1. Social Media Strategy for Behavioral Healthcare May 6, 2010 Bill Balderaz Founder and Chief Optimism Officer Webbed Marketing

2. Agenda Why social media matters to you How you can use social media effectively How to measure your social media campaign Industry case studies

3. Why Social Media Matters to You

4. Goal of Social Media in Healthcare To empower the providers, clients, patients, doctors, hospitals, visitors and staff to share information.

5. How Americans Search Health Info 36% want to see what other consumers say about medication or treatment 34% using social media, 46% using health portals, 67% using search engines 21% using Wikipedia

6. Why Social Media Matters in Healthcare

7. Google Trends- Tracking Search Patterns

8. Healthcare Uses for Twitter

9. Healthcare Sources for Patients

10. Health Information Resources Used General search engines

11. Social Media Works in Healthcare Chronic diseases such as diabetes, mood disorders, obesity, migraines, etc. Engages in people’s daily lives Exchange real information with real people Up to date Finding practical solutions to deal with these chronic conditions

12. How You Can Use Social Media

13. Social Media Uses in Healthcare Blogs enable clients to share stories, photos and videos about experiences Online forums allow clients to post opinions and engage in conversations Podcasts & videos allow people to listen and share content RSS feeds provide mediums to receive new information fast Social networks to build communities of people with similar interests

14. Mental and Behavioral Health Communities

15. Mental and Behavioral Health Communities

16. Twitter Listening! 140-character messages to your “followers” Syndicate news Promote events and classes Health information for clients Recruitment Influence policy

17. Behavioral Health on Twitter

18. Mental Health on Twitter

19. Mental Health Conversations on Twitter

20. Facebook Social network to connect and chat with friends Post videos Synidcate news stories Post about events Photo galleries of events Connect with a geography AND demographic, such as moms, nurses, etc. Create loyalty

21. Behavioral Health on Facebook

22. Mental Health on Facebook

23. YouTube and Blip.tv Video sharing site with friends, comments and ratings Reach a broad audience HR promotional material for recruitment Executive interviews and physician interviews Client interviews Events and classes Drive traffic to Web site, too!

24. Mental Health on YouTube

25. Syndicating and Tagging Sites Digg, Reddit, Delicious, Stumble Upon Readers review and rate news stories and articles More views, more prominent Follow people with similar interests to see what they are reading Connect with others in a similar interest, such as mental health, nurses, etc.

26. How to Measure Your Social Media Campaign

27. Set Clear Goals Can’t measure “more buzz” Define measurable metrics – 16 media placements, 40 relevant links, increase clients12% Take baseline metrics before campaign starts SEO metrics, social media metrics Break metrics down into quantifiable goals Mentions in blogs, social networks, links to the site You can quantify metrics

28. Determine the Hook Set goals before determining the “hook” Questionnaire to determine need – What gets your participants excited? Examples: white paper, video, online calculator/application, stunt

29. Determine the Distribution Plan Earn your way to distribution Don’t think of it as “free” marketing Look for specialized networks or high-profile bloggers that don’t often get pitched Rate the value of each participant and determine the pitch

30. Determine the Distribution Plan Think in terms of most efficient coverage Examples: pitch a blogger, obtain a following on MySpace/Facebook, use tagging sites, Tweet to your target audience, make new connections on LinkedIn, build a presence on targeted social networks Great Content + Great Distribution = Great Word of Mouth

31. Measurement Summary Start with a strategic goal More clients, education or media awareness Break those into measurable “micro-goals” Inbound links, Web site traffic, blogger mentions Create a baseline scorecard Correlate progress against the strategic with progress on “micro-goals”

32. Industry Case Studies

33. MayoClinic At one time, Mayo Clinic podcasts reached #29 on iTunes list of top 100 podcasts Facebook page with 14,650 friends YouTube channel with doctors talking about illness, treatment and research Health blog for consumers & media to improve the process of medical reporting Creating “secret groups” on Facebook for people similar illness to connect

34. Mayo Clinic News Media Syndications

35. Healthcare Social Media Sites Center for Disease Control CIGNA Corp Partners Healthcare System Testing behaviors in virtual world

36. MedScape Social network for doctors Mirrors Facebook/MySpace More than 100,000 physicians Must verify license to join Topics include ethics, patient requests, crisis situations, malpractice lawsuits

37. Patient Comment Sites Thehealthcarescoop.com Patients tell-it-as-it-is review site More than 5,000 stories from across the U.S. More than 1,000 clinics/hospitals More than 2,000 topics

38. Hospital CEO Blogs RunningAHospital.blogspot.com Paul Levy, CEO of Boston’s Beth Israel Deaconess Hosptial Windberblog.typepad.com Nick Jacobs, CEO of Windber Medical Center in PA

39. Get Social Today Attendance and enthusiasm are half the game Don’t play in the space if you aren’t going to participate! Dedicate time to making this work Seek first to understand, then to be understood The conversation is going on right now, the only decision is if you will be involved

40. Questions & Comments Bill Balderaz www.webbedmarketing.com bbalderaz@webbedmarketing.com @bbalderaz