Healthcare Social Media ROI - most important aspects of setting up social media in medicine and getting a return on investment.

1. Social Media ROI
Simon Sikorski, M.D.
Healthcare Marketing Center of Excellence
Twitter - @SimonSikorskiMD
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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
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3. Social Media
is NOT the same as
advertising
…but it sure helps make
advertising very
profitable
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(explained later)
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4. #1
Social Media is about
becoming the #1 most
trusted source of medical
information
(especially correcting misinformation
on world-wide-web)
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5. #2
It’s about Testimonials
and building advocacy for
your health care services
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6. Have you Heard these words?
Transparency
Trust
Building Relationships
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7. #3
Social Media is a
Reference Check
When someone looks you up,
Google and other social media
channels are cross-references
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8. Google can be your best friend,
if you only allow it to be.
Otherwise you’re at its mercy.
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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 )
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10. Who is the ideal target
audience for Social Media
in healthcare?
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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!
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12. Improving Outcomes
By Working Together
It ALL starts ONLINE
Where patients make first connections matters
because it determines their entire experience
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13. ONLINE experience
That first connection where
patients get their primary
information should be carefully
monitored by doctors …
and prescribed
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14. Do you consider your
website to be a social
media channel?
Why not?
Nothing is more social
than your website!
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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!
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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?
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17. WEBSITE!
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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
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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.
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20. PWC
Some sobering observations
• http://www.pwc.com/us/en/health-
industries/publications/health-care-social-
media.jhtml
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21. ALL
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22. 18-24 age group
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23. 25-34 ($100K+ income)
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24. 25-34 ($100K+ income)
For elective, wellness, and
preventative services
social media is a
requirement!
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25. We’re becoming educated
“shoppers” of health care
Those savvy in the use of
the internet, and are
educated, require cross-
references
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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
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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
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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.
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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.
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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?
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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
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34. Creating a Funnel
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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.
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36. Advertise Things That
Matter … not to you …
but to your target
audience
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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
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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.
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39. Protect Your Organization
Content Aggregators
News Syndication Companies
Advertising Companies
What do they all have in common?
PLAGIARISM
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40. Why Protect?
The biggest ROI from
social media efforts is
generation of content that
truly works. Protect it at
ALL costs.
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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)
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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
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