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Social Media for HealthcareWhat to do before you get started
Carol BushThe Social Nurse – The Healthcare Writers Network
February 2017
@cbushrn
1 SoMe: The New Word of Mouth
2 Online Real Estate
3 Security Considerations
7 Content Scheduling
4 Website 3.0
5 Plan & Strategy
6 Content Creation
TODAY’S AGENDA
9 Social Media Policy
10 Questions & Answers
8 Team Engagement
“A doctor’s greatest strength is his or her reputation.” ~ Neil Baum, MD
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Social Media: The New Word of Mouth
• Patients prefer the opinions of their social groups to the advertising they’re bombarded with daily.
• Word of mouth is how 92% of people make their purchase decisions.
“It’s not ALL scary! Embrace Opportunity! ~ Carol Bush, The Social Nurse
Use social media to search for a HCP
Why Patients Love Social Media!
40% 35%90%33%
Use Facebook, Twitter or You Tube in searches for medical Info
18 – 24 look to social media for health information
Seniors use Social Media in 2015
It Builds Trust
It’s Great for SEO
It Draws Locals
It Creates Opportunities
It Draws New
Residents
Why Have An Online Presence?
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It’s Free Marketing
It Stakes Your Claim
It Prevents Misinformation
It’s the Only Way People Know You
Exist
It Increases Professional Visibility
Claim Your Space
Claim Your Space
NO MATTER WHAT YOUR EXECUTION PLAN MAY BE – CLAIM THE TOP SOCIAL PLATFORMS
Social Sites Local Business Reputation Sites
Facebook Google + Local Healthgrades
Twitter Yahoo ZocDoc
Instagram Bing Kudzu
Pinterest Yelp Vitals
YouTube Angie’s List RateMDs
LinkedIn Yellow Pages Doctor.com
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Google• Ranked by number of reviews & proximity• Key words are important
Claim Your Facebook Page
And Own It
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CONTACT INFO
Phone
Connect to a human
SERVICE HOURS
24/7
Hours of open & close will be reflected in real
time. Modify for holidays, changes in
schedule
LOCATION
Navigation
Test the address in mapping software.
SOCIALIZE
About
Short & Long Descriptions.
Share your social icons prominently
Before You Claim… Gather Practice Information
Create a master list for ALL online sites where you have created an account or entered practice information
Use your practice emailCreate an email address just for all your social media profiles such as “[email protected]. Store passwords securely.
The practice owner “owns”Do not let a staff member or consultant set social media sites up with their online ID or cell phone. Verify through office.
Multiple Admins – to a pointYou should have at least 2 Administrators registered on every social account. But not too many. Use other status (Manager, Editor)
Termination ProcedureIn the event someone with Admin status leaves the practice, immediately change all social media site passwords.
Tips To Manage Security
Website
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Update Your Website
Why Update Your Website?
• Benefits to Practice SEO
• Competition
• Outdated Code & Usability
• Speed
• Content Management
System
• Outdated Style
Americans who own a smart phone
Why should your website be mobile friendly?
Smartphone owners who have looked up health information online
18‐29 year‐olds who have used it to access a social network
Smartphone owners who have no other way to access the internet
64% 10%91%62%
Are You Mobile Ready?
https://www.google.com/webmasters/tools/mobile‐friendly/
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Checklist
Most mobile users are on the go. Mobile forms should request the minimum amount of information.
Short, Simple Contact Forms
Fonts should be very clean and easy to read. Sans serif (no extra design element like Times Roman)
Easy to readGoogle has stopped allowing Flash videos to play. Take them off your site and update with Google
friendly formats..
Goodbye Flash
Complicated coding can make the site break. Make sure your code works well in all browsers.
Simple, Accessible Code
Pictures must be compressed as small as possible to make loading fast and easy on a
mobile device.
Compressed ImagesMobile surfaces are smaller and touch technology is used to type and trigger buttons. Make actions easier with big buttons.
