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Top Ten Takeaways from the Mayo/Ragan Healthcare Social Media Summit.

Julia Mastropaolo's picture

1. Brand journalism was the conference buzzword. And the Mayo Clinic does it well with their Mayo Clinic News Network and “Brand Journalism Newsroom,” described as a “go to source for TV, radio, newspaper and blog journalists to download health, science and research information.” The groundbreaking advancements coming out of this amazing organization fuel the jobs of eight social media staffers within a Public Affairs Department of no less than 150.

2. Active social media docs are good for your hospital/health system, not bad. The health systems with the most docs actively using social media have 247% more followers. If you follow your docs, they are 32% more likely to follow you. Hospital systems that mention their docs have 447% more followers (MDigital Life). Hence, hospitals should support their docs who are tweeting, blogging and posting on Facebook as these docs will reciprocate by supporting and collaborating with their hospital’s social media program. Arm them with helpful items like social media guidelines, HIPAA education and even brand graphic assets like the hospital logo to include in their efforts.

3. Take appropriate steps to engage your active social media docs.

  • Set guidelines. Be transparent on what’s okay from a branding standpoint. Consult AHA or AMA for guidelines.
  • Search for your doctors online to understand their social media activity.
  • Subscribe to their content:  Follow on Twitter, subscribe to blogs/YouTube channel, audit their content.
  • Monitor and coach: Share your hospital’s content calendar and invite their contribution.
  • Ask them to share your content. Don’t be shy!
  • Remember that interconnectedness and mutually reinforcing messages create better results.

4. It’s all about the story. Whether it’s told through a blog, Facebook post or tweet, the fundamental rule of storytelling hasn’t changed. It’s what creates the emotional connection. The social media tools simply allow amplification of the story through content repurposing across all social platforms.

5. Confront HIPAA anxiety by befriending your legal department. When your BFF at work is the hospital lawyer, you can run all real or imagined HIPAA concerns past her so you can resume normal REM sleep. Disavow the notion that lawyers slow everything down. By proactively addressing things like negative reviews, maintaining privacy of PHI, maybe even investigating new hires via social media, they’ll actually speed up your job effectiveness. And help you avoid missing opportunities due to your past HIPAA phobia.

6. Social media guidelines are an absolute must for all hospitals venturing into social media. It’s also critical to hold educational sessions for content contributors to help control the message. The Mayo Clinic Social Media Champion Program is an example of successful encouragement of positive employee sharing. With 60,000 employees, that’s a lot of potential sharing.

7. Social media gives community and comfort to very sick patients. By allowing them to connect with like people in a nonstigmatized, safe manner, social media introduces community and advocacy and can actually save lives. Hospitals should consider offering options like online chats and Google hangouts for clinical specific disease states.

8. Content creation should be based upon your strategic objectives and include repurposed information.  Johns Hopkins Medicine uses a Social Media Playbook, including guidelines such as best practices, brand voice and metric insights. They’ve also instituted a Social Media Request Form which all content contributors must complete, outlining the goal, target audience and how the topic relates to a strategic priority.

9. Fun stats:

  •  The average hospital system has 18,590 Twitter followers. The Mayo Clinic has 1.8 million.
  •  The average health system has 58 affiliated tweeting docs.  The Mayo Clinic has 346.
  •  61% of doctors consult social media weekly for medical information.
  •  47% of health systems do not have official strategies for social content creation and management.

10. The Mayo Clinic has no beds. None. Nada. For me, this was the most astounding, if not befuddling, take-away of all. Rather, it is one huge lobby and 20 sprawling floors of outpatient clinics for I suppose anything imaginable that might ail you. The inpatient beds are in their two associated hospitals (one on campus and one 1.5 miles away), but not right there at the infamous Mayo Clinic. I learned that on my tour, which now makes absolute sense with the “clinic” name, but it was news to me.

The mission of the Mayo Clinic Center for Social Media is to lead the social media revolution in healthcare, contributing to the health and well-being for people everywhere. I felt it. How about you? Which of these takeaways can you most relate with?
 

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Turning Pinners into Patients: A Guide for Healthcare Marketers

Kaitlynn Knopp's picture

More than likely, your healthcare system has a presence on Facebook, Twitter, LinkedIn and YouTube. But, what about Pinterest?

As we’ve all come to know during the rise of social media, users respond when we tell them stories, and they respond even more when we do it with visuals—which is what Pinterest is all about. Visual storytelling has long since been the most powerful way to get a message across. Why, you ask? Because almost half of a person’s brain is involved in visual processing, so the brain can interpret a visual in less than 1/10 of a second. Understanding a visual is easy, but more importantly, it’s effective. And so is Pinterest.

