Social Media webinar presented to the VHA hospital network by Berry Network.

1. Building a Social-Ready Enterprise
for Healthcare
Prepared for VHA Members

2. Welcome!
Alan See Mark Williams
Vice President of Marketing Senior Media Strategist – VHA Team
Berry Network, Inc. Berry Network, Inc.
@AlanSee … Twitter @B2BTwiter … Twitter
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3. Agenda
• What is social media … and why
should I care?
• How are healthcare organizations
using Social Media?
• Can I use social media to generate
revenue opportunities and advance
our brand?
• A strategic approach to social media.
• Berry Network social media programs
for consideration.
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4. What is social media …
and why should I care?
Social media represents “conversational currency” and
it’s growing “3X faster” than anything else on the
internet.
BTW, did we mention that many of your peers are
already there?
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5. Marketing Landscape
Media Fragmentation: The Customer is in Control
1968 1988 2008
1 Newspapers 1 Newspapers 1 Newspapers
2 Broadcast TV 2 Broadcast TV 2 Broadcast TV
3 Magazines 3 Magazines 3 Magazines
4 Broadcast Radio 4 Broadcast Radio 4 Broadcast Radio
5 Direct Mail 5 Direct Mail 5 Direct Mail
6 Cable TV 6 Cable TV
7 Satellite TV
8 IPTV
9 Internet
10 Satellite Radio
Customer’s are rejecting 11 Blogs
obsolete interruptive 12 Online Video
13 Mobile Internet
advertising and moving to 14 Mobile Games
15 Mobile Video
interactive engagement 16 Text Messaging
17 Instant Messaging
marketing. 18 Download Movies
19 Podcasts
20 Social Networks
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6. What is social media?
The voice of the consumer is “conversational currency”
• Social media sites are
places online where
consumers gather to
find like minds and
share interests.
• Organizations can
leverage these mass
interests by creating
communities and
conversations for
expanding brand
awareness and
generating sales
leads.
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7. What is social media?
Social media building blocks
• Social News / Bookmark / Aggregators
• Social Networks
• User-Generated Content
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8. Why should I care?
Rapid growth … at 34% CAGR social media outpaces all other interactive marketing spend
88% of marketers surveyed are using
social media to market their business … It’s where the consumer
can be found …
• More than 74% of the
U.S. population is
engaged in using social
media
• 1 out of every 6
minutes spent on the
internet is on a social
network
• Social media is
growing 3X faster than
anything else on the
internet
Source: Social Media Marketing Industry Report, March 2009
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9. Why should I care?
Where do buyers and influencers get information about your product or service?
Social Media sites have surpassed company
Web sites as sources of information …
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10. How are Healthcare
organizations using social
media?
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11. Are healthcare organizations using social media?
Yes … for many different reasons
• Customer Service
Contact point for our customers, catch problems early.
• Community Outreach
The people in our physical community are on these sites.
• Patient Education
Natural extension of efforts to reach & teach.
• Public Relations
The media is there looking for stories & sources.
• Crisis Communications
Take control of the message, and keep community
updated in real-time.
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12. Are healthcare organizations using social media?
U.S. Hospitals Social Networking accounts
U.S. Hospitals:
Twitter
YouTube
Facebook
Blogs
Source: Ed Bennett, University of Maryland Medical System
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13. Healthcare type chatter on twitter
Can you currently leverage “Ambient Awareness?”
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14. Healthcare applications
Social networking at other hospitals
Sutter Eden Medical
Engages the local community about
hospital building plans with this blog
and a Twitter feed.
Henry Ford Health
Educates patients and consumers
with a series of live surgical Twitter-
casts and Q & A with surgeons.
Estimated 500 followers in real-time.
MD Anderson Cancer Center
Uses Twitter, Facebook and YouTube to
promote use of Referring Physician
Portal. Saw a 9% increase in registrations.
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15. Healthcare applications
Social networking at other hospitals
Scripps Health
Monitors Social
Networks for the
Scripps name and
steps in to help &
resolve problems
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16. Healthcare Applications
Best Practices of Social Networking at Other Hospitals
Mayo Clinic
"Sharing" blog is hub
for Facebook, YouTube
and Twitter. Employees
are seen as brand
ambassadors.
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17. Healthcare Applications
Best Practices of Social Networking at Other Hospitals
Innovis Health
Used a Blog and Twitter during
recent floods.
Created the blog and had first
update posted in one hour
Decreased Media demands &
freed phone lines during the
emergency
Took control of their message
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18. Can I use social media to
generate revenue opportunities
and build our brand?
Yes, you can do both … but you must be careful.
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19. Social Media – Polling Question #1
Our social media strategy can be described as
follows:
Record single response.
Enter corresponding number
We haven't addressed social media related to corporate strategy on 0
either a formal or informal basis.
We have informal policies concerning the use of social media but little is 1
written and it is not strategic in nature.
Our social media strategy document is in the form of "rules and conduct" 2
- mostly related to blogging, but is not strategic in nature.
