UNLV School of Dental medicine

1. UNLV School of Dental Medicine
Master Rounds: Social Media
Marketing Your Practice in Today's Environment:
Social Media's Role in Building Your Brand

2. LISA MARIE WARK, M.B.A.
Mobile & Social Media Agency
Founder/Owner: Lisa Marie Wark, MBA & Assoc.
Founder/President: BuyYourApp.com
Revage Medical Spa, LLC
Medspas.com
SVP Marketing: Century Wellness Clinic
SVP Marketing: Cancer Screening &Treatment
Center of Nevada
Affiliated Associations
Public Board Member: Nevada Dental Board of Examiners
Consumer Advocate Board Member: American Board of Dental Examiners
Chairman Public Advocacy Committee: North Eastern Regional Board of Examiners
Lisa Marie Wark, MBA is a media agency that
helps build and protect Professional brands
through digital marketing.

3. Objectives
In this module, you will learn to:
Explain what is a Brand
Explain the importance of Brands
Describe the attributes of a strong brand
Explain branding, social media and YOU
The difference traditional media & social media
Explain what is social media
Explain brand building through social platforms
List the social platforms that best suit YOU

4. What is a Brand?
 A brand is a name, term, sign, symbol, or
design which is intended to identify the
goods or services of one seller or group of
sellers and to differentiate them from
those of competitors.
• A brand is a living, breathing thing.
• It will change and evolve as you do.
• It’s should be part of a healthy, more interesting,
• natural progression. It has to stay relevant.

5. I’m going to show you a short clip right now…
And you tell me how it would affect your brand…

6. What is a Brand?
Brand is the seller‟s promise to deliver
the same bundle of benefits/services
consistently to buyers.
A product is any offering by a
company to a market that serves
to satisfy customer needs and
wants. A product can be an object,
service, idea, etc.
On the other hand a name becomes a
brand when consumers associate it with
a set of tangible and intangible benefits
that they obtain from the product or
service.
Brands are not
the same as
Products.

7. What is a Brand?
The popular Starbucks has earned its brand image from the
opinions of its customers.
The brand Starbucks stands for bolder, more
flavorful coffee.
Thus, you can see that Brands are “what the
consumers buy”, while products are “what
concern/companies make”.
Brand is a promise that the product will perform as per
customer‟s expectations.
It is a name, term, sign, symbol or a
combination of all these which differentiate
the goods/services of one seller or group of sellers from those of
competitors.
Some examples of well known brands are Wrangler, Audi,
Samsung, Coca Cola, etc.

8. “A brand is what people say
about you when you’re not in
the room.”
-Jeff Bezos
Amazon.com
Founder/CEO

9. Objectives
In this module, you will learn to:
Explain what is a Brand
Explain the importance of Brands
Describe the attributes of a strong brand
Explain branding, social media and YOU
The difference between traditional and social media
Explain what is social media
Explain Brand Building through Social Platforms
List the Social Platforms that is Best Suited for You

10. Why do Brands Matter?
R
The main reason
consumers flock
to some brands
and ignore others
is that behind the
brand stands an
unspoken
promise of value.
B
Brands have
become
important drivers
of growth for any
organization,
good or service.
N
A brand helps
make a mark and
differentiate a
good or service
from others in
marketplace.
D
A strong
brand makes
people aware
of what the
company
represents
and about the
different
offerings of
the company.
S
Brands help
customers to
connect to
the product
or service on
an emotional
level.
A
A Brand is a
promise that
the product
will perform as
per customer’s
expectations.

11. Why do Brands Matter?
Does the brand signify status
such as in Mercedes?
Does it care about the
environment like
Panasonic?
Is it elegant and
refined like Omega?
Is it a rugged brand like
Royal Enfield?
Does it love the
outdoors like Nike?
Is it open minded
and progressive like
Apple?
Is it a brand for achievers
like Lenovo?
Does it signify quality like
in Bluestar ?
Customers use
brands as a means
to show “This is what
I stand for” and
hence, use brands
to express
themselves.
The customers remain loyal to
brands and they become
advocates for those brands.
Thus, you can see
that people
connect
emotionally with
brands that stand
for things that are
important to them.