To date, Pinterest has more than 70 million users. They’re older, richer, and they’re predominately female. In fact, 80% of Pinterest users are women, and coincidently, 80% of all healthcare decisions are made by women, as well. (Talk about your target audience!)

So, if that’s convinced you to join Pinterest, the question then becomes: how do I turn pinners into patients? How do I drive these users to my other social channels, my website or even into my healthcare system? And the answer is simple.

1. Build trust.

Did you know that 61% of social media users trust what’s being posted on social media? After enough interactions with certain brands, they grow to accept any information they present to be true, and they rely on them to keep presenting it. By regularly posting relevant, useful and timely information, you build that trust. And you’ll be happy you did.

2. Promote health and happiness, and provide tips to achieve them.

Here’s an opportunity to get really visual. Start a board for health and wellness tips. Start a board for recipes. Start a board for positive, uplifting quotes. Create relatable and shareable content and watch as your engagement rises. Pin your patients’ success stories. If a pinner is looking around for a new healthcare system, nothing affects their decision like a story from someone who’s been in their shoes. Visual testimonials that say, “This doctor fixed did my knee replacement, that specialist cured my illness and this nurse never failed to make me feel at ease,” will do wonders for your reputation. And if you’re a great healthcare system, why not pat yourselves on the back a bit? You deserve it.

3. Promote your key service lines.

Imagine this. A pinner who happens to have asthma and happens to be dissatisfied with his/her current pulmonologist stumbles upon one of your pins—showing a new pulmonary function lab in the area. It just so happens to be at your healthcare system. He/she clicks through the pin and lands directly on your website, and a few weeks later, they’re coming in for an appointment.

4. Show off your doctors.

If a user is about to have surgery, they want to know who’s going to be doing it. They want a first name, last name and a list of their hobbies. They want to know their doctor is human—relatable. They want to know they’ll take care of them. What better way to show them off than a Pinterest board? Include their headshot and caption it with their name, title and a few interesting things. And of course, drive the user back to your website, where they can learn even more about the physician.

For even more Pinterest tips and tricks, download our free whitepaper: How to Sell Pinterest to Your Hospital C-Suite.

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10 Effective Nonprofit Social Media Marketing Campaigns.

Maila Kue's picture

Social media is playing a vital role in marketing for nonprofit organizations. Like any other business, nonprofits are taking advantage of the different benefits that social media provides such as raising awareness, fostering engagement, and expanding their network. Plus, it’s free for anyone to sign up and use, which allows nonprofit organizations to create more change with less money. 

In this blog series, I will talk about 10 nonprofit marketing campaigns that effectively used social media to inspire good. Take a look at how these organizations have changed the world using everything from Facebook to Twitter to Instagram and more.   

  1. UNICEF
  2. END7
  3. charity:water
  4. Oxfam America
  5. Sesame Street
  6. Operation Smile
  7. Epic Change
  8. TwitChange
  9. Department of Health
  10. Water is Life

If you have any social media marketing campaigns to add to this list, leave me a comment, and I will check it out.

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The Weekly Recap - November 3, 2014

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

How to Develop a Strong Visual Brand on Social Media
Here are the top current graphic design trends you should know about. 

Mobile Search Market Too Big for Test-and-Learn
Consumers are increasingly conducting vertical searches in category-specific apps, not mobile search engines.

5 Winning Tips for a Successful Twitter Contest
Are you looking for a new, interactive way to engage your target audience?

15 Holiday Retail Stats That Every Marketer Needs to See
If you see family members tapping away at their smartphones or tablets during Thanksgiving dinner, they could easily be sneaking in their first holiday purchases.

7 Tips for Developing a Facebook Strategy for an Insurance Company
One of our most recent clients, Frankenmuth Insurance, posed us with a pretty big challenge: Taking a regional multi-line insurance company and developing a social media strategy that would encourage engagement.

Have a wonderful weekend.

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Can healthcare social media change a patient’s life? Absolutely.

Kaitlynn Knopp's picture

Imagine being diagnosed with a rare, unheard of and often misunderstood disease. The doctors aren’t sure how to cure you. Your family doesn’t know how to help you. Your friends don’t know what to say to you. You start to feel alone—like you’re suffering in silence, but then you find social media.

In the past five years, social media has truly taken off. It’s become a place to chat with family, stay in touch with friends and network with professionals. It’s become a place to find instantaneous information that’s both timely and relevant to you. But for people with severe illnesses, social media has become a place to find support—meeting, helping and interacting with people who share their struggles.

At the 6th Annual Social Media Summit in Minnesota, sponsored by the Mayo Clinic and Ragan Communications, patients took the stage to explain how social media has changed their lives, or more importantly, saved their lives.

