1. Why Do You Need
Social Media?
Chris Boyer
@chrisboyer

2. For those of you Tweeting along, please
use this hashtag:
#chrisboyerspresentationatthisyears
chprmsconferencetotallyrocks

3. About me
• Sr. Manager, Digital Communications,
Inova Health System
• Advisory Board Member,
Mayo Clinic Center for Health Care
Social Media
• Consultant for more than 100
hospitals/physician practices
• Author of “Conversations, Not
Marketing” blog

4. Today’s discussion
• Just what is Social Media?
• The problem with hospital marketing (a rant)
• How to start (or sustain) a successful social media
strategy
• Share Best Practices from other hospitals
• Chris’s “Silver Bullets”
• Bonus! Address the common myths of social media

5. What have you heard
about social media?

6. What have you heard
about social media?

7. What have you heard
about social media?

8. What have you heard
about social media?

9. Does this scare you?

10. Does this scare you?

11. Demystifying Social Media
“...social media is a blending of technology and social
interaction for the co-creation of value...” - Wikipedia
• Build online “communities of interest”
• Encourage two-way participation
• Content (ideally) created by others*
• Remove barriers between your hospital and
your patients/doctors/community
• Gain credibility and trust
* you’ve lost control (and that’s a good thing)

12. Best Practice:
Develop viral content to promote awareness
www.pinkglovedance.com

13. Myth #1:
Social media is only
for younger people

14. The truth...

15. Facebook and Twitter
Twitter stats from the Pew Internet
& American Life Project study, March 2010

16. The problem with
hospital marketing

17. Wrong positioning
Product
• A Surgery
• A doctor
• A new daVinci
• A new patient
tower

18. Wrong positioning
Product Service
• A Surgery • Friendly
• A doctor • Compassionate
• A new daVinci • Good experience
• A new patient • Quality awards
tower

19. Wrong positioning
Product Service
TRUST
• A Surgery • Friendly
• A doctor • Compassionate
• A new daVinci • “I Believe” • Good experience
• A new patient • Most Effective • Quality awards
tower
• Address my issues
• I won’t get hurt
(or die!)

20. The “Continuum of I-Don’t-Care”
Don’t Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
g Opi nions
Sharin
Resea rching
ering
Discov

21. The “Continuum of I-Don’t-Care”
Don’t Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
g Opi nions
Sharin
Resea rching
ering
Discov

22. The “Continuum of I-Don’t-Care”
Don’t Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
g Opi nions
Sharin
Resea rching
ering
Discov

23. Relevance vs. medium
Don’t Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
g Opi nions
Sharin
Resea rching
ering
Discov

24. Relevance vs. medium
Don’t Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
Facebook
PPC
SEO Carepages
Twitter Microsites
Website Yelp!
Foursquare Social Media Ads g Opi nions
Sharin
YouTube
Resea rching
ering
Discov

25. Relevance vs. medium
Don’t Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
Billboards
Facebook Clinics
PPC
Radio SEO
Twitter Carepages
Microsites Yelp!
Website Support
PR Foursquare Social Media Ads
Groups
g Opi nions
Sharin
Seminars
YouTube
Resea rching
ering
Discov

26. Best Practice:
Using Facebook to promote relevant messages
http://www.facebook.com/Johns.Hopkins.Medicine

27. Myth #2:
Social media is only
about “socializing”

28. The facts...
• 43% of news sharing is
done through social
media
• 27% of ‘Frequent Sharers’
responsible for 87% of all
news shared online
http://cnninternational.presslift.com/socialmediaresearch

29. The facts...
• 61% of American adults
look online for health
information
• 60% of those have
consulted social media
• 41% have read someone
else's health experience on
an online news group,
website, or blog
http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx

30. How do I start?
or
How do I continue?

31. Get in and observe
• Stake your hospital claim:
• Twitter
• Facebook
• YouTube
• LinkedIn
• Get a personal Twitter account
• Learn from other hospitals
and peers..

32. Hospital Social Network List
(@edbennett)
Courtesy @EdBennett - www.ebennett.org/hsnl

33. #HCSM chat
(@danamlewis)
• #hcsm (Healthcare
Communications &
Social Media): weekly
Twitter chat every
Sun, 9pm EST
• Other Twitter
hashtags to follow:
#hcmktg #rnchat
Courtesy @DanaMLewis - www.healthsocmed.com

34. Listen...
• Monitor your online reputation:
• www.google.com/alerts
• www.socialmention.com
• search.twitter.com
• Radian6 (paid service)
• Immediate customer service
“Just because you’re not part of the
conversation doesn’t mean they’re
not talking about you”

35. Real-time mobile monitoring
Boxcar -
• Instant push notifications for your
social networks, email accounts, RSS
feeds, etc.
• Notifications when someone
comments, updates or messages
about you
http://boxcar.io/

36. Myth #3:
With social media,
you lose control of
your brand

37. The fact is...you never had control
http://www.youtube.com/watch?v=sIFYPQjYhv8

38. Develop a social media policy
• How your organization
will use social media
• Policy for all employees
• Set expectations for
your patients, as well
Courtesy @LeeAase - also see: http://ebennett.org/hsnl/hsmp/