Touch‐Friendly
Mobile Ready Website
OptimizeTesting Tools
Speed Test: https://tools.pingdom.com/SEO/Optimization Test: http://nibbler.silktide.com/
Marketing Plan VS. Social Media StrategyIt’s not a Chicken or Egg thing – the Chicken comes first
Structure & long-term plan
Competition
Sales goals
Advertising & social media
Marketing encompasses many aspects of your business
Tactical execution
Cannot be separate from master business plan
Should be planned
Allow for spontaneity
Don’t be distracted by the “shiny”
MARKETING PLAN SOCIAL MEDIA STRATEGY
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S.M.A.R.T. GoalsSpecific
Measurable
Achievable
Realistic
Time‐Specific
Social Media Goal Setting
Growing Social BusinessSocial Media Takes Time
Prepare the GroundAudit your online social presence. Take time to look at your competition
Plant the Seeds
Claim your social sites. Ensure that all the
content matches exactly.
Fertilize the Garden
Create a schedule for regular content posting via multiple platforms.
Graft the Sprouts
Take your content and “graft” it to multiple social platforms.
Share the Harvest
As you grow your network, support others. Connect to other health professionals.
Who Is Your Patient?Knowing whom you want to reach
will impact content and platform choices
SENIORSMany seniors are
extremely capable of managing their health – but is there a spouse or child
active in health decisions?
SPECIALTY SERVICESIf your services are optional or
have high deductibles you’ll need to find those patients with the
interest and ability to pay for them.
PEDIATRICIAN?Bedside manner is important but the health decisions are made by mom. Do you know the average
age of your patient’s moms?
NEW IN TOWN
If a patient is new to town they will go to two places for
recommendations –
Family/Friends and the internet.
“A doctor’s greatest strength is his or her reputation.” ~ Neil Baum, MD
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Which Platform Is Best?Know Your Customer’s Preferences
Start Small – Master, then AddDon’t be in a rush to jump in
BloggingThe blog may be the most daunting place to start with social media but it should be the foundation of all your social outreach.
FacebookOnce you have established a blog theme, Facebook is the platform to extend its reach. One blog posts should be able to support 4‐5 different kinds of Facebook posts.
TwitterYou can extend your reach beyond your current patients and Facebook fans through the judicious use of hashtags whether you’re trying to create a local, national or global community.
Visuals & VideoThere are a number of ways to take your story and re‐present it via visuals and/or video. The key is knowing who you want to reach and where they are so you don’t create content that has little likelihood of being seen by the appropriate audience.
Content Marketing
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Content Development Lifecycle
2. CreateEditorial guidelines, calendar,
frequency and management
4. PublishScheduling, tools,
platforms and marketing
3. ReviewEditorial and Compliance checklist
Video and picture review
6. MeasureAnalytics and lessons learnt
5. MonitorActive listening,
engagement and review
1. StrategyPlan, goals, analyze and explore options
Getting Started with Content
Generate Ideas01
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Identify Key Messages
Outline Standards of Quality
Your clients may not know you’re active in social media. Tel them.
Show your clients and team members that social media can be fun. Create a bulletin board of your best posts.
Use social media to educate and be helpful. Film instructions, exercises and explanations for how injuries can happen.
Ensure Consistency
Build Roster of Contributors
Re‐purpose Where Possible
Use fun engagement tools like contests and quizzes to educate and encourage
engagement..
Clients can play an active role in your social media but be sure to get their permission to
use their image in writing.
Invite your clients to share their achievements. Give them an email address to
send in photos and stories.
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Content Sources
Find, Follow & Subscribe to content that will provide value to your patients
BlogsReputable
Health Websites
PodcastsSocial Media
Thought LeadersAuthors
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Symplur – Healthcare Hashtag Project
• Health Conferences• Twitter Chats• Disease Specific Hashtags• Locate Influencers• Trends & Research
Research & Evidence Base
Best Practices
Social Media LeadTrain your social media managers
Editorial CalendarOrganize, Assign and Track
Editorial Style GuideConsistency, standards and formatting
Organization is key to
developing &
maintaining active
publishing schedule
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Planning ScheduleBuild Content Ideas
Week
7Month
31Quarter
90Looking for Moments
Your weekly posts have all been scheduled. Keep an eye out for spontaneous moments to share.
