MAKING SOCIAL WORK7-STEP GUIDE TO SOCIAL MEDIA SUCCESS IN THE HEALTHCARE INDUSTRY

Topic From HootSuite UniversityIndustry Specific Education

Karen McNamaraApril 11, 2016

Making Social Work for HealthcareMatt NoeStrategy DirectorMEplusYOU

Mark MacDonaldSenior Analyst, StrategyMEplusYOU

Acronyms

FDA: Food and Drug Administration

OTC: Over the Counter

DTC: Direct to Consumer

Healthcare Industry Tumbling Into Social MediaMany factors causing social lag. There’s a need to:

• Identify your audience. Who are we really talking to? • Learn what the audience expects or wants. • Consider legal or regulatory risks.• Understand that the changing economy will affect

marketing modeling and approaches.

Dinner Party Analogy

Making Social Work7 Steps to Success

Listen broadly

Define social personality

Join the conversation

Lead the conversation

Ignite and invite participation

Inspire greater collaboration

Measure success

1

2

3

4

5

6

7

One: Listen Broadly

Two: Define Social Personality

• Who?• Likes?• TV Shows?• Car?

Two: Define Social Personality

Three: Join the Conversation

Three: Join the Conversation

Four: Lead the Conversation

Five: Ignite & Invite Participation

Six: Inspire Greater Collaboration

Seven: Measure Success

Seven: Measure Success

Questions• How does social media for healthcare companies differ

from social media for other companies?

• Do you think the dinner party social media analogy works for other types of industry, too? Explain.

• Why do we need measurement?

Activity http://www.merckengage.com/quizzes

George W. Merck Quote, 1950

Thank You! Questions?