Hospital marketing tips for marketers that are using social media with their service lines.

1. *
Practical Social Media Strategy
for Hospital Marketing
Departments of One
June 14th, 2012

2. Design, implement, and facilitate annual
marketing plan for each service line
*
Plan and administer the firm’s marketing
operations budget
Negotiates with media agents
Develop promotional materials including
marketing collateral
Coordinate classes and seminars
Maintain community and physician relations
Grow service lines through new patient
acquisition
Develop promotional materials including
marketing collateral
Manage external communications and
systems
Manage internal communications and systems
Support all public relations efforts
Work with external vendors and consultants
Assist the service lines to meet their
objectives
And the list goes on…

3. *

4. *

5. *
Market “with” rather
than market “to”

6. Laser Guided Social Media
*
Avoiding shiny object syndrome
Stop thinking that social media means you need a Facebook Page, Twitter profile,
Pinterest board, and the next big thing…
Use your marketing data to your advantage
Segmentation, timing, context, and understanding true interest are your friends.
Let’s go hunting with a rifle, not a shotgun.
Stop using the word campaign
“Campaigns” sound big and time consuming. Test. Test small and test often.
Pay closer attention to the timing of your marketing efforts
Your audience is in fact NOT “always on”. Find out when they are. You have the data
at your finger tips.

7. Look for the Ponds
*
You do not need to be on every social
network.
Huron, SD
Population
approximately
11,033
Don’t be fooled by the stats… Yes 50% of Huron, SD is on Facebook. However, this does
not mean 50% of the population is interested in your hospital, let alone your hospital’s
Facebook page.

8. Look for the Ponds
*
Small online communities are often more effective than the large ones
Angie’s List (really?)
Yelp, Google Local and other local search engines
Community bloggers
Start a blog on the community newspaper website
Sponsor an online social meet up when in person events are not
possible. i.e. Online support group using Google+ Hangouts.

9. Look for the Ponds
*
Launch niche Facebook
pages
Focus on events or health topics
Reduces commitment of resources
Easy exit strategy.
Cost effective to promote with ads
Test multiple versions and see
which ones are most effective
Expect less Likers than a heavily
promoted page

10. Look for the Ponds
*
Integrate social media
into your existing online
marketing
Blogs, microsites, videos and other
content can easily be repurposed in
social channels.
Again… You don’t need to reinvent
the wheel.
Existing Microsite

11. Are You Talking to Right People?
*
Would you send an email
or direct mail reminder
for a colonoscopy to a 25
yr old?
Same principles apply to social
media….
MISCONCEPTION:
Facebook is a great
channel for reaching
youth (false)
MISCONCEPTION:
Myspace users have
more disposable time
(true) and income (false)
Data courtesy of Kissmetrics

12. Rapid Testing Done Right
*
Identified Facebook audience in No. VA interested in weight loss
Created two ads promoting bariatric seminars
Directed ads to landing page
$479 monthly spend
Campaign: Chris Boyer (@ChrisBoyer) and Inova Team

13. The Results
*
Over three month period:
296 clicks/month (Return – Investment)
.03 CTR (Avg CTR for Facebook PPC is .02)
$1.62/click Investment
30 seminar registrations
23% seminar registration/surgery
conversion rate ($20,700 – $1,437)
Average $3,000 contribution margin $1,437
from surgery
$20,700 profit originated from campaign
$1,437 spend over 3 months 1340% ROI

14. Take advantage of freely
available tools for
*
scheduling content. You
don’t need to “always be
on.”
Plan your “social media
time” around your
communities social media
activity.
This data is available to
you. Use it!
.5 Post Per Day (1 post
every other day) yields the
most likes on Facebook.
Don’t over do it!
Data courtesy of Dan Zarrella (@danzarrella) and HubSpot

15. 5 Tips for Managing the Social Media Time Suck *
Listening/Monitoring
Set alerts for anything critical and then simply
use the rule of 3…15 min in the morning, over
lunch, and before going home.
Listen more than you talk. When you do talk
make sure you have something of value to
contribute.
Execution
Enlist partners. Both internally and externally.
Bring basic digital development and design in
house. Teach yourself if you have to!
Crowdsource content to save time “Life is about timing” –
Carl Lewis.

16. *
How Do You Allocate Your “Social Media Time”?
Today Tomorrow

17. Data Driven Content Marketing
*
Analyze Objectives:
Consumer
Interest
Track
Develop
Keyword
Increase relevant traffic to
Results
Strategy individual service lines
Generate yourhospital.com
Backlinks
to New
Optimize Increase overall website search
Content
Optimized
Content
“footprint” through generation of
backlinks
Release
Publish to
Related
Service
Optimized
Line
Content
Websites
for Free

18. Data Driven Marketing *
Off-page keyword-optimized
… linked to landing page
articles ...
March, 2012

19. Results From One Article
*
12 retweets on Twitter, 606 unique pageviews generated
(page averaged 305 pageviews a month)
* Calculations based on pageviews compared to prior year and average traffic 3 months prior to optimization and release being sent.
On page optimization implemented and article release sent

20. Now Scale Your Efforts…
*
Organic traffic is up 110.55% from Google, 38.04% from Yahoo, 66.67%
from Ask and 32.39% from Bing.
* Calculations based on Google Analytics data compared to same time period of prior year.

21. BlueSpire
*
More than 50 combined years of
marketing experience from our founding Strategic Marketing Digital Marketing Services
companies, Priority Integrated Marketing
and Dowden Custom Media.
The leading provider of custom content
marketing for the health care industry. Content Marketing and Custom Publishing
Currently assist more than 400 brands
nationwide with custom publications,
email marketing, website design, social
media, SEO campaigns, branding and
more.
BlueSpire is headquartered in
Minneapolis with a corporate office in
Montvale, N.J. and satellite offices in
Atlanta, Chicago, Dallas, Phoenix and
Appleton, WI.

22. *
Questions?
THANK YOU FOR YOUR TIME TODAY.