social media strategy for behavioral healthcare
TRANSCRIPT
Social Media Strategy for Behavioral Healthcare
May 6, 2010Bill Balderaz
Founder and Chief Optimism Officer
Webbed Marketing
Agenda
• Why social media matters to you• How you can use social media effectively• How to measure your social media campaign• Industry case studies
Why Social Media Matters to You
Goal of Social Media in Healthcare
• To empower the providers, clients, patients, doctors, hospitals, visitors and staff to share information.
How Americans Search Health Info
• 36% want to see what other consumers say about medication or treatment
• 34% using social media, 46% using health portals, 67% using search engines
• 21% using Wikipedia
Why Social Media Matters in Healthcare
Google Trends- Tracking Search Patterns
Healthcare Uses for Twitter
Healthcare Sources for Patients
Health Information Resources Used
General search engines
Social Media Works in Healthcare
• Chronic diseases such as diabetes, mood disorders, obesity, migraines, etc.• Engages in people’s daily lives• Exchange real information with real people• Up to date• Finding practical solutions to deal with these
chronic conditions
How You Can Use Social Media
Social Media Uses in Healthcare
• Blogs enable clients to share stories, photos and videos about experiences
• Online forums allow clients to post opinions and engage in conversations
• Podcasts & videos allow people to listen and share content
• RSS feeds provide mediums to receive new information fast
• Social networks to build communities of people with similar interests
Mental and Behavioral Health Communities
Mental and Behavioral Health Communities
• Listening!• 140-character messages to your “followers”• Syndicate news• Promote events and classes• Health information for clients• Recruitment• Influence policy
Behavioral Health on Twitter
Mental Health on Twitter
Mental Health Conversations on Twitter
• Social network to connect and chat with friends• Post videos• Synidcate news stories• Post about events• Photo galleries of events• Connect with a geography AND demographic,
such as moms, nurses, etc.• Create loyalty
Behavioral Health on Facebook
Mental Health on Facebook
YouTube and Blip.tv
• Video sharing site with friends, comments and ratings
• Reach a broad audience• HR promotional material for recruitment• Executive interviews and physician interviews• Client interviews• Events and classes• Drive traffic to Web site, too!
Mental Health on YouTube
Syndicating and Tagging Sites
• Digg, Reddit, Delicious, Stumble Upon• Readers review and rate news stories and
articles• More views, more prominent• Follow people with similar interests to see what
they are reading• Connect with others in a similar interest, such as
mental health, nurses, etc.
How to Measure Your Social Media Campaign
Set Clear Goals
• Can’t measure “more buzz”• Define measurable metrics – 16 media placements,
40 relevant links, increase clients12%• Take baseline metrics before campaign starts
• SEO metrics, social media metrics• Break metrics down into quantifiable goals
• Mentions in blogs, social networks, links to the site• You can quantify metrics
Determine the Hook
• Set goals before determining the “hook”• Questionnaire to determine need – What gets
your participants excited?• Examples: white paper, video, online
calculator/application, stunt
Determine the Distribution Plan
• Earn your way to distribution• Don’t think of it as “free” marketing• Look for specialized networks or high-profile
bloggers that don’t often get pitched• Rate the value of each participant and determine
the pitch
Determine the Distribution Plan
• Think in terms of most efficient coverage
• Examples: pitch a blogger, obtain a following on MySpace/Facebook, use tagging sites, Tweet to your target audience, make new connections on LinkedIn, build a presence on targeted social networks
• Great Content + Great Distribution = Great Word of Mouth
Measurement Summary
• Start with a strategic goal • More clients, education or media awareness
• Break those into measurable “micro-goals”• Inbound links, Web site traffic, blogger mentions
• Create a baseline scorecard• Correlate progress against the strategic with
progress on “micro-goals”
Industry Case Studies
MayoClinic
• At one time, Mayo Clinic podcasts reached #29 on iTunes list of top 100 podcasts
• Facebook page with 14,650 friends• YouTube channel with doctors talking about
illness, treatment and research• Health blog for consumers & media to improve
the process of medical reporting• Creating “secret groups” on Facebook for people
similar illness to connect
Mayo Clinic News Media Syndications
Healthcare Social Media Sites
• Center for Disease Control• CIGNA Corp• Partners Healthcare System
• Testing behaviors in virtual world
MedScape
• Social network for doctors• Mirrors Facebook/MySpace
• More than 100,000 physicians• Must verify license to join
• Topics include ethics, patient requests, crisis situations, malpractice lawsuits
Patient Comment Sites
• Thehealthcarescoop.com• Patients tell-it-as-it-is review site• More than 5,000 stories from across the U.S. • More than 1,000 clinics/hospitals• More than 2,000 topics
Hospital CEO Blogs
• RunningAHospital.blogspot.com• Paul Levy, CEO of Boston’s Beth Israel
Deaconess Hosptial• Windberblog.typepad.com
• Nick Jacobs, CEO of Windber Medical Center in PA
Get Social Today
• Attendance and enthusiasm are half the game• Don’t play in the space if you aren’t going to
participate!• Dedicate time to making this work• Seek first to understand, then to be understood• The conversation is going on right now, the only
decision is if you will be involved
Questions & Comments
Bill Balderaz
www.webbedmarketing.com
@bbalderaz