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UNLV School of Dental medicine

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  • In business terms, brands help perceive who you are to patients… Are you cosmetic dentists – that caters to a high-end demographic… Or does your brand say the opposite about you… like you are a good dentist with reasonable pricing…
  • Unlvdental1

    1. 1. UNLV School of Dental Medicine Master Rounds: Social Media Marketing Your Practice in Today's Environment: Social Media's Role in Building Your Brand
    2. 2. LISA MARIE WARK, M.B.A. Mobile & Social Media Agency Founder/Owner: Lisa Marie Wark, MBA & Assoc. Founder/President: BuyYourApp.com Revage Medical Spa, LLC Medspas.com SVP Marketing: Century Wellness Clinic SVP Marketing: Cancer Screening &Treatment Center of Nevada Affiliated Associations Public Board Member: Nevada Dental Board of Examiners Consumer Advocate Board Member: American Board of Dental Examiners Chairman Public Advocacy Committee: North Eastern Regional Board of Examiners Lisa Marie Wark, MBA is a media agency that helps build and protect Professional brands through digital marketing.
    3. 3. Objectives In this module, you will learn to: Explain what is a Brand Explain the importance of Brands Describe the attributes of a strong brand Explain branding, social media and YOU The difference traditional media & social media Explain what is social media Explain brand building through social platforms List the social platforms that best suit YOU
    4. 4. What is a Brand?  A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. • A brand is a living, breathing thing. • It will change and evolve as you do. • It’s should be part of a healthy, more interesting, • natural progression. It has to stay relevant.
    5. 5. I’m going to show you a short clip right now… And you tell me how it would affect your brand…
    6. 6. What is a Brand? Brand is the seller‟s promise to deliver the same bundle of benefits/services consistently to buyers. A product is any offering by a company to a market that serves to satisfy customer needs and wants. A product can be an object, service, idea, etc. On the other hand a name becomes a brand when consumers associate it with a set of tangible and intangible benefits that they obtain from the product or service. Brands are not the same as Products.
    7. 7. What is a Brand? The popular Starbucks has earned its brand image from the opinions of its customers. The brand Starbucks stands for bolder, more flavorful coffee. Thus, you can see that Brands are “what the consumers buy”, while products are “what concern/companies make”. Brand is a promise that the product will perform as per customer‟s expectations. It is a name, term, sign, symbol or a combination of all these which differentiate the goods/services of one seller or group of sellers from those of competitors. Some examples of well known brands are Wrangler, Audi, Samsung, Coca Cola, etc.
    8. 8. “A brand is what people say about you when you’re not in the room.” -Jeff Bezos Amazon.com Founder/CEO
    9. 9. Objectives In this module, you will learn to: Explain what is a Brand Explain the importance of Brands Describe the attributes of a strong brand Explain branding, social media and YOU The difference between traditional and social media Explain what is social media Explain Brand Building through Social Platforms List the Social Platforms that is Best Suited for You
    10. 10. Why do Brands Matter? R The main reason consumers flock to some brands and ignore others is that behind the brand stands an unspoken promise of value. B Brands have become important drivers of growth for any organization, good or service. N A brand helps make a mark and differentiate a good or service from others in marketplace. D A strong brand makes people aware of what the company represents and about the different offerings of the company. S Brands help customers to connect to the product or service on an emotional level. A A Brand is a promise that the product will perform as per customer’s expectations.
    11. 11. Why do Brands Matter? Does the brand signify status such as in Mercedes? Does it care about the environment like Panasonic? Is it elegant and refined like Omega? Is it a rugged brand like Royal Enfield? Does it love the outdoors like Nike? Is it open minded and progressive like Apple? Is it a brand for achievers like Lenovo? Does it signify quality like in Bluestar ? Customers use brands as a means to show “This is what I stand for” and hence, use brands to express themselves. The customers remain loyal to brands and they become advocates for those brands. Thus, you can see that people connect emotionally with brands that stand for things that are important to them.
