Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
BEYOND
POSTING
Using Social to Boost Marketing, Strengthen
the Customer Journey, and Break Down Silos
Presented at the #Ma...
“SOCIAL MEDIA IS NATURAL”
It has leveled the playing field.
Patients can communicate at any time,
sharing fears of ill-fat...
https://ourworldindata.org/rise-of-social-media
https://www.pewresearch.org/internet/fact-sheet/social-media/
COMMS
BRANDING &
REPUTATION
MARKETING
COMMUNITY
OUTREACH
CLINICAL &
PATIENT
EDUCATION
SERVICE
RECOVERY
SOCIAL USE
WITHIN
H...
COMMS
BRANDING &
REPUTATION
MARKETING
COMMUNITY
OUTREACH
CLINICAL &
PATIENT
EDUCATION
SERVICE
RECOVERY
SOCIAL USE
WITHIN
H...
https://jarrardinc.com/covid-services/covid-19-resource-national-coronavirus-survey-results/
https://achp.org/research-breakdown-of-changes-in-consumers-health-care-behavior-during-covid-19/
https://www.numerator.com/resources/blog/update-impact-coronavirus-covid-19-consumer-behavior-us-6
Despite the pandemic,
one thing remains clear…
…social media is relevant
for us & for our patients
THE ELEMENTS OF “CUSTOMER FIRST”
Are you thinking about customer journeys rather than just
touchpoints?JY
Journey
THE ELEMENTS OF “CUSTOMER FIRST”
Are you thinking about customer journeys rather than just
touchpoints?
How connected are ...
THE ELEMENTS OF “CUSTOMER FIRST”
Are you thinking about customer journeys rather than just
touchpoints?
How connected are ...
THE ELEMENTS OF “CUSTOMER FIRST”
Are you thinking about customer journeys rather than just
touchpoints?
How connected are ...
THE ELEMENTS OF “CUSTOMER FIRST”
Are you thinking about customer journeys rather than just
touchpoints?
How connected are ...
“From me to WE.
WE are resilient.”
- Dr. Greg Poland,
Mayo Clinic
Mayo Clinic:
Dr. Greg Poland
• Launched on 3/12/20
(has since expanded to
other platforms)
• Extended reach to well over
1...
https://youtu.be/sJfsyhQ0oBs
“Social media
was the connective
tissue that knitted
all this together”
- Cynthia Manley
Vanderbilt Health
Vanderbilt Health:
Nashville Predators “We Stand With You”
• Idea developed organically
through YouTube playlist:
“VUMC Sh...
Vanderbilt Health – Nashville Predators partnership
MEASUREMENT:
• Quantity of downloaded
merchandise
• Attendance at Gnas...
Vanderbilt Health:
Community partnership with Nashville musicians
https://www.gratitunes.org/
https://www.youtube.com/watch?v=XOxItmLEuhA
“These are things that make it feel like so much
more than just a hospital to me” – Brad Paisley
https://youtu.be/v1H_JvEq...
“The comments
that they receive
are so meaningful
for the teams”
- Dr. Anne Pendo
Intermountain Healthcare
Intermountain Health:
Using reviews to impact quality
and gather “voice of customer”
• Effort spear-headed by Amanda Gold ...
“I think this health
crisis created
opportunities for
our team to do our
very best work.”
- Amanda Todorovich
Cleveland Cl...
Cleveland Clinic:
Developing health AND
healthcare content
clevelandclinic.org/coronavirus
https://youtu.be/ol9162XXjng
http://clevelandclinic.org/copingwithCOVID19
SOCIAL MEDIA HAS EVOLVED
It has extended past the
marketing/communications suite
It is now integrated into larger
system-w...
Questions?
LISTEN: touchpoint.health
CONNECT: twitter.com/chrisboyer
NETWORK: linkedin.com/in/chrisboyer
Beyond Posting - the Evolution of Social Media in Healthcare
Beyond Posting - the Evolution of Social Media in Healthcare
Beyond Posting - the Evolution of Social Media in Healthcare
Beyond Posting - the Evolution of Social Media in Healthcare
Beyond Posting - the Evolution of Social Media in Healthcare
Beyond Posting - the Evolution of Social Media in Healthcare
Beyond Posting - the Evolution of Social Media in Healthcare
Beyond Posting - the Evolution of Social Media in Healthcare
Beyond Posting - the Evolution of Social Media in Healthcare
Beyond Posting - the Evolution of Social Media in Healthcare
Beyond Posting - the Evolution of Social Media in Healthcare
Upcoming SlideShare
Loading in …5
×

0

Share

Download to read offline

Beyond Posting - the Evolution of Social Media in Healthcare

Download to read offline

Presented at the #MayoSHSMD virtual conference, June 3, 2020

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all
  • Be the first to like this

