how to master social media for your healthcare marketing
TRANSCRIPT
Stewart Gandolf, CEO and Co-Founder
● National speaker to thousands of healthcare clients across North America
● Over 18 years experience consulting for healthcare providers and corporations
● Speaker at numerous professional meetings, including Cleveland Clinic,
American Academy of Facial Plastic and Reconstructive Surgeons, American
Association of Orthopedic Executives, Pri-Med, Mentor Corporation and
Lumenis Corporation
● Author and expert resource for the Wall Street Journal, Medical Economics,
Dental Economics, Optometric Management and Physicians Practice
magazines
● Personally consulted for over 1,457 healthcare clients
Meet the Healthcare Success Experts
Meet the Healthcare Success Online Team
Steve Jacobs, SEO Manager
Heidi Drinkward, Local Listing Coordinator
Raheim Bundle, Head of Online Advertising
Ask your questions and tag @hcsuccess on Twitter
Jeff Barnett, Web Developer
Richard FarkasOnline Marketing Specialist
Kylie Ladd,Social Media Analyst
Mike GarzilloMarketing DirectorHealthcare marketing expert with over 20 years of marketing experience. Uses a mix of electronic marketing strategies, including social media as well as a savvy website, to get more of the patients you want, based on your specialty.
Agenda
Listen
Define
Create ContentPromote
Content
Measure & Evaluate
Revisit Strategy
1 LISTEN
Why Social Media
● 74% of web users look towards social media when making a purchase.
● 99% of top brands are on Facebook, followed by 97% on Twitter and 59% on Instagram.
● 41% of people said social media would affect their choice of a specific doctor, hospital, or medical facility.
What Social Media Won’t Do● It won’t treat your patients for you● Won’t bring in a slew of new patients● Won’t let you hide behind traditional marketing● As a standalone, will not work as your primary
marketing go-to
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Ages 65+ - Currently at 6.8%. Will increase to 7.6% in 2016. Largest percentage share increase.
Ages 25-35 - Currently at 20.5%. Still the largest number of users, but no increase.
Ages 18-24 - Currently at 16.7%. Will see a fall off in share to 16.4% by 2016.
Skews towards younger audience. 22.6% are 18-24.
21.5%, second largest, is 25-34 age group.
Google+
Pinterest / Instagram
Largest user share is 35-44 demographic at 32.2%. After age 34, base and share drops off.
Largest user share is 25-34 demographic at 22%. Older millennials and some of Gen X still pin.
Overview of Platforms and Which Are Best For You
2 DEFINE
What are some goals and objectives of social media
Set specific goals!Add followers, generate more sales, land more speaking engagements, be specific.
3 CREATE CONTENT
What do you post?Social Media Explained with Healthcare I like my local hospital I have a question about my bill from the #hospital
I work at a hospital
Watch a video of doctors operating at the hospital
Here is a vintage picture of a hospital This is a collection of pictures of state-of-the-art hospitals
Content Rule
What are the best practices?● Get visual.● Be concise! 100 is the new 140● Tap in to moments big or small.
Can be as relevant as a team win or a movie coming out.
● Relationships matter● Create a content calendar and a
plan and stick to it.
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The better the content, the better likelihood of engaging, liking, clicking to website, leaving reviews and helping “brand” loyalty.
What not to do What to Do
Identify and Leverage Holidays and Current Events
What to Do What Not to Do
Show Compassion and a Human Element
Don’t be a robotCreate a guideline and policy unique to your practice/ hospital needs
When to outsource social media versus when to do it yourself
It takes a midsize company about 32 hours a month to handle a single social media platform.● Don’t spread yourself too thin.● Keep some social media in house.● Don’t fall for the social media “guru”
PROMOTE CONTENT
4
Promote Content:Social media and advertising
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Campaign to sign up Campaign to engage with content
Ideal way to target your audience
5 MEASURE & EVALUATE
Measure & Evaluate
6 REVISIT STRATEGY
OVERVIEW● 5 out of 6 minutes spent online is on social media. ● Define your target audience.● Define your goal!● Create content that’s engaging. Create plan.● Get help if necessary.
Q&A@HCSUCCESS
Thank you!