How to build your reach and measure your results How to identify the best way to connect with patients through Twitter and Facebook How to gain exposure for your practice through social media

2. Stewart Gandolf,
CEO and Co-Founder
● National speaker to thousands of healthcare clients across North America
● Over 18 years experience consulting for healthcare providers and corporations
● Speaker at numerous professional meetings, including Cleveland Clinic,
American Academy of Facial Plastic and Reconstructive Surgeons, American
Association of Orthopedic Executives, Pri-Med, Mentor Corporation and
Lumenis Corporation
● Author and expert resource for the Wall Street Journal, Medical Economics,
Dental Economics, Optometric Management and Physicians Practice
magazines
● Personally consulted for over 1,457 healthcare clients
Meet the Healthcare Success
Experts

3. Meet the Healthcare Success
Online Team
Steve Jacobs,
SEO Manager
Heidi Drinkward,
Local Listing Coordinator
Raheim Bundle,
Head of Online Advertising
Ask your questions and tag @hcsuccess on Twitter
Jeff Barnett,
Web Developer
Richard Farkas
Online Marketing Specialist
Kylie Ladd,
Social Media Analyst

4. Mike Garzillo
Marketing Director
Healthcare marketing expert with over 20 years of
marketing experience. Uses a mix of electronic
marketing strategies, including social media as well
as a savvy website, to get more of the patients you
want, based on your specialty.

5. Agenda
Listen
Define
Create
ContentPromote
Content
Measure &
Evaluate
Revisit
Strategy

6. 1 LISTEN

7. Why Social Media
● 74% of web users look towards social media when
making a purchase.
● 99% of top brands are on Facebook, followed by
97% on Twitter and 59% on Instagram.
● 41% of people said social media
would affect their choice of a
specific doctor, hospital, or
medical facility.

9. What Social Media Won’t Do
● It won’t treat your patients for you
● Won’t bring in a slew of new patients
● Won’t let you hide behind traditional marketing
● As a standalone, will not work as your primary
marketing go-to
@hcsuccess

10. Facebook
Ages 65+ - Currently at
6.8%. Will increase to
7.6% in 2016. Largest
percentage share
increase.
Ages 25-35 - Currently
at 20.5%. Still the largest
number of users, but no
increase.
Ages 18-24 - Currently
at 16.7%. Will see a fall
off in share to 16.4% by
2016.

11. Twitter
Skews towards
younger
audience.
22.6% are 18-
24.
21.5%, second
largest, is 25-34
age group.

12. Google+

13. Pinterest / Instagram
Largest user share is 35-
44 demographic at
32.2%. After age 34, base
and share drops off.
Largest user share is 25-34 demographic at 22%.
Older millennials and some of Gen X still pin.

14. Overview of Platforms and Which Are Best
For You

15. 2 DEFINE

16. What are some goals and objectives of
social media
Set specific goals!
Add followers, generate more sales, land more
speaking engagements, be specific.

17. 3 CREATE
CONTENT

18. What do you post?
Social Media Explained with Healthcare
I like my local hospital
I have a question about my bill from the #hospital
I work at a hospital
Watch a video of doctors operating at the hospital
Here is a vintage picture of a hospital
This is a collection of pictures of state-of-the-art hospitals

19. Content Rule

20. What are the best practices?
● Get visual.
● Be concise! 100 is the new 140
● Tap in to moments big or small.
Can be as relevant as a team
win or a movie coming out.
● Relationships matter
● Create a content calendar and a
plan and stick to it.
@hcsuccess

21. The better the
content, the better
likelihood of
engaging, liking,
clicking to website,
leaving reviews and
helping “brand”
loyalty.

22. What not to do What to Do

25. Identify and Leverage Holidays and Current
Events
What to Do What Not to Do

26. Show Compassion and a Human Element
Don’t be a robot
Create a guideline and policy unique to
your practice/ hospital needs

27. When to outsource social media versus
when to do it yourself
It takes a midsize company about 32 hours a
month to handle a single social media platform.
● Don’t spread yourself too thin.
● Keep some social media in house.
● Don’t fall for the social media “guru”

28. PROMOTE
CONTENT
4

29. Promote Content:
Social media and advertising
@hcsuccess

30. Campaign to sign up Campaign to engage
with content

31. Ideal way to target your
audience

32. 5 MEASURE &
EVALUATE

33. Measure & Evaluate

34. 6 REVISIT
STRATEGY

35. OVERVIEW
● 5 out of 6 minutes spent online is on social media.
● Define your target audience.
● Define your goal!
● Create content that’s engaging. Create plan.
● Get help if necessary.

36. Contact
us
Free online marketing assessment
Reach out to Mike Garzillo at
mgarzillo@healthcaresuccess.com
800-656-0907 x812

37. Q&A
@HCSUCCESS

38. Contact
us
Free online marketing assessment
800-656-0907, Option 1
Info@healthcaresuccess.com

39. Thank you!