how to evaluate the impact of digital and social media · 2016. 8. 27. · ® 2016 tha digital...

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How to Evaluate the Impact of Digital and Social MediaReed Smith, MBA President

tha.org/digitalmarketing

® 2016 THA Digital Marketing. Confidential and Proprietary

about me• Hospital Marketing Director

• Texas Hospital Association

• Founding Advisory Board Member & Platinum Fellow, Mayo Clinic Social Media Network

• Advisory Board Member, South by Southwest Interactive Festival

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Why use social media?

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source: http://katiecouric.com/2013/12/04/the-hpv-vaccine-controversy-rosie-perez/

“The HPV vaccine is considered a life-saving cancer preventer. But is it a

potentially deadly dose for girls? Meet a mom who claims her daughter died after

getting the HPV vaccine, and hear all sides of the HPV cancer controversy.”

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• 91% of search engine users say they always or most of the time find the information they are seeking when they use search engines

• 73% of search engine users say that most or all the information they find as they use search engines is accurate and trustworthy

• 66% of search engine users say search engines are a fair and unbiased source of information

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–Kevin Pho, MD (kevinMD.com)

“It's been said that every time there's a vaccine controversy in the media, vaccination rates get set

back at least 3 years.”

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Our New Reality

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socialmedia.mayoclinic.org

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• 6,583 Accounts (YT, FB, Tw, LI, 4SQ, Blog)

• 1305 Facebook

• 215 Blogs

HCSM list overview

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1995-2004Slower Adoption Cycles

APRIL 1995America Online

1.1.

1995

6.30

.201

3

President William J. Clinton9.11.2011

AUGUST 1995Windows 95

JUNE 1998Windows 98

OCTOBER 2001Windows XP

11.30.2006Windows Vista

JULY 2009Windows 7

OCTOBER 2012Windows 8

President George W. Bush President Barak H. Obama

2000Digital Broadband Available

JANUARY 2004Facebook

JULY 2005YouTube

JULY 2006Twitter

DECEMBER 2010Facebook–

400 Million Users

OCTOBER 2012Facebook–

1 Billion Monthly Users

2004-2013Rapid Adoption Cycles

(fueled by ubiquitous digital access)

MAY 2007iPhone

JUNE 2009iPhone 3GS

JULY 2008iPhone 3G

JUNE 2010iPhone 4

SEPTEMBER 2012iPhone 5

OCTOBER 2011iPhone 4S

MARCH 2010iPad MARCH 2011

iPad2MARCH 2012

iPad3NOVEMBER 2012iPad4/iPad mini

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Source: http://blog.flurry.com/

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Source: http://blog.flurry.com/

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Truths

® 2016 THA Digital Marketing. Confidential and Proprietary http://communicationnation.blogspot.com/2011/02/connected-company.html

® 2016 THA Digital Marketing. Confidential and Proprietary http://communicationnation.blogspot.com/2011/02/connected-company.html

® 2016 THA Digital Marketing. Confidential and Proprietary http://communicationnation.blogspot.com/2011/02/connected-company.html

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Assessment

MENT Strategy

Deployment

Measurement

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Assessment

® 2016 THA Digital Marketing. Confidential and Proprietary

ask yourself

• Growth strategies?

• Who am I trying to reach?

• What does success look like?

• How will I show success?

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Digital Scorecard

Bariatric Surgery

Overview

Audience

Business Goals - Goal 1:

- Goal 2:

- Goal 3:

Current Call to Action - Action 1:

- Action 2:

- Action 3:

Success Metrics - Metric 1:

- Metric 2:

- Metric 3:

Reporting - Frequency:

- Elements:

�1

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Who Are You Where Are You

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® 2016 THA Digital Marketing. Confidential and Proprietary

® 2016 THA Digital Marketing. Confidential and Proprietary

courtesy of:

Sample Medical Center800 Montclair RoadBirmingham, AL 35213(205) 592-1000(duplicate listings – Former Hospital Name)

(not listed)

Sample Medical Center800 Montclair RoadBirmingham, AL 35213(205) 592-1450(physician answered when calling this number)

Sample Medical Ctr840 Montclair Rd Ste 310, Birmingham, AL 35213(205) 592-5135(duplicate listings)

(not listed)

Sample Medical Center800 Montclair RdBirmingham, AL 35222(no phone listed)( 1,552 check ins)

(not listed)

Sample Medical Center800 Montclair RoadBirmingham, AL 35213205-592-1000

Hospital Website

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who connects?

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® 2016 THA Digital Marketing. Confidential and Proprietary

® 2016 THA Digital Marketing. Confidential and Proprietary

® 2016 THA Digital Marketing. Confidential and Proprietary

® 2016 THA Digital Marketing. Confidential and Proprietary

® 2016 THA Digital Marketing. Confidential and Proprietary

® 2016 THA Digital Marketing. Confidential and Proprietary

® 2016 THA Digital Marketing. Confidential and Proprietary

® 2016 THA Digital Marketing. Confidential and Proprietary

® 2016 THA Digital Marketing. Confidential and Proprietary

® 2016 THA Digital Marketing. Confidential and Proprietary

Deployment

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content goals?• Inform

• Educate

• Comments

• Sign-ups

• Thought leadership

• Appointment

• Physician Alignment

• Reviews

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® 2016 THA Digital Marketing. Confidential and Proprietary

Trackable Phone Number

Lead Management

Conversion Management

CMS/CRM Integration

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who should create content?

