Presentación plan usp (ing)
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Transcript of Presentación plan usp (ing)
![Page 1: Presentación plan usp (ing)](https://reader033.fdocuments.us/reader033/viewer/2022052909/559847ba1a28ab43168b4677/html5/thumbnails/1.jpg)
Online Communication Plan
PRESENTATION FOR MANAGEMENT TEAM
18 de octubre de 2010
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PATIENTS TURN TO ONLINE CONSULTATION ON THE WEBSITE
According to INE (2010), a 80% of Internet Users look for health information on search engines
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THAT’S WHY BEST HOSPITALS HAVE ALREADY PROVIDE CONSULTATION AND TREATMENT ON THE WEB
Mayo Clinic is a model of good practice for MK and Online Communication in the hospital sector
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WE ALREADY CONSIDER INTERNET AS STRATEGIC
USP Hospitales is committed to lead the online market of the hospital sector in Spain
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BUT WE MUST SOLVE ONLINE REPUTATION DISADVANTAGE
USP Hospitales is not positioning with an advantage in any environment, community or valoration on
Internet.
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IF WE WANT TO GAIN BUSINESS THROUGH THE NETWORK
USP Hospitales needs to promote an increasing interaction with their prospective clients on Internet.
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LET’S PUT INTO PRACTICE THIS ONLINE COMMUNICATION PLAN
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LET US DEFINE OUR POSITIONING STRATEGY 1º
Let’s bet on associating the brand USP Hospitales with the healthcare quality value as a priority.
Business Efficiency Medical Innovation Healthcare Quality Social Responsibility Professional Development Indefinite
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DEFINAMOS NUESTRO POSICIONAMIENTO EN LA RED
Concentrate ourselves in interacting with users (especially), journalists and health professionals
LET US DEFINE OUR POSITIONING STRATEGY 1º
users citizens employee journalist corporate profesional
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DEFINAMOS NUESTRO POSICIONAMIENTO EN LA RED
Concentrémonos en interactuar con nuestros usuarios (sobre todo), periodistas y profesionales del sector
DEFINAMOS NUESTRA ESTRATEGIA DE POSICIONAMIENTO1º
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Develop ourselves three strategic lines of action: public, contents and measurable objectives
LET US DEFINE OUR POSITIONING STRATEGY 1º
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Just like that, we will successfully boost visibility and polarity of USP Hospitales on Internet
LET US DEFINE OUR POSITIONING STRATEGY 1º
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LET US DEFINE OUR POSITIONING STRATEGY 1º
PROXIMITY(human and espatial)
DOCTORSInteraction Protagonists
HOSPITALSAxis of the browsing/
Navigation
ADVICEMultimedia Contents
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LET’S OPTIMIZE OUR ASSETS AND ONLINE CHANNELS2º
¿HOSPITALES?, ¿MÉDICOS?
¿CONSULTAS?
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LET’S OPTIMIZE OUR ASSETS AND ONLINE CHANNELS2º
Present ourselves the key terms of search as main sections of the web navigation tree
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LET’S OPTIMIZE OUR ASSETS AND ONLINE CHANNELS2º
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Medical Blogs on theWeb to generate health care contacts with existing clients and prospective
customers
LET’S OPTIMIZE OUR ASSETS AND ONLINE CHANNELS2º
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LET’S OPTIMIZE OUR ASSETS AND ONLINE CHANNELS2º
Press Room with press Releases 2.0 to spread on online media and, also, on blogs and social networks.
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LET’S OPTIMIZE OUR ASSETS AND ONLINE CHANNELS2º
Control of online channels in all Networks under the guidance of strategic lines of action
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LET’S ORGANIZE OUR PROCESS OF ONLINE MK3º
Distribution of tasks and responsibilities to the updating of the new assets and online channels
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Management Process of the interactions and online contents of USP Hospitales
LET’S ORGANIZE OUR PROCESS OF ONLINE MK3º
1) PILAR VILLARINO; 2) DOLORS MARCO; 3 y 4) MÓNICA COSTA
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Alerting Protocol to minimize threats of reputation in the Online Communication
ORGANICEMOS NUESTROS PROCESOS DE MK ONLINE3º
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TO GAIN BUSINESS THROUGH INTERNET
USP Hospitales needs to start up this Online Communication Plan