Social Media For Medical Marketing [Webcast]

Thomas Harpointner CEO & Founder, AIS Media Inc.

Your presenter

PART 2 of 2

ATTRACT & CONVERT NEW PATIENTS | #AISMediaEdu

Interactive Webinar Agenda

Online Survey

Q & A Session

Tweeting LIVE #AISMediaEdu

Special Offer

Presentation

Atlanta Dallas

Amplified. Digital Marketing Performance

ATTRACT

ENGAGE

CONVERT

SOCIAL

CRM & MA

ANALYTICS

SEARCH EMAIL

DESIGN

STRATEGY

CONTENT


AWARD-WINNING USER EXPERIENCE DESIGN


WHERE YOU’VE SEEN US


FEATURED CLIENTS & ATTENDEES

Copyright 2015. All rights reserved.

Videos Articles Webinar Use Case Specs PR

EMAIL

SOCIAL

SEO

WEB

PRESENCE

MARKETING

AUTOMATION

LEADS / SALES

DESIGN

CONVERSION

Papers

CRM

1 2

3

5 DISPLAY

CONTENT

DIG

ITA

L M

AR

KE

TIN

G

CH

AN

NE

LS

PPC

TECHNOLOGY

4

Integrated Digital Marketing Model

ANALYTICS &

OPTIMIZATION

The Big Shift in Medical Marketing

TRANSFORMATION 2015 | #AISMediaEdu

Poll Results Webinar: Mobile Search for Medical Marketers

Question #1 How are you currently managing your social media?

0% 10% 20% 30% 40% 50% 60% 70% 80%

Not sure

Outside Agency

Internal & Outside Agency

Internal Resources

1990 Prodigy,

CompuServe

1991 America Online

1992 SMS Messaging

1994 First Online

Display Ad

1995 Yahoo Search

Engine

1996 Email

Marketing

1997 AIS Media

Launched, Mobile

Payments, SEO

1998 SEM & Google

2000 PPC, AdWords,

Google Mobile

Advertising

2003 LinkedIn,

WordPress,

MySpace

2004 Mobile First, Yelp,

Responsive Web Design,

Facebook

2005 Google Analytics,

SEO, YouTube

2006 Twitter, Marketing

Automation

2007 iPhone, App Store,

Geotargeting, Tumblr

2008 Facebook Ads

2010 iPad, Instagram,

Internet Surpasses

Newspaper

2009 Bing

2011 Google+,

Pinterest,

Snapchat

2014 Mobile Surpasses

Desktop Users,

Omni Channel

2015 Wearables

2016+ Internet of Things,

Mobile Overtakes

Email & Social, Online

Ad Spend Equivalent

to TV Spend

2012 Infographics,

Visual Content

Marketing

2013 iBeacon,

Micro-location

2020 2010 2000 1990


Copyright 2015.

All rights reserved.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All Medium/Large(=>$500M)

Small (<$500M) Pharma Devices Biotech

Increase

Same

Decrease

Change in Marketing Budgets for US Healthcare Companies in 2014 (by type)


Source: GoogleInsights

59% adults have looked online for health information in the past year

39% have used the internet to try to figure out what medical

condition they or another may have “online diagnosers”

53% online diagnosers talked with a clinician about what they found

41% online diagnosers had their condition confirmed by a clinician

Pew Research Center

The NEW Patient Journey


62%

38%

42%

48%

42%

32%

38%

62%

58%

52%

58%

68%

Social

Organic Search

Paid Search

Email

Display

Direct

Industry: Healthcare

Awareness Consideration Conversion Intent


Source: GoogleInsights

Channel Roles in the Patient Journey (Assist vs. Conversion)

50%

61%

69%

69%

77%

87%

88%

88%

Upsell/Cross-sell

Lead Nurturing

Lead Generation

Customer Evangelism

Sales

Brand Awareness

Engagement

Customer Retention/Loyalty

Organizational Goals for B2C Marketers

Source: 2015 Content Marketing Trends – North America: Content Marketing Institute/MarketingProfs


67%

69%

94%

Engagement

Lead Generaiton

Brand Awareness

Social Media Key Objectives for Healthcare Marketers

Source: 2015 Regalix Study



90%

Source: Search Engine Watch


Source: Demi & Cooper Advertising & DC Interactive Group

41%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

So

cia

l M

ed

ia –

Oth

er

Art

icle

s o

n Y

ou

r W

eb

sit

e

eN

ew

sle

tte

rs

Blo

gs

Cas

e S

tud

ies

Vid

eo

s

Art

icle

s f

rom

oth

er

Sit

es

Wh

ite P

ap

ers

On

lin

e P

res

en

tati

on

s

We

bin

ars

/ W

eb

ca

sts

Info

gra

ph

ics

Mic

ros

ites

Mo

bile

Ap

ps

Po

dca

sts

*Source: North America: Content Marketing Institute/Marketing Profs (2014)

Healthcare Content Marketing Usage (by tactic)


Social Media Strategy



Question #2 What is your biggest challenge with social media?

