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These are the slide from Dan Dunlop's webinar for the New England Society of Healthcare Communications. The webinar was held on February 27, 2014.
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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
65
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: [email protected]: @dandunlopLinkedin: www.linkedin.com/in/dandunlop/Blog: www.TheHealthcareMarketer.Wordpress.com
Gladly Accepting New Clients!