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."
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.
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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
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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.
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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
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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
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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:
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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
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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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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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47. Signature Physicians
http://mysignaturephysician.com
Dr. Tutasi Waters
Dr. Katrice Larece
Dr. Rosa Bermudez Emmanuelli
Compilation Video
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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