Presentation from Eric Brody, President of NJ-based branding and marketing firm Trajectory – Entering The Blogosphere: The Nucleus Of Your Healthcare Social Media Strategy from the IQPC Strategic Social Media For Healthcare Conference in NYC.

1. Entering The Blogosphere:
The Nucleus Of Your Healthcare
Social Media Strategy
Coffee

2. (if youʼre not quite sure about this blog stuff)

3. To blog or not to blog…

4. To blog or not to blog…

5. jeniee/4144002164

7. h0p://ebenne0.org/hsnl

10. 1. Trust Of Others vs. Your Healthcare AdverBsing
2. Engagement vs. Your InterrupBon
3. My Terms/Value vs. Your MarkeBng Agenda
4. Par<cipa<on vs. Treatment As Followers
5. Demonstra<on vs. Your Claims
6. Dialogue vs. Your One‐Way Monologue
7. Transparency vs. Behind The Curtain

11. How can you
make a
meaningful
difference in
the DAILY lives
of your
communiBes
and paBents?

12. New ways to build value

13. Understand what really moves me and drives me
As a person, not a current or a prospec<ve pa<ent
Talking to me, not at me
Showing me you really care

14. EXTERNAL INTERNAL
Community/paBent educaBon ConnecBon
BLOG
ParBcipaBon in care Purpose/contribuBon
Discussion/collaboraBon Listen/idenBfy trends
CompeBBve advantage Share stories/ideas
PaBent engagement Discussions/collaboraBon
Improved outcomes Search engine love
PaBent stories Clinical experBse
Building trust Recruitment

17. Organiza<on/Facility/Service
Line Passion & Exper<se
Community Business & Brand
Needs & Desires Goals
Internal Resources

18. Content Community

20. “The difference between an audience
and a community is the direc5on that
the chairs are facing”
‐ Chris Brogan

23. 1. Goals &
Strategies
6. ROB Metrics
2.Audiences
YOUR
BLOG
5. ExecuBon 3. Content
4. Voices

24. 1. Goals and Strategies
What We Want To Achieve PlaYorms To Achieve Goals

25. 1. Goals and Strategies
What We Want To Achieve PlaYorms To Achieve Goals
Vision and Mission
Business ObjecBves
Other IniBaBves
Role Of Blog

26. 1. Goals and Strategies
What We Want To Achieve PlaYorms To Achieve Goals
Vision and Mission Thought‐Leadership
Business ObjecBves Engagement
Other IniBaBves Empowerment
Role Of Blog Day In The Life
Corporate Culture
Branding

27. 1. Goals and Strategies

28. 2. Audiences

29. 2. Audiences
External Internal
Current PaBents, Families, Friends Medical Staff
Future PaBents Hospital/System Staff
CommuniBes Employees
Caregivers Volunteers
Donors
Suppliers/Vendors
Health Plans/Payors
Media/Other Opinion Leaders

30. 2. Audiences
Time Sensi<ve Necessary Opera<onal
Time SensiBve Awareness/Access RelaBonships
AcquisiBon/Care InformaBon
PotenBal PaBents Volunteers Media
Current PaBents Donors Current Employees
New PaBents Extended Families Alumni
Caregivers PotenBal Employees Suppliers/Vendors

31. 3. Content
DirecBon Guidelines Boundaries

32. 3. Content: Direc&on
Keywords Style
Outline Sources

33. 3. Content: Guidelines

34. Useful
Newsworthy
InsighYul
Help People Achieve
Sense of Belonging
Inspiring
Solves a Problem
Saves Time or Money
Resource
Opinionated

35. 3. Content: Guidelines

36. Legal Implica<ons
Authen<city
3. Content: Boundaries
Marite2007
Internal Par<cipa<on

37. 4. Voices

38. 4. Voices
silo or shared single or mul<ple
organiza<on staff, physicians,
or service line nurses, pa<ents

39. 5. Execu<on
Content Community
Smart Titles To others on your blog
Target Keywords On others’ blogs
Frequency
Images
Links & Trackbacks
Length
Calls to AcBon

40. 6. ROB Metrics
…leading to making decisions about your blog investments.

41. 6. ROB Metrics
Engagement Influence
Traffic Tags & Bookmarks
Time Spent Inbound Links
Comments #’s/Quality Search OpBmizaBon
Subscribers Other Feedback
…leading to making decisions about your blog investments.

42. Plan
Long-Term
Authenticity
Their Agenda
Social
Learn & Repeat

45. Ques<ons or Comments
Eric Brody, President, Trajectory LLC
eb@trajectory4brands.com
973‐292‐1400 x201
twi0er.com/ericbrody
linkedin.com/in/ericrbrody
blog: ericbrodysblog.com