social media in healthcare - prsa healthcare conference 2008
DESCRIPTION
Social Media in Healthcare: How PR can ethically penetrate online communities - a presentation of Ed Schipul for the 2008 PRSA Healthcare Conference.TRANSCRIPT
Ed [email protected] www.schipul.com // www.brandtobedetermined.com
Social Media in Healthcare:How PR can ethically penetrate Internet-based communities
http://www.flickr.com/photos/eschipul/2292142078/
Where is your message going?
(Medical Community)
(Patients)
(Concerned Parties)
(Caregivers)
What we’ll talk about...
• Joining in the online conversation
• Tools of the Healthcare 2.0 trade
• Opportunities for online interaction
Moving past technology and into communication
Traditional (old) Media
Social (new) Media
Feel overwhelmed?
(me too)
http://www.flickr.com/photos/rmx/312837476/
Find your happy place
Social Media is a conversation...
... and people you know are already participating!
But how do they do it?
User Generated Content rocks!
Welcome to the Blogosphere
• Interactive
• Conversational
• Cost-effective
• Powerful connectors
Social Media Tools
Easy as:
Healthcare online - how to know what’s hotwww.thehealthcareguy.com
Shaking up the healthcare industry through techwww.docinthemachine.com
Podcasts - How an iPod makes you smartSocial Media Tools
http://www.flickr.com/photos/ollyhart/123420044/
• Low-tech recorded online ‘radio shows’
• Amazing knowledge sharing
• Listen on your computer at your desk
‘Tune in to good health’ with Dr. Galatiwww.yourhealthfirst.com
Government health researchers podcastingwww.healthcare411.ahrq.gov
RSS - Monitor the CommotionSocial Media Tools
How does it all work?
Addictive and essential Google Reader: www.google.com/reader
Online B2B video - no popcorn required
• Share your message
• Show off your expertise and instruct others (be generous!)
• Be genuine
Social Media Tools
http://icyou.com/icyou - Video community for the healthcare world
Medical University hosts their own YouTube channelwww.youtube.com/user/muschealth
Images are powerful - be visual communicatorswww.flickr.com // www.picasaweb.google.com
http://www.flickr.com/photos/pkeleher/88534241/
Collage Art for Cancer - a virtual, visual thank youhttp://flickr.com/photos/drmiggy/sets/72157604214446756/
Social Networks - Be part of the CommotionSocial Media Tools
http://www.flickr.com/photos/spotrick/1661694268
Facebook - Not just for college kids
• Group pages give support
• Share your knowledge with: - Facebook apps- ‘Share’ feature- News feed
• Facebook ads - super hot!
www.facebook.com
News in a new way from a Cancer center
www.twitter.com
CareFlash - Community when it matters mostwww.careflash.com
Patientslikeme - Where patients come to connectwww.patientslikeme.com
Social Bookmarking - Sharing the love
• Organized and accessible spot for all of your favorite links
• Discover smart people
• Another exposure method
• Easy automatic Blog posts!
Social Media Tools
http://del.icio.us Popular bookmarking
community
http://www.ma.gnolia.com Found is the new search
www.healthranker.com Ranking and sharing the
Healthcare news that matters
It’s all connected - be consistent, keep it simple
Reputation Managementin a Web 2.0 World
What are they saying about you?
www.google.com/alerts Email updates for your company name and
keywords
www,technorati.com/watchlist Powerful Social Media search
engine watches for your terms and updates you
http://alerts.yahoo.com Yahoo! alerts you of any
occurrences of defined terms and names
Track the Blogosphere buzz
Google Trends search: www.google.com/trends
Technorati search: www.technorati.com
How do you compare to your competition?
www.blogpulse.com Great visuals to track you
and your competition’s online activity and Buzz
Love thy feed reader!www.google.com/reader
Find something less-than-great about your organization online?
Deal with it! NOW!
Timeliness and sincerity mean everything
• Draft response strategy beforehand
• Back it up with visible action!
• A crisis is NOT the time to start a Blog
Social Media Review
• Join the conversation
• Great for Communication Pros
• Keep an eye on your Online Reputation
Communication 2.0
Thanks for participating today!
Ed Schipul
CEO, Schipul - The Web Marketing Companywww.schipul.com // www.tendenci.com (281) 497.6567
Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul
Find my slides on Slideshare: www.slideshare.net/eschipul