Online Community Building in Healthcare - NESHCo Webinar

Healthcare Marketing Reform:Moving from Marketing to

Community Building

Presentation by Dan Dunlop

Real Simple & Huffington Post: 3,583 Women

Real Simple Poll

Real Simple Poll

Real Simple Poll

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

Real Simple & Huffington Post:

Real Simple Poll

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

What Does Value Look Like?

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

“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.

The Role of Community

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Elements of Community 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

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.

Community allows you to learn from your constituents; these are

listening and learning platforms.

A New Role for Marketers: Creating

Environments for Healing & Sharing

Marketing as Community Building

Fundamental Change:

Community Building

From Storyteller……to community builder & facilitator…

…and content

generators/curators

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Social Media and Market Segmentation

Hive Marketing

Facebook & “Community”

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

This is Every Hospital

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Their Facebook Page: Not About Pelvic Health

Blogs for Community Building

3,000+ Blogs; 55 million readers

SignatureMoms.com

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

Visits To Date

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

El Camino Hospital Pelvic Health

Online Patient Support Communities

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

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

Online Communities for Women

Health is a constant topic of conversation.

Twitter Chats as Communities

(#HCSM, #BCSM, #HCLDR)

#HCLDR Twitter Chat

#BCSM Twitter Chat

Your Website as an Environment that Invites

Community & Engagement

Using Video to Provide Value for the Consumer

Meet Michele Finkle, MD

Meet Jan Paradise, MD

Creating Your Own Community

Private Facebook Groups

Ning Start your own

group on a platform like Inspire.com

Microsoft’s SharePoint

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My Ning Community

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

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 Supply regular stream of content Facilitate conversation Organize events and interaction Resolve conflict Community-building tactics Source: FeverBee

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Community Lifecycle

Maturity 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

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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.

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Dan Dunlop, PrincipalJennings

Email: ddunlop@jenningsco.comTwitter: @dandunlopLinkedin: www.linkedin.com/in/dandunlop/Blog: www.TheHealthcareMarketer.Wordpress.com

Gladly Accepting New Clients!