2010 MGMA Annual Meeting


        From Ordinary to Extraordinary:
Using Social Media to Do More with Your Practice
Agenda

-Changes in Today’s Market
-Making Sense of Social Media: Networking,
Sharing & Listening
-Deconstructing a Real P...
Changes in Population


-Busier, Lots of Logistics
-Fragmented Lifestyles
-Lots of fear
-Overwhelmed with information
-Bec...
Changes in Marketing Approaches
        Old School                   New School
 Yellow pages ads             Google lis...
Changes in Marketing

-Organizations touted as doing it right aren’t doing direct marketing
-Move towards influence market...
Skills & Capabilities

-Fundamental understanding of the Web and how it works
    -Websites/Internet (on computer and phon...
World of Social Media

 Social Networking       Social Sharing     Social Listening
Facebook             Twitter          ...
Social Networking

                 Pros                                        Cons
-People voluntarily opting into your ...
Social Sharing

             Pros                                  Cons
-Establish organization as a market -Pressure to s...
Social Listening

              Pros                                 Cons
-Know what popular opinion really      -Facing w...
How Organizations are Using SM

-Announcing special offers, promotions, accomplishments
-Offering information or expert ad...
Case Study in Action

-Lumberton Radiological Associates
 North Carolina
What Is the Practice Missing?

-Accomplishments and awards
-Easily identifiable area of expertise
-Expert healthcare tips ...
Idea: Private Support Groups: Monetized or Not
Idea: Use “Sparks” to Promote Your Events
Idea: Use “Walls” for Supporters, Patients, etc
Idea: Support National Campaigns and Link to
Them; Tell Others How You Support the Medical
Community and In What You Belie...
Idea: Dr. Maino has a blog AND is talking about the
Psoriasis Walk in Which She’s Involved!
Idea: Support Local Programs and Participate.
Reward Athletes, etc through Public Recognition on
Facebook, Twitter, etc!
Practice Self-Assessment for Social Media

 -What Do We Have That Is Unique?
 -What Is the Image That We Want Others to Ha...
Where Do We Start?

-Do we have events?
-Do we have content?
-Do we have someone who has the time and skill to write?
-Do ...
Ready for Tools

-Select appropriate tools based on assessment
-Ensure basic website is ready
-Watch webinars, read, and a...
Contact Information

-Suzanne Carawan
 scarawan@etouches.com
 703.431.2208
 Twitter: @suzannecarawan
 Facebook: /suzanneca...
From Ordinary to Extraordinary: Using Social Media to Do More with Your Medical Practice by Suzanne Carawan of etouches
From Ordinary to Extraordinary: Using Social Media to Do More with Your Medical Practice by Suzanne Carawan of etouches
From Ordinary to Extraordinary: Using Social Media to Do More with Your Medical Practice by Suzanne Carawan of etouches
From Ordinary to Extraordinary: Using Social Media to Do More with Your Medical Practice by Suzanne Carawan of etouches
From Ordinary to Extraordinary: Using Social Media to Do More with Your Medical Practice by Suzanne Carawan of etouches
From Ordinary to Extraordinary: Using Social Media to Do More with Your Medical Practice by Suzanne Carawan of etouches
From Ordinary to Extraordinary: Using Social Media to Do More with Your Medical Practice by Suzanne Carawan of etouches
From Ordinary to Extraordinary: Using Social Media to Do More with Your Medical Practice by Suzanne Carawan of etouches
Upcoming SlideShare
Loading in …5
×

From Ordinary to Extraordinary: Using Social Media to Do More with Your Medical Practice by Suzanne Carawan of etouches

885 views

Published on

Social media is exciting. And overwhelming. And exhausting.We all inherently understand its power and promise, but how do we capitalize on this without spending our entire day tweeting? What social media tools should we use and for what purpose when there are so many available to us? How do we get real value out of social networking so that we can actually perform
our jobs better and serve our physician and patient populations?
Join this session to get answers to these questions and ideas that you can take home and immediately implement. Learn how to fast-track your way through the maze of social networking so that your practice has a
solid plan for utilizing the social web. This fast-paced and idea-driven session is guaranteed to leave you with a solid understanding of social media and ready to take
social action for your practice!

Published in: Health & Medicine
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
885
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
13
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

From Ordinary to Extraordinary: Using Social Media to Do More with Your Medical Practice by Suzanne Carawan of etouches

