Social Media for Healthcare Marketers

Answers. Advocacy. Community.

April 20, 2011

First, a little introduction

• Lauren Moye, Director of Marketing• EmpowHER is a health media company for Women• Only network and sites exclusively dedicated to women’s

health and wellness• Started in 2007 by renowned women’s health advocate

Michelle King Robson

• Fastest growing in the category:

Top5Top5 Top25Top25 Top7%Top7%Women’s Health& Wellness SiteSource: Experian Hitwise

Of All Women’s Lifestyle SitesSource: Experian Hitwise (all categories)

Of All Health SitesSource: Experian Hitwise

So what IS social media anyway?

Confused?

“Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is surprise it’s not better.”

– Avinash Kaushik

Analytics Evangelist, Google

So what is it really???

Conversations & connections online7

Well…newsflash, it’s no longer about you. It is ENTIRELY and

UTTERLY…all about them. Everyone has a voice.

It’s a new world out there …9

Old Way Social Media Way

Captive audience Audience in control

One-way “push” communication Two-way dialogue

Brand in control of messages Anyone can take control

Publishing was an investment Anyone can publish anything

Information: at the ‘speed of print’ Information travels significantly faster

Let’s look at some facts – shall we?

Percentage of U.S. adults who look for health information on the Web

Percentage of women who look for health information on the Web

• Women age 35-44 spend 25 minutes per day on average on health community sites

• Health sites reach 60% of women age 35-44

& 50% of women age 15-24

And here’s a few more stats according to Pew

•8 in 10 Internet users have looked online for health information

•60M US consumers connect to others regarding health issues

•88% of health-related searches feature user-generated content in the first three pages

•70% of consumers believe information from their peers online even if they are NOT experts

•86% of US physicians use Internet to gather health, medical, or prescription drug information

•1200 health-related advocacy communities on Facebook

So how can social media be used in the

health care industry?

… A lot of different ways!

Market research, brand loyalty & customer evangelism,

public relations and customer service

So how do we do this?

First, remember that …

Social media by itself it NOT a strategy…

Social media is instead…19

An invaluable platform of social networks, microblogs, bookmarking and video-sharing sites that works to SUPPORT your marketing strategy and objectives

So where do we go from here, you ask?

First and foremost…

• Here what is being said in real time

• Influence opinions at their conception

• “Technology is shifting power away from the editors, the publishers, the establishment, media elite. Now it’s the people who are in control” ~R. Murdoch

LISTEN!!!

Here are some “listening” tools

• Google Alerts

• SocialMention.com

• Technorati.com

• Kurrently.com

• Twitter search tools

• Competitive intelligence work

Then…25

Develop a social media policy that is well communicated

Define an objective – what are you aiming to accomplish• Aligned with overarching marketing objectives• Set practical and reasonable goals• Who owns it within organization

• HR• Marketing / PR• Nurses• Customer service

• Objective Examples• Create awareness• Increase new patient acquisition• Market research• Customer service

And…26

Decide on a platform – make sure it makes sense • Doing it because “they” are doing it is NOT a strategy

• Forum• Blog• Facebook• Twitter• Join existing community

Decide on a timeline

Metrics – analyze, measure, assess frequency

And remember…

• Authentic• Honest• Open• Engaging• Interesting• Relevant• Frequent• Timely

A good example

Crisis communication + opportunity30

Crisis Communication:•What happened•Acknowledge / Accept•What can we do better?

Opportunity:•Have you tried XYZ Dr or hospital?

Loyalty / Evangelism:•Thank you!•Acknowledge

Here’s who we’ve helped, how can we help you?31

Questions?

Lauren Moye, Director of Marketing

EmpowHER

lmoye@empowher.com

Social Media for Healthcare Marketers

Business

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