    12. 12. Objectives In this module, you will learn to: Explain what is a Brand Explain the importance of Brands Describe the attributes of a strong brand Explain branding, social media and YOU The difference between traditional and social media Explain what is social media Describe the Strategic Brand Management Process List the Strategic Brand Management Guidelines
    13. 13. What makes a Brand Strong? A strong brand is like an asset. It can be used as collateral for financial loans , buying and selling as an asset. A strong brand has strong attributes, values and personality that the consumers associate with the brand. A strong brand is a means of attaining higher customer loyalty. It is important that in order to make a strong impact, a brand should be strong. There are a few characteristics that make a „strong‟ brand, which are as follows: A strong brand always delivers the benefits that customers truly desire. A strong brand makes use of and coordinates full range of marketing activities to build equity. A strong brand has the right blend of product quality, design, features, costs and prices. A strong brand is properly positioned and occupies a particular niche in consumers' minds. A strong brand compels consumers to willingly pay a substantial and consistent premium price for the brand versus a competing product and service.
    14. 14. Gillette as a Strong Brand Gillette is one of the strongest brands in the market of men‟s personal care products. It has tied the actual quality of its products to various intangible factors such as: The type of person who uses Gillette, the type of situations in which the brand is used, the type of personality Gillette portrays etc. User Imagery Its razor blades are as technologically advanced as possible through continuously spending millions of dollars in R&D. Technology It has developed several sub brands such as Trac II, Altra, Sensor, Mach3 to remain on top of its competitors. Sub-branding It makes constant improvements with modifiers like Altra Plus, Sensor Excel. Enhancements
    15. 15. Gillette as a Strong Brand To keep this strong brand presence, Gillette is very protective of the name carried by its razors, blades and associated toiletries. Hence, Braun is used for the company's electric razors and its oral care products are marketed under the name, Oral B. Gillette has created a strong brand image in totality - that is, all the different perceptions, beliefs, attitudes and behaviors customers associate with their brand. Gillette’s tagline, 'The Best A Man Can Get’, showcased in its ads through the years has created a consistent, intangible sense of product superiority.
    16. 16. Strong Brands Make You Stand Out
    17. 17. Objectives In this module, you will learn to: Explain what is a brand Explain the importance of brands Describe the attributes of a strong brand Explain branding, social media and YOU The difference between traditional and social media Explain what is social media Explain brand building through social platforms List the Social Platforms that is Best Suited for You
    18. 18. Social Media: What it means to YOU as a Brand  Big, important difference:  Traditional media = one-way communication  Billboard, print ad, commercial, “talking at”  Social media = interactive dialogue  Blogging, engaging, sharing, commenting, “talking with” 18
    19. 19. What about Social Media & YOU  YouGov Healthcare Report findings:  57% said that a social media connection with a hospital or medical practice was likely to have a strong impact on their decision to seek treatment at that facility  81% of consumers believe that if a hospital or medical practice has a strong social media presence, they are likely to be more cutting edge, creating a halo effect across clinical functions 19 Source: Consumers’ Use, Preference and Expectations of Hospital Social Media, http://corp.yougov.com/healthcare/consumers-use-preference-expectations-hospital-social-media/
    20. 20. What are Your Brand‟s Values?  your Social Media Message must convey your core values (dental healthcare, etc.)  Everything you do in social media relates to your marketing message – Brand Ambassadors  Generate a following through openness about yourself and your business (no mixed identification)
    21. 21. Who Is Your Audience?  1. Patients- patients who need routine cleaning and dental care, cosmetic dentistry, general dentistry, pediatric dentistry, periodontics, etc…  2. Medical Professionals- Dentists and Doctors  3. Social Forums- content sharing
    22. 22. Your Patients are Looking for YOU ONLINE  “Eight-in-ten internet users look online for health information, making it the third most popular online pursuit….following email and using a search engine. Since one-quarter of adults do not go online, the percentage of health information seekers is 59% among the total U.S. adult population.” 22 Source: Pew Internet & American Life Project, Feb. 1, 2011; http://pewresearch.org/pubs/1875/internet- health-topics-accessing-updated-data
    23. 23. Why Web & Social Media Matter to Physicians & Healthcare Institutions  Because your patients are NOT going to the Yellow Pages anymore  Internet: Google/Online physician directories  Mobile: Little Blue Book, BCBS, etc.  Because there are new consumer expectations for services now  Perception: No web site = old, out of touch, poor quality service  Because it‟s where your patients/ customers are 23
    24. 24. How does social media works for healthcare?  Recipe of Success:  It all starts with content  A blog post  Picture albums  A video  A News article 24
    25. 25. The content is then shared  E-Blasts to subscribers  Twitter to followers  Facebook to fans  YouTube to Your channel 25
    26. 26. Objectives In this module, you will learn to: Explain what is a Brand Explain the importance of Brands Describe the attributes of a strong brand Explain branding, social media and YOU The difference traditional media & social media Explain what is social media Explain brand building through social platforms List the social platforms that best suit YOU
    27. 27. “Social Media is the BIGGEST shift since the Industrial Revolution” – Erik Qualman, Socialnomics “The OLD way of advertising is no longer working…. Like it used to….”
