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Introduction to Social Marketing.

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What is Social Media ?Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue (Wikipedia).The Groundswell is a social trend in which people usetechnologies to get what they need from each other, rather than from traditional institutions like corporations (Li, & Bernoff, 2008, pg. 9)

Li, C, & Bernoff, Josh. (2008). Groundswell. Boston, MA: Harvard Business Review Press.http://en.wikipedia.org/wiki/Social_media_marketing

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Social Media ChannelsSocial networking sites (Face Book, Twitter)Online forums (Digital Point)Photo sharing sites (Flickr)Video sharing sites (YouTube)Blogs (Blogger)Social Reviews ( Yelp)Social bookmarking sites (Digg)Social measuring (Technorati)

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Why Social Media in Health Care?

76% of online consumers search the internet for health care information (Medical Marketing and Media)

More U.S. adults turn to the internet than to doctors for obtaining health and medical information. (Q3 2008) Manhattan Research.

The average person can share health related information with a 50-person network within 30 days. (Influencers and Health Advertising,MedTrackAlert and Interactive Media Studies (IMS) Program at Miami University in Oxford, Ohio Study, 2007)

http://www.youtube.com/watch?v=CHAnNzlBiz8&NR=1

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7 C`s of Social Media Usage Ways to apply Social Media Channels to Healthcare settings.CommunicationCause support/SponsorshipConsumer researchCustomer serviceCommunity buildingContestsConnecting others

Jonathan Richman, 2010http://www.doseofdigital.com/2010/02/the-seven-uses-social-media-business/

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Preparing to Enter the GroundswellPOST, 4 step planning process-People; What are my customers ready for? Objectives; What are my goals?Strategy; How do I want my customer relations to change?Technology; How should the marketing strategy be delivered?

(Li, & Bernoff, 2008. Pgs. 67-68)

Begin by profiling customers for free with HERO

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Companies pay over $15 billion annually for market research. (Honomichl Global Top 25; the Worlds Leading Market Research Firms, 2006).

Develop a private community. Replaces focus groups.Eliminates survey costs and analysis.Generates simple and precise reports.Access to real time customer reviews.Can help evaluate rate of return onobjective and investment.

Begin ListeningA well designed objective is S.M.A.R.T

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Monitoring Social Media

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Company Considerations

Develop a company policy regarding social media that honor HIPPA regulations. Policy database

Train managers, marketers, HR and public relations officers.

Assign a senior person to interpret information and create plans of action.

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Bringing it all together.

Hospital use social media strategies in surprising ways, we can too?

Tweet live proceduresTrain medical personnelProvide accurate health informationReach the mainstream mediaCommunicate in times of crisis

5 examples of social media in healthcare marketing. Retrieved from http://www.toprankblog.com/2010/01/social-media-healthcare-marketing/.

Thank you for your time!

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