Social media marketing in global healthcare & medical tourism handout

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Social Media Marketing
in
Global Healthcare & Medical
Tourism

Dr Prem Jagyasi
MD & CEO – ExHealth, Dubai Healthcare City, Dubai
Chief Strategy Officer, Medical Tourism Association, USA
Dr Prem Jagyasi | MD & CEO – ExHealth, Dubai| Chief Strategy Officer – Medical Tourism Association, USA | www.DrPrem.com

Topic Landscape
 What's Social Media?
 What's Social Media Marketing & Digital Marketing?
 Facts and Figures
 Implementing Online Marketing & Social Media
Marketing in Healthcare
 Social Media Marketing Tools for Global Healthcare
& Medical Tourism
 Conclusion


Online Marketing Essential
Online Marketing
Components

Mail Marketing
Search Engine
Social Media Online and Direct
Optimization
Marketing Advertisements Online
(SEO)
Marketing's


Why social media?

• Human is social • “Social Media is
Animal about sociology
and psychology
more than
technology.” –
Brain Solis
Sociology, not
Sociology
technology


What is Social Media?

Social media involves a natural, genuine
conversation between people about
something of mutual interest, a
conversation built on the thoughts and
experiences of the participants. It is about
sharing and arriving at a collective point,
often for the purpose of making a better or
more-informed choice. – Dave Evans


Comparison between Social Media & traditional Media

Traditional Media Social Media

Limited Geography. Limited Extensive Geography, unlimited
Shelves-Life, Limited Impact Shelve Life, Unlimited Impact

Limited Time Frame Unlimited Time Frame

Limited Spreading Unlimited Spreading

Possible two way
Only one way communication
communications


Word of Mouth Marketing

Traditional Power of Word
Current Social
Social of Mouth
Gathering
Gathering Marketing


Impact of Social
Media on
Healthcare


Facts & Figures
 According to a report released today by the Pew
Research Center‘s Internet & American Life Project and
the California HealthCare Foundation, 61% of adults
look online for health information. Of those, 59%
have done at least one of the following activities:
◦ Read someone else's commentary or experience about health or
medical issues on an online news group, website, or blog
◦ Consulted rankings or reviews online of doctors or other providers
◦ Consulted rankings or reviews online of hospitals or other medical
facilities
◦ Signed up to receive updates about health or medical issues
◦ Listened to a podcast about health or medical issues
Source: http://www.pewinternet.org


 In addition, 20% of internet users who have looked
online for health information, or ―e-patients,‖ have
actively contributed comments, reviews, and updates.
E-patients in this group have, for example:
◦ Tagged or categorized online content about health or medical issues
◦ Posted comments, queries, or information about health or medical
matters in an online discussion, listserv, or other online group forum
◦ Posted comments about health on a blog
◦ Posted a review online of a doctor
◦ Posted a review online of a hospital
◦ Shared photos, videos or audio files online about health or medical
issues


 In sum, 60% of e-patients (37% of all adults) have
done at least one of the above activities.
◦ "We are beginning to see e-patients turning to interactive
features both to help them find information tailored to their
needs and to post their own contributions," says Susannah Fox,
a co-author of the report, and associate director of the Pew
Research Center‘s Internet & American Life Project



Reasons Online Health Information Seekers Used the

Internet to Connect with Others


Online Tools for Consumers

 Consumers these days are
referred to as ‗Prosumers‘—
they are proactively seeking
out health information
◦ 80% of health searchers seek
information for themselves while
20% are caregivers.
◦ They seek an average of 5
information sites to get the most
accurate info


 24% of Patients Have Consulted
Reviews of Medical Facilities Online
◦ 41% of patients have read someone else‘s commentary or
experience about health or medical issues on an online news
group, website or blog
◦ 24% of patients online have consulted rankings or reviews of
doctors or providers
◦ 24% of patients online have consulted rankings or reviews of
hospitals or medical facilities



Growing Online Trends in Healthcare


Mayo Clinic

Word of mouth used to be
the one of their biggest
driving forces used to
build their brand, yet now
the Mayo Clinic has built a
virtual word of mouth
machine. What they offer:


Social media Activities by Mayo Clinic

 Facebook: Over 25,000 people are fans of Mayo
Clinic on Facebook. From the Mayo Clinic Facebook
page, patients can request an appointment, share
medical stories and access over 100 online videos
 Blogs: Mayo offers a variety of ―expert‖ blogs for
patients with various concerns to access and join in
on, giving patient‘s advice and tips.
 Podcasts: Tune into the Mayo Clinic online to hear
audio and video interviews on everything from
diabetes to quitting smoking. The medical center
started podcasting in 2005.
 Social Media Center: The Mayo Clinic takes their
social media seriously enough to dedicate an entire
center toward their communication. On this site,
they call social media the largest communication
development since Gutenberg's printing press