    28. 28. 86 % of viewers don‟t trust traditional advertising any longer
    29. 29. Only 18% of traditional TV campaigns generate a positive ROI 90% of people skip ads via TiVo/DVR
    30. 30. The Consumer Shift is Happening Now!
    31. 31. Objectives In this module, you will learn to: Explain what is a Brand Explain the importance of Brands Describe the attributes of a strong brand Explain branding, social media and YOU The difference traditional media & social media Explain what is social media Explain brand building through social platforms List the social platforms that best suit YOU
    32. 32. def (Wikipedia) - Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. It refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks Social Media IS NOT A fad A replacement for traditional advertising The first step and only step The magic bullet FREE A monologue/Sales Pitch about YOU Social Media IS A Democratization of Marketing, a powerful new venue to integrate Engagement in conversation with your patients. Going where your patients already are or where they want to be Time-consuming Listening and dialogue… All about THEM What is Social Media?
    33. 33. The most three most trusted forms of advertising are: Recommendations from people I know - 90% Consumer opinions posted online - 70% Branded websites - 70% What Social Media has done is make the traditional two-way word of mouth marketing accessible and available to everyone with a computer (or phone). FROM THIS TO THIS The question is, how do we engage a patient to influence others? Word-of-Mouth Goes Virtual
    34. 34. For the Healthcare Industry TRUST is Key
    35. 35. 47% of People Trust Ads on TV 70% of People TRUST consumer recommendations For purchase decisions 90% of People TRUST Recommendations from People they know
    36. 36. • 96% of Millennials have joined a social network • One in every nine people on Earth is on Facebook ( This number is calculated by dividing the planets 6.94 billion people by Facebook‟s 750 million users) • People spend 700 billion minutes per month on Facebook • Fastest Growing Segment on Facebook is 55-65 year old females
    37. 37. Loyalty Will Become Paramount How to develop loyalty: 1. Be Authentic and Build a Trusting Relationship 2. Share Your Knowledge and Experience 3. Consistently engage with your audience 3. Invite followers to communicate with you outside of the social media realm (office visits, email, etc.)