12. Objectives
In this module, you will learn to:
Explain what is a Brand
Explain the importance of Brands
Describe the attributes of a strong brand
Explain branding, social media and YOU
The difference between traditional and social media
Explain what is social media
Describe the Strategic Brand Management Process
List the Strategic Brand Management Guidelines

13. What makes a Brand Strong?
A strong brand is like an asset. It can be used as collateral for financial loans , buying and selling as
an asset.
A strong brand has strong attributes, values and personality that the consumers associate with the
brand.
A strong brand is a means of attaining higher customer loyalty.
It is important that in order to make a strong impact, a brand should be strong. There are
a few characteristics that make a „strong‟ brand, which are as follows:
A strong brand always delivers the benefits that customers truly desire.
A strong brand makes use of and coordinates full range of marketing activities to build equity.
A strong brand has the right blend of product quality, design, features, costs and prices.
A strong brand is properly positioned and occupies a particular niche in consumers' minds.
A strong brand compels consumers to willingly pay a substantial and consistent premium price for
the brand versus a competing product and service.

14. Gillette as a Strong Brand
Gillette is one of the strongest brands in the market of men‟s personal care products. It
has tied the actual quality of its products to various intangible factors such as:
The type of person who uses Gillette, the type of situations in which
the brand is used, the type of personality Gillette portrays etc.
User Imagery
Its razor blades are as technologically advanced as possible
through continuously spending millions of dollars in R&D.
Technology
It has developed several sub brands such as Trac II, Altra, Sensor,
Mach3 to remain on top of its competitors.
Sub-branding
It makes constant improvements with modifiers like Altra Plus,
Sensor Excel.
Enhancements

15. Gillette as a Strong Brand
To keep this strong brand presence,
Gillette is very protective of the name
carried by its razors, blades and
associated toiletries. Hence, Braun is
used for the company's electric razors
and its oral care products are
marketed under the name, Oral B.
Gillette has created a strong brand
image in totality - that is, all the
different perceptions, beliefs,
attitudes and behaviors customers
associate with their brand.
Gillette’s tagline, 'The Best A Man Can
Get’, showcased in its ads through the
years has created a consistent,
intangible sense of product superiority.

16. Strong Brands
Make You Stand Out

17. Objectives
In this module, you will learn to:
Explain what is a brand
Explain the importance of brands
Describe the attributes of a strong brand
Explain branding, social media and YOU
The difference between traditional and social media
Explain what is social media
Explain brand building through social platforms
List the Social Platforms that is Best Suited for You

18. Social Media:
What it means to YOU as a Brand
 Big, important difference:
 Traditional media = one-way
communication
 Billboard, print ad, commercial,
“talking at”
 Social media = interactive
dialogue
 Blogging, engaging, sharing,
commenting, “talking with”
18

19. What about Social Media & YOU
 YouGov Healthcare Report findings:
 57% said that a social media connection
with a hospital or medical practice was
likely to have a strong impact on their
decision to seek treatment at that facility
 81% of consumers believe that if a hospital
or medical practice has a strong social
media presence, they are likely to be more
cutting edge, creating a halo effect across
clinical functions
19
Source: Consumers’ Use, Preference and Expectations of Hospital Social Media,
http://corp.yougov.com/healthcare/consumers-use-preference-expectations-hospital-social-media/

20. What are Your Brand‟s Values?
 your Social Media Message
must convey your core values
(dental healthcare, etc.)
 Everything you do in social
media relates to your
marketing message – Brand
Ambassadors
 Generate a following through
openness about yourself and
your business (no mixed
identification)

21. Who Is Your Audience?
 1. Patients- patients who
need routine cleaning
and dental care,
cosmetic dentistry,
general dentistry,
pediatric dentistry,
periodontics, etc…
 2. Medical Professionals-
Dentists and Doctors
 3. Social Forums- content
sharing

22. Your Patients are Looking for
YOU ONLINE
 “Eight-in-ten internet users look online for health information, making
it the third most popular online pursuit….following email and using a
search engine. Since one-quarter of adults do not go online, the
percentage of health information seekers is 59% among the total
U.S. adult population.”
22
Source: Pew Internet & American Life Project, Feb. 1, 2011; http://pewresearch.org/pubs/1875/internet-
health-topics-accessing-updated-data

