Adampresentation

How Your Patients Can Find YOU!

So, are your patients online?

59 Percent of adults who look for health information online

6 Where skin problems rank in medical issues people search for online

44 Percent who use Internet to find information about doctors or other health professionals

Pew Internet & American Life Project

Who is searching for health info online?

Vital Statistics

Gender: Female

Race: Caucasian

Age: 18-29 and 30-49

Education: Some college-grad

Income: $50,000-75,000+

ComScore

Where are they & what are they doing?

What are the benefits?

Credibility

Awareness

Attract new patients

Retention

Grow your practice!

Let’s get started!

Before you do anything…

Have a session in the office to:

• Determine who will manage overall presence• Decide what you want to start with (Facebook is

easy)• Who will participate in the office• Identify what you want to accomplish!• Brainstorm posts• Come up with a calendar for the first three

months of posts

• Brand it like you would anything• Add website (if appropriate), phone number• Be sure to fill out the profile and include your hours and

services • Include a photo of all doctors and possibly staff • Create tabs for:

– Welcome– Offers– Reviews– Photos

• Encourage all employees to fan the page and send to their friends and family

• Include page on appointment cards• Leave flyers in the office as well as a sign at registration

desk• Put posters in appointment rooms• Include in your billing statements• Put link to Facebook on website (making sure to create

an alt tag so it registers in Google)• Include on all ads, coupons, etc.

Attracting Fans

"A Facebook fan has no value. Getting a Facebook fan to do something does."

What to Post:• Arrange a calendar for posts• Use photos, videos, testimonials (reviews)• Contests• Tips on quality skincare, how to check for moles• Discount offers

When to Post:• One update per day at first, then no more than three per

day after the first month. Mix the type of posts.• Time of day: 11:15 a.m. and 5 p.m.

What & When to Post

Tips for effective posts• Only 140 characters• Use links whenever possible – shorten them by using

sites like bit.ly and tinyurl.com• Be friendly and personable• Give credit, where credit is due! RT@handle

What to post• Contests• News of services, offerings• Discounts• Retweet other posts• Skincare news and tips

• Two great new ways to grow your practice!• Very cost-effective• You post an offer and they help you market it.• If you don’t reach a certain amount of interest, then you

are not charged. You pay nothing up front!• When someone in your area goes onto Groupon, gets

deals in their mail or on Facebook/Twitter, your ad appears

• You can tease them on your own pages!

Protect your brand and your practice

• Create a social media policy• Clearly communicate offers and messages• Do not overstate performance• Determine who should respond to criticism

(communicate in social media policy)• Establish guidelines for responding to social media

crises – timing, messages, actions

Monitor your brand online

• Track comments posted on your social networks

• Run searches of your company name, offerings regularly. Don’t forget about Bing and Yahoo!

• Set up Google alerts

• Leverage tools such as compete.com and Website grader.com to monitor traffic

• Watch closely who is following you on Twitter

• Great resource: Ohio State Medical Association Social Media Guidelines

http://bit.ly/9NqXuf

Stacy Wood

Woods@marketing-works.net

614.540.5520