Hello!Dan Dunlop, JenningsNH MGMA Presentation – January 2014A User-Friendly Approach to Social Media for the Medical Practice.

My Wife

I enjoyed Joe’s presentation:

• His focus on patient engagement.• We need engaged patients.• How do we get there?• Need to change their thinking and behavior.• If your practice embraces the online world,

your patients are more likely to do so.• Engagement is ongoing.

Patient Engagement

Community Building?

• Social networks are how we connect

• Communities of interest are why we connect.

Chris Boyer

Why Is Social Media Important?1. Marketing has been redefined2. Moving from professional story tellers to conversation

managers and facilitators3. Marketing is now a dialogue, not a monologue4. Engagement is what we’re after; required in today’s

healthcare environment5. It is your reputation that’s on the line6. Being absent from social media is conspicuous7. The conversations are happening with or without us8. The quality of info being shared is suspect, so we have an

obligation to get involved9. It is highly measurable!

Why Social Media?

Dr. Howard Luks’ List?• Spread knowledge• Improve communications• Control your message• Promote Health• “Empower” consumers and healthcare professionals alike• Perhaps even kindle the fire to help fix our ailing

healthcare system• Derive a tangible ROI and significant Social ROI for your

efforts

Why Social Media?

Learn to Enjoy Online Profile Building

Key to Success

It’s your brand……your reputation…

…so market yourself!

Isn’t Word-of-Mouth the best advertising? Today’s word-of-mouth:

Key to Success

Facebook… …Twitter…

…Blogs…

Moms Matter

3,583 WomenReal Simple Poll

3,583 WomenReal Simple Poll

3,583 WomenReal Simple Poll

3,583 WomenReal Simple Poll

3,583 WomenReal Simple Poll

Marketing & Moms

Engaging Moms

• Market “with” rather than market “to”• Engage and allow for conversation• Communicate shared values• Must feel authentic• Provide value via the relationship– How do you enrich her life?– Sense of community - belonging

Four Doctors Who Do This Well:

• Dr. Natasha Burgert - http://kckidsdoc.com• The Boogor Doctor – Dr. Russell Faust -

http://www.boogordoctor.com• Dr. Wendy Sue Swanson – Seattle Mama Doc

http://seattlemamadoc.seattlechildrens.org• Dr. Howard Luks -

http://www.howardluksmd.com

Engaging Moms

Dr. Luks – 17% of new patients come through social media; More than 50% visit his website before the 1st appointment.

• “Patients who discover me via social media and my Web site tend to arrive far better prepared and informed. They’re also more comfortable with me, thanks to watching my videos. All this makes my time with them more productive and more efficient.”

Social Physician

Draft a Simple Plan:• Organizational readiness? Appetite for SM.• Who are you trying to reach?• What are your goals and objectives?• How will you determine success?• What platforms does your audience use? Communication

channels.• Start by being a voyeur. Listen and learn.• Integrate messaging with other communications.• Measure and monitor.• Avoid burnout. Take it in bite sized pieces.

Create a Plan

Monitoring your practice brand:

• How many of you have Google Alerts set up with your practice name as the search term?

• “Physician name” + “your organization”• “Physician name” (variations)• Search periodically with different search

engines: try Bing• You must be vigilant

Quiz

The Basic Digital Footprint:Do a little, and do it well.

• Google+ page (no daily maintenance)• LinkedIn Company Page (no daily maintenance)• Facebook page (daily maintenance)• YouTube Channel• Video• Pay-per-click: Google, Facebook, Everyday

Health…

Winning Formula

The Extras:

• Practice Blog• Twitter Feed• Pinterest• Instagram• Tumblr• Foursquare

Winning Formula

Create a community environment:

• Encourage discussion and sharing• Ask for opinions and photos• You want patients to use this as a word-of-

mouth platform• Great listening platform!• Enrich the brand experience with photos and

videos• Cross promote other SM platforms

Facebook Basics

Company PageLinkedIn

Company PageLinkedIn

Google+

Google+

• Populate page with good content about your practice including photos and videos

• Build Circles – Friends, Colleagues, Healthcare Professionals, Patients, etc.

• Use the Google+ button to quickly post content. No effort required.

• Let people know how to connect with you via other platforms: LinkedIn, Twitter, etc.

Google +

Best Practices

• Brand your channel: Upload channel art (header image) and a channel icon (logo)

• Populate with informative videos• Tag every video; include geographic tags• Set up playlists• Review analytics

YouTube

YouTube

YouTube

Third Party Application to Manage Your Social Media Presence

• Hootsuite and Sprout Social are two of my favorites

• Post your content in advance and have timed delivery

• Great analytics• Focused streams of content• Track mentions

Hootsuite

Third Party Apps

Third Party Apps

Third Party Apps

Cross Promote

• Promote your social channels within the practice through signage, dry erase boards and static clings

Why Video?

Video

Power of Video

Power of Video

Power of Video

• Why Video?– Human connection– Makes patients more comfortable– Educates patients– Search! (Be sure to add Geo Tags)

• Leverage your videos:– Google+, Facebook, YouTube, Pinterest, your

website

Power of Video

Check out these facts:

• The chances of getting a page one listing on Google increase 53 times with video

• In the US, 1.6 billion videos are watched each day by 82 million people

• Online video reaches more than 85% of U.S. Internet users each month

• One in three people watch videos on health• Video results appeared in almost 70% of the top 100

search listings on Google in 2012

How many of you use Twitter?

• I was slow to adopt it.• Try it.• The key is to follow industry hashtags.• Hashtags? #hcmktg #hcsm #aco #pcmh• Start by setting up a practice account.• Follow some industry thought leaders.• Follow people at peer organizations.

Twitter

#pcmhTwitter

Do What You Can & Have Fun• Monitor your practice’s online profile:

Google Alerts, etc.• Update your practice’s LinkedIn Profile• Create a Google+ page• Start and/or manage your practice FB page• Start a YouTube channel• Get your clinicians on video!

In Summary

• Dan Dunlop, Jennings– ddunlop@jenningsco.com– Twitter: @dandunlop & @JenningsHealth– Linkedin: http://www.linkedin.com/in/dandunlop– Blog: http://thehealthcaremarketer.wordpress.com

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