39. Give employee’s access!!!
• All employee’s
access social media
- make it official
• Articles on how to
convince your execs
• Authored by Shel
Holtz (@shelholtz)
http://www.Stopblocking.org

40. Best Practice:
Using Facebook to connect with employees
• Small community hospital used
Facebook to engage employees
• CEO took pictures and
uploaded for employees
• Increased active users 5x in
three weeks
• Educated leaders and marketing
on value of Facebook
courtesy @ReedSmith

41. Create a social media plan
• Compliment your existing marketing/communications plan
• Inova’s social media plan: “Be Everywhere”

42. Put together the right team
• Not just marketing /
communications
• Include doctors & nurses
(whenever possible)
• If you use an outside
agency, remember to
maintain your own voice

43. Consider your audience
• By type:
• Patients
• Community
• Employees
• Physicians
• Key Stakeholders
• By interest
• Give them the ability to talk to you

44. Best Practice:
Social media messaging targeted for audience
• Promoted sleep lab services
• Targeted patients with insomnia
• Received 10,000 viewers and 5.5 million media impressions
• http://www.ustream.tv/ & http://www.coveritlive.com/ reached wider
http://www.gosleep.com/night-in-clinic.htm

45. “Sip, Dip and Bathe*”
• “Sip” - use Twitter to
promote hospital news
(10 - 15 min/day)
• “Dip” - establish a
Facebook page
(30 min - 1hr/day)
• “Bathe” - encourage
your CEO to blog
(7-10 hrs/week)
* courtesy Leo LaPorte and Robert Scoble

46. Time is money!
• Aggregator services
distribute to many:
• www.FriendFeed.com
• www.Amplify.com
• www.TubeMogul.com
• Scheduling services save
you time:
• www.Hootsuite.com
• www.Tweetdeck.com

47. http://friendfeed.com/bonsecoursrva

48. Identify quick wins
• Support hospital and
marketing goal(s)
• Start with one campaign
• Determine what to
measure

49. Mobile phone promotion
Goal:
• Promote Inova services to
mobile users
• Employees, patients and
family members
• Two Specials:
• Flu Shot Clinic
• CarePages
www.foursquare.com

50. Mobile phone promotion
Results:
• 4900 checkins over 15
locations
• Traffic to Flu Clinic
website increased 17%
• No significant change
in registrations
• Gained valuable insight
of users

51. Everything online is
absolutely measurable
• “A Marketer’s Guide to
Measuring Results”
- Chris Bevolo
• Instead of the three F’s
(friends, fans & followers)...
• ...measure the four R’s:
• Reach
• Reputation
• Relationship
• ROI

52. Action is measurable
• Use a customer relationship
management (CRM) tool
• Permission marketing
• Send them to your website to
convert

53. Myth #4:
There is no ROI in
social media

54. Best Practice:
Social media messaging targeted for audience
FitFor50
• Establish Inova as the
premier convener of the
community around fitness
and wellness
• Engage men/women ~ age
50 to embrace fitness
• To promote our fitness &
wellness programs
• To promote our physicians
as Subject Matter Experts
regarding fitness

55. • Daily video tips
from Darrell
and Inova docs
• Links to
www.Inova.org
from site
• Opt-in campaign
tied to our
CRM system
http://www.fitfor50.org/2010/11/fit-for-ever/

56. FitFor50
(Inova Health System & Darrell Green)
Age range
Results:
• 6,501 registrants
(Sep - Oct 2010)
• 500 Facebook followers
(267 weren’t on website)
• 5,289 updated records
into our CRM (1,748
entirely new records)
• 300 participants enrolled
in 8K fitness charity run

57. Jello, Shish Kebab & Water*
* with apologies and thanks to Jeremiah Owyang (@jowyang)

58. Jello, Shish Kebab & Water*
* with apologies and thanks to Jeremiah Owyang (@jowyang)

59. Jello, Shish Kebab & Water*
* with apologies and thanks to Jeremiah Owyang (@jowyang)

60. Jello, Shish Kebab & Water*
* with apologies and thanks to Jeremiah Owyang (@jowyang)

61. 1. Realize the role social media plays in your hospital
marketing
a. Change the way you market
2. If you haven’t started, start. If you have, get better!
3. Create a policy, open up doors & create a sustainable plan
4. Build the right team - and target the right audience
5. Measure, promote, learn and teach

62. Chris’ Silver Bullets
• Stop marketing - start
having conversations
• It’s OK to fail
• Data without action is
useless
• Plan, try and measure -
rinse and repeat
• Remember - there are no
silver bullets

63. Questions?
Chris Boyer
Twitter: @chrisboyer
Facebook: www.facebook.com/christopher.boyer
Conversations, Not Marketing: chrisboyer.amplify.com
The Chris Boyer Daily: paper.li/chrisboyer
Google profile: www.google.com/profiles/chris.boyer