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%
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