    38. 38. Objectives In this module, you will learn to: Explain what is a Brand Explain the importance of Brands Describe the attributes of a strong brand Explain branding, social media and YOU The difference traditional media & social media Explain what is social media Explain brand building through social platforms List the social platforms that best suit YOU
    39. 39. For Medical Professionals/Practices Blogging Facebook/Twitter LinkedIn YouTube Google+ The Stats - The Why - The How The BIG FIVE
    40. 40. A Great Brand Starts From Within A Great Brand Starts From Within
    41. 41. Personal Branding and Storytelling= “Brandtelling”
    42. 42. “Brandtelling” Blogging “Brandtelling is built on the foundation of connecting people through a story that is relevant, real, and repeatable.” -Arthur Germain, Communications Strategy Group 42
    43. 43. def (wikipedia.com) - "A type of website with regular entries of commentary, descriptions of events, or other material such as graphics or video." Blogs • Approximately 200 million blogs • The majority of web users interact with blogs every single day
    44. 44. Why blog? Constantly updated content Gives visitors a reason to check out your site again and again Become an EXPERT in your field Search Engine Optimization ENGAGEMENT with customers Blogs
    45. 45. How to blog? Common Blogging Platforms Blogger, Blogspot, Wordpress Minimum of 2x per month 1000 words or less per entry Blogs are NOT press releases EACH post should have some interactive/multimedia element Polls Video, Photos Links to other relevant sites Lists Enable comments and only filter them if they are explicit or spam Integrate all of your other social media platforms (“Add to Any”;“Tweetmeme”; “Meebo”) Blogs
    46. 46. Why Facebook? The stats speak for themselves Mix of paid (Highly targeted) And unpaid (permission marketing) Facebook AKA THE BIG ONE
    47. 47. The Stats The average U.S. Internet user spends more time on Facebook than on Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon combined. Average age is 38 #2 visited site (after Google) The New Oxford American Dictionary voted “unfriend” as the 2009 Word of the Year. Facebook AKA THE BIG ONE
    48. 48. • Each Facebook user spends on average 15 hours and 33 minutes a month on the site • More than 250 million people access Facebook through their mobile devices • More than 2.5 million websites have integrated with Facebook • 30 billion pieces of content is shared on Facebook each month
    49. 49. How to Facebook? EVERYDAY – Respond to inquiries, add fans, post on other pages, share links. WEEKLY – Feed your blog posts. Use the paid advertising Friend pages are for individuals; Fan pages are for businesses. Don't sell, sell, sell Lifestyle Marketing – Patient Profile Facebook AKA THE BIG ONE
    50. 50. Why Twitter? Users in the prime spending period of their lives. Smaller amount of users, but VERY ENGAGED and CONNECTED. Real time search capabilities for lead generation and customer service Twitter results now turn up on the front page of Google. Twitter It‟s not about what you had for breakfast. Ok, maybe sometimes.
    51. 51. def - The platform that allows users to send a receive 140 character messages known as tweets. You opt in to follow users whose content you want to receive. The stats “Twitter” was the top word of 2009, according to the Global Language Monitor. Average age is 39 100 million-ish users Only about 20% are active Twitter It‟s not about what you had for breakfast. Ok, maybe sometimes.
    52. 52. • Twitter is handling 1.6 billion queries per day • Twitter is adding nearly 500,000 users a day
    53. 53. Twitter Surgery  In April 2009, Tweeted a live, robotic hysterectomy to a handful of “followers”  The next day… 55
    54. 54. Results of Twitter Surgery  TV: WGN TV, “Elgin hospital first in Ill. to Twitter surgery” Good Morning America, “Why Doctors Are Tweeting During Surgery”  Media: The Huffington Post, “Sherman Hospital Twitters Surgery, Posts YouTube And Facebook Updates Of Hysterectomy” Chicago Tribune, “Twitter comes to Sherman‟s operating room in Elgin” Chicago Breaking News Center, “Elgin hospital first in Ill. to Twitter surgery” Daily Herald, “Elgin hospital first in state to Twitter surgery” The Courier News, “Sherman Hospital „tweets‟ hysterectomy” The Courier News, “Sherman all a‟Twitter over online surgery” Chicago Defender, “Hysterectomy Shown Live on Twitter “ Journal Sentinel (Milwaukee, WI), “Live! It‟s Knee Surgery “ The Times (Ottowa, IL), “Hysterectomy Shown Live on Twitter “ 56  Media, cont: Chicagoist, “Suction. Scalpel. Tweet Team?” McHenry County Business Journal, “Sherman to Tweet from Procedure “ WSBT 2 (South Bend, IN), “Hysterectomy Shown Live on Twitter “ NJ.com (New Jersey), “Hysterectomy Shown Live on Twitter” India Post, “Hysterectomy Shown Live on Twitter “ Pantagraph (Central IL), “Hysterectomy Shown Live on Twitter “ Quad Cities Dispatch, “Hysterectomy Shown Live on Twitter “ KMOX (St. Louis, MO), “Hysterectomy Shown Live on Twitter “  PR, Social Media, Health Interest: PR Junkie, “Hospital Staff Twitter during Hysterectomy “ Illinois Society for Healthcare Marketing and Public Relations, “Sherman Hospital to Tweet” During Robotic Surgery” “ Think HBG, “Social surgery? “ Healthcare POV, “Respiratory Care: What a Tweet? “ Chicago Health Matters, “Morning Round Up: Twittering Surgery “
    55. 55. How to Twitter? DAILY – post links, “retweet” content, share your blog. Engage prominent personalities. Feed your blog Press release distribution search.twitter.com If you're not going to make a committed effort to use a twitter account, don‟t make one. Twitter It‟s not about what you had for breakfast. Ok, maybe sometimes.
