Social Media for the Medical Practice - NH MGMA 2014
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This is the PowerPoint deck from my presentation for the New Hampshire Medical Group Management Association meeting in January 2014. The subject was social media marketing for the medical practice.
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Social Media for the Medical Practice - NH MGMA 2014
- 1. Hello! Dan Dunlop, Jennings NH MGMA Presentation – January 2014 A User-Friendly Approach to Social Media for the Medical Practice.
- 2. My Wife
- 4. Patient Engagement I enjoyed Joe’s presentation: His focus on patient engagement. We need engaged patients. How do we get there? Need to change their thinking and behavior. If your practice embraces the online world, your patients are more likely to do so. • Engagement is ongoing. • • • • •
- 5. Chris Boyer Community Building? • Social networks are how we connect • Communities of interest are why we connect.
- 6. Why Social Media? Why Is Social Media Important? 1. 2. 3. 4. 5. 6. 7. 8. 9. Marketing has been redefined Moving from professional story tellers to conversation managers and facilitators Marketing is now a dialogue, not a monologue Engagement is what we’re after; required in today’s healthcare environment It is your reputation that’s on the line Being absent from social media is conspicuous The conversations are happening with or without us The quality of info being shared is suspect, so we have an obligation to get involved It is highly measurable!
- 7. Why Social Media? Dr. Howard Luks’ List? Spread knowledge Improve communications Control your message Promote Health “Empower” consumers and healthcare professionals alike • Perhaps even kindle the fire to help fix our ailing healthcare system • Derive a tangible ROI and significant Social ROI for your efforts • • • • •
- 8. Key to Success Learn to Enjoy Online Profile Building
- 9. Key to Success Isn’t Word-of-Mouth the best advertising? Today’s word-of-mouth:
- 10. Moms Matter
- 11. Real Simple Poll 3,583 Women
- 12. Real Simple Poll 3,583 Women
- 13. Real Simple Poll 3,583 Women
- 14. Real Simple Poll 3,583 Women
- 15. Real Simple Poll 3,583 Women
- 16. Engaging Moms Marketing & Moms • • • • • Market “with” rather than market “to” Engage and allow for conversation Communicate shared values Must feel authentic Provide value via the relationship – How do you enrich her life? – Sense of community - belonging
- 17. Engaging Moms Four Doctors Who Do This Well: • Dr. Natasha Burgert - http://kckidsdoc.com • The Boogor Doctor – Dr. Russell Faust http://www.boogordoctor.com • Dr. Wendy Sue Swanson – Seattle Mama Doc http://seattlemamadoc.seattlechildrens.org • Dr. Howard Luks http://www.howardluksmd.com
- 18. Social Physician Dr. Luks – 17% of new patients come through social media; More than 50% visit his website before the 1st appointment. • “Patients who discover me via social media and my Web site tend to arrive far better prepared and informed. They’re also more comfortable with me, thanks to watching my videos. All this makes my time with them more productive and more efficient.”
- 19. Create a Plan Draft a Simple Plan: • • • • • • • • • Organizational readiness? Appetite for SM. Who are you trying to reach? What are your goals and objectives? How will you determine success? What platforms does your audience use? Communication channels. Start by being a voyeur. Listen and learn. Integrate messaging with other communications. Measure and monitor. Avoid burnout. Take it in bite sized pieces.
- 20. Quiz Monitoring your practice brand: • How many of you have Google Alerts set up with your practice name as the search term? • “Physician name” + “your organization” • “Physician name” (variations) • Search periodically with different search engines: try Bing • You must be vigilant
- 21. Winning Formula The Basic Digital Footprint: Do a little, and do it well. • Google+ page (no daily maintenance) • LinkedIn Company Page (no daily maintenance) • Facebook page (daily maintenance) • YouTube Channel • Video • Pay-per-click: Google, Facebook, Everyday Health…
- 22. Winning Formula The Extras: • • • • • • Practice Blog Twitter Feed Pinterest Instagram Tumblr Foursquare
- 23. Facebook Basics Create a community environment: • Encourage discussion and sharing • Ask for opinions and photos • You want patients to use this as a word-ofmouth platform • Great listening platform! • Enrich the brand experience with photos and videos • Cross promote other SM platforms
- 26. Google+
- 27. Google+
- 28. Google + • Populate page with good content about your practice including photos and videos • Build Circles – Friends, Colleagues, Healthcare Professionals, Patients, etc. • Use the Google+ button to quickly post content. No effort required. • Let people know how to connect with you via other platforms: LinkedIn, Twitter, etc.
- 29. YouTube Best Practices • Brand your channel: Upload channel art (header image) and a channel icon (logo) • Populate with informative videos • Tag every video; include geographic tags • Set up playlists • Review analytics
- 30. YouTube
- 31. YouTube
- 33. Hootsuite Third Party Application to Manage Your Social Media Presence • Hootsuite and Sprout Social are two of my favorites • Post your content in advance and have timed delivery • Great analytics • Focused streams of content • Track mentions
- 34. Third Party Apps
- 35. Third Party Apps
- 36. Third Party Apps
- 37. Cross Promote • Promote your social channels within the practice through signage, dry erase boards and static clings
- 38. Video Why Video?
- 39. Power of Video
- 40. Power of Video
- 41. Power of Video • Why Video? – Human connection – Makes patients more comfortable – Educates patients – Search! (Be sure to add Geo Tags) • Leverage your videos: – Google+, Facebook, YouTube, Pinterest, your website
- 42. Power of Video Check out these facts: • The chances of getting a page one listing on Google increase 53 times with video • In the US, 1.6 billion videos are watched each day by 82 million people • Online video reaches more than 85% of U.S. Internet users each month • One in three people watch videos on health • Video results appeared in almost 70% of the top 100 search listings on Google in 2012
- 43. Twitter How many of you use Twitter? • • • • • • • I was slow to adopt it. Try it. The key is to follow industry hashtags. Hashtags? #hcmktg #hcsm #aco #pcmh Start by setting up a practice account. Follow some industry thought leaders. Follow people at peer organizations.
- 44. Twitter #pcmh
- 45. In Summary Do What You Can & Have Fun • Monitor your practice’s online profile: Google Alerts, etc. • Update your practice’s LinkedIn Profile • Create a Google+ page • Start and/or manage your practice FB page • Start a YouTube channel • Get your clinicians on video!
- 46. Contact Information • Dan Dunlop, Jennings – ddunlop@jenningsco.com – Twitter: @dandunlop & @JenningsHealth – Linkedin: http://www.linkedin.com/in/dandunlop – Blog: http://thehealthcaremarketer.wordpress.com