23. Why Web & Social Media Matter to
Physicians & Healthcare Institutions
 Because your patients are NOT going to the Yellow
Pages anymore
 Internet: Google/Online physician directories
 Mobile: Little Blue Book, BCBS, etc.
 Because there are new consumer expectations for
services now
 Perception: No web site = old, out of touch, poor quality
service
 Because it‟s where your patients/ customers are
23

24. How does social media works
for healthcare?
 Recipe of Success:
 It all starts with
content
 A blog post
 Picture albums
 A video
 A News article
24

25. The content is then shared
 E-Blasts to subscribers
 Twitter to followers
 Facebook to fans
 YouTube to Your channel
25

26. Objectives
In this module, you will learn to:
Explain what is a Brand
Explain the importance of Brands
Describe the attributes of a strong brand
Explain branding, social media and YOU
The difference traditional media & social media
Explain what is social media
Explain brand building through social platforms
List the social platforms that best suit YOU

27. “Social Media is the BIGGEST shift since the
Industrial Revolution” – Erik Qualman, Socialnomics
“The OLD way of advertising
is no longer working….
Like it used to….”

28. 86 % of viewers don‟t trust traditional advertising any longer

29. Only 18% of traditional TV campaigns
generate a positive ROI
90% of people skip ads
via TiVo/DVR

30. The Consumer Shift is Happening Now!

31. Objectives
In this module, you will learn to:
Explain what is a Brand
Explain the importance of Brands
Describe the attributes of a strong brand
Explain branding, social media and YOU
The difference traditional media & social media
Explain what is social media
Explain brand building through social platforms
List the social platforms that best suit YOU

32. def (Wikipedia) - Social media is media designed to be disseminated through social
interaction, created using highly accessible and scalable publishing techniques.
It refers to the means of interactions among people in which they create, share,
and exchange information and ideas in virtual communities and networks
Social Media IS NOT
A fad
A replacement for traditional advertising
The first step and only step
The magic bullet
FREE
A monologue/Sales Pitch about YOU
Social Media IS
A Democratization of Marketing, a powerful new venue to integrate
Engagement in conversation with your patients.
Going where your patients already are or where they want to be
Time-consuming
Listening and dialogue… All about THEM
What is Social Media?

33. The most three most trusted forms of advertising are:
Recommendations from people I know - 90%
Consumer opinions posted online - 70%
Branded websites - 70%
What Social Media has done is make the traditional two-way word of mouth
marketing accessible and available to everyone with a computer (or phone).
FROM THIS TO THIS
The question is, how do we engage a patient to influence
others?
Word-of-Mouth Goes Virtual

34. For the Healthcare Industry TRUST is Key

35. 47% of People Trust Ads on TV
70% of People TRUST
consumer recommendations
For purchase decisions
90% of People TRUST
Recommendations from
People they know

36. • 96% of Millennials have
joined a social network
• One in every nine people
on Earth is on Facebook (
This number is calculated
by dividing the planets
6.94 billion people by
Facebook‟s 750 million
users)
• People spend 700 billion
minutes per month on
Facebook
• Fastest Growing Segment
on Facebook is 55-65 year
old females

37. Loyalty Will Become Paramount
How to develop loyalty:
1. Be Authentic and Build a Trusting
Relationship
2. Share Your Knowledge and
Experience
3. Consistently engage with your
audience
3. Invite followers to communicate
with you outside of the social media
realm (office visits, email, etc.)

38. Objectives
In this module, you will learn to:
Explain what is a Brand
Explain the importance of Brands
Describe the attributes of a strong brand
Explain branding, social media and YOU
The difference traditional media & social media
Explain what is social media
Explain brand building through social platforms
List the social platforms that best suit YOU

39. For Medical Professionals/Practices
Blogging
Facebook/Twitter
LinkedIn
YouTube
Google+
The Stats - The Why - The How
The BIG FIVE

40. A Great
Brand
Starts
From
Within
A Great
Brand
Starts
From
Within

41. Personal Branding and
Storytelling= “Brandtelling”

42. “Brandtelling”
Blogging
“Brandtelling is built on the
foundation of connecting people
through a story that is relevant, real,
and repeatable.”
-Arthur Germain, Communications Strategy Group
42

43. def (wikipedia.com) - "A type of website with regular entries of commentary,
descriptions of events, or other material such as graphics or video."
Blogs
• Approximately
200 million
blogs
• The majority of
web users
interact with
blogs every
single day