  1. 1. 2010 MGMA Annual Meeting From Ordinary to Extraordinary: Using Social Media to Do More with Your Practice
  2. 2. Agenda -Changes in Today’s Market -Making Sense of Social Media: Networking, Sharing & Listening -Deconstructing a Real Practice Using Social Media -Self-Assessment of Your Practice -Where to Start, What to Ask, and How to Do
  3. 3. Changes in Population -Busier, Lots of Logistics -Fragmented Lifestyles -Lots of fear -Overwhelmed with information -Becoming more geared towards prevention & care -Much longer lifespan and medical treatment options -Much denser living conditions and urbanization -Internet and mobile phone usage is a way of life
  4. 4. Changes in Marketing Approaches Old School New School  Yellow pages ads  Google listings  Local newspaper and  Targeted Facebook & circular ads LinkedIn supplementals  List your phone number  List your Twitter and and website address Facebook addresses  Newsletter columns from  Blogs experts or owners  “Bring a friend” discount  Discount-driven offers  In-person seminars, open  Exclusive advertising houses & webinars through impersonal  Webinars means  Twitter Chats  PowerPoint  Prezi
  5. 5. Changes in Marketing -Organizations touted as doing it right aren’t doing direct marketing -Move towards influence marketing -Reputation -Word-of-Mouth -Brand -Thought Leadership - Approach is very different because requires different skillsets and approaches: -Bad News: it’s new and you have to learn/change what you’re doing, it requires time and discipline -Good News: good news is that it is often CHEAPER in terms of cash outlays and is MUCH LONGER LASTING
  6. 6. Skills & Capabilities -Fundamental understanding of the Web and how it works -Websites/Internet (on computer and phones) -Google -Facebook -LinkedIn -Twitter -Blogs -Email marketing -Ability to write something interesting, insightful and intellectual -Ability to read large amounts of material -Positive attitude -Energy! -Hyper multi-tasker
  7. 7. World of Social Media Social Networking Social Sharing Social Listening Facebook Twitter Technorati LinkedIn YouTube Google Alerts/Blogs Plaxo SlideShare Techrigy Private Networks Delicious, Digg General Sentiment Foursquare Radian6
  8. 8. Social Networking Pros Cons -People voluntarily opting into your -Requires staff involvement, management program or organization -Highly targeted population of consumers -Takes time to really see results of your program or organization -Data! Identify trends, patterns, unmet -Requires organization to change and needs/issues adapt! -Create a much more intimate relationship -Investment with customers
  9. 9. Social Sharing Pros Cons -Establish organization as a market -Pressure to stay a thought leader through thought leadership leader/innovator (creates demand) -Increases visibility and awareness -Pressure to build a continuous (higher rankings on Google!) program and not a blip of activity; blip of activity hurts -Positions organization as an -Investment in getting the right innovator; allows you to tools and resources to create differentiate from competition materials to share -Create a more memorable -Time experience and increase patient care
  10. 10. Social Listening Pros Cons -Know what popular opinion really -Facing what people are really is saying and deciding what to do about it -Can detect patterns, trends, -Time and real money outlay for unmet needs tools -Can identify a new product or -Pressure to do something with the service to offer that differentiates information gathered your practice or practitioners -Possibly leads to a more creative, -Have to change mindsets market-driven culture
  11. 11. How Organizations are Using SM -Announcing special offers, promotions, accomplishments -Offering information or expert advice -Showing community participation -Using for support groups -Using for private learning communities -Using for internal staff communication and sharing -Using for educational seminars -Using for lead generation
  12. 12. Case Study in Action -Lumberton Radiological Associates North Carolina
  13. 13. What Is the Practice Missing? -Accomplishments and awards -Easily identifiable area of expertise -Expert healthcare tips and info on specific areas of expertise -Pictures/dates/encouragement to sponsoring football teams, community healthfairs -Partner network—no links to affiliates, partners or supporting/referring organizations (e.g. orthopedic practice) -Event registrations? -Blog on community care and participation? -Fun stuff : contests, humor, etc
  14. 14. Idea: Private Support Groups: Monetized or Not
  15. 15. Idea: Use “Sparks” to Promote Your Events
  16. 16. Idea: Use “Walls” for Supporters, Patients, etc
  17. 17. Idea: Support National Campaigns and Link to Them; Tell Others How You Support the Medical Community and In What You Believe
  18. 18. Idea: Dr. Maino has a blog AND is talking about the Psoriasis Walk in Which She’s Involved!
  19. 19. Idea: Support Local Programs and Participate. Reward Athletes, etc through Public Recognition on Facebook, Twitter, etc!
  20. 20. Practice Self-Assessment for Social Media -What Do We Have That Is Unique? -What Is the Image That We Want Others to Have Of Us? -How Private is the Topic? -How Active are We Locally? Nationally? Globally? -What Do We Believe In? -What is the Experience that We Want Patients to Have? -How Big of a Role Do We/Could We Play in a Patient’s Life? -Where Are We With Our Business?
  21. 21. Where Do We Start? -Do we have events? -Do we have content? -Do we have someone who has the time and skill to write? -Do we have defined goals? -Are we in it for the long haul? -Are we ready to change? What will stop us? How do we overcome obstacles?
  22. 22. Ready for Tools -Select appropriate tools based on assessment -Ensure basic website is ready -Watch webinars, read, and attend events -Invest in training: www.lynda.com , local events, or other educational courses -Create a calendar around events -Pick a theme per month -Set realistic goals: 1-2 activities per week -Assess often, tweak more and always stay disciplined!
  23. 23. Contact Information -Suzanne Carawan scarawan@etouches.com 703.431.2208 Twitter: @suzannecarawan Facebook: /suzannecarawan LinkedIn: /suzannecarawan

×