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Social Media ROI
                   Simon Sikorski, M.D.
        Healthcare Marketing Center of Excellence
               Twitter - @SimonSikorskiMD




Footer Text                                         06/26/12   1
In this presentation:
• What is Social Media ROI in healthcare all about
• The “ideal” patient
• The importance of creating long-term strategy vs.
  short-life span of social media
• The #1 most effective form of social media and its ROI
• Almost 70% of specific demographics require social
  media access.
• Risk Aversion & solutions for each level of risk
• Social Media Roadmap
• Biggest ROI opportunities from healthcare social media
• Protecting your ROI
• Take-home challenges
                                                06/26/12   2
Social Media
              is NOT the same as
                  advertising
  …but it sure helps make
    advertising very
    profitable
Footer Text
                        (explained later)
                                            06/26/12   3
#1
    Social Media is about
    becoming the #1 most
  trusted source of medical
        information
   (especially correcting misinformation
              on world-wide-web)

Footer Text                         06/26/12   4
#2
  It’s about Testimonials
and building advocacy for
 your health care services


Footer Text           06/26/12   5
Have you Heard these words?


                  Transparency

                       Trust

      Building Relationships
Footer Text                                 06/26/12   6
#3
              Social Media is a
              Reference Check

        When someone looks you up,
        Google and other social media
        channels are cross-references

Footer Text                        06/26/12   7
Google can be your best friend,
    if you only allow it to be.

    Otherwise you’re at its mercy.



Footer Text                    06/26/12   8
#4
         It’s about Content!!!
    Social media allows for creating relevant
user-generated content that keeps on giving
              back for months to come.
     (possible when that content is re-posted
 from social media onto your website/blog )

Footer Text                               06/26/12   9
Who is the ideal target
audience for Social Media
     in healthcare?


Footer Text           06/26/12   10
In an ideal world all patients
     would be E-patients
           Equipped, Enabled, Empowered, Engaged

They care so much they’d be willing to work with you
as part of the care team…

E-Patients: higher compliance, better results, become
advocates and evangelists when their needs are met
– every time.

“Free Marketing” – never forget this!
 Footer Text                                       06/26/12   11
Improving Outcomes
       By Working Together
         It ALL starts ONLINE
  Where patients make first connections matters

    because it determines their entire experience
Footer Text                                    06/26/12   12
ONLINE experience

  That first connection where
   patients get their primary
information should be carefully
   monitored by doctors …
     and prescribed
                            06/26/12   13
Do you consider your
website to be a social
  media channel?
     Why not?
Nothing is more social
 than your website!
                    06/26/12   14
Longevity
• Social media lasts seconds, minutes, days max
• Website is forever
• What is your website strategy?

• In January 2012, HMCOE reviewed 50 physician and
  hospital websites… less than 10% were optimized
  for Google, yet 70% of them had Facebook.

• THAT’s a PROBLEM!

                                              06/26/12   15
Where is your audience
  getting primary
    information?
                    Twitter?
                  Facebook?
                  Foursquare?
      No, they’re on the
                   Pinterest?


          GOOGLE
        What is your GOOGLE strategy?
Hint… where does information stay on the longest?
                                             06/26/12   16
WEBSITE!



Footer Text              06/26/12   17
Physicians in Social Media
      Social Media use in healthcare is booming

Still the same # of physicians on social media. Not
much is changing.

In past 2 years, it’s been the same physician voices on
Twitter. Others are simply looking in… but not
participating.

Social media run by medical professionals is still very
low … but because of that it’s a big opportunity
                                                   06/26/12   18
How patients find doctors?
• #1 – Google
• Until you can dominate on Google, it’s impossible to
  have the best return on social media.

Google changed its algorithms significantly.

Majority of social media channels are no longer being
 indexed.

Google created its own social media channel.

 Footer Text                                    06/26/12   19
PWC
         Some sobering observations

               • http://www.pwc.com/us/en/health-
              industries/publications/health-care-social-
                              media.jhtml




Footer Text                                             06/26/12   20
ALL




Footer Text         06/26/12   21
18-24 age group




Footer Text                     06/26/12   22
25-34 ($100K+ income)




Footer Text               06/26/12   23
25-34 ($100K+ income)

For elective, wellness, and
  preventative services
     social media is a
       requirement!