44. Why blog?
Constantly updated content
Gives visitors a reason to check out your site again and again
Become an EXPERT in your field
Search Engine Optimization
ENGAGEMENT with customers
Blogs

45. How to blog?
Common Blogging Platforms
Blogger, Blogspot, Wordpress
Minimum of 2x per month
1000 words or less per entry
Blogs are NOT press releases
EACH post should have some interactive/multimedia element
Polls
Video, Photos
Links to other relevant sites
Lists
Enable comments and only filter them if they are explicit or spam
Integrate all of your other social media platforms
(“Add to Any”;“Tweetmeme”; “Meebo”)
Blogs

47. Why Facebook?
The stats speak for themselves
Mix of paid (Highly targeted)
And unpaid (permission marketing)
Facebook
AKA THE BIG ONE

48. The Stats
The average U.S. Internet user spends more time on Facebook than on
Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon combined.
Average age is 38
#2 visited site (after Google)
The New Oxford American Dictionary voted “unfriend” as the 2009 Word of
the Year.
Facebook
AKA THE BIG ONE

49. • Each Facebook user spends
on average 15 hours and 33
minutes a month on the site
• More than 250 million
people access Facebook
through their mobile
devices
• More than 2.5 million
websites have integrated
with Facebook
• 30 billion pieces of content
is shared on Facebook each
month

50. How to Facebook?
EVERYDAY – Respond to inquiries, add fans, post on other
pages, share links.
WEEKLY – Feed your blog posts.
Use the paid advertising
Friend pages are for individuals; Fan pages are for businesses.
Don't sell, sell, sell
Lifestyle Marketing – Patient Profile
Facebook
AKA THE BIG ONE

52. Why Twitter?
Users in the prime spending period of their lives.
Smaller amount of users, but VERY ENGAGED and CONNECTED.
Real time search capabilities for lead generation and customer service
Twitter results now turn up on the front page of Google.
Twitter
It‟s not about what you had for breakfast. Ok, maybe sometimes.

53. def - The platform that allows users to send a receive 140 character messages known
as tweets. You opt in to follow users whose content you want to receive.
The stats
“Twitter” was the top word of 2009, according to the Global Language
Monitor.
Average age is 39
100 million-ish users
Only about 20% are active
Twitter
It‟s not about what you had for breakfast. Ok, maybe sometimes.

54. • Twitter is
handling 1.6
billion queries
per day
• Twitter is
adding nearly
500,000 users
a day

55. Twitter Surgery
 In April 2009, Tweeted a live, robotic hysterectomy to a handful of
“followers”
 The next day…
55

56. Results of Twitter Surgery
 TV:
WGN TV, “Elgin hospital first in Ill. to Twitter surgery”
Good Morning America, “Why Doctors Are Tweeting
During Surgery”
 Media:
The Huffington Post, “Sherman Hospital Twitters
Surgery, Posts YouTube And Facebook Updates Of
Hysterectomy”
Chicago Tribune, “Twitter comes to Sherman‟s
operating room in Elgin”
Chicago Breaking News Center, “Elgin hospital first in
Ill. to Twitter surgery”
Daily Herald, “Elgin hospital first in state to Twitter
surgery”
The Courier News, “Sherman Hospital „tweets‟
hysterectomy”
The Courier News, “Sherman all a‟Twitter over online
surgery”
Chicago Defender, “Hysterectomy Shown Live on
Twitter “
Journal Sentinel (Milwaukee, WI), “Live! It‟s Knee
Surgery “
The Times (Ottowa, IL), “Hysterectomy Shown Live on
Twitter “
56
 Media, cont:
Chicagoist, “Suction. Scalpel. Tweet Team?”
McHenry County Business Journal, “Sherman to Tweet
from Procedure “
WSBT 2 (South Bend, IN), “Hysterectomy Shown Live on
Twitter “
NJ.com (New Jersey), “Hysterectomy Shown Live on
Twitter”
India Post, “Hysterectomy Shown Live on Twitter “
Pantagraph (Central IL), “Hysterectomy Shown Live on
Twitter “
Quad Cities Dispatch, “Hysterectomy Shown Live on
Twitter “
KMOX (St. Louis, MO), “Hysterectomy Shown Live on
Twitter “
 PR, Social Media, Health Interest:
PR Junkie, “Hospital Staff Twitter during Hysterectomy “
Illinois Society for Healthcare Marketing and Public
Relations, “Sherman Hospital to Tweet” During Robotic
Surgery” “
Think HBG, “Social surgery? “
Healthcare POV, “Respiratory Care: What a Tweet? “
Chicago Health Matters, “Morning Round Up: Twittering
Surgery “

