Know your audience. Using demographics and research to build your social media plan for healthcare.

1. Know Your Audience
Designing a New Media Platform that Appeals to a
Targeted Demographic
Jamey Shiels Director Social Media & Digital Communications

2. About Aurora
• Integrated health
system
• Eastern WI & Northern
IL
• 15 hospitals, 90 clinics
and 75 pharmacies
• 29,000 employees
• Social media program
launched summer 2008

3. Agenda

4. Agenda
• Utilizing demographic statistics to
formulate a strategy for success

5. Agenda
• Utilizing demographic statistics to
formulate a strategy for success
• Which social media channels are best for
targeting specific demographics

6. Agenda
• Utilizing demographic statistics to
formulate a strategy for success
• Which social media channels are best for
targeting specific demographics
• Applying traditional marketing methods
into social media strategies

7. Utilizing demographic information
to formulate a strategy for success
David

8. Utilizing demographic information
to formulate a strategy for success
David

9. Utilizing demographic information
to formulate a strategy for success
• Clarify Goals
• Research
• Define Metrics
• Build a plan
David

10. Clarify Goals
• Patient satisfaction
• Engagement
• Growth

11. Clarify Goals
• Patient satisfaction
• Engagement
• Growth

12. Clarify Goals
• Patient satisfaction
• Engagement
• Growth

13. Clarify Goals
• Patient satisfaction
• Engagement
• Growth

14. Demographic
Research
• Internal utilization
• Market research
• Keyword research
• Listening platforms
• Platform specific
Spring

20. Define Metrics
• Define the 'R' in ROI
• Awareness
• Interaction
• Conversion
• Build to your
metrics
• Analyze and evolve
Alfresco.co

23. Social Media Channels For
Targeting Specific Demographics
• Micro-content
• Social networking
• Video
• Blogs
• Patient communities

30. Patient communities
• Target communities that
support goals
• Research communities to
identify audience and
needs
• Deliver content, tools and
information that is
valuable

31. Applying traditional marketing
methods into social media
strategies
• Print
• Direct mail
social
• In-store
market
• Word of mouth public
internal

34. Formulate an Integrated Strategy
• Goals guide approach
• Research and demographics guide strategies
and tactics
• Measure success/failure and evolve
Meet patients where they are then develop content
and interactions that join patient needs and brand
wants

35. Thank You
www.aurorahealthcare.org
www.Twitter.com/aurora_health
www.facebook.com/aurorahealth
www.linkedin.com/in/jameyshiels

36. Targeting in Action
Aurora Baycare Sports Medicine Institute

37. The Challenge
• Highly competitive
market
• Engaged audience
• Specific goals

38. • Utilizing demographic statistics to formulate a
strategy for success
• Which social media channels are best for
targeting specific demographics
• Applying traditional marketing methods into
social media strategies

39. Goals
• 15% increase in referrals
• Increase awareness for service offerings
• Build affinity with target audience

40. Research
• Existing patient
utilization
• Keyword analysis
• FB insights

41. Metrics
• Clear calls to action
• Total fans and growth by quarter
• Click through traffic
• Increased site traffic to events
• New appointments

42. • Utilizing demographic statistics to formulate a
strategy for success
• Which social media channels are best for
targeting specific demographics
• Applying traditional marketing methods into
social media strategies

43. Program
• Facebook fan page to engage target audience in where
they are
• Content strategy providing relevant health and wellness
information
• Twitter to distribute information and drive awareness
• Video for athletic and performance information to drive
interactions
• Search engine optimization and marketing
• Mobile

45. • Utilizing demographic statistics to formulate a
strategy for success
• Which social media channels are best for
targeting specific demographics
• Applying traditional marketing methods into
social media strategies

46. Integrated Communications
• Social media program announced via
traditional methods
• Direct mail
• In-store displays and flyers
• Email

47. Results
• 800 Facebook fans in three weeks
• Increase in facility visits
• 14% Increase in site traffic for events