Social Media Strategy for Healthcare Marketers

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

Amplified.
Digital Marketing Performance
ATTRACT
ENGAGE
CONVERT

SOCIAL
CRM & MA
ANALYTICS
SEARCHEMAIL
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
12
3
5
DISPLAY
CONTENT
DIGITALMARKETING
CHANNELS
PPC
TECHNOLOGY
4
Integrated Digital Marketing Model
ANALYTICS &
OPTIMIZATION

The Big Shift in
Medical Marketing

TRANSFORMATION 2015 | #AISMediaEdu
Poll ResultsWebinar: 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
2020201020001990
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 ConversionIntent
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
SocialMedia–Other
ArticlesonYourWebsite
eNewsletters
Blogs
CaseStudies
Videos
ArticlesfromotherSites
WhitePapers
OnlinePresentations
Webinars/Webcasts
Infographics
Microsites
Mobile
Apps
Podcasts
*Source: North America: Content Marketing Institute/Marketing Profs (2014)
Healthcare Content Marketing Usage
(by tactic)

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
BuyerCommitmentLevel
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 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.

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: info@aismedia.com

TAKEAWAYS TO
ATTRACT & CONVERT
NEW PATIENTSKEY 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 Strategy for Healthcare Marketers

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