building a social-ready enterprise for healthcare
DESCRIPTION
Social Media webinar presented to the VHA hospital network by Berry Network.TRANSCRIPT
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Building a Social-Ready Enterprise
for Healthcare
Prepared for VHA Members
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Welcome!
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Alan SeeVice President of MarketingBerry Network, Inc.
@AlanSee … Twitter
Mark WilliamsSenior Media Strategist – VHA TeamBerry Network, Inc.
@B2BTwiter … Twitter
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Agenda
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• What is social media … and why should I care?
• How are healthcare organizations using Social Media?
• Can I use social media to generate revenue opportunities and advance our brand?
• A strategic approach to social media.
• Berry Network social media programs for consideration.
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What is social media …
and why should I care?
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Social media represents “conversational currency” and it’s growing “3X faster” than anything else on the internet.
BTW, did we mention that many of your peers are already there?
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Marketing LandscapeMedia Fragmentation: The Customer is in Control
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1 Newspapers
2 Broadcast TV
3 Magazines
4 Broadcast Radio
5 Direct Mail
1968
1 Newspapers
2 Broadcast TV
3 Magazines
4 Broadcast Radio
5 Direct Mail
6 Cable TV
1988
1 Newspapers
2 Broadcast TV
3 Magazines
4 Broadcast Radio
5 Direct Mail
6 Cable TV
7 Satellite TV
8 IPTV
9 Internet
10 Satellite Radio
11 Blogs
12 Online Video
13 Mobile Internet
14 Mobile Games
15 Mobile Video
16 Text Messaging
17 Instant Messaging
18 Download Movies
19 Podcasts
20 Social Networks
2008
Customer’s are rejecting obsolete interruptive advertising and moving to interactive engagement marketing.
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What is social media?The voice of the consumer is “conversational currency”
• Social media sites are places online where consumers gather to find like minds and share interests.
• Organizations can leverage these mass interests by creating communities and conversations for expanding brand awareness and generating sales leads.
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• Social News / Bookmark / Aggregators
• Social Networks
• User-Generated Content
What is social media?Social media building blocks
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Why should I care?Rapid growth … at 34% CAGR social media outpaces all other interactive marketing spend
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It’s where the consumer can be found …
• More than 74% of the U.S. population is engaged in using social media
• 1 out of every 6 minutes spent on the internet is on a social network
• Social media is growing 3X faster than anything else on the internet
88% of marketers surveyed are using social media to market their business …
Source: Social Media Marketing Industry Report, March 2009
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Why should I care?Where do buyers and influencers get information about your product or service?
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Social Media sites have surpassed company Web sites as sources of information …
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How are Healthcare
organizations using social
media?
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Are healthcare organizations using social media?
Yes … for many different reasons
• Customer ServiceContact point for our customers, catch problems early.
• Community OutreachThe people in our physical community are on these sites.
• Patient EducationNatural extension of efforts to reach & teach.
• Public RelationsThe media is there looking for stories & sources.
• Crisis CommunicationsTake control of the message, and keep community updated in real-time.
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Are healthcare organizations using social media?
U.S. Hospitals Social Networking accounts
Source: Ed Bennett, University of Maryland Medical System
YouTube
U.S. Hospitals:
Blogs
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Healthcare type chatter on twitter
Can you currently leverage “Ambient Awareness?”
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Healthcare applications
Social networking at other hospitals
Sutter Eden MedicalEngages the local community about hospital building plans with this blog and a Twitter feed.
Henry Ford Health
Educates patients and consumers with a series of live surgical Twitter-casts and Q & A with surgeons.Estimated 500 followers in real-time.
MD Anderson Cancer Center
Uses Twitter, Facebook and YouTube to promote use of Referring Physician Portal. Saw a 9% increase in registrations.
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Scripps Health
Monitors Social Networks for the Scripps name and steps in to help & resolve problems
Healthcare applications
Social networking at other hospitals
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Healthcare Applications
Best Practices of Social Networking at Other Hospitals
Mayo Clinic"Sharing" blog is hub for Facebook, YouTube and Twitter. Employees are seen as brand ambassadors.
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Healthcare Applications
Best Practices of Social Networking at Other Hospitals
Innovis Health
Used a Blog and Twitter during recent floods.
Created the blog and had first update posted in one hour
Decreased Media demands & freed phone lines during the emergency
Took control of their message
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Can I use social media to
generate revenue opportunities
and build our brand?
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Yes, you can do both … but you must be careful.
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Social Media – Polling Question #1
Our social media strategy can be described as
follows:
Record single response.
Enter corresponding number
We haven't addressed social media related to corporate strategy on
either a formal or informal basis.
0
We have informal policies concerning the use of social media but little is
written and it is not strategic in nature.
1
Our social media strategy document is in the form of "rules and conduct"
- mostly related to blogging, but is not strategic in nature.
