social media for healthcare organizations
TRANSCRIPT
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11M+Users
worldwide @speaker
@martharuthn
1600+EnterpriseCustomers
Hootsuite @inthekisser
744out of the
Fortune 1000
#NESHCoSocial
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Today’s Agenda
#c21social4biz@inthekisser
Today’s Agenda
• Opportunities in Healthcare• SWOT Analysis• Adoption Strategies• Social Business Checklist• Strategy & Tactics by
Channel• Additional Social Networks• Q&A
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Please Connect & Share!
#NESHCoSocial @NESHCo NESHCo @inthekisserlinkedin.com/in/ericaayotte
Please Connect & Share!
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77% of online health seekers say they began their self-diagnosing process with a search engine.
-Pew Research Internet Project
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Online DiscoveryOnline Discovery
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“Social relationships are different than the old model of coming in when the patient is sick. The new model is about connecting into the member’s life decisions when they’re healthy.” - Yan Chow, MD, MBA
#NESHCoSocial
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Community Engagement & Education
#NESHCoSocial
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“For me the new truth is that the most exciting development of the connected health era is not access to information, but access to each other.”
-Susannah Fox, Robert Wood Johnson Foundation
#NESHCoSocial
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P2P EnablementP2P Enablement
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“Attracting a new customer costs five times as much as keeping an existing one.”
-Lee Resource Inc.
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Patient Loyalty & Referral Patient Loyalty & Referral
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60% of physicians most popular activities on social are following what colleagues are sharing and discussing
- UMB Medica
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Thought LeadershipResearch & Thought Leadership
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66% of healthcare professionals are likely to accept less money to work at a company with a great culture.
-Glassdoor
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Thought LeadershipTalent Recruiting
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SWOT AnalysisCategory Strengths Weaknesses Opportunities Threats
Online Discovery
Community Engagement
P2P Enablement
Patient Loyalty & Referral
Thought Leadership
Recruiting
#NESHCoSocial
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Social Media Adoption
#NESHCoSocial
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Risk of Not Adopting
of businesses will Lose market position
*Gartner Predicts 2014: Seizing the Digital Business Advantage, by Jorge Lopez, Diane Morello, Stephen Prentice, and Rand Leeb-du Toit, December 11, 2013.
1/4
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Benefit of Adopting
20%More Revenue
60%Higher Profit Growth
McKinsey Report
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Due to patient trust in clinicians and the broad reach of social media, HCPs are in a prime position to drive better healthcare outcomes through social media.
- IMS Institute for Healthcare Informatics
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• Privacy • Security • Legal workflow• Headcount• Budget • Awareness/Understanding
Barriers to Social Media Adoption
#NESHCoSocial
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Common Objections• Social platforms can get hacked• Risk of HIPAA violations• Legal approval too time consuming
Solutions• Utilize secure third party platforms• Utilize social data loss and compliance
platforms• Institute specific social media policies• Conduct ongoing social media education
Technology has Matured
#NESHCoSocial
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Common Objections• Not sure how social contributes• Social media is free• Change fatigue
Solutions• Embrace your role as digital sherpa• Ongoing education across organization• Clearly define your business use cases• Compare traditional media budget
Business Impact & Social Literacy
#NESHCoSocial
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Social Business Checklist
• Audit your social channels • Write a clear vision statement• High level strategy that supports org
objectives• Create KPIs and reporting structures• Create a budget for tools & headcount• Seek out champions within your org• Prepare your pitch to leadership
#NESHCoSocial
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Social Landscape
#NESHCoSocial
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• Build your audience• Nurture Relationships• Ask for action
Tactical Areas
#NESHCoSocial
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Facebook at a Glance
Use Case• Connecting with friends + family
Focus on• Capitalize on share of attention
Beyond content• Algorithm• Mobile• Advertising
Content• Brief & casual• Visual content• Low volume, high Value
#NESHCoSocial
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• Cross promote your Facebook
Page on other digital channels• Make it easy to be found• Interact with local
organizations and partners
Build an Audience - Facebook
#NESHCoSocial
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• Big photos; little text• Relevant topics & timely posts• Have a content plan, but be
prepared to adjust• Be responsive
Nurture Relationships - Facebook
#NESHCoSocial
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• 10%-20% of your posts should
be a business ask• Add a CTA to your Page• Utilize social campaigns• Utilize FB lead capture ad
modules• Reviews
Ask for Action - Facebook
#NESHCoSocial
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Facebook Lead Capture Ad
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Twitter at a Glance
Use Case• Broadcast; 1-1 conversations
Focus on• Customer care; nurturing influencers
Beyond content• Twitter cards• Market data• Advertising
Content• Brief & casual• Visual content• Low value, high volume
#NESHCoSocial
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• Utilize search to find local and
industry influencers• Use relevant keywords,
hashtags, and @ mentions in
your profile• Connect email to find contacts• Promote your account
Build an Audience - Twitter
#NESHCoSocial
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• Big photos; little text• Relevant topics & high volume
posting• Use hashtags to group and
“bold” topics; host live
conversations• Reply and respond
Nurture Relationships - Twitter
#NESHCoSocial
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• Drive to your website with cards• Use ads to promote key events
or initiatives to specific
audiences• Distribute surveys; ask for
feedback
Ask for Action - Twitter
#NESHCoSocial
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Twitter Card Example
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Linkedin at a Glance
Use Case• Thought leadership; recruiting
Focus on• Helping employees build their profiles
Beyond content• Sponsored Updates
• Target organic posts
Content• More formal• Focused on experts and influencers
#NESHCoSocial
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• Promote your culture & people• Use native publishing platform• Educate & empower employees
Build an Audience - LInkedin
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• Encourage employees to
amplify content• Tag companies and people in
updates• Add Slideshare presentations• Like and comment as your
brand
Nurture Relationships - Linkedin
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• Premium accounts for recruiters• InMail campaigns• Sponsored updates for key
events & initiatives
Ask for Action - Linkedin
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LinkedIn Sponsored Post
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Lightning Round
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Quick TipsUse PicFrame or Layout to create collages
Iconosquare for analytics & management
Read http://blog.business.instagram.com/
Content IdeasHashtag campaigns
Showcase workplace culture
Employee profiles
#NESHCoSocial
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Quick TipsVerify your website
Review your content & web referral analytics
Enable rich pins
Content IdeasDisease & prevention topics
Historical photos
Research & web content
#NESHCoSocial
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Quick TipsOptimize for SEO
Organize content into Playlists
Annotate for extra info and CTA
Content IdeasPatient profiles
Employee interviews
Healthy lifestyle tips
YouTube
#NESHCoSocial
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Quick TipsAutomate content publishing
Photo & video friendly
Experiment with Collections
Content IdeasBlog posts
Upload photos separately
Longer post formats
Google+
#NESHCoSocial
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Resources
business.facebook.combusiness.twitter.comads.twitter.combusiness.linkedin.combusiness.instagram.combusiness.pinterest.com
Hootsuite.com/resourcesJonLoomer.com
MarketingLand.comMoz.com
CopyBlogger.comEconsultancy.com
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“Everyone says social media is some kind of unicorn. But maybe it’s just a horse.” — Jay Baer
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Thank You!