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Social media is exciting. And overwhelming. And exhausting.We all inherently understand its power and promise, but how do we capitalize on this without spending our entire day tweeting? What social media tools should we use and for what purpose when there are so many available to us? How do we get real value out of social networking so that we can actually perform our jobs better and serve our physician and patient populations? Join this session to get answers to these questions and ideas that you can take home and immediately implement. Learn how to fast-track your way through the maze of social networking so that your practice has a solid plan for utilizing the social web. This fast-paced and idea-driven session is guaranteed to leave you with a solid understanding of social media and ready to take social action for your practice!
Citation preview
2010 MGMA Annual Meeting
From Ordinary to Extraordinary: Using Social Media to Do More with Your Practice
Agenda
-Changes in Today’s Market
-Making Sense of Social Media: Networking,
Sharing & Listening
-Deconstructing a Real Practice Using Social
Media
-Self-Assessment of Your Practice
-Where to Start, What to Ask, and How to Do
Changes in Population
-Busier, Lots of Logistics
-Fragmented Lifestyles
-Lots of fear
-Overwhelmed with information
-Becoming more geared towards prevention & care
-Much longer lifespan and medical treatment options
-Much denser living conditions and urbanization
-Internet and mobile phone usage is a way of life
Changes in Marketing Approaches
Yellow pages ads
Local newspaper and
circular ads
List your phone number
and website address
Newsletter columns from
experts or owners
Discount-driven offers
Exclusive advertising
through impersonal
means
PowerPoint
Google listings
Targeted Facebook &
LinkedIn supplementals
List your Twitter and
Facebook addresses
Blogs
“Bring a friend” discount
In-person seminars, open
houses & webinars
Webinars
Twitter Chats
Prezi
Old School New School
Changes in Marketing
-Organizations touted as doing it right aren’t doing direct marketing
-Move towards influence marketing
-Reputation
-Word-of-Mouth
-Brand
-Thought Leadership
- Approach is very different because requires different skillsets and
approaches:
-Bad News: it’s new and you have to learn/change what you’re
doing, it requires time and discipline
-Good News: good news is that it is often CHEAPER in terms of
cash outlays and is MUCH LONGER LASTING
Skills & Capabilities
-Fundamental understanding of the Web and how it works
-Websites/Internet (on computer and phones)
-Blogs
-Email marketing
-Ability to write something interesting, insightful and intellectual
-Ability to read large amounts of material
-Positive attitude
-Energy!
-Hyper multi-tasker
World of Social Media
Social Networking Social Sharing Social Listening
Facebook Twitter Technorati
LinkedIn YouTube Google Alerts/Blogs
Plaxo SlideShare Techrigy
Private Networks Delicious, Digg General Sentiment
Foursquare Radian6
Social Networking
Pros Cons
-People voluntarily opting into your
program or organization
-Requires staff involvement, management
-Highly targeted population of consumers
of your program or organization
-Takes time to really see results
-Data! Identify trends, patterns, unmet
needs/issues
-Requires organization to change and
adapt!
-Create a much more intimate relationship
with customers
-Investment
Social Sharing
Pros Cons
-Establish organization as a market
leader through thought leadership
(creates demand)
-Pressure to stay a thought
leader/innovator
-Increases visibility and awareness
(higher rankings on Google!)
-Pressure to build a continuous
program and not a blip of activity;
blip of activity hurts
-Positions organization as an
innovator; allows you to
differentiate from competition
-Investment in getting the right
tools and resources to create
materials to share
-Create a more memorable
experience and increase patient
care
-Time
Social Listening
Pros Cons
-Know what popular opinion really
is
-Facing what people are really
saying and deciding what to do
about it
-Can detect patterns, trends,
unmet needs
-Time and real money outlay for
tools
-Can identify a new product or
service to offer that differentiates
your practice or practitioners
-Pressure to do something with the
information gathered
-Possibly leads to a more creative,
market-driven culture
-Have to change mindsets
How Organizations are Using SM
-Announcing special offers, promotions, accomplishments
-Offering information or expert advice
-Showing community participation
-Using for support groups
-Using for private learning communities
-Using for internal staff communication and sharing
-Using for educational seminars
-Using for lead generation
Case Study in Action
-Lumberton Radiological Associates
North Carolina
What Is the Practice Missing?
-Accomplishments and awards
-Easily identifiable area of expertise
-Expert healthcare tips and info on specific areas of
expertise
-Pictures/dates/encouragement to sponsoring football
teams, community healthfairs
-Partner network—no links to affiliates, partners or
supporting/referring organizations (e.g. orthopedic practice)
-Event registrations?
-Blog on community care and participation?
-Fun stuff : contests, humor, etc
Idea: Private Support Groups: Monetized or Not
Idea: Use “Sparks” to Promote Your Events
Idea: Use “Walls” for Supporters, Patients, etc
Idea: Support National Campaigns and Link to
Them; Tell Others How You Support the Medical
Community and In What You Believe
Idea: Dr. Maino has a blog AND is talking about the
Psoriasis Walk in Which She’s Involved!
Idea: Support Local Programs and Participate.
Reward Athletes, etc through Public Recognition on
Facebook, Twitter, etc!
Practice Self-Assessment for Social Media
-What Do We Have That Is Unique?
-What Is the Image That We Want Others to Have Of Us?
-How Private is the Topic?
-How Active are We Locally? Nationally? Globally?
-What Do We Believe In?
-What is the Experience that We Want Patients to Have?
-How Big of a Role Do We/Could We Play in a Patient’s
Life?
-Where Are We With Our Business?
Where Do We Start?
-Do we have events?
-Do we have content?
-Do we have someone who has the time and skill to write?
-Do we have defined goals?
-Are we in it for the long haul?
-Are we ready to change? What will stop us? How do we
overcome obstacles?
Ready for Tools
-Select appropriate tools based on assessment
-Ensure basic website is ready
-Watch webinars, read, and attend events
-Invest in training: www.lynda.com , local events, or other
educational courses
-Create a calendar around events
-Pick a theme per month
-Set realistic goals: 1-2 activities per week
-Assess often, tweak more and always stay disciplined!
Contact Information
-Suzanne Carawan
703.431.2208
Twitter: @suzannecarawan
Facebook: /suzannecarawan
LinkedIn: /suzannecarawan
