tips for using social media to grow your medical practice
Post on 21-Jan-2015
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The Best Tips & Techniques
for Using Social Media to Grow Your Practice
in 2011Monique Ramsey
Cosmetic Social Media
Meet Monique Monique Ramsey
Founder, Cosmetic Social Media
• 20 years experience: medical practice management, marketing, training, and consulting
• Certified Social Media Strategist since 2009
• Winner 2010 #influenceSD Award for Best Social Media in Business
• Alert Presence recognition of her work with Top 5 Medical Practice Facebook Fan Pages
• Panelist, Speaker, Trainer
• Interviewed by SmartMoney Magazine, American Medical Association, Dermatology Times
• Contributor to Cosmetic Surgery for Dummies®, published by Wiley & Sons
• Development and Implementation Team for Inform&Enhance® practice management software
Referral Paths – Then & Now
Social Media by the Numbers
Twitter• 120 Million Daily
Visitors• 55 million Tweets per
day• 300,000 new users per
day• Twitter search engine
gets roughly 600 million search queries per day
• 10th most popular website on the internet
Source: ReachLocal
Social Media by the Numbers
Facebook• 500+ Million Active Users• 150 million accessing via
their mobile devices• 700 billion+ minutes per
month• 30-45 age fastest growing • 2nd most trafficked site on
web• 700,000 local business
pages• 30 billion+ pieces of
content shared each month
Source: ReachLocal
Brand Monitoring
80% of Twitter usage is outside of twitter…
People update anywhere, anytime…
Imagine what that means for bad (AND GOOD) customer experiences!?
Resistance is Futile
If a conversation takes place online and you’re not there to hear it, did it actually happen?
Of course it did…and it continues – with or without you.
DYK (Did You Know)…
80% of U.S. Internet consumers research health information online
Most popular online activities:*
1) email
2) using a search engine
3) researching health information
24% of US online consumers said they engage in some form of health-related social media at least once monthly**
72% of e-patients searched for medical information just before or after a doctor’s visit***
*Pew Internet Project report
**Forrester Research, MediaPost.com
***Q1 Productions
Social Media“It’s not something; it’s what you do with it.”
Ian Kennedy / Yahoo!
“It’s not a noun- it’s an adjective! It’s something we connect with other
people through.
Cave paintings were the original social media…. It was sort of a story,
it was visual, and it had so many different elements to it.”
-Chris Heuer, founder, The Social Media Club
When Done Right…Social media...
• Creates emotional connections
• Gives patients sense of:
• Belonging
• Community
• Ownership
• Positions MD/Practitioner as the expert
• Informs patients
• Can ultimately increase quality of life for MD, staff and patients
Now What?!
• High Transparency• High Trust• High Touch• High Traction
Monique’s Social Media High T’s
• Transparency leads to credibility
• No hidden agendas
• Be Authentic
• Be Humble
• Be Yourself
• Controlling vs. *influencing*
High Transparency
Image Source: EverydayTenacity.com
• Word of Mouth (WOM) is the most powerful medium on the planet. It’s honest and natural.
• Social media can harness the power of WOM recommendations and make them “go viral”.
• Social Media and the web as a referral validators.
• 3rd party review sites (Yelp, Google, Vitals.com)
High Trust
Source: Nielsen Global Online Consumer Survey, April 2009
• Natural extension of your marketing plan
• Adding more touchpoints with your patients creates top of mind awareness
• Build your online community by engaging
• Give them something of value & expect nothing in return
• Know what they like – give them what they need
• If you don’t someone else will
•
High Touch
High TractionRadical Strategic Visibility
Fresh ContentBlogging Helps SEO
Social & SEO
Source: http://thefuturebuzz.com
Blogging Attracts Links
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
Blogging = Social Media Success
Blogging Brings More Site Visitors
Blogging
InformalConversationalReal-time
Who Should Blog?SEO/Webmaster
Guy
The Physician
The Intern
Your Child
The Office ManagerYour Ex
Hired Writer
The Pizza Guy
The Receptionist
What to Write About
•Information is a valuable commodity
•Write about a question you hear every day
•Talk about the latest theories•Debunk myths•Help them learn something they didn't know before
Elements of a good blog post
La Jolla Cosmetic Surgery Centre Blog
Compelling Headline
Optimized with links and key words
Short & Sweet (350 words max)
Simple writingTells a Story “Someone Like Me”
Best Tips & Techniques for Facebook
Choose the right VOICE for the practice and share relevant content daily
Allow fans to post – leads to valuable dialogue & sharing!
Don’t just sell… mix it up
Test to see what resonates
Have some personality!