Online Healthcare Engagement Programs

 Current trends to watch in social media in health
care include:
◦ Managing a conversation;
◦ Engaging e-patients
 E-Patients are defined as those "who are equipped,
enabled, empowered and engaged in their health and
health care decisions."
 E-patients can provide feedback not only on improving
hospital Web sites but also as participants in quality
improvement within the health system.
◦ Convergence with personal health records
◦ Social media for providers


Social Media & Marketing Tools in
Global Healthcare & Medical Tourism


Blogs
Blogs are usually
maintained by an
individual with regular
entries of commentary,
descriptions of events,
or other material such
as graphics or video.
Entries are commonly
displayed in reverse-
chronological order.
Blog can also be used
as a verb, meaning to
maintain or add content
to a blog. - wiki


Micro blogging
 Microblogging is a broadcast
medium in the form of blogging.
A microblog differs from a
traditional blog in that its content
is typically much smaller, in both
actual size and aggregate file size.
A microblog entry could consist
of nothing but a short sentence
fragment, an image or embedded
video. – Wiki

 Micro Blogs provides realtime
updates in a flash


Creating Social Media Website Network

 Global Healthcare
Network is a unique
social networking
platform for
Healthcare
Professionals. Join the
group now to
Network, share &
learn.


Content aggregation
 Bringing together content from
multiple source repositories for
retrieval at a later time. In some
cases, this term also is used for
the amalgamation of search
results into a comprehensive
whole. – Microsoft
 Content aggregation provides
latest information/news to your
readers.


Discussion Boards / Forums / Activist
 An Internet forum, or message board,
is an online discussion site where
people can hold conversations in the
form of posted messages. - Wiki

 Forums are good to initiate a
discussion between active group
members


Online Video / Channels
 A video channel helps you
to broadcast your video
programs online.
 The channel could be set
free or on subscription
bases.
 Marketing guru expect
more video releases to take
places in media than
traditional press releases.


Photo Sharing / Slides Sharing
 Why Slide share?
Why Photo share?

◦ They are available on-demand for
user, any time any where.
◦ Users can share info online with
other users, encouraging viral
marketing
◦ Helps in SEO and positioning of
product / services and brand
management.
◦ A good slide share should be more
educational than promotional


Podcasting

 The NHS Clinical Knowledge Summaries
(CKS), formerly PRODIGY, are a reliable
source of evidence-based information and
practical 'know how' about the common
conditions managed in primary care. This
on-line service for healthcare professionals
is designed to provide quick answers to
real-life questions that arise when they see
patients, which link to detailed answers
that clearly outline the evidence on which
they are based.


News Sharing / Press Release Sharing
 Transform your press release into a social media
tool with the power to engage 200 million
people. For instance, Marketwire's breakthrough
Social Media 2.0 press release delivers innovative
features that allow you to take greater
advantage of your online and traditional news
distribution.


Gadgets & Widgets
 According to e-Marketer, U.S. firms
spent $15 million creating, promoting
and distributing these little beauties in
2007, but they‘re going to spend $40
million doing the same in 2008. Now
that‘s a fraction of a fraction of the
online advertising budget, but the
growth is impressive, and the
investment in a good widget is often
much, much smaller than a good
advertising budget.

Source: ignite social media


Brand Monitoring / Buzz Monitoring
 Every day, millions of consumers converse
in online communities, discussion boards,
blogs and social networks. They turn to the
Internet to share opinions, advice,
grievances and recommendations. Are you
listening, connecting and responding in a
way that protects and promotes your
brand? Services like Nielsen‘s BuzzMetrics
deliver trusted brand metrics, meaningful
consumer insights and real-time market
intelligence to help clients apply the power
of consumer-generated media (CGM) to
their businesses.

Source: Nielsen’s BuzzMetrics


Gathering Information in Nutshell
 Services like nutshellmail
brings a summary of your
social network updates to
your inbox in a single email
on your schedule.

 Bring all updates from
facebook, twitter and other
networking sites in a mail.

Updating Multiple Networks in Flash

 Post multiple network from one
website, email or sms.
 For instance, hellotxt or pinf.fm
are simple and easy service that
makes updating your social
networks a snap!
 All social networks could be
updated by simple emails.


Social Media Optimization |

 Social Media Optimization (SMO) or Social SEO is
the methodization of social media activity with the
intent of attracting unique visitors to website
content. SMO is one of two online methods of
website optimization; the other method is search
engine optimization or SEO. - Wiki


Future Evolution of Social Media

Social media is here to stay in health care, but it will evolve quickly.

Patient engagement will continue to characterize this change.

Organizations will use social media tactically within their overall marketing and communications
efforts -- videos and mobile technology will likely dominate these approaches.

Online patient communities will expand and will become a rich source of information for others.

Physicians and other health care providers will discover social media, which will have the
potential of progressing medical research.


Social media marketing in global healthcare & medical tourism handout

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Social media marketing in global healthcare & medical tourism handout