We have a formal social media strategy document that clearly supports 3
our corporate mission and goals.
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20. Social Media Can Generate Leads and Build Your Brand
But … It requires a different media mindset
Traditional Media Social Media
• Brand in control • Audience in control
• One way / Broadcasting • Two way / Conversing
• Repeating the message • Adapting the message
• Focused on the brand • Focused on the audience / Adding value
• Educating • Influencing and involving
• Company creates content • User created content / Co-creation
Consumer Listening Consumer Talking
Broadcasting Conversation (Social-Ready)
• Advertising • Social Networks
Brands • Your Website • Brand Blogs or Twitter
Talking • Social Media Presence • Online Forums
• Focus Groups
• Online Communities
Brands No Interaction Listening
Listening • Blog Rolls
• Twitter Feeds
• Brand Monitoring
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21. Social Media Activity Produces Real Results
Deep Customer Engagement Correlates to Financial Performance
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22. Social Media Activity Produces Real Results
Deep Customer Engagement Correlates to Financial Performance
1. Mavens
2. Butterflies
3. Selectives
4. Wallflowers
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23. A Strategic Approach
Berry Network Social-Ready Assessment
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24. Social Media – Polling Question #2
How knowledgeable and/or comfortable is your
organization with the various social media platforms?
Record single response.
Enter corresponding number
Not familiar with social media at all. 0
We've been reading about it, watching a few webinars and exploring a couple
of sites, but haven't jumped in. 1
We have a presence on a few social media sites but don't use productivity
tools such as TweetDeck and have not established any communities.
2
We use many social media platforms, communities and applications. 3
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25. A Strategic Approach
Strategy – Technology – Processes … bring your social media strategy to life
Berry Network
Social-Ready Assessment Tool
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26. Social-Ready Marketing Score
Does your score align with your marketing goals and objectives?
The Community Builder
The Conversationalist
The Listener
The Broadcaster
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27. Social Media Programs
How do we get started … and what will possible
campaigns look like?
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28. Social Media Services
Berry Network offers social media services that will help you
connect with and engage your customers
Social Media deliverables include:
Building a Social-Ready Enterprise
• Social Media Consulting Services
– Berry Network Social-Ready Assessment: a high-level evaluation
tool designed to help organizations bring focus to their social
media marketing strategy.
– Custom consulting: we work with you to build a comprehensive
social marketing program tailored for your organization. Strategy,
technology and processes are all considered in ordered to focus
on social media applications, tool sets, policies and procedures
that will deliver high-impact results.
• Twitter Page Deployment Program
– Protect, support and grow your brand equity by helping your
associate organizations (agents / dealers / franchises) connect
with consumers at the local level through custom branded Twitter
pages for each associate.
• Pay-Per-Tweet Programs
– Too busy to Tweet? Twitter program designed to drive brand
awareness and local leads based on your key headings.
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29. VHA Social Media launch
Success metric is increased traffic (plus establishing your brand in social media)
VHA Member Corporate Twitter page
VHA Member Website
Additional social media properties?
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30. VHA member “Pay-per-Tweet” component
Optional lead generation program
VHA member Website VHA member “HealthCare” related page (example)
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31. Other useful Social Networking site for healthcare
Hospital Social Network Sites http://ebennett.org/hsnl/
MedHelp http://www.medhelp.org
The Healthcare Blog http://www.thehealthcareblog.com/the_health_care_blog/
PatientsLikeMe.com http://www.patientslikeme.com/
PsychCentral.com http://psychcentral.com/blog/
FacetoFaceHealth.com http://facetofacehealth.com
Consumer Checkbook http://www.checkbook.org/patientcentral
The Caring Bridge http://www.caringbridge.org/
VideoMD Blog http://www.videomdblog.blogspot.com/
Bipolar Disorder http://bipolar-disordersymptoms.blogspot.com/
Fat Loss Diet Blog http://www.hyperfatloss.com/
BrainBlogger http://www.brainblogger.com
Prostate Cancer InfoLink http://prostatecancerinfolink.net/
The Geriatric Patient http://www.thegeriatricpatient.com/
CarePages http://www.carepages.com/
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32. Berry Network = More Leads and More Engagement
Social Media = Client Engagement
Traditional Print Search sites such as Direct Mail
IYP’s Such as YELLOWPAGES.COM, Mobile
Directories Google, Yahoo! Bing,
YP.COM, Yahoo! Google Maps,
MSN, and Ask.com
Yahoo! Local, many others
LEADS from
LEADS from
LEADS from your visiting your LEADS from your LEADS from your LEADS from your
clicking to your
display ads and website after Internet Yellow SEM and local targeted mailings
website from your
in-column listings referencing a Pages listings landing pages with special offers
mobile listings
directory
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33. Twestions?
Program Follow-up Questions:
Allan Beam
Berry Network, VHA Account Director
937-297-2613
Allan.Beam@BerryNetwork.com
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