Healthcare Marketing Reform:Moving from Marketing Your

Practice to Building Community

Presentation by Dan Dunlop

New England MGMA

May 2014

2

THE WORLD HAS CHANGED…

THE WAY WE COMMUNICATE WITH PATIENTS AND PROSPECTIVE PATIENTS MUST ALSO CHANGE.

Real Simple & Huffington Post: 3,583 Women

Real Simple Poll

Real Simple Poll

Real Simple Poll

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

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

Community building is an ideal way to take advantage of this trend

Helps brands connect with their audiences in a more human manner

Real Simple & Huffington Post:

Real Simple Poll

Marketing as Community Building

New reality: population health management Need for healthcare marketing reform Moving from marketing “to” women (and

families) to marketing “with” women Making an investment in community building Must feel authentic Provide value via the relationship

How do you enrich her life? Sense of community - belonging

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

community

Community Building?

Social networks are how we connect

Communities of interest are why we connect.

Chris Boyer

“As long as women feel safe in a community, they will feel free to express their personal viewpoints which adds authenticity and attracts other women ‘like them’, increasing a community’s value,”

Toby Bloomberg, Founder of the Diva Marketing Blog

and recognized by Forbes as a top social media blogger.

The Role of Community

12

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

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.

Community allows you to learn from your constituents (patients,

prospective patients & family members); these are listening and

learning platforms.

Online Communities for Women

Health is a constant topic of conversation.

A New Role for Marketers: Creating

Environments for Healing & Sharing

Marketing as Community Building

Fundamental Change:

Community Building

From Storyteller……to community builder & facilitator…

…and content

generators/curators

26

Isn’t Word-of-Mouth the best advertising? Today’s word-of-mouth:

Key to Success

Facebook……Twitter…

…Blogs…

Why Is Social Media Important for Your Practice?

1. Marketing is now a dialogue, not a monologue2. Engagement is what we’re after; required in

today’s healthcare environment3. It is your reputation that’s on the line. And online!4. Being absent from social media is

conspicuous5. The conversations are happening with or

without us6. The quality of info being shared is suspect, so we

have an obligation to get involved7. It is highly measurable!

Why Social Media?

Why Social Media for the Medical Practice? Dr. Howard Luks’ List

Spread knowledge (patient education) Improve communications Control your message Promote Health “Empower” consumers and healthcare professionals alike Perhaps even kindle the fire to help fix our ailing

healthcare system Derive a tangible ROI and significant Social ROI for your

efforts

Dr. Luks – 17% of new patients come through social media; More than

50% visit his website before the 1st appointment.

“Patients who discover me via social media and my Web site tend to arrive far better prepared and informed. They’re also more comfortable with me, thanks to watching my videos. All this makes my time with them more productive and more efficient.”

Facebook & Community

32

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 People leave the party and talk about what a good

time they had at your place!

Keys to Building Community on Facebook

Engagement! Should be participatory. 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

Blogs for Community Building

Four Doctors Who Do This Well:

Dr. Natasha Burgert - http://kckidsdoc.com The Boogor Doctor – Dr. Russell Faust -

http://www.boogordoctor.com Dr. Wendy Sue Swanson – Seattle Mama

Doc http://seattlemamadoc.seattlechildrens.org

Dr. Howard Luks - http://www.howardluksmd.com

Engaging Moms

SignatureMoms.com

Signature Moms Blog

8 bloggers from the community

42,000 visits in 2012 64,234 visits in 2013 Surpassed 149,000

total visits! 2,500+ subscribers 600+ comments

Online Patient Support Communities

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

Your Website as an Environment that Invites

Community & Engagement

El Camino Hospital Pelvic Health

Using Video to Provide Value for the Consumer

Meet Michael Dern, MD

Meet Michele Finkle, MD

Meet Jan Paradise, MD

Creating Your Own Community

Private Facebook Groups

Ning Start your own

group on a platform like Inspire.com

Microsoft’s SharePoint

61

Marketing Your Community or Social Media Platform First, manage expectations. Slow growth is

normal. Tools for cross promoting your community:

Website Other social media platforms (Google+) Signage within your facility! Handouts for patients QR codes in your exam rooms. Don’t rule out traditional tools: print ads,

posters

Remember the Hive Attract people with shared interests Make them feel welcome Encourage them to tell their stories and

interact Feed their interest with good information Position your organization as a resource with

a shared passion for the subject Let them become your ambassadors, telling

your story and inviting others to the hive.

63

Dan Dunlop, PrincipalJennings

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

Contact Information