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success?• Prior experience

• Don’t make it always about text

• Ongoing support

• Report back

• Make them a big deal

• Manager support

• Make it part of a larger plan

• Make it exclusive

• Tie content to the larger marketing plan

• Be flexible/decide when good enough is good

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empowered employees = brand power

® 2016 THA Digital Marketing. Confidential and Proprietary

® 2016 THA Digital Marketing. Confidential and Proprietary

LIVE HEALTHY AUSTINSTATS AND SOCIAL ENGAGEMENT

Traffic up 53% over the previous 6 month period

Engagement up 149% Engagement up 88%

Traffic from social up 258%

Traffic from social up 90%

OVERALL TRAFFIC

FACEBOOK TRAFFIC

TWITTER TRAFFIC

SOCIAL TRAFFIC

JAN 1 – JUN 30 Visits to Site: 8,151JULY 1 – DEC 31 Visits to Site: 12,445

JAN 1 – JUN 30 RTs/Likes: 339JULY 1 – DEC 31 RTs/Likes: 843

JAN 1 – JUN 30 Likes/Comments/Shares: 169,601

JULY 1 – DEC 31 Likes/Comments/Shares: 252,822

LIVEHEALTHYAUSTIN.COM

.com

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® 2016 THA Digital Marketing. Confidential and Proprietary

® 2016 THA Digital Marketing. Confidential and Proprietary

5,000 Employees

2= 2,500 x

avg.socialreach

= 1,000,000 monthly reach

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who?

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® 2016 THA Digital Marketing. Confidential and Proprietary

personas• Location - Where do people from this persona live?

• Excluding Location - Where do people from this persona not live?

• Age - What is the age range of this persona?

• Gender - What is the gender of people in this persona?

• Interests - What are the interests of people in this persona?

• Education Level - What is the education level of this persona?

• Job Title - What field of work do your customer work in and what types of job titles do they carry?

• Income Level - What is the income range of this buyer persona?

• Relationship Status - What is the relationship status of this buyer persona?

• Language - What languages do people in this persona speak?

• Favorite Websites - Why type of websites do people in this persona frequent?

• Buying Motivation - What is this personas reasons for buying?

• Buying Concerns - What is this personas concerns when buying?

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Pediatric Online Persona

OverviewLorem ipsum dolor sit amet, consectetur adipiscing elit, sed do

eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut

enim ad minim veniam, quis nostrud exercitation ullamco laboris

nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in

reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla

pariatur. Excepteur sint occaecat cupidatat non proident, sunt in

culpa qui officia deserunt mollit anim id est laborum.

Buying Concerns & MotivationLorem ipsum dolor sit amet, consectetur adipiscing elit, sed do

eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut

enim ad minim veniam, quis nostrud exercitation ullamco laboris

nisi ut aliquip ex ea commodo consequat.

Geographic

• City

• Zip Codes

• Exclusions

• Language

Insights

• Interest: Fitness and Wellness, Shopping and Fashion, Sports and Outdoors or Technology

• Relationship Status

• Job Title(s)

• Education Level

Online Behavior

• Websites Visited

• Social Platforms

• Actions

CAREER MOM 35-55 yr old | Hispanic | Working Mom

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Measurement

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® 2016 THA Digital Marketing. Confidential and Proprietary

® 2016 THA Digital Marketing. Confidential and Proprietary

® 2016 THA Digital Marketing. Confidential and Proprietary

® 2016 THA Digital Marketing. Confidential and Proprietary

® 2016 THA Digital Marketing. Confidential and Proprietary

® 2016 THA Digital Marketing. Confidential and Proprietary

consumer pathway

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Patient Pathway

PARTICIPANT UNITS SOLD

Clicks Ad 1,065

Fills Form 237

Registration 33

Attendance 20

Service Scheduled 9

Service Completed 8

0

300

600

900

1,200

Clicks Ad Fills Form Registration AttendanceService Scheduled

92033237

1,065

1%1%2%17%

78%

Clicks AdFills FormRegistrationAttendanceService Scheduled

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

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how do you gather information?

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≠

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identify what to measure

volume• Number of visitors

• Time on site

• Number of fans

• Number of followers

• Page views

• Impressions

engagement• Retweets

• Repins

• Comments

• Likes on posts

• Form completion

• Phone call

• Seminar registration

• Review submission

ROI

ROI = (financial gain/savings - cost) cost

via @chrisboyer

via @chrisboyer

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audience value

• $641.91

• 910 Clicks

• 145 Actions

• 9 Seminar Registrants

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ROI = (7,500 - 641.91) 641.91

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34,010

2,903

2.24%

12

Reach

Clicks

CTR

Surgical Candidates

Mid-Market

$3000/mo

Landing Page

WL HRA Focus

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2.55%

$5.69

7.3%

$70

CTR

Cost/Click

Conversion Rate

Cost / Acq.

Large Market

$3000/mo

Landing Page

Seminar Registration Focus

7.3% Conversion Rate, which equates to 1 qualified registration for every 14 clicks.

® 2016 THA Digital Marketing. Confidential and Proprietary

recap• Gather info about the service line

• Be specific about who you are trying to reach

• Understand your online world

• Detail the patient pathway

• Close the loop

• Measure along the way

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tha.org/digitalmarketing

Reed Smith @reedsmith

rsmith@tha.org