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Building a Social-Ready Healthcare Organization

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Social media webinar presented to the VHA Hospital network by Berry Network

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									Building a Social-Ready Enterprise for Healthcare
Prepared for VHA Members


Alan See Vice President of Marketing Berry Network, Inc. @AlanSee … Twitter

Mark Williams Senior Media Strategist – VHA Team Berry Network, Inc. @B2BTwiter … Twitter



• 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.


What is social media … and why should I care?
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?


Marketing Landscape

Media Fragmentation: The Customer is in Control

1 Newspapers 2 Broadcast TV 3 Magazines 4 Broadcast Radio 5 Direct Mail

1 Newspapers 2 Broadcast TV 3 Magazines 4 Broadcast Radio 5 Direct Mail 6 Cable TV

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

Customer’s are rejecting obsolete interruptive advertising and moving to interactive engagement marketing.


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.

What is social media?
Social media building blocks
• • Social News / Bookmark / Aggregators Social Networks


User-Generated Content


Why should I care?
Rapid growth … at 34% CAGR social media outpaces all other interactive marketing spend

88% of marketers surveyed are using social media to market their business …

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
Source: Social Media Marketing Industry Report, March 2009


Why should I care?

Where do buyers and influencers get information about your product or service?

Social Media sites have surpassed company Web sites as sources of information …


How are Healthcare organizations using social media?


Are healthcare organizations using social media?
Yes … for many different reasons

• Customer Service Contact point for our customers, catch problems early.
• Community Outreach The people in our physical community are on these sites. • Patient Education Natural extension of efforts to reach & teach. • Public Relations The media is there looking for stories & sources. • Crisis Communications Take control of the message, and keep community updated in real-time.


Are healthcare organizations using social media?
U.S. Hospitals Social Networking accounts

U.S. Hospitals:
Twitter YouTube Facebook Blogs

Source: Ed Bennett, University of Maryland Medical System


Healthcare type chatter on twitter
Can you currently leverage “Ambient Awareness?”


Healthcare applications
Social networking at other hospitals

Sutter Eden Medical Engages 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 Twittercasts 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.


Healthcare applications
Social networking at other hospitals

Scripps Health Monitors Social Networks for the Scripps name and steps in to help & resolve problems


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.


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


Can I use social media to generate revenue opportunities and build our brand?
Yes, you can do both … but you must be careful.


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.


We have informal policies concerning the use of social media but little is written and it is not strategic in nature. Our social media strategy document is in the form of "rules and conduct" - mostly related to blogging, but is not strategic in nature. We have a formal social media strategy document that clearly supports our corporate mission and goals.

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Social Media Can Generate Leads and Build Your Brand
But … It requires a different media mindset
Traditional Media • Brand in control • One way / Broadcasting • Repeating the message • Focused on the brand • Educating • Company creates content
Consumer Listening
Broadcasting • Advertising • Your Website • Social Media Presence

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
Consumer Talking

Brands Talking

Conversation (Social-Ready) • Social Networks • Brand Blogs or Twitter • Online Forums • Focus Groups • Online Communities

Brands Listening

No Interaction

Listening • Blog Rolls • Twitter Feeds • Brand Monitoring


Social Media Activity Produces Real Results

Deep Customer Engagement Correlates to Financial Performance


Social Media Activity Produces Real Results

Deep Customer Engagement Correlates to Financial Performance

1. 2. 3. 4.

Mavens Butterflies Selectives Wallflowers


A Strategic Approach
Berry Network Social-Ready Assessment


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.


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.



A Strategic Approach

Strategy – Technology – Processes … bring your social media strategy to life

Berry Network Social-Ready Assessment Tool


Social-Ready Marketing Score

Does your score align with your marketing goals and objectives?

The Community Builder

The Conversationalist

The Listener The Broadcaster


Social Media Programs
How do we get started … and what will possible campaigns look like?


Social Media Services
Berry Network offers social media services that will help you connect with and engage your customers
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.

Building a Social-Ready Enterprise

• 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.

VHA Social Media launch
Success metric is increased traffic (plus establishing your brand in social media)
VHA Member Corporate Twitter page VHA Member Website

Additional social media properties?


VHA member “Pay-per-Tweet” component
Optional lead generation program
VHA member Website VHA member “HealthCare” related page (example)


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/ 31

Berry Network = More Leads and More Engagement
Social Media = Client Engagement

Traditional Print Directories

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 Mail

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


Program Follow-up Questions:
Allan Beam Berry Network, VHA Account Director 937-297-2613 Allan.Beam@BerryNetwork.com


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