0% 10% 20% 30% 40%

Measurement &…

Distribution

Strategy

Ccontent

If you want to be more effective at social media marketing, create a documented strategy.


Key Steps to Defining Your Social Media Strategy


1. Define Goals

2. Content Audit

3. Content Development

4. Social Channels

5. Social Calendar

6. Formatting

7. Distribution

8. Performance Analysis


Define Goals

1. Increase brand awareness

2. Build brand trust

3. Engage potential patients

4. Promote social sharing

5. Improve conversion rates

1. Content Strategy

2. Content Audit


Copyright 2015. All rights reserved.

Awareness Consideration Decision

Videos

Trend Reports

Live Events

Demo Videos

Interactive Videos

Calculators

eBooks & Guides

eNewsletters

Testimonials

Analyst Reports

Case Studies

Whitepapers

Feature Guides

Infographics Articles

Webinars

Quizzes & Widgets

Possible Solution

Interest

Researching Options

Evaluating Products

Narrowing Field

Social Vetting

Negotiation

Decision

Photos

Buye

r Com

mitm

ent L

evel

Ratings & Reviews

Copyright AIS Media, Inc. 2014


3. Content Development

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Future Plans

Video Clips

Reposts

Links to Other Websites

News Items

Something I Like or Recommend

Links to Articles

Status Update of What/How I'm Doing

My Opinion

Pictures

Most Popular Shared Content on Social Media

Source: Study by Ipsos 2013



5. Social Calendar

Schedule your social media

content to align it to business

goals, save time and maximize

performance.


6. Formatting

Source: Neotericuk

Format your content

appropriately for each

social channel to

maximize engagement.

1pm – 4pm Mon – Thurs

1pm – 4pm Tues - Thurs

Saturday

Mornings

7pm Friday

Evenings Everyday

9am – 10am

BEST

Everyday

1pm – 4pm

1pm – 4pm Everyday

After 8pm

Fridays

After 3pm

Mondays &

Fridays

10pm – 6am

Mon – Fri

9am – 6pm Everyday

Before 4pm

Early

Mornings &

Evenings

WORST

Weekends

Before 8am

After 8pm

7. Distribution Optimize & Share at Peak Hours


Source: 911 Branding 2014

1pm – 4pm Mon – Thurs

1pm – 4pm Tues - Thurs

Saturday

Mornings

7pm Friday

Evenings Everyday

9am – 10am

BEST

Everyday

1pm – 4pm

1pm – 4pm Everyday

After 8pm

Fridays

After 3pm

Mondays &

Fridays

10pm – 6am

Mon – Fri

9am – 6pm Everyday

Before 4pm

Early

Mornings &

Evenings

WORST

Weekends

Before 8am

After 8pm

7. Distribution Optimize & Share at Peak Hours


Source: 911 Branding 2014

Facebook: 2-10 times per week

Twitter: at least 5 times each day

LinkedIn: 2-5 times per week

Google+: 3-10 times per week

Pinterest: 5-10 times per day


8. Performance Analysis

What to Measure

Fan growth

Page impressions

Impressions by demographic

Impressions by day of the week

Individual post impressions

Recommendations

Website traffic



Question #3 How far along are you in terms of developing a documented social media

strategy?

0% 10% 20% 30% 40% 50% 60%

Haven't Started

Just Started

Well Along

Brainstorm an idea and

create a concept

Make sure the idea has authorization

Write the copy for the

post

Edit copy and make sure it’s fit for

publishing

Use a great image!

Post to social networks


1. Create A Social Posting Workflow

Source: Neotericuk

Social Media Calendar 3-Step Process

Client Successes


Client Profile: Urgent Care Clinic

Publicly traded company providing consumers with alternatives to address

challenges created by limited access to care and rising healthcare costs.

