Building a Social-Ready Enterprise

for Healthcare

Prepared for VHA Members

Welcome!

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Alan SeeVice President of MarketingBerry Network, Inc.

@AlanSee … Twitter

Mark WilliamsSenior Media Strategist – VHA TeamBerry Network, Inc.

@B2BTwiter … Twitter

Agenda

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• What is social media … and why should I care?

• How are healthcare organizations using Social Media?

• Can I use social media to generate revenue opportunities and advance our brand?

• A strategic approach to social media.

• Berry Network social media programs for consideration.

What is social media …

and why should I care?

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Social media represents “conversational currency” and it’s growing “3X faster” than anything else on the internet.

BTW, did we mention that many of your peers are already there?

Marketing LandscapeMedia Fragmentation: The Customer is in Control

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1 Newspapers

2 Broadcast TV

3 Magazines

4 Broadcast Radio

5 Direct Mail

1968

1 Newspapers

2 Broadcast TV

3 Magazines

4 Broadcast Radio

5 Direct Mail

6 Cable TV

1988

1 Newspapers

2 Broadcast TV

3 Magazines

4 Broadcast Radio

5 Direct Mail

6 Cable TV

7 Satellite TV

8 IPTV

9 Internet

10 Satellite Radio

11 Blogs

12 Online Video

13 Mobile Internet

14 Mobile Games

15 Mobile Video

16 Text Messaging

17 Instant Messaging

18 Download Movies

19 Podcasts

20 Social Networks

2008

Customer’s are rejecting obsolete interruptive advertising and moving to interactive engagement marketing.

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What is social media?The voice of the consumer is “conversational currency”

• Social media sites are places online where consumers gather to find like minds and share interests.

• Organizations can leverage these mass interests by creating communities and conversations for expanding brand awareness and generating sales leads.

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• Social News / Bookmark / Aggregators

• Social Networks

• User-Generated Content

What is social media?Social media building blocks

Why should I care?Rapid growth … at 34% CAGR social media outpaces all other interactive marketing spend

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It’s where the consumer can be found …

• More than 74% of the U.S. population is engaged in using social media

• 1 out of every 6 minutes spent on the internet is on a social network

• Social media is growing 3X faster than anything else on the internet

88% of marketers surveyed are using social media to market their business …

Source: Social Media Marketing Industry Report, March 2009

Why should I care?Where do buyers and influencers get information about your product or service?

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Social Media sites have surpassed company Web sites as sources of information …

How are Healthcare

organizations using social

media?

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Are healthcare organizations using social media?

Yes … for many different reasons

• Customer ServiceContact point for our customers, catch problems early.

• Community OutreachThe people in our physical community are on these sites.

• Patient EducationNatural extension of efforts to reach & teach.

• Public RelationsThe media is there looking for stories & sources.

• Crisis CommunicationsTake control of the message, and keep community updated in real-time.

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Are healthcare organizations using social media?

U.S. Hospitals Social Networking accounts

Source: Ed Bennett, University of Maryland Medical System

YouTube

U.S. Hospitals:

Blogs

Twitter

Facebook

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Healthcare type chatter on twitter

Can you currently leverage “Ambient Awareness?”

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Healthcare applications

Social networking at other hospitals

Sutter Eden MedicalEngages the local community about hospital building plans with this blog and a Twitter feed.

Henry Ford Health

Educates patients and consumers with a series of live surgical Twitter-casts and Q & A with surgeons.Estimated 500 followers in real-time.

MD Anderson Cancer Center

Uses Twitter, Facebook and YouTube to promote use of Referring Physician Portal. Saw a 9% increase in registrations.

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Scripps Health

Monitors Social Networks for the Scripps name and steps in to help & resolve problems

Healthcare applications

Social networking at other hospitals

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Healthcare Applications

Best Practices of Social Networking at Other Hospitals

Mayo Clinic"Sharing" blog is hub for Facebook, YouTube and Twitter. Employees are seen as brand ambassadors.

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Healthcare Applications

Best Practices of Social Networking at Other Hospitals

Innovis Health

Used a Blog and Twitter during recent floods.

Created the blog and had first update posted in one hour

Decreased Media demands & freed phone lines during the emergency

Took control of their message

Can I use social media to

generate revenue opportunities

and build our brand?

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Yes, you can do both … but you must be careful.

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Social Media – Polling Question #1

Our social media strategy can be described as

follows:

Record single response.

Enter corresponding number

We haven't addressed social media related to corporate strategy on

either a formal or informal basis.

0

We have informal policies concerning the use of social media but little is

written and it is not strategic in nature.

1

Our social media strategy document is in the form of "rules and conduct"

- mostly related to blogging, but is not strategic in nature.

2

We have a formal social media strategy document that clearly supports

our corporate mission and goals.

