This is the PowerPoint deck from my presentation for the New Hampshire Medical Group Management Association meeting in January 2014. The subject was social media marketing for the medical practice.
4. Patient Engagement
I enjoyed Joe’s presentation:
His focus on patient engagement.
We need engaged patients.
How do we get there?
Need to change their thinking and behavior.
If your practice embraces the online
world, your patients are more likely to do
so.
• Engagement is ongoing.
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6. Why Social Media?
Why Is Social Media Important?
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Marketing has been redefined
Moving from professional story tellers to conversation
managers and facilitators
Marketing is now a dialogue, not a monologue
Engagement is what we’re after; required in today’s
healthcare environment
It is your reputation that’s on the line
Being absent from social media is conspicuous
The conversations are happening with or without
us
The quality of info being shared is suspect, so we have
an obligation to get involved
It is highly measurable!
7. Why Social Media?
Dr. Howard Luks’ List?
Spread knowledge
Improve communications
Control your message
Promote Health
“Empower” consumers and healthcare professionals
alike
• Perhaps even kindle the fire to help fix our ailing
healthcare system
• Derive a tangible ROI and significant Social ROI for
your efforts
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16. Engaging Moms
Marketing & Moms
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Market “with” rather than market “to”
Engage and allow for conversation
Communicate shared values
Must feel authentic
Provide value via the relationship
– How do you enrich her life?
– Sense of community - belonging
17. Engaging Moms
Four Doctors Who Do This Well:
• Dr. Natasha Burgert - http://kckidsdoc.com
• The Boogor Doctor – Dr. Russell Faust http://www.boogordoctor.com
• Dr. Wendy Sue Swanson – Seattle Mama Doc
http://seattlemamadoc.seattlechildrens.org
• Dr. Howard Luks http://www.howardluksmd.com
18. Social Physician
Dr. Luks – 17% of new patients come
through social media; More than
50% visit his website before the 1st
appointment.
• “Patients who discover me via social media
and my Web site tend to arrive far better
prepared and informed. They’re also more
comfortable with me, thanks to watching my
videos. All this makes my time with them
more productive and more efficient.”
19. Create a Plan
Draft a Simple Plan:
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Organizational readiness? Appetite for SM.
Who are you trying to reach?
What are your goals and objectives?
How will you determine success?
What platforms does your audience use?
Communication channels.
Start by being a voyeur. Listen and learn.
Integrate messaging with other communications.
Measure and monitor.
Avoid burnout. Take it in bite sized pieces.
20. Quiz
Monitoring your practice brand:
• How many of you have Google Alerts set up
with your practice name as the search term?
• “Physician name” + “your organization”
• “Physician name” (variations)
• Search periodically with different search
engines: try Bing
• You must be vigilant
21. Winning Formula
The Basic Digital Footprint:
Do a little, and do it well.
• Google+ page (no daily maintenance)
• LinkedIn Company Page (no daily
maintenance)
• Facebook page (daily maintenance)
• YouTube Channel
• Video
• Pay-per-click: Google, Facebook, Everyday
Health…
23. Facebook Basics
Create a community environment:
• Encourage discussion and sharing
• Ask for opinions and photos
• You want patients to use this as a word-ofmouth platform
• Great listening platform!
• Enrich the brand experience with photos and
videos
• Cross promote other SM platforms
28. Google +
• Populate page with good content about your
practice including photos and videos
• Build Circles –
Friends, Colleagues, Healthcare
Professionals, Patients, etc.
• Use the Google+ button to quickly post
content. No effort required.
• Let people know how to connect with you
via other platforms: LinkedIn, Twitter, etc.
29. YouTube
Best Practices
• Brand your channel: Upload channel art
(header image) and a channel icon (logo)
• Populate with informative videos
• Tag every video; include geographic tags
• Set up playlists
• Review analytics
33. Hootsuite
Third Party Application to Manage
Your Social Media Presence
• Hootsuite and Sprout Social are two of my
favorites
• Post your content in advance and have
timed delivery
• Great analytics
• Focused streams of content
• Track mentions
41. Power of Video
• Why Video?
– Human connection
– Makes patients more comfortable
– Educates patients
– Search! (Be sure to add Geo Tags)
• Leverage your videos:
– Google+, Facebook, YouTube, Pinterest, your
website
42. Power of Video
Check out these facts:
• The chances of getting a page one listing on
Google increase 53 times with video
• In the US, 1.6 billion videos are watched each
day by 82 million people
• Online video reaches more than 85% of U.S.
Internet users each month
• One in three people watch videos on health
• Video results appeared in almost 70% of the
top 100 search listings on Google in 2012
43. Twitter
How many of you use Twitter?
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I was slow to adopt it.
Try it.
The key is to follow industry hashtags.
Hashtags? #hcmktg #hcsm #aco #pcmh
Start by setting up a practice account.
Follow some industry thought leaders.
Follow people at peer organizations.
45. In Summary
Do What You Can & Have Fun
• Monitor your practice’s online profile:
Google Alerts, etc.
• Update your practice’s LinkedIn Profile
• Create a Google+ page
• Start and/or manage your practice FB page
• Start a YouTube channel
• Get your clinicians on video!
46. Contact Information
• Dan Dunlop, Jennings
– ddunlop@jenningsco.com
– Twitter: @dandunlop & @JenningsHealth
– Linkedin: http://www.linkedin.com/in/dandunlop
– Blog: http://thehealthcaremarketer.wordpress.com