One patient suffering from lipedema and lymphedema said that until she joined social media, she only knew of one other person with her condition. Upon joining, she was able to connect with patients from all over the world—sharing which doctors, facilities and treatments were helpful, which garments, pumps and compression wraps eased her pain, and which diet, supplements and exercises relieve symptoms.

A patient suffering from multiple myeloma agreed, saying a lot of people only have social media, and she was one of them. She had been diagnosed with a disease most people had never heard of, and the fact that her treatment wasn’t alleviating any pain made her skeptical. She wondered if her experience was normal, or if maybe she should see a new doctor. After one day seeing information on a social media channel she trusted, she was encouraged to get a second opinion. And she was glad she did. As it turns out, the first doctor had misdiagnosed her illness, and she’d been living with an entirely different one for years.

Reflecting back, she said, “Social media changed me from being someone who wouldn’t speak out at the doctor’s office to an empowered patient.”

And as an advertising agency responsible for maintaining, managing and monitoring several healthcare clients’ social media channels, what more could we ask for? To hear from real patients that the links, visuals and conversations on social media put patients on a path toward health and happiness is truly rewarding, and it makes all of the hard work and time spent cultivating social media channels well worth it. So to the patients: thank you for reminding us why we love what we do. And for giving us the determination to only do it better.

How has social media changed your life?

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7 Tips for Developing a Facebook Strategy for an Insurance Company.

Lauren Zuzelski's picture

Property and casualty insurance. Yawn.

Property and casualty insurance companies on Facebook. Double yawn.

One of our most recent clients, Frankenmuth Insurance, posed us with a pretty big challenge: Taking a regional multi-line insurance company and developing a social media strategy that would encourage engagement.

Now, many people would say that no one wants to engage with their insurance company, but after crafting an in-depth target analysis and social strategy, we’re happy to say that people certainly do. We found key ways to engage with their target audience… and they worked. 

Taking a strong visual approach and developing a quarterly content calendar, we re-launched Frankenmuth Insurance’s social channels, for what we consider an early stage of success. If you’re familiar with the industry, property and casualty companies don’t usually have a large following base, so we focused on engagement vs. growth for the initial stages. In the past four months, we have seen a 20% lift in average reach per post and an 8.3% lift in engagement. So, how did we do it, you ask?  

        1. Offer helpful consumer tips.

One of the most engaged visual series we developed are focused around offering simple, straightforward tips. For Frankenmuth Insurance, their Independent Agents really engage the most, as they can leverage the content and share with their policyholders.

 

        2. Emphasize the company’s vision and support for the community.

For Frankenmuth Insurance, their heritage and their community are a great portion of their culture. Facebook allowed an avenue to share some of the goodwill that excites and engages their employees.

         3. Stay up-to-date and provide information relevant to current events.

Property and casualty insurance providers know that when disaster strikes, that’s when they receive a call. Below is a post that went up following a huge flood in metro Detroit. The topic was timely and helpful.

         4. Encourage your fans to engage.

There is no easier way than to actually just ask a question to increase engagement. Especially a question that you know will cause conversation.

        5. Leverage trending topics and #hashtags.

If you are active on Facebook, you know what’s trending. Use it to your advantage. 

         6. Highlight partnerships and leverage them to increase page growth.

For Frankenmuth Insurance, page growth was not a specific goal outlined within the strategy… yet. But, we identified key partnerships that we could leverage to help cross-promote, which has resulted in fantastic fan growth.

        7. Be delicate when providing product information and trying to upsell.

We started with heavier product promotion, but noticed engagement rates were dropping. With that, we have to maintain a balance of product/company promotion. For us, success has happened when the timing is right and relevant. For example, in key warm weather states, we promoted water ski insurance during hot summer months.

Do you have another tip for developing a successful Facebook strategy for an insurance company? Let us know in the comments below.

 

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The weekly recap - October 27, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

How Researching Competitors Can Improve Your Blog Content
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The Ultimate Cheat Sheet for Creating Social Media Buttons
Social media is an extremely valuable tool for promoting all your awesome marketing content.

5 essential hashtag tracking tools
A hashtag (#) is a popular way of creating and monitoring a conversation on social media.

5 Creative Ways to Come Up With Blog Topics
A great way to start marketing your company is to start blogging.

Why Do Certain Ad Units Work So Well on Our Brains?
Psychology of the interstitial.

3 Ways to Leverage an Influential Customer [INFOGRAPHIC]
As a business, one of the most effective ways to gain traction and visibility is through a strategically planned marketing and/or public relations campaign.

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Brogan honored as Hero of Breast Cancer.