57. How to Twitter?
DAILY – post links, “retweet” content, share your blog.
Engage prominent personalities.
Feed your blog
Press release distribution
search.twitter.com
If you're not going to make a committed effort to use a twitter account,
don‟t make one.
Twitter
It‟s not about what you had for breakfast. Ok, maybe sometimes.

60. Google+
Google+ places a heavy emphasis on search engine
optimization (SEO), which differentiates it from other social
media networks like Facebook and Twitter.

61. Google+ posts are crawled and indexed almost
immediately. Google Search treats Google+
profile and pages just like “regular” websites, so
they have PageRank and can be just as
powerful as other websites in terms of ranking..
Google Plus and
Page Rank

62. Profile Photo is Important
Questionable Appropriate

64. Why LinkedIN?
No brainer
The best Rolodex ever
Lead generation
LinkedIN
Your Virtual Resume

65. • 47.6% of users use LinkedIn 0-2 hours per week
• 26% use it from 3 to 4 hours a week
• 12.2 % use it for 5-6 hours per week (that is nearly 1,400 minutes per month)

66. The Stats
50 million+ users
The largest truly business-oriented site
Average age is 44
LinkedIN
Your Virtual Resume

67. How to LinkedIN?
Make a personal page for everyone in the company. Link them to your
company profile.
EVERYDAY
Followup on messages/requests; Check in on your contacts;
Post a status update.
WEEKLY
Feed your blog posts; Answer questions; Make recommendations;
Join groups.
Use the search feature for lead generation.
Get serious
LinkedIN
Your Virtual Resume

69. Why use it?
For the visual learners
Search Engine Optimization
YouTube
Cute kittens everywhere get their 15 minutes.

70. How to use it?
Post at least quarterly; share other Youtube content monthly.
Invest in a video camera, hire a video production company, or use "photo-
based" video software.
How-to tutorials, video tours of your office, event wrap ups.
Post videos as "replies" to already existing and related content.
Integrate into your blog with embed feature.
YouTube
Cute kittens everywhere get their 15 minutes.

71. • YouTube has 490 million unique users who visit every month (as of February 2011)
• YouTube generates 92 billion page views per month (These YouTube stats don’t
include videos viewed on phones and embedded in websites)
• Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)

72. The Stats
2 billion videos watched daily
The number two search engine after Google
YouTube
Cute kittens everywhere get their 15 minutes.

73. YouTube and Your Practice
Testimonials, office tours, products and procedures demonstrations and events are the
most popular ways medical practices use YouTube.

74. Good
Content
Targeted
Audience
Sustainable
Results
Media Strategy 101

75. Social Media Strategy
Objectives:
1. Strengthen and Protect Your Brand/Reputation
2. Foster a Network of Followers & Champions/Influencers
3. Extend Opportunities of Engagement
4. Identify Real Trends by Listening to conversations
5. Shape conversations about medicine

78. Mashable.com
Slideshare.net
SocialMediaToday.com
Jeff Bullas‟ Blogger
Socialnomics
Neilsen
And, of course, Blogs, Facebook, LinkedIn, Google+
Twitter, and Youtube.
Additional Resources

79. Summary
In this module you learnt that:
Brand is a name, term, sign, symbol or a combination of all these which differentiate
the goods/services of one seller or group of sellers from those of competitors.
Brand management is the process of defining the brand, positioning the brand, and
delivering the brand.
The relationship between branding, social media and the practiitioner (brand
ambassador) is based on trust and authenticity.
The Social Media Platforms that are the most influential in a medical practice are
the following five channels:
Blogs Facebook/Twitter YouTube LinkedIn Google+
A social media plan is vital in strengthening and protecting your brand.

80. Lisa Marie Wark, MBA
@LisaMarieWark
www.LisaMarieWark.com
www.BuyYourApp.com