Footer Text               06/26/12   24
We’re becoming educated
“shoppers” of health care

  Those savvy in the use of
    the internet, and are
  educated, require cross-
         references
Footer Text             06/26/12   25
Risk Aversion
    Pick level of Risk Aversion for your organization
• Low Risk – Averse to ANY social media
   o Can do website & ad placements only
   o Can be fully outsourced

• Moderate Risk – Exploring Social Media
  o Website, blog, and ads – still full control
    but limited risk
  o “Calculated” tweets, facebook posts, etc.
    linking to static resources
  o Can be outsourced BUT Full-time Job for
    SM manager.                              06/26/12 26
High Risk
• High Risk – Fully Immersed
     • Specialists Required
     • Individually-tracked initiatives
     • Always link back to website
     • Links, links, links.
     • Full-time Job for SM manager &
       specialists.
     • Can only outsource Advertising but
       complicated
Footer Text                                 06/26/12   27
For Low Risk Organizations
  Before starting social media
• Find ways to recommend existing social media
  channels and communities
• Advertise on those channels / find ways to support
  them. Reason: Show that you care.
           • How to Advertise? - Create a Funnel. Ask Questions
• Listen to feedback and participation
• Always link back to main website with a dedicated
  landing page for this initiative
• Measure results
• Plan a Roadmap to start your own community


 Footer Text                                                 06/26/12   28
Social Media Roadmap
• Plan & Select Appropriate Channels
• Listen first (use tweetdeck)
• Tweak appropriately
• Interact
• Track results
• Measure success & Report – prove ROI
• Revise long-term channels (website, ads, blog)
• Find new channels
• Repeat, repeat, repeat – social media is NOT a one
  time deal
• Use social media results to I.D. best advertising
  opportunities.                                    06/26/12 29
Write Once
• Learn to Blog FIRST - If you can blog, you can do
  social media
• Social media lasts seconds, minutes, days, but a
  blog and a website are forever.
• Website is the most important social media tool you
  will ever have … but if you don’t link to it and don’t
  bring content to life, it will lose relevance.
• Social media is the most effective tool to bring older
  content back to life and to find content that will
  produce results for a long time
• Once you write something, just “translate it” to
  video, pdf, tweets, blog posts, facebook posts, etc.
 Footer Text                                      06/26/12   30
Blogging
• Write content for Patients & Referring Doctors
  separately. One portal for each.
• Ask patients in person what they’re looking for and
  develop content accordingly
• Look towards your social media funnel to learn
  what content is most relevant to your audience
• Look towards results from advertising to prove what
  content patients are looking for.
• Keep tweaking and adding content based on real-
  time results.


 Footer Text                                    06/26/12   31
Fail Fast
• With Social Media’s lifespan of seconds/minutes or
  days if something doesn’t work don’t dwell on it.

• Refine and Adapt Fast

• Train staff members that are truly willing to learn and
  will take pride in making connections

• Don’t forget end-goal: it’s about connecting real
  life medical professionals with patients. Do you have
  that connection at end of funnel?
 Footer Text                                       06/26/12   32
ROI opportunities
•   Increase Utilization = Find a doctor / service
•   Establish Trust
•   Recognize Brand / Increase Brand Visibility
•   Patient / Referring Doctor Education
•   Patient / Customer Satisfaction
•   Patient & Doctor Retention and Loyalty –
    celebrating the stuff that matters


• Save $$$ on marketing
• Identify advertisements
                                                     06/26/12   33
Creating a Funnel



Footer Text                       06/26/12   34
Listen
                  Develop Content
              Develop “Landing Page”
       Post Content (re-post in several formats)
         Always Link to Unique Landing Page
                  Listen to Response
        If Response Adequate  Participate
    When participating  Advocate Landing Pages

     On Landing Page  Phone #, Seminar Info, etc

  If you find the response, participation, calls, and
seminars adequate you just found a great potential
     for ROI from highly targeted advertisements.
Footer Text                                     06/26/12   35
Advertise Things That
    Matter … not to you …
      but to your target
           audience

Footer Text            06/26/12   36
Why are HMCOE’s clients getting
10-25% Click Through Rates on Ads?
•         We Listen to feedback
•         Track Results
•         Tweak
•         NOTHING is EVER
          Automated
    Footer Text               06/26/12   37
Advertising costs decrease over
 time as social media is quickly
becoming the #1 tool for market
            research.

Finding what’s relevant to your
   patients should be your #1
             priority.
                            06/26/12   38
Protect Your Organization
                   Content Aggregators
                News Syndication Companies
                  Advertising Companies

              What do they all have in common?

                        PLAGIARISM



Footer Text                                      06/26/12   39
Why Protect?