    56. 56. Google+ Google+ places a heavy emphasis on search engine optimization (SEO), which differentiates it from other social media networks like Facebook and Twitter.
    57. 57. Google+ posts are crawled and indexed almost immediately. Google Search treats Google+ profile and pages just like “regular” websites, so they have PageRank and can be just as powerful as other websites in terms of ranking.. Google Plus and Page Rank
    58. 58. Profile Photo is Important Questionable Appropriate
    59. 59. Why LinkedIN? No brainer The best Rolodex ever Lead generation LinkedIN Your Virtual Resume
    60. 60. • 47.6% of users use LinkedIn 0-2 hours per week • 26% use it from 3 to 4 hours a week • 12.2 % use it for 5-6 hours per week (that is nearly 1,400 minutes per month)
    61. 61. The Stats 50 million+ users The largest truly business-oriented site Average age is 44 LinkedIN Your Virtual Resume
    62. 62. How to LinkedIN? Make a personal page for everyone in the company. Link them to your company profile. EVERYDAY Followup on messages/requests; Check in on your contacts; Post a status update. WEEKLY Feed your blog posts; Answer questions; Make recommendations; Join groups. Use the search feature for lead generation. Get serious LinkedIN Your Virtual Resume
    63. 63. Why use it? For the visual learners Search Engine Optimization YouTube Cute kittens everywhere get their 15 minutes.
    64. 64. How to use it? Post at least quarterly; share other Youtube content monthly. Invest in a video camera, hire a video production company, or use "photo- based" video software. How-to tutorials, video tours of your office, event wrap ups. Post videos as "replies" to already existing and related content. Integrate into your blog with embed feature. YouTube Cute kittens everywhere get their 15 minutes.
    65. 65. • YouTube has 490 million unique users who visit every month (as of February 2011) • YouTube generates 92 billion page views per month (These YouTube stats don’t include videos viewed on phones and embedded in websites) • Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)
    66. 66. The Stats 2 billion videos watched daily The number two search engine after Google YouTube Cute kittens everywhere get their 15 minutes.
    67. 67. YouTube and Your Practice Testimonials, office tours, products and procedures demonstrations and events are the most popular ways medical practices use YouTube.
    68. 68. Good Content Targeted Audience Sustainable Results Media Strategy 101
    69. 69. Social Media Strategy Objectives: 1. Strengthen and Protect Your Brand/Reputation 2. Foster a Network of Followers & Champions/Influencers 3. Extend Opportunities of Engagement 4. Identify Real Trends by Listening to conversations 5. Shape conversations about medicine
    70. 70. Mashable.com Slideshare.net SocialMediaToday.com Jeff Bullas‟ Blogger Socialnomics Neilsen And, of course, Blogs, Facebook, LinkedIn, Google+ Twitter, and Youtube. Additional Resources
    71. 71. Summary In this module you learnt that: Brand is a name, term, sign, symbol or a combination of all these which differentiate the goods/services of one seller or group of sellers from those of competitors. Brand management is the process of defining the brand, positioning the brand, and delivering the brand. The relationship between branding, social media and the practiitioner (brand ambassador) is based on trust and authenticity. The Social Media Platforms that are the most influential in a medical practice are the following five channels: Blogs Facebook/Twitter YouTube LinkedIn Google+ A social media plan is vital in strengthening and protecting your brand.
    72. 72. Lisa Marie Wark, MBA @LisaMarieWark www.LisaMarieWark.com www.BuyYourApp.com

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