These are the slides from my presentation at the 2014 Conference of the New England Medical Group Management Association. "Healthcare Marketing Reform: Moving from Marketing Your Practice to Building Community"
7. The Connected Consumer
Broadcast era is over
Can’t simply buy people’s attention
The consumer controls:
What they view
When they view it
And how they view it (what screen)
Community building is an ideal way to take
advantage of this trend
Helps brands connect with their audiences in
a more human manner
9. Marketing as Community Building
New reality: population health management
Need for healthcare marketing reform
Moving from marketing “to” women (and
families) to marketing “with” women
Making an investment in community building
Must feel authentic
Provide value via the relationship
How do you enrich her life?
Sense of community - belonging
10. What Does Value Look Like?
Emotional connection
Information resource
Convenience
Entertainment
Sense of belonging
Opportunity for self-expression
Opportunity to be heard; to share
All of these should be present within a
community
11. Community Building?
Social networks are how we connect
Communities of interest are why we
connect.
Chris Boyer
12. “As long as women feel safe in a
community, they will feel free to express
their personal viewpoints which adds
authenticity and attracts other women ‘like
them’, increasing a community’s value,”
Toby Bloomberg, Founder of the Diva Marketing Blog
and recognized by Forbes as a top social media blogger.
The Role of Community
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13. Elements of Community
Reciprocity
Shared values or interests
Commonality
Listening – We want to be heard
Valuing the opinions of others
Support – emotional and informational
Kindness/Civility
Feeling valued and appreciated
14. Environments/Communities
Blogs
Social networking platforms: Facebook,
Pinterest, etc.
True online communities (Inspire, Everyday
Health, etc.)
Inspire.com: 5 million+ blog posts by
members (working with Stanford Medicine)
Your website! What kind of environment have
you created? The low hanging fruit.
15. Community allows you to learn from
your constituents (patients,
prospective patients & family
members); these are listening and
learning platforms.
28. Why Is Social Media Important
for Your Practice?
1. Marketing is now a dialogue, not a monologue
2. Engagement is what we’re after; required in
today’s healthcare environment
3. It is your reputation that’s on the line. And online!
4. Being absent from social media is
conspicuous
5. The conversations are happening with or
without us
6. The quality of info being shared is suspect, so
we have an obligation to get involved
7. It is highly measurable!
Why Social Media?
29. Why Social Media for the Medical
Practice? Dr. Howard Luks’ List
Spread knowledge (patient education)
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
30. 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.”
32. You’re Hosting a Dinner Party
The same principles apply:
Who do you invite? (People who will get along
and have commonalities to discuss)
You welcome all guests and make introductions
You are gracious and vigilant
You facilitate conversation – connect people
You work to involve everyone in the conversation
You fill awkward silence with new topics
You thank them for coming
People leave the party and talk about what a
good time they had at your place!
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33. Keys to Building Community
on Facebook
Engagement! Should be participatory.
You need to “feed” the conversation
Profile clinicians – always generates
comments
Encourage discussion and sharing
Ask for opinions and photos
Respond to comments and questions publicly
Enrich the brand experience with photos and
videos
35. 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
41. Signature Moms Blog
8 bloggers from the
community
42,000 visits in 2012
64,234 visits in 2013
Surpassed 149,000
total visits!
2,500+ subscribers
600+ comments
43. Online Patient Support Communities
“The proliferation of Web forums and
discussion boards and medical blogs all
speak to our inherent desire to seek out those
like us, to affirm the symptoms and
aberrations we’ve finally found a name for, to
assimilate into a community when we’ve felt
isolated from the larger world of the healthy
for so long.”
Life Disrupted: Getting Real About Chronic Illness In
Your Twenties and Thirties, by Laurie Edwards
44.
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48.
49.
50.
51.
52. Your Website as an
Environment that Invites
Community & Engagement
61. Creating Your Own
Community
Private Facebook
Groups
Ning
Start your own
group on a platform
like Inspire.com
Microsoft’s
SharePoint
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62. Marketing Your Community or
Social Media Platform
First, manage expectations. Slow growth is
normal.
Tools for cross promoting your community:
Website
Other social media platforms (Google+)
Signage within your facility!
Handouts for patients
QR codes in your exam rooms.
Don’t rule out traditional tools: print ads,
posters
63. Remember the Hive
Attract people with shared interests
Make them feel welcome
Encourage them to tell their stories and
interact
Feed their interest with good information
Position your organization as a resource with
a shared passion for the subject
Let them become your ambassadors, telling
your story and inviting others to the hive.
63
64. Dan Dunlop, Principal
Jennings
Email: ddunlop@jenningsco.com
Twitter: @dandunlop
Linkedin: www.linkedin.com/in/dandunlop/
Blog:
www.TheHealthcareMarketer.Wordpress.com
Contact Information