   The biggest ROI from
   social media efforts is
generation of content that
 truly works. Protect it at
         ALL costs.
Footer Text                  06/26/12   40
Take Home Challenges
• Challenge your employees, especially thought
  leaders, to become content curators

• Challenge your employees to ask for feedback

• Challenge them to actively ask their patients
  for their opinion about resources they seek (not
  a one-time deal. This needs to become a
  habit)
 Footer Text                               06/26/12   41
How to get in touch with Dr. Sikorski?
Email: simon@hmcoe.com
 Phone: (646) 648 – 1355
  M-F 8am – 6pm EST
  www.HealthcareMarketingCOE.com
Footer Text                       06/26/12   42

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Social Media ROI in Healthcare

  • 1. Social Media ROI Simon Sikorski, M.D. Healthcare Marketing Center of Excellence Twitter - @SimonSikorskiMD Footer Text 06/26/12 1
  • 2. In this presentation: • What is Social Media ROI in healthcare all about • The “ideal” patient • The importance of creating long-term strategy vs. short-life span of social media • The #1 most effective form of social media and its ROI • Almost 70% of specific demographics require social media access. • Risk Aversion & solutions for each level of risk • Social Media Roadmap • Biggest ROI opportunities from healthcare social media • Protecting your ROI • Take-home challenges 06/26/12 2
  • 3. Social Media is NOT the same as advertising …but it sure helps make advertising very profitable Footer Text (explained later) 06/26/12 3
  • 4. #1 Social Media is about becoming the #1 most trusted source of medical information (especially correcting misinformation on world-wide-web) Footer Text 06/26/12 4
  • 5. #2 It’s about Testimonials and building advocacy for your health care services Footer Text 06/26/12 5
  • 6. Have you Heard these words? Transparency Trust Building Relationships Footer Text 06/26/12 6
  • 7. #3 Social Media is a Reference Check When someone looks you up, Google and other social media channels are cross-references Footer Text 06/26/12 7
  • 8. Google can be your best friend, if you only allow it to be. Otherwise you’re at its mercy. Footer Text 06/26/12 8
  • 9. #4 It’s about Content!!! Social media allows for creating relevant user-generated content that keeps on giving back for months to come. (possible when that content is re-posted from social media onto your website/blog ) Footer Text 06/26/12 9
  • 10. Who is the ideal target audience for Social Media in healthcare? Footer Text 06/26/12 10
  • 11. In an ideal world all patients would be E-patients Equipped, Enabled, Empowered, Engaged They care so much they’d be willing to work with you as part of the care team… E-Patients: higher compliance, better results, become advocates and evangelists when their needs are met – every time. “Free Marketing” – never forget this! Footer Text 06/26/12 11
  • 12. Improving Outcomes By Working Together It ALL starts ONLINE Where patients make first connections matters because it determines their entire experience Footer Text 06/26/12 12
  • 13. ONLINE experience That first connection where patients get their primary information should be carefully monitored by doctors … and prescribed 06/26/12 13
  • 14. Do you consider your website to be a social media channel? Why not? Nothing is more social than your website! 06/26/12 14
  • 15. Longevity • Social media lasts seconds, minutes, days max • Website is forever • What is your website strategy? • In January 2012, HMCOE reviewed 50 physician and hospital websites… less than 10% were optimized for Google, yet 70% of them had Facebook. • THAT’s a PROBLEM! 06/26/12 15
  • 16. Where is your audience getting primary information? Twitter? Facebook? Foursquare? No, they’re on the Pinterest? GOOGLE What is your GOOGLE strategy? Hint… where does information stay on the longest? 06/26/12 16
  • 17. WEBSITE! Footer Text 06/26/12 17
  • 18. Physicians in Social Media Social Media use in healthcare is booming Still the same # of physicians on social media. Not much is changing. In past 2 years, it’s been the same physician voices on Twitter. Others are simply looking in… but not participating. Social media run by medical professionals is still very low … but because of that it’s a big opportunity 06/26/12 18
  • 19. How patients find doctors? • #1 – Google • Until you can dominate on Google, it’s impossible to have the best return on social media. Google changed its algorithms significantly. Majority of social media channels are no longer being indexed. Google created its own social media channel. Footer Text 06/26/12 19
  • 20. PWC Some sobering observations • http://www.pwc.com/us/en/health- industries/publications/health-care-social- media.jhtml Footer Text 06/26/12 20
  • 21. ALL Footer Text 06/26/12 21
  • 22. 18-24 age group Footer Text 06/26/12 22
  • 23. 25-34 ($100K+ income) Footer Text 06/26/12 23
  • 24. 25-34 ($100K+ income) For elective, wellness, and preventative services social media is a requirement! Footer Text 06/26/12 24
  • 25. We’re becoming educated “shoppers” of health care Those savvy in the use of the internet, and are educated, require cross- references Footer Text 06/26/12 25
