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Guerilla Medical Practice Marketing:

Social Media 2016September 26, 2016

Nancy Rose SenichNancy Rose & Associates-Medical Marketing & Public Relations

703-442-0080 | [email protected]

1(C) 2016 Nancy Rose Senich, Nancy Rose and Associates, LLC

mailto:[email protected]

Agenda

Introduction

Social Media Platforms

Sponsored

Management

Best Practices

Key Metrics

Questions


Nancy Rose SenichMedical Industry Market and Public Relations

20 years experience

President, Healthcare Business Alliance

American Marketing Association (AMA-DC) Vice President and Board Member for 6 years

Medical Industry Support

Utilization Review market

Medical Defense Expert Marketing

We know what can go wrong

Litigation software and services company sold to venture firm in 1989

Anderson Counseling (now Accenture)

Former database programmer


RepresentingHealth Care


http://www.gcmradiology.com/

http://www.getwellnetwork.com/

http://www.platinumsolutions.com/customers/hc_success.jsp

http://treatingpain.com/

Representing Results


Blogs

Objectives Increase brand awareness

Increase thought leadership throughout your industry

Encourage comments and engagement

Lead generation through blog subscription

External linking

Key Metrics Number of posts

Bloggers and social shares

Audience growth

Conversions

Subscriber growth

Inbound links

Directory listing for infographics

SEO improvement

Action Items Choose managing editor to

own the blog

Choose a blogging platform

Create an internal blog evangelist program to get employees to contribute

Decide on a weekly cadence

Recruit guest bloggers

Add social sharing icons

Add a Tweet This button

Promote each blog on social channels

(Source: Marketo)


http://www.marketo.com/worksheets/2015-sample-social-media-tactical-plan/


Blogs

Social Networks


Facebook

Objectives Brand awareness and engagement

Lead generation or customer acquisition

Share a mix of relevant links,blog posts, and engaging content

Promote upcoming events

Engage with influencers

Key Metrics: Number of posts per day

Page follows

Likes

Engagement and comments

Referring traffic

Shares

Lead generation/ new customers

Overarching Action Items Choose owner for all of social media

Set up social media posting cadence

Choose a social media management platform

Determine social media voice

Set up an employee social sharing platform like GaggleAmp

Action Items Set up sponsored posts and ads

Set up Facebook tabs that sync to your marketing automation platform

(Source: Marketo)




Facebook

Twitter

Objectives Brand awareness and

engagement


Share a mix of relevant links, blog posts, and engaging content

Segment influencers and create lists

Communicate issues from social media to support team

Ensure follow-up

Listen and respond to relevant conversations

Build reputation

Action Items Utilize promoted tweets and

pinned tweets

Set up Twitter Lead Generation cards


Followers

Mention

Retweets

Number of lists

Hashtag usage

Influence of followers

Lead generation/ customer acquisition

Referring traffic

Favorited tweets



Twitter

Objectives Brand awareness and

engagement



Promote upcoming events

Engage with influencers

Key Metrics Number of posts per day

Page follows

Comments, Likes and Shares

Group participation

Referring traffic

Lead generation/ new customers

Action Items Create and join relevant groups

Encourage employee participation

Monitor and participate in Q&A

Set up sponsored posts and ads

(Source: Marketo)


Linked In

“D2D”



Linked In

“D2D”

Pinterest &Google+



Share a mix of relevant imagery—both brand-related and fun

Action Items Create boards leveraging both

content and company culture

Follow other businesses, thought leaders, customers,and partners

Key Metrics Pins

Re-pins

Followers

Purchases from pin

Referring traffic


Lead generation orcustomer acquisition


Action Items Optimize for SEO and set up

Google rel=author tag

Create and promoteupcoming events

Utilize Google+ hangouts


Circle adds/follows

Mentions

+1

Referring traffic

(Source: Marketo)17

Pinterest Google+

(C) 2016 Nancy Rose Senich, Nancy Rose and Associates, LLC



Pinterest &Google+

Online Video


Viral sharing

Showcase company culture

Post product videos and demos

Create a video series to share

Action Items Determine ownership of video

execution

Choose a production agency

Determine distribution channels

Create social strategy for promotion

Get customers, partners, and influencers involved in video creation

(Source: Marketo)

Key Metrics Views

Shares

Referral traffic

Pages ranking on key terms from YouTube

19

YouTube, Vimeo, Vine, Instagram Video



YouTube


Photo Sharing

Objectives Brand awareness

Engagement with visual assets

Showcase products

Showcase company culture

Showcase marketing events

Link back to website, blog, and other content assets

Action Items Determine ownership of photo sites

Decide on general branding guidelines for photos

Encourage employees to participate and share their own photos

(Source: Marketo)

Key Metrics Referral traffic,

Shares and comments,

View of photos,

Page rankings on key terms from photo sharing sites,

Product purchasing and lead generation

21

Instagram, Tumbler, Flickr, Snapchat



Instagram


Snapchat


PresentationSharing

Objectives Brand awareness

Engagement with visual content assets

Lead generation andcustomer acquisition

SEO optimization

Generate additional content views

Key Metrics Number of Presentations

Followers

Views

Shares

Lead generation andcustomer acquisition

Downloads

Action Items Determine ownership for

visual content on SlideShare

Work on regular SlideSharepresentation creation

Choose agency for stellar design

Turn on the forms feature in SlideShare so you can sync leads your marketing automation platform

(Source: Marketo)



SponsoredSocial

What a strong sponsored social strategy looks like

Making sponsored social part of the social media strategy allows marketers to get beyond advertising and into the social conversation.

