Let’s Unlearn What We Think We Know About Social Media

Healthcare Marketing as Community Building

2014 Tampa AMA

Presentation by Dan Dunlop, JenningsTwitter: @dandunlop

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THE WORLD HAS CHANGED…THE PRACTICE OF MEDICINE HAS

CHANGED…

THE WAY WE COMMUNICATE WITH PATIENTS, PROSPECTIVE PATIENTS

AND PHYSICIANS MUST ALSO CHANGE.

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The Physicians’ Perspective (The Physician

Foundation)

78% of physicians said medicine is either

“no longer rewarding” or “less rewarding”

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PHYSICIAN SATISFACTION REPORT

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“Intellectual stimulation” and “professional/collegial relationships” were

rated as things physicians find satisfying about practicing medicine.

Evidenced by the rise and popularity of physician-only online networks:

Sermo, Doximity, Medscape, etc.

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Physician Adoption of Digital Communication & Social Media

(A Gradual Process)

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Physician Adoption of Digital Communication & Social Media

2012 Research Study: JMIR. Survey was distributed via email to a random sample of 1695 practicing oncologists

57.5% perceived social media to be beneficial, engaging, and a good way to get current, high-quality information.

57.9% stated that social media enabled them to care for patients more effectively, and 60.0% stated it improved the quality of patient care they delivered.

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JMIR Study 2012

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QuantiaResearch; N = 4,032www.quantiamd.com

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Beware These Pronouncements

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Enough About Doctors, What About Consumers?

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Source: iStrategy Labs, 2014 Facebook Demographic Report

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Real Simple & Huffington Post: 3,583 Women

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Real Simple Poll

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Real Simple Poll

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The Connected Consumer Broadcast era is over Can’t simply buy people’s attention The consumer controls:

What they view What they share And how they view it (what screen)

Building “communities of shared interest” is an ideal way to take advantage of this trend

Helps brands connect with their audiences in a more human manner

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Real Simple & Huffington Post:

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Health Communication: Crisis of Relevance

Our communication and marketing today is largely without value!

Our use of social media is largely without value!

To be effective, you must forget what you think you know about social media.

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Marketing as Community Building

Need for healthcare marketing reform Moving from marketing “to” women (and

families) to marketing “with” women Making an investment in community Less transactional; more long term Deepening engagement with your brand Providing value in the relationship

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What Does Value Look Like? Entertainment Convenience Information resource Sense of belonging Opportunity for self-expression Opportunity to be heard; to share Emotional connection All of these should be present within a

community

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Elements of Community Reciprocity Shared values or interests Commonality Listening – We want to be heard Valuing the opinions of others Support – emotional and informational Kindness/Civility Feeling valued and appreciated

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Marketing as Community Building

Fundamental Change:

Community Building

From Storyteller……to community builder & facilitator…

…embracing the role

of the patient/family

member as storyteller

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Environments/Communities Blogs Social networking platforms: Facebook,

Pinterest, etc. True online communities (Inspire, Everyday

Health, etc.) Inspire.com: 5 million+ blog posts by members

(working with Stanford Medicine) Your website! What kind of environment have

you created? The low hanging fruit.

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A New Role for Communicators: Creating Environments for Healing

& Sharing, and Patient/Consumer

Storytelling

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Health Consumers Telling Their Own Stories & Wanting to Share

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Online Patient Support Communities

“The proliferation of Web forums and discussion boards and medical blogs all speak to our inherent desire to seek out those like us, to affirm the symptoms and aberrations we’ve finally found a name for, to assimilate into a community when we’ve felt isolated from the larger world of the healthy for so long.”

Life Disrupted: Getting Real About Chronic Illness In Your Twenties and Thirties, by Laurie Edwards

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Twitter Chats as Communities

(#HCSM, #BCSM, #HCLDR)

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Community Building on Twitter Approach Twitter with a spirit of

generosity! It’s not what you generate; it’s what you

share that matters. It’s how you thank and acknowledge

people It’s about being gracious and thoughtful It’s about reciprocating It’s about being kind and thoughtful

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The Twitter Chat Who here uses Twitter? You build communities of shared

interest around #hashtags #pelvichealth Follow streams of conversation sorted

by your area of interest Same courtesies exist; rules of

community

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The Twitter Chat Community building behaviors

Acknowledge/greet people Retweet and favorite Tweets you find meaningful Engage in small talk Listen (you’re not just there to talk) Share your own insights It is okay to be a lurker Always thank your host(s) Don’t change someone’s Tweet when

Retweeting

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The Twitter Chat Some established Twitter Chats:

#RheumRheumatoid Arthritis #PPDchatPost Partum Depression #AlzChatalzheimers, caregiving, Dementia #ibdchat inflammatory bowel disease #LCSMCancer, Cancer Tag Ontology, Lung Cancer,

Lung Cancer Social Media #BrainTumorThursdayBrain Cancer, Brain Tumor,

Brain Tumour #SpoonieChatArthritis, AutoImmune, Fibromyalgia,

Lupus, mental health, Migraine

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#BCSM Twitter Chat

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#HCLDR Twitter Chat

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Creating a Storytelling Environment on Facebook

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You’re Hosting a Dinner Party The same principles apply:

Who do you invite? (People who will get along and have commonalities to discuss)

You welcome all guests and make introductions You are gracious and vigilant You facilitate conversation – connect people You work to involve everyone in the

conversation You fill awkward silence with new topics You thank them for coming

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Facebook Tip #1

Segment. Create Niche

Communities.You can use private

groups on Facebook

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Facebook Tip #2

“Likes” don’t constitute engagement

Likes feel good

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Facebook Tip #3 Model Community BehaviorModel ConversationModel CourtesyModel ResponsivenessModel SharingWelcome VisitorsThank People for CommentsAsk Follow-up Questions

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Facebook Tip #4

Listen

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Facebook Tip #5

Respond

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Facebook Tip #6

Ask Questions; Invite DiscussionThis is particularly important when responding to contributors

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Keys to Building a Sharing Environment on Facebook

Segmentation! You need to “feed” the conversation Profile clinicians – always generates

comments Encourage discussion and sharing Ask for opinions and photos Respond to comments and questions publicly Enrich the brand experience with photos and

videos

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This is Every Hospital

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Their Facebook Page: Not About Pelvic Health

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Blogs: Platforms for Storytelling & Citizen Journalism

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Moms MatterBlogs

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3,000+ Blogs; 55 million readers

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SignatureMoms.com

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http://signaturemoms.com/

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Don’t Underestimate the Power of the Mundane

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Don’t Underestimate the Power of the Mundane

9,442 views in 2013 16,518 views to date in 2014 26,000+ total views Key words use in search:

fixing clogged toilet, stopped up toilet how to unblock a toilet with poop blocked toilet poop, toilet bowl clogged how to unclog big poop clog poop

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Signature Moms Blog

8 bloggers from the community

64,234 visits in 2013 Surpassed 198,000

total visits! 2,600+ subscribers 600+ comments

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Using Video to Provide Value for the Consumer

Human Great for storytelling Provide value

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Replace this with Video

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Compilation Video

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Meet Tutasi Waters, MD

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Meet Michael Dern, MD

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Video Content Leveraged Numerous platforms:

Microsite YouTube Facebook Google+ Vimeo

Cross promotion on Pinterest and Twitter.

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Dan Dunlop, PrincipalJennings

Email: ddunlop@jenningsco.comTwitter: @dandunlopLinkedin: www.linkedin.com/in/dandunlop/Blog: www.TheHealthcareMarketer.Wordpress.com

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