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EngagementEncourage participation with…• Polls and Quizzes• Questions• Contests (be sure to check
the rules) http://www.facebook.com/promotions_guidelines.php
• Testimonials
TopicsInsider / Family• Show them your
world to make them feel like a part of your family
• Show off the pictures of the latest office party, seminar, or other “behind the scenes” gathering
• Have fun, be human
Tips
Be quick to respond- so check often
Limit #posts/day – think about your own news feed – clutter leads to peeps hiding you
Have your Facebook posts auto-feed to Twitter & LinkedIn
Photos- Upload practice pictures periodically and encourage your fans to upload photos anytime they wish. When your fans upload a photo, the thumbnail posts to their profile wall and out into the news feeds of their friends.
Use Apps to Your Advantage
Post = 420 character max
Over 420 – use “Notes” Section
Import your blog to Notes or use an app such as Networked Blogs
Use the Video section for any short (90 seconds or less) informational videos
Use apps such as SlideShare to re-purpose that last seminar you did (with proper permissions, of course!)
Pet PeevesIt’s called FACEbook
for a reason
Better
An empty section is
not engaging
vs.
Volume Of Facebook Sharing By Day
But… do what works best for you – whatever will give you the best chance of consistency (success)
Most Shareable Words on Facebook
Source: Science of Facebook - http://bit.ly/aWL2JX
Join My List
What better way to grow your email list than Facebook!• Constant Contact app
allows people to sign up for your list without ever leaving Facebook!
Quantity vs. Quality
You’d Be Surprised
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Best Tips & Techniques for LinkedIn
Typically used for professional to professional contact– but…
• More and more savvy e-patients are using LinkedIn for their own professional networking.
• The more new tools that become available for sharing, connecting, finding common ground (similar to Facebook) the more comfortable people will get with using it… and ultimately use for finding a good doctor.
Best Tips & Techniques for LinkedIn
Uses apps similar to Facebook – hook up your blog feed, Twitter updates, SlideShare presentations, etc.
Fill out your profile completely! Get 100%
Join groups and see what’s happening in your field(s) of interest
Choose digest settings to receive email of group updates
Follow conversations on relevant topics with just one click
Get and give recommendations
Best Tips & Techniques for LinkedIn
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Twitter CAN Bring New Patients!
Best Tips & Techniques for TwitterAdd yourself to Twellow (Twitter Yellow Pages) and use their categories to search for followers and key people to follow in your industry and local comminuty
Personalize your Twitter page so it is branded – use avatar photo of yourself or a “face” of the practice
Voice is still important
Social graces are important
RT = re-tweet
#FF = Follow Friday
Trending Topics
Make use of the extensive “search” functionality to follow influencers and leaders
Use a tool such as CoTweet to schedule Tweets
70/30 or 80/20 rule
Give something of value
Use a link-shortener such as bit.ly or budurl
# = “HashTag” – use like this: #beauty (makes it searchable!)
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YouTube
YouTube
YouTube is the world’s 2nd largest search engine…
People are watching 2 billion videos a day on YouTube
Every minute, 24 hours of video is uploaded to YouTube
Did you know?You can have your very own branded YouTube channel?
Radical Strategic Visibility
Social Media Cycle
Your Social Media Rx• Cannot “set it and forget it” –
social media is engaging with people – not messaging at people
• Content is King – commit to 10 minutes a day on creating content. Type it, dictate it or do an audible post at audioboo.fm
• An apple a day… you need to be posting every day (or 5/7)
• Keep it professional – NY Times Front Page Rule
• Social Media is not a quick fix. Don’t give up – it takes time to build communities!
A Word About Privacy
New AMA policy encourages physicians to:
• Use privacy settings to safeguard personal information and content to the fullest extent possible on social networking sites.
• Routinely monitor their own Internet presence to ensure that the personal and professional information on their own sites and content posted about them by others, is accurate and appropriate.
• Maintain appropriate boundaries of the patient-physician relationship when interacting with patients online and ensure patient privacy and confidentiality is maintained.
• Consider separating personal and professional content online. • Recognize that actions online and content posted can negatively
affect their reputations among patients and colleagues, and may even have consequences for their medical careers.
Final ThoughtsSocial media is no longer optional. You will reap the rewards
but need to invest the time to get the benefit.
• “When a brand does its job right, it creates an emotional connection.”
–Brian Solis
• It's not about ROI - It's about creating awareness, having people understand the brand will create engagement, which will lead to revenue.
• “If you aren't constantly evolving along with your customers you will be doomed to fail.” – Steve Kaufer, CEO - TripAdvisor
We Adjust to Your Needs
Teach Create Implement Maintain
… a Social Media and Patient Engagement Marketing Strategy for your company
…teach you the basics and beyond so you can do it yourself
…put the strategy into action and let you take over the reigns
…we handle all of the details and run your social media campaigns so you don’t have to!
We provide a spectrum of services:
Questions?
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