Tag Archives: social media

Reputation Management: From Marketing to the C-Suite

Reputation Management conceptIs online reputation management is a top priority for your health system? Join me tomorrow, December 14, 2016 at 12 pm CST, to learn how healthcare marketers are leveraging online feedback to strengthen brands and improve patient experience.

“Reputation Management: From the Marketing Department to the C-Suite” is a free webinar sponsored by Binary Fountain and hosted by the Forum for Health Strategists. I’ll be moderating the panel discussion featuring Mike Dame, VP for Marketing and Communications with Carilion Clinic, Richard Palumbo, VP of Marketing with Amsurg, and Kate Slonaker, VP of Marketing for Privia Health.

Learn more and register at: Reputation Management Webinar.

Social media and population health – a webinar for healthcare marketers

Notepad with words social media analytics on a wooden background

Most healthcare marketers understand social media as a valuable channel for marketing, but what they may not realize is the role it can play in population health management.

The Forum for Healthcare Strategists is hosting a webinar featuring strategies and case studies that leverage the latest Facebook marketing techniques to reach, engage and influence consumer health habits. Facebook for Accountable Care Marketing will be held on Thursday, October 22, 2015 from 11:30 am to 12:30 pm Central.

Matt Gove, chief consumer officer for Piedmont Healthcare in Atlanta, and Michael Sengbusch, senior vice president for product development at Influence Health, are the featured speakers, and I have the privilege of moderating the session. Matt and Michael will discuss:

  • Why Facebook works for accountable care marketing
  • How Piedmont Healthcare successfully used Facebook for preventative screenings – and how it outperformed all other channels
  • Tips on the latest Facebook marketing features

Webinar Details

Facebook for Accountable Care Marketing
Thursday, October 22, 2015
11:30 am to 12:30 pm Central

Speakers

speakers

 

Register Now

Because this is such an important topic for healthcare marketers, the Forum for Healthcare Strategists is offering complimentary registration to Forum members. So save the date, round up your team and tune in to learn more about the role of social media in accountable care marketing. Register here.

Social Media Update 2013: A good resource for healthcare marketers.

Who’s being social?  Social Media Update 2013, a new survey from the Pew Research Center’s Internet Project, reveals that:

  • 73% of online adults now use a social networking site of some kind.
  • 71% use Facebook, up from 67% in 2012.
  • Facebook is the dominant social networking platform in the number of users, but users are diversifying; 42% of online adults use multiple social networking sites.
  • User profiles, demographics and engagement rates differ significantly across platforms. For example, Instagram users are nearly as likely as Facebook users to check in to the site on a daily basis; Pinterest skews toward women, higher education and income, while LinkedIn skews higher toward men in prime years.

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These are a few of the key findings and graphics on social networking site usage and adoption from Social Media Update 2013.  The study provides some great insights for your team to consider as they plan digital and content marketing strategies for 2014 – Who uses what platform?  How do they use it?  How often do they check-in?

Click here to browse through or download the full report.

Women are social content producers, brand promoters

mom Healthcare marketers have long known the influence that women have when it comes to the consideration, selection and use of health and medical services.  They can be your best word-of-mouth advocates, or most harsh critics.  It doesn’t take long when browsing through social media sites – Facebook, Twitter, blogs, message boards, consumer review sites such as Angie’s List – to produce significant evidence of how women engage in discussions about health topics AND about healthcare providers.  The good, the bad and, all too often, the ugly.

A recent study by SheKnows, a women’s media platform and a lifestyle  site, provides interesting insights into how women in different age and lifestyle segments use  technology and social networks to build their relationships and personal  identities.  Here’s a quick snapshot of the findings from “Content Producers and Brand Promoters.”

  • Women are producing content at record speed and exerting influence over millions of consumers they have never met.
  • 56% of women share product recommendations through social media.
  • 35% of Millennials recommend products on social media at least once a month and follow, on average, 22 brands.
  • 44% are more likely to go to a brand’s social media page to log a customer service issue than to call the company on the phone.
  • Women trust content produced by their peers; 63% of women ages 18 to 65 consider a friend on social media far more trustworthy than a blogger, a celebrity, or a website editor.

The online study was conducted by Harris Interactive in July-August with over 1,000 U.S. women ages 18-65 who have consumed digital content.  For more insights on women and social media from this study, you can download (with a simple registration) the whitepaper, “Marketing to the ‘Likeable’ Mom: A Report on How Family, Brands, and Technology Influence Her Social Identity” at http://www.sheknows.com/whitepaper.  You can also read the full press release on the study at  PR Web.

What’s on your Top 10 reading list?

booksSo much to read; so little time.  To make it easier, McKinsey & Company has compiled a list of its readers favorite articles from 2013.  There’s excellent material here, especially for marketing executives:

  • How 12 disruptive technologies have the potential to reshape the world in which we live and work
  • How big data is changing the world for marketers and quickly becoming the new source of competitive advantage
  • Why marketers need to understand on-demand marketing (really – anytime, anywhere) and how to prepare
  • What six social media skills every leader needs
  • What game changers can stimulate US growth and renewal

Click here and start reading. Top Ten Articles of 2013.

This summer, get schooled on health communications

tufts-site-logoTufts University School of Medicine’s 2013 Health Communication Summer Institute is offering three professional development courses: Mobile Health Design, Health Literacy Leadership, and Digital Strategies for Health Communication. The courses are geared toward health care professionals seeking to remain abreast of the latest in communications trends and innovations.

Here is a description of the three courses with links to additional information:

  1. Mobile Health Design is an online course that examines the impact and potential of mobile devices for consumer health at a national and global level. The focus of the course is on how to design evidence-based health apps that incorporate mobile user experience, predictive analytics, and big data to help people achieve their health goals. The program runs May 22—June 26, 2013.
  2. 5th Tufts Summer Institute on Digital Strategies for Health Communication covers how healthcare and public health organizations can develop and implement digital strategies to drive success of their online presence, with a focus on how to use web, social media, and mobile technologies to reach target audiences.  The course is offered July 14-19, 2013 on Tufts’ Boston campus.
  3. The Health Literacy Leadership Institute is aimed at those working to improve patient-provider communication and healthcare quality, and those working directly with patients or adult learners in educational settings. Participants will work on curriculum development projects of their choice, resulting in final products that are comprehensive, informed by research, and reflective of best practice. The course is offered June 10-14, 2013 on Tufts’ Boston Campus.  

New webinar on attracting, engaging and retaining patients with content

I’m looking forward to moderating this webinar hosted by the Forum for Healthcare Strategists on May 21. We have two terrific presenters — and a hot, hot topic.

How to Attract, Engage, and Retain Patients with Content
Tuesday, May 21, 2013
11:30AM – 1:00PM (CDT)

Jessica Carlson

Jessica Carlson

With so many communication channels available to consumers today, the rules for marketers have changed. The focus now is on content marketing: creating and sustaining great conversations with the people who visit your websites and social media channels.

Hear how Sentara Healthcare leveraged the power of healthcare content marketing during its 28 Days of Heart campaign. Using combined techniques to pull content, a healthcare tool, and reconfigured information architecture, they were able to show clear results metrics in changing its approach to content.

Ahava Leibtag

Ahava Leibtag

Join Jessica Carlson, Digital Media Advisor, Sentara Healthcare, Ahava Leibtag, President, Aha Media Group LLC, and me on May 21, and learn how to:

  • Create a content strategy around a campaign
  • Set up a social media editorial calendar
  • Engage and nurture your audience with content
  • Analyze your data to improve campaign performance

Click here for more information and to register online.  The price for Forum members is $89 ($119 for non-members).