For many CMOs, the struggle isn't how to "do" social media well. It's about starting over when time is precious and the commitment to re-engaging with others online is now treated as a "nice-to-have." You're in the woods. It's time to find your way back to civilization.

1. HOW TO
GET SOCIAL
AGAIN
REENGAGING
SOCIAL MEDIA
For many CMOs, the struggle isn't
how to "do" social media well. It's
about starting over when time is
precious and the commitment to re-
engaging with others online is now
treated as a "nice-to-have." You're in
the woods. It's time to find your way
back to civilization.

2. HOW CMO'S USE
SOCIAL MEDIA
0 25 50 75 100
Twitter
YouTube
Instagram
LinkedIn
Facebook
Slideshare
Vimeo
WHICH SOCIAL PLATFORMS ARE MOST
POPULAR AMONG CMOS?
A common criticism of today's CMOs is their lack of personal
engagement on social media platforms. While many access
sites like Twitter and LinkedIn, to build their brand, they are
commonly more focused on sharing business and industry
related updates, as opposed to interacting with their followers
This provides an excellent opportunity for those CMOs who
want to buck the trend and self-promote their businesses and
organizations in a positive light across a wide range of
platforms. Visibility in the public eye can be a huge
advantage when targeting new potential customers.

3. A DAY IN
THE LIFE
9 AM
Settle in to the office and review to-do list and daily calendar,
along with any reports.
10 AM
Have a daily/weekly meeting with the marketing department,
including social media team, to discuss new ideas.
11 AM
Miscellaneous weekly individual team meetings (operations,
social, sales, etc.)
1 PM
Respond to emails and any outstanding items following lunch.
3 PM
Reviewing inventory and merchandise.
4 PM
Executive team, including the social media director, gather
informally to cover any outstanding topics.

4. LEVERAGING
SOCIAL FOR
BUSINESS
Understanding and getting to know your audience is an essential step in the social
marketing process. Once you have the statistical insights into age groups, locations, and
other demographic data about your clientele, you can better strategically engage them
using the appropriate platforms.
It is important to make sure that your posts aren’t too intrusive or promotional in nature.
Rather, create informative and engaging posts, that aim to resonate and impact your
audiences senses. In addition, it is valuable to tailor your messaging based on the
platform itself, as the demographics and intent can change from site to site.
Social media is a space where your audiences can directly get in touch with you.
Encourage them to comment on and share your posts on social media. Additionally, if a
patient does not seem satisfied with your care, reach out to them. Tell them that you’d
like to connect with them to learn more about your shortcomings. This helps build brand
trust and loyalty, and allows you to rectify any mistakes made.
DISCOVER YOUR AUDIENCE PREFERENCES
DEVELOP ENGAGING CONTENT
BE UNDERSTANING AND RESPONSIVE

5. TRENDS TO
FOLLOW IN
2020
In today's rapidly changing social media environment, it is more important
than ever to be staying ahead of your competition when adapting to new
innovative marketing opportunities. Doing so enables you to have the
proper tools in your arsenal, a current and relevant strategy, and the
necessary skills to get the most of social media.
VIDEO
CONTENT
THE RISE OF
STORIES
Among the most-shared content across
all social platforms are long-form and
short-form videos.
With YouTube housing the second most
active users only to Facebook, and apps
like TikTok and Instagram continuing to
expand, it is imperative to have an active
video presence promoting your services.
Following the launch of Snapchat, other
social media platforms have sprinted to
add a Stories format to their offering,
flooding the web with over 500 million
daily active Story users.
In today's social climate, influencers are
all the rage. Brands compete and pay
substantial amounts of money to secure
people who will endorse their products
and bring in organic traffic.
INFLUENCERS
In healthcare, you need to be creative in
order to succeed in this endeavor.
Partnering with local media and athletic
organizations can give your brand a
significant edge. In addition, it would be
wise to empower your physician base,
and encourage them to post and create a
brand for themselves, thus creating their
own influence.
In addition to a staggering growth rate,
Story based posts have become highly
engaging, not only among everyday
users, but businesses alike. On average,
brands are posting Stories to their social
feeds once every four days.
Considering all you need is a smart
phone, the barrier to entry is lower than
ever, and the options between organic
video and ads are bountiful.

6. EVALUATING
THE DATA
Due to the high volume of patients looking
to the web for answers regarding their well-
being, health care professionals and
organizations are obligated to create
informative content to be shared across
several social media platforms. Doing so
will help accurately inform consumers about
health-related issues and guide them to
accurate information.
90%90%
90% of 18 to 24 year olds
said they would trust
medical information
shared by others on their
social media networks.
40%40%
40% of consumers say
that information found via
social media affects the
way they deal with their
health.
60%60%
60% of social media users
are most likely to trust
social media posts and
activity by doctors over
any other group.
60%60%
60% of doctors say social
media improves the quality
of care delivered to
patients.
41%41%
41% of people said social
media would affect their
choice of a specific doctor,
hospital, or medical
facility.

7. THE INITIAL
TOUCHPOINT
Methods of engagement have changed drastically
since the birth of social media.
Consumers now prefer to interact with companies, and
health networks, via social media over any other
platform, with 34.5% of them choosing this method
versus through a website (24.7%), telephonically
(16.1%), or in-person (5.3%).
In addition, Americans spend on average 144 minutes
per day on social media websites/apps, thus
significantly increasing the likelihood that their initial
interaction with your practice will come through this
communication channel.

8. HEALTHCARE SOCIAL
MEDIA TACTICS
PROMOTE
HEALTHCARE-
SPECIFIC NETWORKS
LIVE TWEET TO
EDUCATE PATIENTS
INCLUDE HASHTAGS
TO ENGAGE IN
CONVERSATIONS
FACILITATE PHYSICIAN
COLLABORATION

9. MEASURING
YOUR ROI
When utilizing social media in healthcare, it can be challenging to
determine your net earnings. Making the connection between your
social media efforts and acquiring a new patient or scheduling a new
procedure, isn't an easy task. This is where analytics come in.
Analytics can play a major role in determining how patients found
their way to your practice. Whether it be through practice surveys, or
click tracking, it is important to understand the route they took to get
in front of your physicians.
The most important thing to consider with social media in healthcare
is that it is a long-term investment, and it is imperative to
acknowledge the lifetime value of a new healthcare consumer or
patient. For example, if it only costs $100 to acquire a new patient via
social media, while they bring a lifetime value of $25,000 or more,
your investment is highly profitable.
EARNINGS - COSTS
X 100
COSTS
=
ROI

10. SOCIAL MEDIA COST SAVINGS
As you reflect on your potential ROI, it’s easy to overlook
one of the most important things about social media in
healthcare: it is cost effective. In comparison to traditional
marketing ventures, social media typically costs significantly
less while yielding substantially better results.
Spending thousands of dollars versus millions for the same
results is pretty attractive. Not to mention, you are able to
do a substantial amount of messaging free of charge,
including alerting followers about company updates, offering
customer support, and sharing unique content on a daily
basis.
Not only is social media more affordable option, but it also
provides much more flexibility, in that it is not stagnant.
Unlike a traditional media buy, you have the power to
change your messaging, as any circumstance arises.
60
40
20
0
COST PER THOUSAND IMPRESSIONS (CPM)
OF MEDIA PLATFORMS (IN USD)