3

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Social Media Can Generate Leads and Build Your BrandBut … It requires a different media mindset

BrandsListening

BrandsTalking

Consumer Listening Consumer Talking

No Interaction Listening• Blog Rolls

• Twitter Feeds• Brand Monitoring

Broadcasting• Advertising

• Your Website• Social Media Presence

Conversation (Social-Ready)• Social Networks

• Brand Blogs or Twitter• Online Forums• Focus Groups

• Online Communities

Traditional Media

• Brand in control

• One way / Broadcasting

• Repeating the message

• Focused on the brand

• Educating

• Company creates content

Social Media

• Audience in control

• Two way / Conversing

• Adapting the message

• Focused on the audience / Adding value

• Influencing and involving

• User created content / Co-creation

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Social Media Activity Produces Real ResultsDeep Customer Engagement Correlates to Financial Performance

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Social Media Activity Produces Real ResultsDeep Customer Engagement Correlates to Financial Performance

1. Mavens2. Butterflies3. Selectives4. Wallflowers

A Strategic Approach

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Berry Network Social-Ready Assessment

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Social Media – Polling Question #2

How knowledgeable and/or comfortable is your

organization with the various social media platforms?

Record single response.

Enter corresponding number

Not familiar with social media at all. 0

We've been reading about it, watching a few webinars and exploring a couple

of sites, but haven't jumped in. 1

We have a presence on a few social media sites but don't use productivity

tools such as TweetDeck and have not established any communities.

2

We use many social media platforms, communities and applications. 3

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A Strategic ApproachStrategy – Technology – Processes … bring your social media strategy to life

Berry NetworkSocial-Ready Assessment Tool

Social-Ready Marketing ScoreDoes your score align with your marketing goals and objectives?

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The Broadcaster

The Listener

The Conversationalist

The Community Builder

Social Media Programs

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How do we get started … and what will possible campaigns look like?

Social Media Services

Social Media deliverables include:

• Social Media Consulting Services

– Berry Network Social-Ready Assessment: a high-level evaluation tool designed to help organizations bring focus to their social media marketing strategy.

– Custom consulting: we work with you to build a comprehensive social marketing program tailored for your organization. Strategy, technology and processes are all considered in ordered to focus on social media applications, tool sets, policies and procedures that will deliver high-impact results.

• Twitter Page Deployment Program

– Protect, support and grow your brand equity by helping your associate organizations (agents / dealers / franchises) connect with consumers at the local level through custom branded Twitter pages for each associate.

• Pay-Per-Tweet Programs

– Too busy to Tweet? Twitter program designed to drive brand awareness and local leads based on your key headings.

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Berry Network offers social media services that will help you

connect with and engage your customers

Building a Social-Ready Enterprise

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VHA Social Media launch

Success metric is increased traffic (plus establishing your brand in social media)

VHA Member Website

VHA Member Corporate Twitter page

Additional social media properties?

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VHA member “Pay-per-Tweet” component

Optional lead generation program

VHA member “HealthCare” related page (example)VHA member Website

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Other useful Social Networking site for healthcare

Hospital Social Network Sites http://ebennett.org/hsnl/

MedHelp http://www.medhelp.org

The Healthcare Blog http://www.thehealthcareblog.com/the_health_care_blog/

PatientsLikeMe.com http://www.patientslikeme.com/

PsychCentral.com http://psychcentral.com/blog/

FacetoFaceHealth.com http://facetofacehealth.com

Consumer Checkbook http://www.checkbook.org/patientcentral

The Caring Bridge http://www.caringbridge.org/

VideoMD Blog http://www.videomdblog.blogspot.com/

Bipolar Disorder http://bipolar-disordersymptoms.blogspot.com/

Fat Loss Diet Blog http://www.hyperfatloss.com/

BrainBlogger http://www.brainblogger.com

Prostate Cancer InfoLink http://prostatecancerinfolink.net/

The Geriatric Patient http://www.thegeriatricpatient.com/

CarePages http://www.carepages.com/

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Berry Network = More Leads and More Engagement

IYP’s Such as YELLOWPAGES.COM, YP.COM, Yahoo! Google Maps,

Yahoo! Local, many others

Search sites such as Google, Yahoo! Bing, MSN, and Ask.com

Direct MailMobile

Social Media = Client Engagement

Traditional Print Directories

LEADS from your display ads and

in-column listings

LEADS from visiting your website after referencing a

directory

LEADS from your Internet Yellow Pages listings

LEADS from clicking to your

website from your mobile listings

LEADS from your SEM and local landing pages

LEADS from your targeted mailings with special offers

Twestions?

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Program Follow-up Questions:

Allan Beam

Berry Network, VHA Account Director

937-297-2613

Allan.Beam@BerryNetwork.com