These are the slide from Dan Dunlop's webinar for the New England Society of Healthcare Communications. The webinar was held on February 27, 2014.

1. Healthcare Marketing Reform:
Moving from Marketing to
Community Building
Presentation by Dan Dunlop

2. Real Simple &Huffington
Post: 3,583 Women

3. Real Simple
Poll

4. Real Simple
Poll

5. Real Simple
Poll

6. The Connected Consumer
 Broadcast era is over
 Can‟t simply buy people‟s attention
 The consumer controls:
 What they view
 When they view it
 And how they view it (what screen)
 Community building is an ideal way to take
advantage of this trend
 Helps brands connect with their audiences in
a more human manner

7. Real Simple
Real
Poll
Simple
&Huffington Post:

8. Marketing as Community Building
 New reality: population health management
 Need for healthcare marketing reform
 Moving from marketing “to” women (and
families) to marketing “with” women
 Making an investment in community
 Deepening engagement with your brand
 Must feel authentic
 Provide value via the relationship
 How do you enrich her life?
 Sense of community - belonging

9. What Does Value Look Like?
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Entertainment
Information resource
Sense of belonging
Opportunity for self-expression
Opportunity to be heard; to share
Emotional connection
All of these should be present within a
community

10. The Role of Community
“As long as women feel safe in a
community, they will feel free to express
their personal viewpoints which adds
authenticity and attracts other women „like
them‟, increasing a community‟s value,”
Toby Bloomberg, Founder of the Diva Marketing Blog and
recognized by Forbes as a top social media blogger.
10

11. Elements of Community
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Reciprocity
Shared values or interests
Commonality
Listening – We want to be heard
Valuing the opinions of others
Support – emotional and informational
Kindness/Civility
Feeling valued and appreciated

12. Environments/Communities
 Blogs
 Social networking platforms: Facebook,
Pinterest, etc.
 True online communities (Inspire, Everyday
Health, etc.)
 Inspire.com: 5 million+ blog posts by
members (working with Stanford Medicine)
 Your website! What kind of environment have
you created? The low hanging fruit.

13. Community allows you to learn from
your constituents; these are
listening and learning platforms.

14. A New Role for
Marketers: Creating
Environments for
Healing & Sharing

15. Community Building
Marketing as
Community Building
 Fundamental Change:
15

16. Hive Marketing
Social Media and Market
Segmentation

17. Facebook& “Community”

18. Keys to Building Community
on Facebook
 Segmentation!
 You need to “feed” the conversation
 Profile clinicians – always generates
comments
 Encourage discussion and sharing
 Ask for opinions and photos
 Respond to comments and questions publicly
 Enrich the brand experience with photos and
videos

19. This is Every Hospital
19

20. Their Facebook Page: Not
About Pelvic Health

21. Blogs for
Community Building

22. 3,000+ Blogs;
55 million readers

23. SignatureMoms.com

24. Signature Moms Blog
 8 bloggers from the
community
 42,000 visits in 2012
 64,234 visits in 2013
 Surpassed 149,000
total visits!
 2,500+ subscribers
 600+ comments

25. Visits To Date

26. Every Woman Blog
 Lexington Medical
Center, West
Columbia, SC
 8 bloggers from the
community
 27,000 visits in 2012
 44,695 in 2013
 700+ comments

28. El Camino Hospital
Pelvic Health

30. Online Patient Support
Communities

31. Online Patient Support Communities
 “The proliferation of Web forums and
discussion boards and medical blogs all
speak to our inherent desire to seek out those
like us, to affirm the symptoms and
aberrations we’ve finally found a name for, to
assimilate into a community when we’ve felt
isolated from the larger world of the healthy
for so long.”
Life Disrupted: Getting Real About Chronic Illness In
Your Twenties and Thirties, by Laurie Edwards

32. Online Patient Support Communities
 “When I was finally diagnosed, it was very important to
me to find other people with my problems. Determined to
find a community; however remote or far-flung it was, I
scoured the Internet looking for PCD and bronchiectasis
Web rings and Internet groups. I read all the discussion
forums threads in earnest, and even posted now and
again. Story after story dealt with misdiagnosis, and our
narratives included many of the same details. This is like
reading my life story, I thought over and over…”
Life Disrupted: Getting Real About Chronic Illness In Your
Twenties and Thirties, by Laurie Edwards

41. Online Communities
for Women
Health is a constant topic of
conversation.

52. Twitter Chats as Communities
(#HCSM, #BCSM, #HCLDR)

53. #HCLDR Twitter Chat

55. #BCSM Twitter Chat

57. Your Website as an
Environment that Invites
Community & Engagement

59. Using Video to Provide
Value for the Consumer

60. Meet Michele Finkle, MD

61. Meet Jan Paradise, MD

62. Creating Your Own
Community
 Private Facebook
Groups
 Ning
 Start your own
group on a platform
like Inspire.com
 Microsoft‟s
SharePoint
62

63. My Ning Community

64. Marketing Your Community
 First, manage expectations. Slow growth is
normal.
 Tools for cross promoting your community:
 Website
 Social media platforms
 Signage within your facility!
 Handouts for patients
 QR codes in your exam rooms.
 Don‟t rule out traditional tools: print ads,
posters

65. Community Lifecycle
 Inception
 Invite members to join
 Help to initiate and sustain discussions
 Encourage habit of visiting the site frequently to keep up with
conversations
 Invest time in building relationships with members
 Establishment
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Supply regular stream of content
Facilitate conversation
Organize events and interaction
Resolve conflict
Community-building tactics
Source: FeverBee
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66. Community Lifecycle
 Maturity
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Provide focus and direction
Promote the community within its sector
Set growth and retention goals
Set ongoing goals and visions for the community
 Self-Sustaining
 If the audience is large enough, begin investigating the
establishment of sub-groups
 Train leaders of sub-groups
 Promote and support sub-groups
Source: FeverBee
66

67. Remember the Hive
 Attract people with shared interests
 Make them feel welcome
 Encourage them to tell their stories and
interact
 Feed their interest with good information
 Position your organization as a resource with
a shared passion for the subject
 Let them become your ambassadors, telling
your story and inviting others to the hive.
67

68. Gladly Accepting New Clients!
Dan Dunlop, Principal
Jennings
Email: ddunlop@jenningsco.com
Twitter: @dandunlop
Linkedin: www.linkedin.com/in/dandunlop/
Blog:
www.TheHealthcareMarketer.Wordpress.com