoted into other eNewsletter programs 33
85. Correlated revenue through FitFor50
• 325 participants to enroll in 8K fundraising fitness run
(ROI: $20 x 325 = $6500)
34
86. Correlated revenue through FitFor50
• 325 participants to enroll in 8K fundraising fitness run
(ROI: $20 x 325 = $6500)
• Utilization over 3 month period (Nov - Jan):
34
87. Correlated revenue through FitFor50
• 325 participants to enroll in 8K fundraising fitness run
(ROI: $20 x 325 = $6500)
• Utilization over 3 month period (Nov - Jan):
34
88. Correlated revenue through FitFor50
• 325 participants to enroll in 8K fundraising fitness run
(ROI: $20 x 325 = $6500)
• Utilization over 3 month period (Nov - Jan):
New: $10,534 34
89. Correlated revenue through FitFor50
• 325 participants to enroll in 8K fundraising fitness run
(ROI: $20 x 325 = $6500)
• Utilization over 3 month period (Nov - Jan):
New: $10,534 Total: $101,733 34
95. Measuring “true” ROI in social media
Facebook Fans Not on Facebook
CRM
•
•
Demographics
Behaviors
= •
•
Demographics
Behaviors
36
96. Measuring “true” ROI in social media
Facebook Fans Not on Facebook
CRM
•
•
Demographics
Behaviors
= •
•
Demographics
Behaviors
Δ utilization/time = True social media ROI
36
98. Chris’ “silver bullets” to get started
• Build trust through social media by being relevant
37
99. Chris’ “silver bullets” to get started
• Build trust through social media by being relevant
• Create a plan and negotiate ROI measurements
37
100. Chris’ “silver bullets” to get started
• Build trust through social media by being relevant
• Create a plan and negotiate ROI measurements
• If you don’t have a CRM, get one.
If you do, use it more!
37
101. Chris’ “silver bullets” to get started
• Build trust through social media by being relevant
• Create a plan and negotiate ROI measurements
• If you don’t have a CRM, get one.
If you do, use it more!
• Promote successes; learn from failures
37
102. Chris’ “silver bullets” to get started
• Build trust through social media by being relevant
• Create a plan and negotiate ROI measurements
• If you don’t have a CRM, get one.
If you do, use it more!
• Promote successes; learn from failures
• The more data, the better
37
103. Questions?
Chris Boyer
@chrisboyer
www.facebook.com/christopher.boyer
@InovaHealth
www.facebook.com/InovaHealth
38