Dan Dunlop's presentation from the 2013 Pelvic Health Conference. The subject of the presentation was "Using blogs and social media to build communities of shared interest."

1. Building
Community
with Blogs &
Social Media
Dan Dunlop, Jennings
1

2. Moving From Superficial
To Meaningful
 Audience engagement through
communities of shared interest.
 How do you act in a community?
 What are the benefits of a community?
 What do you expect from a community?
2

3. Is there a market for
consumer engagement
around health issues?
3

4. The Data
According to Pew Internet Research,
80% of women on-line are seeking
health information for themselves or
those they care for. However, research
shows only 66% of women believe
health care marketers understand them.
4

5. A Higher Level of Engagement
“Women have multidimensional roles that
make marketing to the 50-plus woman
especially complex, unless you dig deeper
and recognize what’s truly motivating her."
Carol Osborn, PhD, Co-author of Vibrant Nation:
What Women 50+ Know, Think, Do and Buy
5

6. The Role of Community
“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.
6

7. Changing Marketing
Environment
 End of One-Size-Fits-All Marketing – we
are speaking to communities of shared
interest
 Social media platforms as strategic
tools - targeted, meaningful
 Rise of the ePatient
 Changing consumer expectations
7

8. What should you expect
from your marketing team?
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9. Community Building
Marketing as
Community Building
 Fundamental Change:
teller…
Fro m Story …to com
munity
builder &
facilitato
r…
…and c on t ent s
rs /curator
g enerato
9

10. Community Building
Marketing “with” Women
 Rethink what you think you know about
marketing and advertising
 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 10

11. Social Networks
& Psychology
 Supreme community building tools
 The psychology of social networking:
11

12. Hive Marketing
 Brings together individuals with a shared
interest (moms, for example)
 Allow them to share their passion
 Feed them info that confirms their decision
to support the brand
 Give them a forum to express their
support
 Activating them when needed
12

13. A tool your marketers
need to use:
13

14. Community Allows You To Learn
From Your Constituents; these are
listening and learning platforms.

15. Important Vehicle for
Segmenting Your Audiences
 You are not speaking to a homogenous group
 Engage segments of your customer base by
creating vehicles that speak to them
specifically
 “Social media will prove to be the nail in the
coffin of the one-size-fits-all customer
experience model.” Robert Wollan & Nick
Smith
 Mommy blog, dad blogs, women’s blog… 15

16. The Case for Segmented
Social Media
 What’s more likely to encourage
engagement?
 Hospital’s main Facebook page
 Dedicated Facebook page for women’s health
issues, pelvic health or pelvic floor disorders
 Same has proven to be true for cancer
patients and bariatric patients
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17. This is Every Hospital
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18. Their Facebook Page:
Not About Pelvic Health
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19. Blogs as Community-Building
Tools

21. Every Woman Blog
 27,000 visits last year (first full year)
 518 comments
 247 posts to date
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22. Video: The Motivation
Behind The Trend

23. Video: The Motivation
Behind The Trend

24. 24

25. Signature Moms Blog
 42,010 visits in 2012
 73,000 visits since inception
 1,425 subscribers added in 2012
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27. El Camino Hospital
Pelvic Health

29. Patient Blogs: High Point
Regional Health System
http://www.nbcnews.com/id/9889617/
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30. Are there women who would be
interested in blogging about
their experiences with your
organization?
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31. Getting Started
 Considerations when starting a blog:
 The more the merrier!
 Use the Swedish Medical Center model:
physicians, nurses, allied health
professionals, patients and family.
 Work to build community among your
bloggers: blogger events, social media
training, etc.
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32. Conversations are
taking place with or
without us
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33. 3,000+ Blogs; 55 million
readers

39. Connecting on a
Human Level
39

40. Tragic & All Too Common

43. 43

45. Video.
Connect on a human level.

47. Signature Physicians
 http://mysignaturephysician.com
 Dr. Tutasi Waters
 Dr. Katrice Larece
 Dr. Rosa Bermudez Emmanuelli
 Compilation Video
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48. ONLINE COMMUNITIES .

57. 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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58. My Ning Community
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59. Cross Promote Your
Community
 First, manage expectations. Slow
growth is normal.
 Tools for cross promoting your
community:
 Website
 Social media platforms
 Signage within your facility!
 Handouts for patients
 QR codes in your exam rooms. 59

60. Community Lifecycle
 Inception/Initiation
 Invite members to join
 Help to initiate and sustain discussions
 Encourage habit of visiting the site frequently to keep up with
conversations
 Invest time in building relationships with members
 Establishment
 Supply regular stream of content
 Facilitate conversation
 Organize events and interaction
 Resolve conflict
 Community-building tactics 60

61. Community Lifecycle
 Maturity
 Provide focus and direction
 Promote the community within its sector
 Set growth and retention goals
 Set ongoing goals and visions for the community
 Self-Sustaining/Mitosis
 If the audience is large enough, begin investigating the
establishment of sub-groups
 Train leaders of sub-groups
 Promote and support sub-groups
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Source: FeverBee

62. 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. 62

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