Use of Social Media in your Vascular Practice
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Use of Social Media in your Vascular Practice
- 1. Use of Social Media in Your Vascular Practice 5/10/2013 www.columbiasurgery.org
- 2. Bradley W. Jobling • Social Media Manager, Surgery • MBA from Columbia Business School • 20 Years Web Strategy and Online Marketing • 9 years Columbia University Medical Center • linkedin.com/in/bradleyjobling 10/9/2013 Use of Social Media in Your Vascular Practice 2
- 3. Department of Surgery Social Media Program • Began April 2009 (multiple divisions) • Created Blog in March 2010 (home base) • YouTube Channel in October 2010 • Analytics and Tracking in April 2011 • ShareCare May 2011 • Blog Talk Radio in April 2012 • Google+ in October 2012 10/9/2013 Use of Social Media in Your Vascular Practice 3
- 4. What is the purpose? 10/9/2013 Use of Social Media in Your Vascular Practice 4
- 5. Five Reasons 10/9/2013 Use of Social Media in Your Vascular Practice 5
- 6. Leads to Comments 10/9/2013 Use of Social Media in Your Vascular Practice 6
- 7. Leads to Referrals 10/9/2013 Use of Social Media in Your Vascular Practice 7
- 8. Engaged in the ICU 10/9/2013 Use of Social Media in Your Vascular Practice 8
- 9. Negative Comment 10/9/2013 Use of Social Media in Your Vascular Practice 9
- 10. Resolution 10/9/2013 Use of Social Media in Your Vascular Practice 10
- 11. Why Bother? 81% of U.S. adults use the internet and 59% say they have looked online for health information in the past year. 35% of U.S. adults say they have gone online specifically to try to figure out what medical condition they or someone else might have. Pew Internet Health Online 2013 10/9/2013 Use of Social Media in Your Vascular Practice 11
- 12. Missing? 10/9/2013 Use of Social Media in Your Vascular Practice 12
- 13. What are they doing? 10/9/2013 Use of Social Media in Your Vascular Practice 13PwC Health Institute Survey 4/12
- 14. Consumer Health Care Social Media Values 10/9/2013 Use of Social Media in Your Vascular Practice 14 PwC Health Institute Survey 4/12
- 15. Second Opinion 45% of consumers said information found via social media would affect their decision to seek a second opinion PwC Health Institute Survey 4/12 10/9/2013 Use of Social Media in Your Vascular Practice 15
- 16. Web Strategy & Social Media 10/9/2013 Use of Social Media in Your Vascular Practice 16 Division Information (Procedures, Glossary, Directions) News, Updates, Presentations, Posts, Video, & Podcasts FAQ, Ask an Expert? & Testimonials, Ratings Physician Profiles Events Newsletters, eBrochures Apps, Check Lists & Tools Clinical Trials Education, Chats, Webinars, Teleconferences, Support Groups Referrals & Service
- 17. Reaching Out 10/9/2013 Use of Social Media in Your Vascular Practice 17 Division Information (Procedures, Glossary, Directions) News, Updates, Presentations, Posts, Video, & Podcasts FAQ, Ask an Expert? & Testimonials, Ratings Physician Profiles Events Newsletters, eBrochures Apps, Check Lists & Tools Clinical Trials Education, Chats, Webinars, Teleconferences, Support Groups Referrals & Service
- 18. Steps for Social Media 1. Listening & Research 2. Defining, Purpose, Mission & Goals 3. Installing Calendar, Roles & Regulations 4. Reaching Out 5. Analyzing, Refining & Regrouping 10/9/2013 Use of Social Media in Your Vascular Practice 18
- 19. Start Blogging (Freelancer, P/T) 10/9/2013 Use of Social Media in Your Vascular Practice 19
- 20. Content 10/9/2013 Use of Social Media in Your Vascular Practice 20
- 21. Editorial Calendar 10/9/2013 Use of Social Media in Your Vascular Practice 21
- 22. Initial Platforms 10/9/2013 Use of Social Media in Your Vascular Practice 22
- 23. Where are you? 10/9/2013 Use of Social Media in Your Vascular Practice 23
- 24. Blog Talk Radio www.blogtalkradio.com/columbiasurgery 10/9/2013 Use of Social Media in Your Vascular Practice 24
- 25. Thank You 10/9/2013 Use of Social Media in Your Vascular Practice 25
Notes de l'éditeur
- ----- Meeting Notes (5/10/13 10:54) ------ Sea of change- Communications changes affect marketing- Empowered patients - High-level view of social media usage in healthcare- Some of this may be difficult for independent practice
- ----- Meeting Notes (5/10/13 10:54) ------ Cover not just vascular, but cardiothoracic, and transplant areas- Management of Information, Communication & Media- Experience in healthcare, advertising, management consulting- Began in the web group at CUMC in 2004 as a project manager.
