Upload
neil-lall
View
1.419
Download
1
Tags:
Embed Size (px)
Citation preview
Social Media for Radiology Practice
Management
Garry Choy, MD MBA
Staff Radiologist, MGH Radiology
Assistant Chief Medical Information Officer, Mass General Physicians Organization
Case in Point: Social Media
• Drive traffic to screening mammo
scheduling page
– www.massgeneral.org/mymammo
• Drive screening mammo appointment
request form submissions
• Increase screening mammo volume in
Nov, Jan and Feb FY14
Results
• Campaign - Nov 20 to Feb 28
– >2.3M impressions from Google and
Facebook ads geotargeting women >37
• ~6.2K visitors to scheduling page
– ~77% of page’s total traffic
• 50 phone calls to request a
mammogram
• 525 new Facebook fans
Insights: Digital Traffic
• Of the ~8K visitors to scheduling page while advertising
– 54% of all traffic on a device
» 30% on mobile
» 24% on tablet
– 62% of paid traffic from a device
» 34% on mobile
» 28% on tablet
– 30% of unpaid traffic from a device
» 14% on mobile
» 16% on tablet
Results in the Context of Volume
88% of all visitors to this
page do no submit a
request
93% of mobile visitors
to this page do not
submit a request
~8K visitors who
converted at a rate
of 4%335
submissions
~300 exams
Facebook vs. Google
• Ads on Facebook outperformed those on Google for traffic
– Greater reach
– Increased Facebook fan base (primarily mobile users)
• Ads on Google outperformed those on Facebook for
conversions
– 9% conversion rate during Google-only month (Dec)
– 2 – 5% conversion rate during Facebook-dominant
months (Jan and Feb)
Conclusions of Social Media Campaign for
Mammography Services Awareness at MGH
• Use different digital platforms to reach women at different
stages of readiness to request a mammogram
– Social media platforms can help raise awareness of
mammograms at multiple stages
• High rates of social engagement (e.g., likes,
comments) an mobile users
• Low rates of conversion
• Self-regulated community that encouraged positive
behavior change
Conclusions (cont)
• Use different digital platforms to reach women at different
stages of readiness to request a mammogram
– Mobile plus paid search can engage women who are
ready to make an appointment
• 9% engagement rate during Google-only month
• Mobile users engaged at a higher rate
– Organic search optimized for mobile can engage
women who are ready to make an appointment
• 20% average conversion rate during one-year period
with no advertising
• Mobile users engaged at a higher rate
MGH Radiology Department Twitter Feed
• Patient education
• News
• Research
• Announcements
• Featured
radiologists
• Retweets
– Hospital
– ACR, RSNA
Marketing
• Drive leads
• Increase brand and practice reputation
• Improve patient loyalty
• Cost-effective
We’re busy – how can we manage all these
social media websites?
• Aggregators and management tools:
– Auto-posts from RSS feeds, designated websites
– Automatic “retweets”
– Scheduled posts
– Multiple users (assign/delegate the task)
– Manage multiple channels (Twitter, Facebook)
• Examples:
– “Multimodality” = HootSuite, VerticalResponse
– Twitter = TweetDeck, TweetBot
Limitations / Best Practices
• Quality and high value content
• Monitor at regular intervals (daily <-> weekly)
• Ensure patient confidentiality
• Maintain compliance with hospital / legal policies
• Appointment of Social Media Manager, Team Lead, or
Chair/Committee