Incentivize engagement with coupons, contests, social involvement withthe brand or simply enticing content

Make sure their audience is "a match for the brand."

Instagram is great for sharing highly visual content

Facebook can drive consumer engagement

Blogs are great for longer-form content

"Sponsored social has two advantages over social media.”

Circumvent ad blocking software

Readily sets brands up for conversations with consumers.

(Source: Marketing Dive)


http://www.marketingdive.com/news/what-marketers-can-do-to-push-away-the-ad-block-blues/409929/

http://www.marketingdive.com/news/why-sponsored-social-should-be-part-of-your-marketing-playbook/411391/

Social Media Aggregators


Building an Audience

Create a Hub of Quality Content

Develop Additional Trust with Earned Media

Get the Word Out with Paid Media

Encourage Engagement via Shared Media

(Source: kunocreative)


http://www.kunocreative.com/blog/build-healthcare-audience

Key Metrics Website Analytics

Online Ads (Pay per click)Google PPCFacebook Ads/Boosted PostsPromoted Tweets

Website Sponsorships


http://www.socialmediaexaminer.com/social-marketing-sales-funnel/

Google Analytics


Implementation

1. Get organized

2. Analyze your assets

3. Create dialogue with patients

4. Optimize your website

5. Use and track online media

6. Public relations

7. Develop referrals

8. Advertise

9. Participate in events and network

10. Strive for patient satisfaction


Website Optimization


Healthcare–You’re in

Great Shape

The most well rounded email performance award goes to Healthcare and Life Sciences. They excel in every type of email campaign.

Due to how technologically advanced healthcare has become and the wide range of use cases that each email type solves for this specific industry.

(Source: Marketo)

Send transactional emails ASAP.

Your customers expect to see confirmation, follow-up or notification emails in their inboxes immediately or as soon as possible. That reduces their “FUD” (fear, uncertainty and doubt).

Talk to your IT staff about coordinating your business systems so that confirmations go out in real or near-real time. With B2B transactions, even a 24-hour delay can be too late.

(Source: IBM Marketing)


http://blog.marketo.com/2015/12/marketo-data-tells-us-which-industry-has-the-best-email-performance.html?source=Social-Paid&comment=SA_FB_NA

http://www.silverpop.com/Documents/Whitepapers/2015/Transactional-Emails-10-Tips-for-Driving-Value-IBM.pdf

Email Marketing

1. Objective/Strategy and Timing Why are we sending this email? How does it benefit our audience? What message are

we trying to send? What are my goals associated with this email?

2. Content Content is key to communicating your core message and getting your point across.

3. Design

4. Personalization and Segmentation Segmented lists and dynamic content

Does this audience need to receive this email? Does my audience need to be segmented? Will the information resonate with my audience? How will they react? How are you personalizing the copy of the email? Have you included tokens to populate personalized content, such as first and last name?

(Source: Marketo)


http://www.marketo.com/definitive-guides/definitive-guide-to-engaging-content-marketing/

http://blog.marketo.com/2015/10/ebook-4-key-ingredients-to-include-in-your-emails.html?source=Social-Paid&comment=SA_FB_NA

Best Practices

Privacy settings to safeguard personal information

Internet presence to ensure that the personal and professional information personal sites and content posted about them by others, is accurate and appropriate. Monitor or turn off comments.

Appropriate boundaries of the patient-physician relationship when interacting with patients online to ensure patient privacy and confidentiality are maintained.

Separation of personal and professional content online.

Online actions---Recognize that images and content posted can negatively affect their reputations among patients and colleagues, and may even have consequences for their medical careers.

(Source: Health Leaders Media)

Potential Social Media content topics

Events

Testimonials- video or written

Credentials- studies or speeches


http://healthleadersmedia.com/page-1/MAR-266053/Is-Social-Media-an-Effective-Healthcare-Marketing-Tool

Revenue Goals

37

• Insurance vs. Fee for service

• Medical conditions

• Products and services


Learn More

Keep the Patients You Have and Win Referrals!

www.GuerrillaMedicalMarketing.com

For more information, contact [email protected]

(C) 2016 Nancy Rose Senich, Nancy Rose and Associates, LLC 38

http://www.guerrillamedicalmarketing.com/

Nancy Rose SenichNancy Rose and Associates

[email protected]

703.442.0080


mailto:[email protected]