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

what is social media?

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

opportunity: create pull through social media in addition to regular push marketing efforts

why social media

the web has changed

11/21/2008

Shantanu Adhicary, Final Year Industrial Engg. | 2008-2009 | With Inputs from: Narayanan Hariharan: Director- The Mantra and Marta Kagan: Social Evangelist and Online Marketing Pro

s i x d e g r e e s | a sensory branding agency

the old communications model

one way
push content to customer MEDIA COMPANY/ BRAND BRAND USAGE BRAND EXPERIENCE CUSTOMER

information control

business-crafted content

s i x d e g r e e s | a sensory branding agency

the new communications model user-crafted content

MEDIA

dialog
COMPANY/ BRAND

WEB

CUSTOMER

BRAND USAGE BRAND EXPERIENCE

p u l l

c u s t o m e r

t o

information sharing
m e s s a g e
s i x d e g r e e s | a sensory branding agency

what do people trust?

14% 78%

of people trust ads

trust the opinions & recommendations of other people

Nielsen Report, 2007
s i x d e g r e e s | a sensory branding agency

...if you have a quality product not to mention a breakthrough product enable & empower your customers to help you sell it!

social media marketing takes advantage of internet technology and behavioral trends to offer a low cost means of creating marketing pull

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

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

how to use social media

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

using social media marketing (contd)

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

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

thank you!

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