2
We have a formal social media strategy document that clearly supports
our corporate mission and goals.
3
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Social Media Can Generate Leads and Build Your BrandBut … It requires a different media mindset
BrandsListening
BrandsTalking
Consumer Listening Consumer Talking
No Interaction Listening• Blog Rolls
• Twitter Feeds• Brand Monitoring
Broadcasting• Advertising
• Your Website• Social Media Presence
Conversation (Social-Ready)• Social Networks
• Brand Blogs or Twitter• Online Forums• Focus Groups
• Online Communities
Traditional Media
• Brand in control
• One way / Broadcasting
• Repeating the message
• Focused on the brand
• Educating
• Company creates content
Social Media
• Audience in control
• Two way / Conversing
• Adapting the message
• Focused on the audience / Adding value
• Influencing and involving
• User created content / Co-creation
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Social Media Activity Produces Real ResultsDeep Customer Engagement Correlates to Financial Performance
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Social Media Activity Produces Real ResultsDeep Customer Engagement Correlates to Financial Performance
1. Mavens2. Butterflies3. Selectives4. Wallflowers
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A Strategic Approach
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Berry Network Social-Ready Assessment
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Social Media – Polling Question #2
How knowledgeable and/or comfortable is your
organization with the various social media platforms?
Record single response.
Enter corresponding number
Not familiar with social media at all. 0
We've been reading about it, watching a few webinars and exploring a couple
of sites, but haven't jumped in. 1
We have a presence on a few social media sites but don't use productivity
tools such as TweetDeck and have not established any communities.
2
We use many social media platforms, communities and applications. 3
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A Strategic ApproachStrategy – Technology – Processes … bring your social media strategy to life
Berry NetworkSocial-Ready Assessment Tool
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Social-Ready Marketing ScoreDoes your score align with your marketing goals and objectives?
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The Broadcaster
The Listener
The Conversationalist
The Community Builder
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Social Media Programs
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How do we get started … and what will possible campaigns look like?
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Social Media Services
Social Media deliverables include:
• Social Media Consulting Services
– Berry Network Social-Ready Assessment: a high-level evaluation tool designed to help organizations bring focus to their social media marketing strategy.
– Custom consulting: we work with you to build a comprehensive social marketing program tailored for your organization. Strategy, technology and processes are all considered in ordered to focus on social media applications, tool sets, policies and procedures that will deliver high-impact results.
• Twitter Page Deployment Program
– Protect, support and grow your brand equity by helping your associate organizations (agents / dealers / franchises) connect with consumers at the local level through custom branded Twitter pages for each associate.
• Pay-Per-Tweet Programs
– Too busy to Tweet? Twitter program designed to drive brand awareness and local leads based on your key headings.
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Berry Network offers social media services that will help you
connect with and engage your customers
Building a Social-Ready Enterprise
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VHA Social Media launch
Success metric is increased traffic (plus establishing your brand in social media)
VHA Member Website
VHA Member Corporate Twitter page
Additional social media properties?
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VHA member “Pay-per-Tweet” component
Optional lead generation program
VHA member “HealthCare” related page (example)VHA member Website
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Other useful Social Networking site for healthcare
Hospital Social Network Sites http://ebennett.org/hsnl/
MedHelp http://www.medhelp.org
The Healthcare Blog http://www.thehealthcareblog.com/the_health_care_blog/
PatientsLikeMe.com http://www.patientslikeme.com/
PsychCentral.com http://psychcentral.com/blog/
FacetoFaceHealth.com http://facetofacehealth.com
Consumer Checkbook http://www.checkbook.org/patientcentral
The Caring Bridge http://www.caringbridge.org/
VideoMD Blog http://www.videomdblog.blogspot.com/
Bipolar Disorder http://bipolar-disordersymptoms.blogspot.com/
Fat Loss Diet Blog http://www.hyperfatloss.com/
BrainBlogger http://www.brainblogger.com
Prostate Cancer InfoLink http://prostatecancerinfolink.net/
The Geriatric Patient http://www.thegeriatricpatient.com/
CarePages http://www.carepages.com/
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Berry Network = More Leads and More Engagement
IYP’s Such as YELLOWPAGES.COM, YP.COM, Yahoo! Google Maps,
Yahoo! Local, many others
Search sites such as Google, Yahoo! Bing, MSN, and Ask.com
Direct MailMobile
Social Media = Client Engagement
Traditional Print Directories
LEADS from your display ads and
in-column listings
LEADS from visiting your website after referencing a
directory
LEADS from your Internet Yellow Pages listings
LEADS from clicking to your
website from your mobile listings
LEADS from your SEM and local landing pages
LEADS from your targeted mailings with special offers
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Twestions?
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Program Follow-up Questions:
Allan Beam
Berry Network, VHA Account Director
937-297-2613