The document discusses the importance of social media for healthcare organizations. It defines social media as the democratization of information where people can publish content. Social media is important for healthcare marketing as it allows two-way conversations rather than one-way communication and engages patients. The document provides examples of social media platforms like Facebook and YouTube that healthcare organizations can use and encourages developing a social media strategy. It addresses common concerns about social media and provides tips on getting started with social media.
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Best Uses of Social Media in Healthcare
1. Demystifying Social Media &
Making It Relevant to Healthcare
Dan Dunlop, President
Jennings
May 8, 2009
2. How I Got Started In Social Media:
Fear of Becoming Irrelevant
3. Social Media Defined
“The democratization of information,
transforming people from content readers into
content publishers.” Wikipedia
“Social media contributes to informed choices
by aggregating and making available to the
interested individual the collective experience
and resultant conversation.” Dave Evans,
Social Media Marketing
4. Why is Social Media Important?
1. Marketing has been redefined
2. Moving from professional story tellers to
conversation managers and facilitators
3. Marketing is now a dialogue, not a monologue
4. Engagement is what we’re after
5. Today, being absent from social media is
conspicuous
6. The conversations are happening with or
without us
7. The quality of info being shared is suspect, so
we have an obligation to get involved
5. Social Media has its Detractors
• Andrew Keen - “The Anti-Christ of
Silicon Valley”
• “The Cult of the Amateur”
• Distrusts the wisdom of the crowd
• The demise of the expert
• The Great Seduction:
http://andrewkeen.typepad.com
6. My Sister Kerry
• Essiac Tea - Alternative
treatment for cancer
• Lots of chatter on cancer
patient online communities
• National Cancer Institute
studies showed that it actually
promotes tumor growth
7. Online Communities &
Patient Resources
• PatientsLikeMe.com
• Medhelp.org
• DailyStrength.org
• Organizedwisdom.com
• Everydayhealth.com
• Revolutionhealth.com
• ACOR.org (OncoChat.org) - Online cancer
support community
8.
9. Why is Social Media Important?
Think of this perspective:
• She (your patient or a family member)
may have a blog
• Or, she may have 1,200 friends on
Facebook
11. Hive Marketing
• Providing a gathering place for active
supporters of your brand
• Then activating them so they can go
forth and tell your story
• Brand evangelists
• In this era of citizen journalism, brand
advocates are more credible (to some)
than professional marketers
12. Question: How can you be
expected to monitor these
conversations and manage your
institution’s brand if you are
blocked from these sites?
Today, your reputation lives
online. Discussion?
16. Hospitals Adopting Social Media
• For examples of hospitals using social
media, go to http://ebennett.org/hsnl/
• Maintained by Ed Bennett of the
University of Maryland Health System
30. LMC & The State Newspaper
Mobilizing Brand Advocates
31. Lexington Medical Center Blog
• Great internal communications tool
• On average 200 employees visit each
day
• Beneficial external communications tool
• Allows us to tell the LMC story without
media filters
35. Seven Blessings
1. Search engine marketing & rankings
2. Hive Marketing - Activating brand advocates
3. Engage grateful patients and employees
4. Communication without media filters
5. Crisis communications expeditor
6. Quick publicity for physicians and service
lines
7. Low cost communications tools
36. Seven Sins
1. Failing to have a strategy before you start
2. Fear - A loss of control; sudden transparency
3. Cowardice - Panic in the C-Suite
4. Requires vigilance and responsiveness
5. Sloth - Social media requires time
commitment
6. Free speech isn’t always pretty; someone is
always looking to be negative
7. Gluttony - Too much, too fast (temperance is
better)
38. Who Uses Social Media?
• Nielsen 2009 Social Media Survey
– Two thirds of the World’s Internet population now
visit online communities
– Account for 10% of all Internet time
– Time spent on social media sites growing at three
times the rate of overall Internet growth
– People 35 to 49 are Facebook’s fastest growing
audience
– In the last year, Facebook has added twice as
many 50-60 year old visitors (14 million) as it has
18 year olds.
– One third of Facebook’s audience is 35-49
39. “What if Someone Says
Something Bad?”
• They’re going to speak out whether you
provide a forum or not
• Wouldn’t you rather know what’s being said
and have a chance to address it?
• Most likely, five people will jump in and say
something good; very democratic
• Difference between a brand detractor and an
unhappy customer; you can win back an
unhappy customer
40. “It Will Take Too Much Time”
• A partial truth
• Be strategic in your use of social media
• Repurpose content:
– Website
– Blog
– Facebook
41. “It’s Too Complicated and
Only for Tech-Savvy People”
• If I can do it, anyone can do it
• Start by getting involved
• Join Facebook if you’re not already
there
• Get a feel for social media
• Start a blog but don’t make it public; live
with it for a while
44. Read a Book About Social Media
• Groundswell, Charlene Li & Josh
Bernoff
• Join the Conversation, Joseph Jaffe
• Social Media is a Cocktail Party, Jim
Tobin and Lisa Braziel
• PR 2.0, Deirdre Breakenridge
• The New Rules of Marketing & PR,
David Meerman Scott
45. Homework
• Write a social media marketing strategic brief
for your hospital; keep it to two pages
• Start following a blog regularly
• Join Facebook & LinkedIn
• Join my Healthcare Marketing Community at
http://healthcaremarketing.ning.com
• Share an article, whitepaper or book about
social media with your executive team
46. Contact Information
• Dan Dunlop, President
• Jennings
• Blogs:
– http://thehealthcaremarketer.wordpress.com
– http://healthcaremarketing.ning.com
• Website: www.jenningsco.com
• Email: Ddunlop@jenningsco.com
• Phone: 919-929-0225