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Building Bridges
Bringing clinicians and patients closer through social media
By JC Duarte | The Strategy Guy @ www.thestrategyguysite.com
Today
we have
3 objectives
Spark awareness, understanding and comfort around social
media & it’s role in Healthcare
Challenge you to adopt social
media into your practices
Share key learning’s and give
you practical approaches you can immediately
put to work
What do we mean by social media?
<< REWIND <<
people
Source: http://www.flickr.com/photos/belljar/18171527/sizes/m/
Trusted relationships
Source: http://www.flickr.com/photos/11164709@N06/4387457002/sizes/o/
purpose
Source: http://www.flickr.com/photos/jesuscm/3944482796/sizes/l/
technology
Why is social media interesting to practioners?
6 Reasons Why
Decrease in search. Increase in community.
Source: Awareness
The Community Numbers
2,000+ social networks
160 million communities
1.6 billion people online
950 million social network members
350 million community members
Source: Awareness
Who are your stakeholders?
Average age across social networks
How have you served them up until now?
Case Study
Accelerating Diabetes Education & Empowering The Diabetes Community Through Social Media Technologies
The Story
The Founders Story
A Burning Passion
Filling a Need
Trial & Error
Before
Non-viable Business Model
Accidental innovation
Content is King
No Strategic Plan = Chaos
After
What does success look like?
• HCP’s; “the webinar provided valuable information that will help me treat my patients with diabetes” (53% agreed, 47% strongly agreed)
• Patients; 95% of webinar attendees indicated that the experience met or exceeded their expectations
• Patients; 93% of webinar attendees requested more information regarding our client's products
• Patients; Over 80% of our engaged audience reduced their A1c and their BMI levels
Practioners be aware
What’s wrong with this picture?
Tools
Beginner, Intermediate, or Expert
Beginner, Intermediate or Expert
Beginner– Twitter / Hootsuite– Facebook Fan Page
Intermediate– Blog
Expert– Guest Contributor– Branded Community
The Social Media Relationship Cycle
Your Offering
Results/Pulse Check
Retention
SettingObjectives
CommunityPlanning
Acquisition/Uptake
Phase 1
Phase #1
Your Offering
Results/Pulse Check
Retention
SettingObjectives
CommunityPlanning
Acquisition/ Uptake
What are you thinking of offering?
Is there really a need?
Who are your key stakeholders?
How do they currently behave?
Before you start…
Research
Validate
Crystalize
What does success look like?
Over what period of time?
How are they tied to your business goals?
How and when will you measure success?
Paint a picture…
You can’t manage what you don’t measure
Phase #2
Phase #3
What is your budget?
What internal + external people will you need?
Build or white label?
Where will you gather content?
Can you source sponsors?
The social media plan
If you don’t have your own plan you become a part of somebody elses
Phase #4
How are they segmented?
Where do they hang out?
How will you reach out to them?
What’s are the different carrots you’ll offer?
Go get them!
Focused, Targeted and Authentic
Phase #5
When do you know you’ve achieved success?
How does your community fit into your stakeholders life?
Formalized referral?
Integrating your CRM?
Return on investment
The proof is in the numbers
Phase #6
Keeping your relationships engaged
Deepening relationships
Loyalty initiatives?
Evangelists
Don’t give up to early!
Aim to distribute the workload by engaging your community
EXAMPLE:
RENEE ROULEAU SKIN CARE
EXAMPLE:
HEALTH/ PATIENT COMMUNITIES
10 things your grandmother can teach you about social media
By Eric Fulwiler from Social Media Today
Mind your manners
Social media is still social. Even though we are interacting in a virtual space, the same traditional social rules, laws, and faux pas still apply. If you act like a jerk, don’t expect many friends.
Tuck in your shirt
How you present yourself is just as important in the virtual world as it is in the real world. Make sure you are always aware of how you appear to others.
Send a thank you card
People still appreciate being appreciated. It really doesn’t take much to convert an acquaintance to a friend, which will offer exponentially more value.
A simple thank you, or any genuinely human interaction of gratitude goes a long way towards this goal.
Keep your elbows off the table
Acting respectfully in front of others proves that you value them, which will usually make them value you more. And in social media, it’s all about value.
Turn your music down
Don’t contribute to the noise.
Listen to whatever you want in your own personal space, but when your personal preferences start to become a distraction to others, people will tune you out.
Finish what you started
Any way you look at it, engagement is a commitment. When you make an effort to become part of a community, it’s not only up to you when or how often you interact with other members.
If you put yourself out there as a friend, be prepared to be there when people reach out to you.
Finish your vegetables
There are some aspects of social media that aren’t sexy. But that doesn’t mean they aren’t important to your growth and health.
Make sure you are keeping up with the essentials, and not just chasing that buzz you get from a social sugar high.
Whatever happened to a good old fashioned…?
Sometimes all these new gadgets and thingamabobs aren’t as important or effective as we make them out to be. Sometimes a good old fashioned email, phone call, or even in person “get-together” can accomplish things that social media can’t.
A man is only as good as his word.
The currency of social media is trust (or social capital). And if people can’t trust you, you have no value to them.
Think twice before you speak.
You can always say something, but you can never take it back. Especially in social media where everything you say can be heard by anyone, forever, there are just too many “finites” to not reconsider everything you say before you say it.
Collaborative Effort
Twitter; @strategyguyE-mail; [email protected]; http://thestrategyguysite.com/LinkedIn; http://www.linkedin.com/in/jcduarte