Published on March 3, 2009
six degrees social media marketing in health care 03 02 09 s i x d e g r e e s | a sensory branding agency Monday, March 2, 2009
what is social media? 2 social media is the use of electronic and internet tools for the purpose of sharing and discussing information and experiences with other human beings. - Wikipedia s i x d e g r e e s | a sensory branding agency Monday, March 2, 2009
opportunity: create “pull” through social media in addition to regular “push” marketing efforts Monday, March 2, 2009
? why social media Monday, March 2, 2009
the web has changed 5 © Shantanu Adhicary, Final Year Industrial Engg. | 2008-2009 | With Inputs from: 11/21/2008 Narayanan Hariharan: Director- The Mantra and Marta Kagan: Social Evangelist and 1 Online Marketing Pro s i x d e g r e e s | a sensory branding agency Monday, March 2, 2009
the old communications model 6 one way push content to customer MEDIA COMPANY/ CUSTOMER BRAND BRAND USAGE BRAND EXPERIENCE business-crafted content information control s i x d e g r e e s | a sensory branding agency Monday, March 2, 2009
the new communications model 7 ialog user-crafted content MEDIA COMPANY/ WEB CUSTOMER BRAND BRAND USAGE BRAND EXPERIENCE information sharing pull customer to message s i x d e g r e e s | a sensory branding agency Monday, March 2, 2009
what do people trust? 14% of people trust ads 78% trust the opinions & recommendations of other people Nielsen Report, 2007 s i x d e g r e e s | a sensory branding agency Monday, March 2, 2009
...if you have a quality product – not to mention a breakthrough product – enable & empower your customers to help you sell it! Monday, March 2, 2009
social media marketing takes advantage of internet technology and behavioral trends to offer a low cost means of creating marketing “pull” Monday, March 2, 2009
physicians are online 95% of docs go online for medical information 85% of docs use net before or after work 49% of docs use net between patient consultations 23% of docs use net during patient consultations Guideline, 2008 s i x d e g r e e s | a sensory branding agency Monday, March 2, 2009
physicians are online 88% of surveyed docs consider the net an important source of specialty specific information 52% use smart phones/PDAs or other portable devices sermo, an online service for physicians, has 30,000 members and is growing 75% of sermo docs are 45 and older Guideline, 2008 s i x d e g r e e s | a sensory branding agency Monday, March 2, 2009
? how to use social media Monday, March 2, 2009
using social media marketing create and sponsor an “anchor” microsite for the product structure site to allow physicians, and other HCPs, to discuss their experiences, opinions and aspirations regarding the product in words, presentations, video and other rich media provide tools that enable use of testimonials through rich media s i x d e g r e e s | a sensory branding agency Monday, March 2, 2009
using social media marketing (cont’d) use a posting delay to review content and remove anything that violates regulatory requirements and anything that is obviously malicious – otherwise exert no editorial review drive customers and prospects to the site publish content to other sites and link to your main site for increased SEO syndicate to your target audience s i x d e g r e e s | a sensory branding agency Monday, March 2, 2009
metrics to use web traffic RSS subscribers posts/comments requests for information s i x d e g r e e s | a sensory branding agency Monday, March 2, 2009
thank you! six-degrees.com 8040 east gelding drive scottsdale, az 85260 480.627.9850 Monday, March 2, 2009
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