Using social media and digital tools to create community in traditional sectors requires a careful understanding of who you are trying to reach. Twitter, Linkedin, and Facebook are not always the tool to use.

1. Creating Digital Community in Healthcare
Case Study
KMI: Stroke Recovery and Rehab
October 2011

2. Introduc)on
CBA
The
KMI
project
The
approach
The
outcome

3. We
work
with
our
customers
on
! Envisioning
new
businesses
and
the
products,
services,
marke)ng
and
route
to
market.
! Understanding
how
to
apply
technologies
internally
to
help
build
strong,
sustainable,
organiza)ons
with
collabora)ve
and
innova)ve
cultures.
! Engaging
communi)es,
organiza)ons
and
people
in
dialogues
that
provide
insights
into
their
needs
and
move
past
fears.
We
provide
! Business
development:
sales,
partner
development,
technology
evangelism
! Product
development:
market
assessment,
Industrial
Design,
market
entry
strategy
! Communica)ons:
branding,
PR
and
digital
marke)ng

4. Based
in
Phoenix,
develops
stroke
rehabilita)on
technology
that
combines
" Robo)cs,
" Neuroplas)city
" Gaming
" In
home
with
web
based
clinical
support
Small
company
tackling
a
big
issue
" About
795,000
Americans
each
year
suffer
a
new
or
recurrent
stroke-­‐
on
average,
a
stroke
occurs
every
40
seconds.
" kills
more
than
137,000
people
a
year.
On
average,
every
4
minutes
someone
dies
of
stroke.
" Americans
will
pay
about
$73.7
billion
in
2010
for
stroke-­‐
related
medical
costs
and
disability.

6. Widespread
adop)on
of
the
device
at
home
! Doctor
recommends
purchase
and
insurance
pays
! Pa)ent
finds
informa)on
and
purchases
Adop)on
of
the
device
by
clinics
! Individual
clinic
owner
to
learn
about
product
! Corporate
clinics:
Convince
clinic
managers
to
purchase
Investment
! Keep
investors
following
KMI

7. Pa)ents
! Generally
older,
mo)vated
to
learn
how
they
can
recover
quicker
Physicians
! Over
worked,
no
)me
for
internet
and
or
research
Clinics
! Independents
and
chains
(Healthsouth)
! Chains:
the
OT/PT
are
not
allowed
to
use
the
web
or
get
email
at
work
! Each
clinic
s)ll
makes
its
own
buying
decision
Investors
! Don’t
follow
clinical
journals,
overwhelmed
by
informa)on

8. Research
how
your
community
learns
Don’t
force
a
communica)on
method
on
anyone
Create
a
schedule
of
communica)on
events
! Releases
! Product
updates
! Announcements
Take
a
team
approach
to
managing
non
scheduled
communica)ons
Look
for
paberns
that
can
be
turned
into
a
community
Be
simple
and
honest
! FDA
does
not
appreciate
false
claims
! Videos
are
beber
if
scripted
but
not
forced

9. ! Clinicians
" Ar)cle
in
a
print
industry
journal
for
clinicians
" Printed
corporate
memo
" Meet
KMI
at
a
regional
tradeshow
! Investors
" Press
release
on
an
investor
blog
" Ar)cle
in
a
printed
journal
! Pa)ent
/physician
" Search
on
the
web
" Ar)cle
in
an
industry
journal
" Facebook:
simple,
from
non
commercial,
passion
" LinkedIn:
all
business,
see
who
is
involved
" Website:
funnel
pa)ent,
clinician,
investor
" You
Tube:
training
for
clinician,
case
study
for
pa)ent

10. Salesforce.com
! leads
from
web
site
! Categorized
by
community,
lead
type,
region
! Allows
spofng
of
paberns
Wordpress
! manage
blog
and
inbound
interest
! Publishes
to
facebook,
LinkedIn,
twiber
automa)cally
MarketWire
! Press
release
distribu)on
! Paid
extra
for
SEO
! Paid
extra
for
industry
ver)cals:
Finance,
Healthcare,
Medical
Devices
GPR
! Good
old
fashioned
public
rela)ons
! Editorial
calendars,
researching
editors
and
their
favorite
subjects
SEO
and
Google
Adwords
! From
research
knew
how
people
search
! Ads
were
inexpensive

11. Website:
Interest
grows
monthly,
LinkedIn:
Followers
have
doubled
Facebook:
Slow
growth
Sales:
growing

12. What
was
learned
! Regulated
products
don’t
sell
themselves
they
need
a
human
to
explain
them
! Communi)es
take
a
great
deal
of
energy,
)me
and
money
to
create
in
the
medical
space
! The
corporate
firewall
can
kill
many
good
strategies
! Print
journals
s)ll
carry
weight
and
can
not
be
ignored
in
technical
fields

13. Clay
Braziller
and
Associates
! 604
961
6360
! clay@braziller.com