Ellyn Davidson's picture

Brogan & Partners was honored last night at the 20th Annual Heroes of Breast Cancer Award ceremony with a philanthropy award for dedicating resources and talent to benefit the breast cancer cause. It was a beautiful and inspiring event presented by the Barbara Ann Karmanos Cancer Institute. I had the honor of accepting the award on behalf of the agency. My acceptance speech sums up my thoughts and feelings.

Seven years ago, Brogan & Partners created a television spot for one of our healthcare clients. The spot told the story of a young woman who found a lump and was diagnosed with breast cancer. It was this spot that compelled me to do my own breast examination.

I found a lump that soon led to my breast cancer diagnosis. On the first night of that journey, my second phone call was to Marcie Brogan right after I called my own mother.  In the first year, the Brogan Team was consistently there for me. They allowed me work when I felt good and rest when I didn’t feel good. Working at Brogan kept me going through a tough year.  As I neared the end of my surgeries and chemo treatments, I signed up for my first Susan G. Komen 3-Day. Many coworkers joined me, Brogan paid for our team shirts and lots of others supported me with donations. From that first year until today, the Brogan team has continued to support me and so many other women on their breast cancer journeys.   

I am honored to accept this award on behalf of every employee at Brogan & Partners. From lighting the historic Peabody mansion in downtown Birmingham pink during October, to holding fundraisers at the office, to the beautiful writing and promotional materials for the Detroit Race for the Cure, to the sponsorship of the Karmanos Partners event, to attending fundraisers, donating their own money and cheering all the walkers on during the 3-Day, this team is amazing. They are not only my coworkers, they are my friends and my family and I am proud to work with each and every one of them every day.

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The weekly recap - October 20, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

9 Brands Absolutely Crushing it on Instagram
Wondering if Instagram is a place your company should have a presence?

4 Cool Mobile Ecommerce Ideas You Should Steal
Mobile commerce is growing at an unprecedented rate, but there are still plenty of people who can’t or won’t buy from their phones or tablets.

How to Research Your Competition on Facebook
Are your competitors getting massive reach and engagement on Facebook?

5 Creative Ways to Come Up With Blog Topics
A great way to start marketing your company is to start blogging.

8 Types of Rich Media to Share on Google+
Want new ways to benefit from Google+?

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The weekly recap - October 13, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

How to Achieve Content Marketing Success: New Research
Are you trying to improve your content marketing?

How Small Business Can Leverage Selfies for Social Media Marketing
It’s nearly impossible to log in to a social media network and get through a single scroll without seeing the latest phenomenon.

7 Tips for Responding to Negative Comments on Social Media
As a small business owner or consultant, you're busy, and each day, more and more demands are made on your time.

How to Improve Your Facebook News Feed Visibility
Are you tired of your Facebook posts getting buried in the news feed?

Top Holiday Social Media Trends for 2014 [Infographic]
All right, so most of us haven't even picked out our Halloween costumes yet.

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Celebrating 30 years of creative advertising: #22 Detroit Convention Bureau.

Kaitlynn Knopp's picture

There’s more to Detroit than the Motor City and Motown. It’s a city filled with history and hope, full of promise, potential and great stuff to do.

At the turn of the millennium, the Detroit Convention Bureau wanted everyone to know what we knew. They wanted to remind people that Detroit was still a great place to live, be and visit. So, that’s exactly what we did.

Our copywriters went to work—compiling lists of reasons why people should visit Detroit. We brainstormed with our media and creative teams, attempting to find the best way to get the message across. We executed a few ideas internally. But ultimately, we ended where we began: with the initial list of reasons.

There were so many great reasons why people should visit Detroit, we thought the best way to point them out was to literally point them out, so we created a bulleted list of 15 reasons appearing as a print ad for all to see. And today, years after the campaign, about 15.9 million people visit Metro Detroit annually, which is just one of the reasons we’re so proud of it.

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The weekly recap - October 6, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Celebrating 30 years of creative advertising: #21 Michigan Economic Development Corporation.
In the early 2000s, the Michigan Economic Development Corporation (MEDC) set out to change the perception of Michigan as a single industry state.

5 Best Practices to Use in Your Holiday Marketing Campaign.
With e-commerce holiday sales set to increase 16.6% this year, up from $61 billion in 2013, marketers everywhere are trying to make the most of the holiday season.

How to Repurpose Blog Content for Social Media
Do you spend a lot of time writing blog posts and creating social media content?

Forget the Coupons: 5 Innovative Ways to Reward Customer Loyalty
Let’s take a look at how technology, cutting-edge customer feedback and just plain old attitude shape some of the most innovative approaches to customer loyalty around today.

How to Harness the Power of Influencers.
Influencer marketing has never had more buzz.

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