Answers. Advocacy. Community. Social Media for Healthcare Marketers April 20, 2011
May 07, 2015
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