- ----- Meeting Notes (5/10/13 11:01) ------ Listing of our channels: Facebook, Twitter, Blog, YouTube, BlogTalkRadio, Google+- Multitiude of ways to market practice- Look for easy ways of creating digital content- Not necessary to be on every site
- ----- Meeting Notes (5/10/13 11:01) ------ Social media has changed the way we market services- Word-of-mouth regarding pharma has large impact
- ----- Meeting Notes (5/10/13 11:01) ------ What would happen if someone leaves a negative comment?- There aren't that many!
- ----- Meeting Notes (5/10/13 11:01) -----Oh No!
- ----- Meeting Notes (5/10/13 11:01) ------ Turned into positive results
- ----- Meeting Notes (5/10/13 11:01) ------ What are the numbers?----- Meeting Notes (5/10/13 11:05) ------ roughly 140 million looking for health information online
- ----- Meeting Notes (5/10/13 11:05) ------ When was the last time you saw one of these?- When was the last time you read a newspaper?
- ----- Meeting Notes (5/10/13 11:05) ------ This is from a different survey of approximatley 1,000 people- There are many health-based non-affilliate sites dealing with specific health issues.
- ----- Meeting Notes (5/10/13 11:17) ------ From same PwC survery- More and more communication moving online (i.e. renewals)- Companies that offer secure health-focused communication products
- ----- Meeting Notes (5/10/13 11:17) ------ The empowered patient makes choices
- ----- Meeting Notes (5/10/13 11:17) ------ Social media must tie into web strategy- Updatable content must be sent out- People don't come to columbiasurgery.org, but Google or Facebook- Time spend on social media sites is eclipsing search
- ----- Meeting Notes (5/10/13 11:17) ------ Network affect, people communicate in linked communities- Social media tools help spread the message
- ----- Meeting Notes (5/10/13 11:17) -----1. Find out what others are doing before you start2. What are your goals? (i.e. more patients, better customer service, less phone calls.)3. Consistency is key4. Must reach out to networks
- ----- Meeting Notes (5/10/13 11:06) ------ Content should be scannable & easy to read- F shaped reading pattern- Seconds to catch attention- Bulletpointed information great----- Meeting Notes (5/10/13 11:17) ------ patient testimonials- welness & nutrition - staff accomplishments- employee spotights (behind the curtain, warm & fuzzy)- technological advances- clinician-based updated translated for patients- affect of healthcare reform for patients
- ----- Meeting Notes (5/10/13 11:17) ------ Even if you are not doing this yourself, create a calendar and plan around awarness months & local events.
- ----- Meeting Notes (5/10/13 11:17) ------ Start small- Facebook is the 800 lb gorilla- Email is still new for older demographics- Twitter is the future of mobile
- ----- Meeting Notes (5/10/13 11:17) ------ Where are the doctors?- Blogs are old-school social media, but intellectual- Questions about clinical trials from clinicians- Anonymous comments- Not everyone MD has to be social (early days, SlideShare presentations)
- ----- Meeting Notes (5/10/13 11:19) ------ Promote like an event- Doctor asks pre-submitted and live questions with a script- Runs like a 30 minute conference call- Reasonable prices