Win patients with social media strategy

How to get & convert patients with

Social Media ATTRACT ENGAGE CONVERT

The Big Shift in Medical Marketing

The NEW Patient Journey 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

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

Healthcare

Direct

32%

Display

42%

Email

48%

Paid Search

42%

Organic Search

38%

Social

62% Awareness

68% 58% 52% 58%

62% 38% Consideration

Intent

Conversion

Social Media Key Objectives for Healthcare Marketers 94%

Brand Awareness

Lead Generaiton

Engagement

69% 67%

90%

41%

White Papers Online Presentations Webinars / Webcasts

Infographics Microsites Mobile Apps Podcasts

0% Articles from other Sites

10% Videos

20%

Case Studies

30%

Blogs

40%

eNewsletters

50%

Articles on Your Website

60%

Social Media – Other

Healthcare Content Marketing Usage

(by tactic) 100%

90%

80%

70%

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

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

Social Media Strategy

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

Key Steps to Defining Your Social Media Strategy 1.

2.

3.

4.

Define Goals Content Audit Content Development Social Channels

5. Social Calendar 6. Formatting 7. Distribution 8. Performance Analysis

1. Content Strategy Define Goals 1. Increase brand awareness 2. Build brand trust 3. Engage potential patients 4. Promote social sharing 5. Improve conversion rates

2. Content Audit

Copyright 2015. All rights reserved.

3. Content Development Awareness

Consideration

Decision

Possible Solution Interest

Photos

Live Events eNewsletters

Videos

Interactive Videos

Evaluating Products Trend Reports

Narrowing Field

Webinars

Infographics Articles

Social Vetting Negotiation Decision

Demo Videos

Quizzes & Widgets

Feature Guides

Case Studies

Whitepapers Calculators Testimonials

Analyst Reports

Ratings & Reviews

Copyright AIS Media, Inc. 2014

Buyer Commitment Level

Researching Options

eBooks & Guides

Most Popular Shared Content on Social Media Pictures My Opinion Status Update of What/How I'm Doing Links to Articles Something I Like or Recommend News Items Links to Other Websites Reposts Video Clips Future Plans 0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Source: Study by Ipsos 2013

Schedule your social media content to align it to business goals, save time and maximize performance.

Formatting

Format your content appropriately for each social channel to maximize engagement.

7. Distribution Optimize & Share at Peak Hours BEST Everyday 1pm – 4pm 1pm – 4pm

Mon – Thurs 1pm – 4pm

Tues - Thurs

Saturday Mornings

7pm Friday Evenings

Everyday 9am – 10am

Everyday Before 4pm

Early Mornings & Evenings

WORST Weekends 1pm – 4pm Before 8am After 8pm

Everyday After 8pm Fridays After 3pm

Mondays & Fridays 10pm – 6am

Mon – Fri 9am – 6pm

7. Distribution Optimize & Share at Peak Hours BEST Everyday 1pm – 4pm 1pm – 4pm

Weekends 1pm – 4pm Before 8am After 8pm

Facebook: 2-10 times per week 7pm Friday Mon – Thurs Saturday Tuesat - Thurs Twitter: least 5 times each day Evenings 1pm – 4pm Mornings LinkedIn: 2-5 times per week WORST Google+: 3-10 times per week Everyday Mondays & times Pinterest: 5-10 Mon –per Fri dayEveryday After 8pm Fridays After 3pm

Fridays 10pm – 6am

9am – 6pm

Before 4pm

Everyday 9am – 10am

Early Mornings & Evenings

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

Social Media Calendar 3-Step Process 1. Create A Social Posting Workflow

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

Study Case

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

Example Posts: Urgent Care Clinic

Results: Urgent Care Clinic New patient survey cards revealed‌

2%

of all new patients came from social media within just the first 45 days of launching the campaign.

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

Client Profile: Aesthetics Center 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.

Client Profile: Aesthetics Center 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 Website Traffic Performance 6 Months New Sessions

21.43%

Sessions

84.02%

New Users

124%

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

TAKEAWAY: Social media is becoming increasingly effective at lead generation & new patient acquisition.

Social & Search “Blurred Lines”

88%

of those looking for health information START with search engines.

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

Google Mobile-Friendly Test

Effective April 21, 2015, sites that don’t provide users a mobile-friendly are penalized with lover organic rankings in mobile search results.

Website Performance Analysis Results

70+ Sites Analyzed in 60 Days

Website Performance Analysis Results

Site Speed

Mobile-Friendly

Technical SEO

81/100

53%

2,076

AVERAGE SCORE

PASSED GOOGLE’S TEST

AVERAGE NUMBER OF ERRORS

KEY

TAKEAWAYS TO ATTRACT & CONVERT NEW PATIENTS

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.

Social Media Cheat Sheet