Target Audience Age: 25 - 54

Location: Southeast U.S. (10 locations)

Gender: 84% Female, 16% Male

Specialties Medical services: urgent care, primary care, family practice & occupational

medicine.


Strategy: Urgent Care Clinic

Action Plan Created company pages for: Facebook, Twitter & Google+

Performed a SWOT analysis

Built a social media strategy including: Facebook, Twitter, LinkedIn & Google+

pages. Posting 4-6 times per week on each channel.

Urgent care centers created social cards to be placed at the front desk urging

patients to “follow” them on all of their newly created channels

Urgent care centers passed out survey cards to all patients

When AIS Media was engaged, the client’s social media strategy consisted

exclusively of an old company LinkedIn account.


Example Posts: Urgent Care Clinic


Results: Urgent Care Clinic

of all new patients

came from social media

within just the first 45 days of launching the campaign.

New patient survey cards revealed…

2%


Client Profile: Aesthetics Center

One of the country's first Concierge Medical Practices specializing in Laser Aesthetics.

Target Audience Age: 30 - 60

Location: Georgia (1 location)

Gender: 79% Female, 21% Male

Specialties Laser Hair Removal, Smart Lipo, Laser Skin Rejuvenation, Botox, Cellulaze


When AIS Media first engaged with this medical center they already had Facebook,

Twitter and a brand new Pinterest page.

Action Plan Comprehensive audit of all existing social media channels.

New social media / content strategy to increase brand awareness, website

traffic and demand for specified services.

Monthly, social media consulting, content recommendations and posting to

each social media channel.

Monthly performance analysis and reporting.



Facebook & Twitter: • Post 4-6 times per week Facebook

• Post a minimum of 6 times per week on Twitter

• Properly format images for each channel

• All posts should link back to the company website

• Incorporate hashtags

• Have a wide variety of content, not just promotional

Pinterest: • Create Pinterest boards for each service you offer

• Pin all company blogs & content from website to boards

• Repin at least 5 times per day

• Follow at least 5 people each week

• Create 1 new board each month



Example Posts: Medical Center


Results: Aesthetics Center

Audience Engagement

443% in three months


Results: Aesthetics Center

New Sessions: Estimate of % of first time visits to the company website

Sessions: Period of time a user is actively engaged on the site

New Users: The number of first time users during the selected data range

Website Traffic Performance 6 Months

New Sessions

21.43% Sessions

84.02% New Users

124%

TAKEAWAY: Social media is becoming increasingly

effective at lead generation & new patient

acquisition.


Social & Search “Blurred Lines”


of those looking for health information START with search engines. 88%

Source:GoogleCompete

Social sharing propels organic search rankings.


Social & Search Go Hand In Hand


If your social media strategy isn't working, your search marketing is probably broken.

Website Performance Analysis

Effective April 21, 2015, sites that don’t provide

users a mobile-friendly are penalized with lover

organic rankings in mobile search results.


Google Mobile-Friendly Test

How well is your

site configured to

attract & convert? Get your site analyzed. Free.


What gets analyzed : 1. Google Mobile-Friendly Design

2. Site Speed

3. Technical SEO

70+ Sites Analyzed in 60 Days

Website Performance Analysis Results


Site Speed Mobile-Friendly Technical SEO

Website Performance Analysis Results


81/100 AVERAGE SCORE

53% PASSED GOOGLE’S TEST

2,076 AVERAGE NUMBER OF ERRORS

Limited Time Complimentary Offer

FREE Website Performance Analysis

• Site speed analysis

• Google’s “Mobile-friendly” test

• Technical SEO audit

• 30-Minute consultation

Call: 404.751.1043

Email: [email protected]


TAKEAWAYS TO

ATTRACT & CONVERT

NEW PATIENTS KEY 2015


1. Social media is becoming increasingly effective at lead generation & new patient

acquisition.

2. To be more effective at social media marketing, create a documented strategy.

3. Social media and search marketing now go hand-in-hand.

4. More patients are using social media to make healthcare decisions. If your

organization isn’t engaging them, your competitors are.

ATTRACT & CONVERT NEW PATIENTS

www.aismedia.com


July 15th at 11am EST August 12th at 11am EST

FREE 2-Part Online Seminar For Medical & Healthcare Organizations


Source: Neotericuk

Social Media Cheat Sheet


Source: Neotericuk

Social Media For Medical Marketing [Webcast]

Marketing

Transcript of Social Media For Medical Marketing [Webcast]