Applying Digital Strategy

in Health

contactHeidiAllenidauHeidi Allen Online

Building anOnline Presence

in Health

Web 20moving from static webpages

to

dynamic shareable content amp social networking

characterised by facilitating communication

HeidiAllenidau

Web 20moving from static webpages

to

dynamic shareable content amp social networking

characterised by facilitating communication

HeidiAllenidau

The Big Myth Content is King

lsquoIf my site has great content it will be foundrsquo

Nope - you are one of a gazillion sites with good content

HeidiAllenidau

Outbound marketing

Expensive

no-one takes much notice

Find customers through advertising

HeidiAllenidau

Inbound marketing

The next few years look more like this

Customers find you

HeidiAllenidau

Here are Some Stats

Ready

HeidiAllenidau

Thatrsquos 400 million members70 of whom are outside

the US HeidiAllenidau

httpwwwinsidefacebookcom20100201facebooks-january-us-traffic-by-age-and-sex-growth-led-by-young-women-grown-men-and-their-parents

Revenue for 2010 predicted to be over $1B

HeidiAllenidau

lsquoThe Professional version of Facebookrsquo

60 million members11 Million members in Europe

200 countries

HeidiAllenidau

85000 contributors

have written nearly

1000000 posts

in 6 months

httpenwikipediaorgwikiWikipedia

Wikipedia currently has over of 14m articles

HeidiAllenidau

And creating a new website is easier and cheaper

itrsquos lsquoFreersquo HeidiAllenidau

A dayrsquos worth of content is uploaded every minute

The first YouTube video

Me at the zoo and shows one of the founders Jawed Karim at San Diego Zoo Uploaded on April 23 2005 YouTube blog March 2010 HeidiAllenidau

HeidiAllenidau

75m users but only around 15m are active

40 have never sent a single Tweet

80 have tweeted fewer than ten times

httpthemetricsystemrjmetricscom HeidiAllenidau

60 of new twitter users drop out after the first month

HeidiAllenidau

Yes yesthatrsquos all very impressive

Irsquom sure but

Irsquove yet to meet the client who found me through

tweeting

HeidiAllenidau

Google Juice

HeidiAllenidau

being found online and Social Media go

hand in hand

lsquoHow is Social Media being

used in Health and Research

HeidiAllenidau

HeidiAllenidau

HeidiAllenidau

WikirsquosHeidiAllenidau

Hospitals

280 YouTube channels

382 Facebook pages

470 Twitter accounts

82 Blogs

httpEdBennetorghsnlMarch 28 2010 HeidiAllenidau

7

39

31

23

600 US Hospitals

YouTube Facebook Twitter Blogs

Hospitals

280 YouTube channels

382 Facebook pages

470 Twitter accounts

82 Blogs

httpEdBennetorghsnlMarch 28 2010 HeidiAllenidau

7

39

31

23

600 US Hospitals

YouTube Facebook Twitter Blogs

Access to Research vs

Original research gets more exposure through blogs

HeidiAllenidau

HeidiAllenidau

Twitter is an Information Resource amp Search Engine

HeidiAllenidau

Twitter is an Information Resource amp Search Engine

HeidiAllenidau

Getting started httphlwikislaisubcca

Professional Social Media

Resources

HeidiAllenidau

Professional Clinical

Consumer Choose an info source

Divide your networks into

and pick ONE for each HeidiAllenidau

Here are some examples

HeidiAllenidau

httpuklinkedincominheidiallenHeidiAllenidau

Professional

HeidiAllenidau

Clinical

Consumer Social Media

HeidiAllenidau

HeidiAllenidau

Information sources to keep up to date and share

Feedly

Google Juice

YourWebsite

HeidiAllenidau

Case studies

HeidiAllenidau

NoiGroupcomHeidiAllenidau

HeidiAllenidau

Consumer amp

Clinician

HeidiAllenidau

HeidiAllenidau

Result

Increase in sales during a period that normally has

down time

HeidiAllenidau

Result

Increase in sales during a period that normally has

down time

HeidiAllenidau

BodyInMindcomauHeidiAllenidau

httpwwwgooglecomprofilesbodyinmindinfo

Google ProfileHeidiAllenidau

Discussing Serious Research

etc

HeidiAllenidau

etc

HeidiAllenidau

Analytics

HeidiAllenidau

Google search - work in progress

Traffic from social media sites

HeidiAllenidau

HeidiAllenidau

Clinician

HeidiAllenidau

HeidiAllenidau

on each of these sites different groups of people can

read comment contact us

HeidiAllenidau

each site has links back to BodyInMindcomau

we are being found

not by everyone but by those for whom we are relevant

Inbound marketing

So to make a startusing

Social Media Professionally

HeidiAllenidau

YourWebsite

You might be aiming for this

HeidiAllenidau

YouOnline

But start simple

HeidiAllenidau

Digital Strategy Health and Publishing

contactHeidiAllenidau

wwwheidiallenidau

BodyInMindComAu