Post on 11-May-2015
description
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
scarawan@etouches.com
703.431.2208
Twitter: @suzannecarawan
Facebook: /suzannecarawan
LinkedIn: /suzannecarawan