social media for healthcare marketers
DESCRIPTION
Healthcare marketers today are battling several powerful diseases. Apprehensive Social Media Syndrome -- ASMS, and One-Way Social Media Disorder -- OWSMD. And if you're not, your customers are online and hungry for information and engagement with YOU. Here are some insights on how health and wellness marketers can write their own prescription for success in social media marketing.TRANSCRIPT
Answers. Advocacy. Community.
Social Media for Healthcare Marketers
April 20, 2011
First, a little introduction
• Lauren Moye, Director of Marketing• EmpowHER is a health media company for Women• Only network and sites exclusively dedicated to women’s
health and wellness• Started in 2007 by renowned women’s health advocate
Michelle King Robson
• Fastest growing in the category:
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Top5Top5 Top25Top25 Top7%Top7%Women’s Health& Wellness SiteSource: Experian Hitwise
Of All Women’s Lifestyle SitesSource: Experian Hitwise (all categories)
Of All Health SitesSource: Experian Hitwise
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So what IS social media anyway?
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Confused?
“Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is surprise it’s not better.”
– Avinash Kaushik
Analytics Evangelist, Google
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So what is it really???
Conversations & connections online7
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Well…newsflash, it’s no longer about you. It is ENTIRELY and
UTTERLY…all about them. Everyone has a voice.
It’s a new world out there …9
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Old Way Social Media Way
Captive audience Audience in control
One-way “push” communication Two-way dialogue
Brand in control of messages Anyone can take control
Publishing was an investment Anyone can publish anything
Information: at the ‘speed of print’ Information travels significantly faster
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Let’s look at some facts – shall we?
Percentage of U.S. adults who look for health information on the Web
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76%
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92%
Percentage of women who look for health information on the Web
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• Women age 35-44 spend 25 minutes per day on average on health community sites
• Health sites reach 60% of women age 35-44
& 50% of women age 15-24
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And here’s a few more stats according to Pew
•8 in 10 Internet users have looked online for health information
•60M US consumers connect to others regarding health issues
•88% of health-related searches feature user-generated content in the first three pages
•70% of consumers believe information from their peers online even if they are NOT experts
•86% of US physicians use Internet to gather health, medical, or prescription drug information
•1200 health-related advocacy communities on Facebook
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So how can social media be used in the
health care industry?
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… A lot of different ways!
Market research, brand loyalty & customer evangelism,
public relations and customer service
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So how do we do this?
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First, remember that …
Social media by itself it NOT a strategy…
Social media is instead…19
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An invaluable platform of social networks, microblogs, bookmarking and video-sharing sites that works to SUPPORT your marketing strategy and objectives
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So where do we go from here, you ask?
First and foremost…
• Here what is being said in real time
• Influence opinions at their conception
• “Technology is shifting power away from the editors, the publishers, the establishment, media elite. Now it’s the people who are in control” ~R. Murdoch
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LISTEN!!!
Here are some “listening” tools
• Google Alerts
• SocialMention.com
• Technorati.com
• Kurrently.com
• Twitter search tools
• Competitive intelligence work
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Then…25
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Develop a social media policy that is well communicated
Define an objective – what are you aiming to accomplish• Aligned with overarching marketing objectives• Set practical and reasonable goals• Who owns it within organization
• HR• Marketing / PR• Nurses• Customer service
• Objective Examples• Create awareness• Increase new patient acquisition• Market research• Customer service
And…26
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Decide on a platform – make sure it makes sense • Doing it because “they” are doing it is NOT a strategy
• Forum• Blog• Facebook• Twitter• Join existing community
Decide on a timeline
Metrics – analyze, measure, assess frequency
ADAPT
And remember…
• Authentic• Honest• Open• Engaging• Interesting• Relevant• Frequent• Timely
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A good example
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Crisis communication + opportunity30
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Crisis Communication:•What happened•Acknowledge / Accept•What can we do better?
Opportunity:•Have you tried XYZ Dr or hospital?
Loyalty / Evangelism:•Thank you!•Acknowledge
Here’s who we’ve helped, how can we help you?31
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Questions?
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Lauren Moye, Director of Marketing
EmpowHER