Beyond Posting - the Evolution of Social Media in Healthcare

  1. 1. BEYOND POSTING Using Social to Boost Marketing, Strengthen the Customer Journey, and Break Down Silos Presented at the #MayoSHSMD Advanced Health Care Social Media & Digital Marketing conference , June 3, 2020
  2. 2. “SOCIAL MEDIA IS NATURAL” It has leveled the playing field. Patients can communicate at any time, sharing fears of ill-fated diagnosis with distant friends and families. They can connect with people across the world, finding support and companionship. They can question whether their doctor gave the right diagnosis or express concern with their experience. – Chris Boyer, 2012
  3. 3. https://ourworldindata.org/rise-of-social-media
  4. 4. https://www.pewresearch.org/internet/fact-sheet/social-media/
  5. 5. COMMS BRANDING & REPUTATION MARKETING COMMUNITY OUTREACH CLINICAL & PATIENT EDUCATION SERVICE RECOVERY SOCIAL USE WITHIN HEALTH SYSTEMS
  6. 6. COMMS BRANDING & REPUTATION MARKETING COMMUNITY OUTREACH CLINICAL & PATIENT EDUCATION SERVICE RECOVERY SOCIAL USE WITHIN HEALTH SYSTEMS PATIENT (OR CUSTOMER) EXPERIENCE
  7. 7. https://jarrardinc.com/covid-services/covid-19-resource-national-coronavirus-survey-results/
  8. 8. https://achp.org/research-breakdown-of-changes-in-consumers-health-care-behavior-during-covid-19/
  9. 9. https://www.numerator.com/resources/blog/update-impact-coronavirus-covid-19-consumer-behavior-us-6
  10. 10. Despite the pandemic, one thing remains clear… …social media is relevant for us & for our patients
  11. 11. THE ELEMENTS OF “CUSTOMER FIRST” Are you thinking about customer journeys rather than just touchpoints?JY Journey
  12. 12. THE ELEMENTS OF “CUSTOMER FIRST” Are you thinking about customer journeys rather than just touchpoints? How connected are your data? Are you gathering the right information? JY Journey DA Data
  13. 13. THE ELEMENTS OF “CUSTOMER FIRST” Are you thinking about customer journeys rather than just touchpoints? How connected are your data? Are you gathering the right information? Do you truly understand why customers are doing what they’re doing? JY Journey DA Data AN Analysis
  14. 14. THE ELEMENTS OF “CUSTOMER FIRST” Are you thinking about customer journeys rather than just touchpoints? How connected are your data? Are you gathering the right information? Do you truly understand why customers are doing what they’re doing? How relevant are your communications and interactions? JY Journey DA Data AN Analysis RE Relevancy
  15. 15. THE ELEMENTS OF “CUSTOMER FIRST” Are you thinking about customer journeys rather than just touchpoints? How connected are your data? Are you gathering the right information? Do you truly understand why customers are doing what they’re doing? How relevant are your communications and interactions? Do you have the right people, processes, technology, analytics to support your efforts? JY Journey DA Data AN Analysis RE Relevancy CU Culture
  16. 16. “From me to WE. WE are resilient.” - Dr. Greg Poland, Mayo Clinic
  17. 17. Mayo Clinic: Dr. Greg Poland • Launched on 3/12/20 (has since expanded to other platforms) • Extended reach to well over 1200 followers – just on IG • Content is relevant, engaging and self-created • Cross-promoted articles and links to more resources • Supports patient education, communications and branding
  18. 18. https://youtu.be/sJfsyhQ0oBs
  19. 19. “Social media was the connective tissue that knitted all this together” - Cynthia Manley Vanderbilt Health
  20. 20. Vanderbilt Health: Nashville Predators “We Stand With You” • Idea developed organically through YouTube playlist: “VUMC Shoutouts” • Reframed the existing sports sponsorship
  21. 21. Vanderbilt Health – Nashville Predators partnership MEASUREMENT: • Quantity of downloaded merchandise • Attendance at Gnash appearances on campus • Social media reach metrics “Ultimately, though, our employee engagement scores in our annual culture survey is the big metric we're trying to move. The others are KPIs of the activity itself.”
  22. 22. Vanderbilt Health: Community partnership with Nashville musicians https://www.gratitunes.org/
  23. 23. https://www.youtube.com/watch?v=XOxItmLEuhA
  24. 24. “These are things that make it feel like so much more than just a hospital to me” – Brad Paisley https://youtu.be/v1H_JvEq3aE
  25. 25. “The comments that they receive are so meaningful for the teams” - Dr. Anne Pendo Intermountain Healthcare
  26. 26. Intermountain Health: Using reviews to impact quality and gather “voice of customer” • Effort spear-headed by Amanda Gold & Dr. Pendo • Analyzes social media reviews & comments • Presented feedback in operations meetings for quality improvement efforts • Developed social content to answer questions that are asked
  27. 27. “I think this health crisis created opportunities for our team to do our very best work.” - Amanda Todorovich Cleveland Clinic
  28. 28. Cleveland Clinic: Developing health AND healthcare content clevelandclinic.org/coronavirus
  29. 29. https://youtu.be/ol9162XXjng
  30. 30. http://clevelandclinic.org/copingwithCOVID19
  31. 31. SOCIAL MEDIA HAS EVOLVED It has extended past the marketing/communications suite It is now integrated into larger system-wide strategies It is an important part of the overall digital customer journey And measurement is (as always) critical to determine overall success
  32. 32. Questions? LISTEN: touchpoint.health CONNECT: twitter.com/chrisboyer NETWORK: linkedin.com/in/chrisboyer

Presented at the #MayoSHSMD virtual conference, June 3, 2020

Views

Total views

96

On Slideshare

0

From embeds

0

Number of embeds

2

Actions

Downloads

2

Shares

0

Comments

0

Likes

0

×