Social Media and Web Site Strategy for Health Care
11
Social Media and Web Site Strategy for Health Care May 2011 Bradley Jobling bradleyjobling.com
-
Upload
bradley-jobling -
Category
Business
-
view
2.341 -
download
4
Transcript of Social Media and Web Site Strategy for Health Care
Social Media and Web Site Strategy for Health CareMay 2011Bradley Jobling bradleyjobling.com
Web Site Content:Department/Division & Clinician/Patient
Division Information(Procedures, Glossary, Directions)
News, Updates, Presentations, Posts, Video,& Podcasts
FAQ,Ask an Expert? &
Testimonials, Ratings
Physician Profiles
Events Newsletters, eBrochures
Apps, Check Lists &
Tools
Clinical Trials
Education, Chats,Webinars,
Teleconferences,Support Groups
Referrals & Service
04
/12
/20
23
Bra
dle
y Jo
blin
g
(bra
dle
yjo
blin
g.c
om
)
2
(dotted line = frequent & routed updates)
Frequent & Routed Updates
Title Links, Embeds, Apps,Comments,
ContentTags & Routing
(Author, Date, Division,Audience , Media Type, Post Type, Meta/SEO)
04
/12
/20
23
Bra
dle
y Jo
blin
g
(bra
dle
yjo
blin
g.c
om
)
3
Frequent & Routed Updates
• Meet the Physician Profiles• Division in the News• Research Updates• Patient Stories• Event Marketing Articles• Awareness Month Information• Wellness & Prevention
04
/12
/20
23
Bra
dle
y Jo
blin
g
(bra
dle
yjo
blin
g.c
om
)
4
Processes & Workflows
• Create workflow process for “Frequent & Routed” updates.
• Forms and online requests should be in a database.
• Site should have funnels, & landing pages.• All frequent & updated content should be
syndicated & shared.
04
/12
/20
23
Bra
dle
y Jo
blin
g
(bra
dle
yjo
blin
g.c
om
)
5
Distributed & Syndicated
Division Information(Procedures, Glossary, Directions)
News, Updates, Presentations, Posts, Video,& Podcasts
FAQ,Ask an Expert? &
Testimonials, Ratings
Physician Profiles
Events Newsletters, eBrochures
Apps, Check Lists &
Tools
Clinical Trials
Education, Chats,Webinars,
Teleconferences,Support Groups
Referrals & Service
04
/12
/20
23
Bra
dle
y Jo
blin
g
(bra
dle
yjo
blin
g.c
om
)
6
CMESupport
Social Media Strategy
04
/12
/20
23
Bra
dle
y Jo
blin
g
(bra
dle
yjo
blin
g.c
om
)
7
Content & Marketing
• Inbound vs. outbound marketing• Online campaigns can be created for events,
areas of practice or programs.• Apps, tools, lists & calculators can be created for
return visits.• Content on site should be Columbia specific.
Standard content can be purchased or outsources• RSS feeds of “Frequent and Routed” updates.• Convenience Applications: Clinicians, Patients &
Employees
04
/12
/20
23
Bra
dle
y Jo
blin
g
(bra
dle
yjo
blin
g.c
om
)
8
Social Media & Relationship Management
• Create a relationship management process for patients & clinicians.
• Participating sites can change as social media usage changes.
• Social media sites should bring visitors back to main site whenever possible.
• Maintain an active listening program for online communities.
• Maintain, patient, event, CME and clinician databases.• Personalized Pages: Newsletter Options, Bookmarks,
Saved Articles, Address Book, Online Notebooks.
04
/12
/20
23
Bra
dle
y Jo
blin
g
(bra
dle
yjo
blin
g.c
om
)
9
Analytics
• Online Customer Surveys• Multivariate & A/B Testing• Increase Search Traffic• Measure: Patient Referrals, Web Site
Statistics, Subscribers, Email Statistics, Social Media Engagement Measures, Business Requests
04
/12
/20
23
Bra
dle
y Jo
blin
g
(bra
dle
yjo
blin
g.c
om
)
10
Speaking Engagements• 7/27/10 - Healthcare IQ: Strategic Social Media for Health Care
• 12/7/11 – CDC/NYSDOH: Going Viral Against HIV and STIs
• 1/31/11 - Center for Biotechnology at Stony Brook University, and Mount Sinai School of Medicine: Social Media in Healthcare
• 3/17/11 – Business Development Institute: Social Communications Leadership Forum
• 4/8/11 – RaganPR & NASDAQ: Social Communications Leadership Series
• 7/26/11 – Advanced Learning Institute: Social Media & Mobile Technologies for Healthcare Conference
04
/12
/20
23
Bra
dle
y Jo
blin
g
(bra
dle
yjo
blin
g.c
om
)
11