  • 26. Risk Aversion Pick level of Risk Aversion for your organization • Low Risk – Averse to ANY social media o Can do website & ad placements only o Can be fully outsourced • Moderate Risk – Exploring Social Media o Website, blog, and ads – still full control but limited risk o “Calculated” tweets, facebook posts, etc. linking to static resources o Can be outsourced BUT Full-time Job for SM manager. 06/26/12 26
  • 27. High Risk • High Risk – Fully Immersed • Specialists Required • Individually-tracked initiatives • Always link back to website • Links, links, links. • Full-time Job for SM manager & specialists. • Can only outsource Advertising but complicated Footer Text 06/26/12 27
  • 28. For Low Risk Organizations Before starting social media • Find ways to recommend existing social media channels and communities • Advertise on those channels / find ways to support them. Reason: Show that you care. • How to Advertise? - Create a Funnel. Ask Questions • Listen to feedback and participation • Always link back to main website with a dedicated landing page for this initiative • Measure results • Plan a Roadmap to start your own community Footer Text 06/26/12 28
  • 29. Social Media Roadmap • Plan & Select Appropriate Channels • Listen first (use tweetdeck) • Tweak appropriately • Interact • Track results • Measure success & Report – prove ROI • Revise long-term channels (website, ads, blog) • Find new channels • Repeat, repeat, repeat – social media is NOT a one time deal • Use social media results to I.D. best advertising opportunities. 06/26/12 29
  • 30. Write Once • Learn to Blog FIRST - If you can blog, you can do social media • Social media lasts seconds, minutes, days, but a blog and a website are forever. • Website is the most important social media tool you will ever have … but if you don’t link to it and don’t bring content to life, it will lose relevance. • Social media is the most effective tool to bring older content back to life and to find content that will produce results for a long time • Once you write something, just “translate it” to video, pdf, tweets, blog posts, facebook posts, etc. Footer Text 06/26/12 30
  • 31. Blogging • Write content for Patients & Referring Doctors separately. One portal for each. • Ask patients in person what they’re looking for and develop content accordingly • Look towards your social media funnel to learn what content is most relevant to your audience • Look towards results from advertising to prove what content patients are looking for. • Keep tweaking and adding content based on real- time results. Footer Text 06/26/12 31
  • 32. Fail Fast • With Social Media’s lifespan of seconds/minutes or days if something doesn’t work don’t dwell on it. • Refine and Adapt Fast • Train staff members that are truly willing to learn and will take pride in making connections • Don’t forget end-goal: it’s about connecting real life medical professionals with patients. Do you have that connection at end of funnel? Footer Text 06/26/12 32
  • 33. ROI opportunities • Increase Utilization = Find a doctor / service • Establish Trust • Recognize Brand / Increase Brand Visibility • Patient / Referring Doctor Education • Patient / Customer Satisfaction • Patient & Doctor Retention and Loyalty – celebrating the stuff that matters • Save $$$ on marketing • Identify advertisements 06/26/12 33
  • 34. Creating a Funnel Footer Text 06/26/12 34
  • 35. Listen Develop Content Develop “Landing Page” Post Content (re-post in several formats) Always Link to Unique Landing Page Listen to Response If Response Adequate  Participate When participating  Advocate Landing Pages On Landing Page  Phone #, Seminar Info, etc If you find the response, participation, calls, and seminars adequate you just found a great potential for ROI from highly targeted advertisements. Footer Text 06/26/12 35
  • 36. Advertise Things That Matter … not to you … but to your target audience Footer Text 06/26/12 36
  • 37. Why are HMCOE’s clients getting 10-25% Click Through Rates on Ads? • We Listen to feedback • Track Results • Tweak • NOTHING is EVER Automated Footer Text 06/26/12 37
  • 38. Advertising costs decrease over time as social media is quickly becoming the #1 tool for market research. Finding what’s relevant to your patients should be your #1 priority. 06/26/12 38
  • 39. Protect Your Organization Content Aggregators News Syndication Companies Advertising Companies What do they all have in common? PLAGIARISM Footer Text 06/26/12 39
  • 40. Why Protect? The biggest ROI from social media efforts is generation of content that truly works. Protect it at ALL costs. Footer Text 06/26/12 40
  • 41. Take Home Challenges • Challenge your employees, especially thought leaders, to become content curators • Challenge your employees to ask for feedback • Challenge them to actively ask their patients for their opinion about resources they seek (not a one-time deal. This needs to become a habit) Footer Text 06/26/12 41
  • 42. How to get in touch with Dr. Sikorski? Email: simon@hmcoe.com Phone: (646) 648 – 1355 M-F 8am – 6pm EST www.HealthcareMarketingCOE.com Footer Text 06/26/12 42