Theming Generates IdeasSelecting a theme for the month will help focus content generation and make finding related content easier.
Strategic PlanningLooking ahead 90 days allow for
development of thought leadership blog posts and partnerships with
health organizations.
Editorial Calendars
Social Media PlanningSchedule the posts to work together
BLOG
VIDEO
MON TUE WED THU FRI SAT/SUN
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Uni-Directional“Push”
messaging
Google +
Stumble Upon
Blogs
YouTube
Instagram/Vine
Bidirectional“Permission” messaging
Online Forums
SMS/TEXT
Mobile Apps
Content Matches the PlatformEngagement Potential is Different
These platforms are for publishing. Messages can go anywhere but must be “found” by the reader.
These platforms require
acceptance of the user (via Connecting, Liking, Following).
BloggingThe First Link in the Chain
BLOGA blog post can generate multiple social media post ideas. The Goal: bring them back to your website.
eMAILAfter your website your email list is your
most valuable marketing asset.
FACEBOOKA blog post can drive content creation multiple
times if you write it well.
LINKEDIN or TWITTERContinue to get additional exposure via LinkedIn or Twitter or both. Remember that professional connections also need healthcare.
VIDEO & PHOTOThink about ways to tell your blog story visually – in video, photo or graphics.
One Word on Trends - Video
Video and Search Results70% of search results will be driven by video
content by 201701
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Increased EngagementPlatforms are encouraging video use and rewarding
it. Higher newsfeed placement, and more engagement.
ProductionSmart phones and webcams can produce
perfectly adequate quality video.
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Resources Needed
1
2
3
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1 Budget
2 Resources
3 Time
4 Skill set
Online Tools for Graphic Design
Copyright
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Copyright
Tools for Time Management!
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Reputation, HIPAA & Team Engagement
Team Engagement in Social MediaIt’s a group effort
Social Media Policy• Teach & Train
• Set expectations
• Set up notifications
It’s About the Patients• It’s not about you
• It’s about what you can do to help
• Make your team’s work with patients the focus
Show & Tell• Show what you you’re looking for
• Show what you DON’T want
• Celebrate the good results
Fun & Voluntary• Not everyone uses social media
• Respect personal boundaries
• Make it fun
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Compliance Guidelines
• Gives publishers a playbook• Defines gray areas• Streamlines process
Content Review
• Approval Process
• Is it necessary?
• Review Committee
Escalation Plan• Cleary define steps to take• Support openness• Understand that mistakes
happen
Social Media Policies
• Internal (team) • Public (patients)
HIPAA Content Compliance Review
Protect Your Practice
Social Media PlanBe proactive and plan for how you want to engage in social media.
Social Media Policy (+ BYOD)Create a policy that addresses appropriate social media use including BYOD guidelines. Train your team.
Monitor Your Social MentionsListen and monitor what’s being said. Perform an audit. Set up notifications. Use a tracking service.
Inform Your PatientsDon’t forget to include patients. Post your patient social media policy in the waiting room and on all social sites.
SOCIAL RESPONSIBILITY
Disclosures made on
social media concerning a
patient’s PHI without that
patient’s authorization is
considered a HIPAA
violation.
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Resources
Image Editing
Picmonkey
Canva
Image Sizing Chart
Free Image Sources
Pixabay
Death to the Stock Photo
Testing Resources
Google Mobile Optimization Test
Education
Social Media Examiner
Buffer Blog
Dr Marketing Tips podcast
Get Social Health podcast
Healthcare Hashtags
Symplur –Healthcare Hashtag Project
#hcsm
#MCCSM (Mayo Clinic Center for Social Media)
Resources
Training
Mayo Clinic Center for Social Media• Social Media Basics Certification• Social Media Residency
Get Social Health Academy• Real Practice examples• Downloadable Check Lists, Discussion
Guides and Content Planning Tools
Books
The Nerdy Nurses Guide to Technology
The Nurses Social Media Advantage
Social Media for Healthcare:What to do before you get started
QUESTIONS?
Carol [email protected]
@cbushrnCell – 316‐789‐4304