Social Media and Web Site Strategy for Health CareMay 2011Bradley Jobling bradleyjobling.com

Web Site Content:Department/Division & Clinician/Patient

Division Information(Procedures, Glossary, Directions)

News, Updates, Presentations, Posts, Video,& Podcasts

FAQ,Ask an Expert? &

Testimonials, Ratings

Physician Profiles

Events Newsletters, eBrochures

Apps, Check Lists &

Tools

Clinical Trials

Education, Chats,Webinars,

Teleconferences,Support Groups

Referrals & Service

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(dotted line = frequent & routed updates)

Frequent & Routed Updates

Title Links, Embeds, Apps,Comments,

ContentTags & Routing

(Author, Date, Division,Audience , Media Type, Post Type, Meta/SEO)

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Frequent & Routed Updates

• Meet the Physician Profiles• Division in the News• Research Updates• Patient Stories• Event Marketing Articles• Awareness Month Information• Wellness & Prevention

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Processes & Workflows

• Create workflow process for “Frequent & Routed” updates.

• Forms and online requests should be in a database.

• Site should have funnels, & landing pages.• All frequent & updated content should be

syndicated & shared.

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Distributed & Syndicated

Division Information(Procedures, Glossary, Directions)

News, Updates, Presentations, Posts, Video,& Podcasts

FAQ,Ask an Expert? &

Testimonials, Ratings

Physician Profiles

Events Newsletters, eBrochures

Apps, Check Lists &

Tools

Clinical Trials

Education, Chats,Webinars,

Teleconferences,Support Groups

Referrals & Service

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CMESupport

Mail

Social Media Strategy

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Content & Marketing

• Inbound vs. outbound marketing• Online campaigns can be created for events,

areas of practice or programs.• Apps, tools, lists & calculators can be created for

return visits.• Content on site should be Columbia specific.

Standard content can be purchased or outsources• RSS feeds of “Frequent and Routed” updates.• Convenience Applications: Clinicians, Patients &

Employees

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Social Media & Relationship Management

• Create a relationship management process for patients & clinicians.

• Participating sites can change as social media usage changes.

• Social media sites should bring visitors back to main site whenever possible.

• Maintain an active listening program for online communities.

• Maintain, patient, event, CME and clinician databases.• Personalized Pages: Newsletter Options, Bookmarks,

Saved Articles, Address Book, Online Notebooks.

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Analytics

• Online Customer Surveys• Multivariate & A/B Testing• Increase Search Traffic• Measure: Patient Referrals, Web Site

Statistics, Subscribers, Email Statistics, Social Media Engagement Measures, Business Requests

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Speaking Engagements• 7/27/10 - Healthcare IQ: Strategic Social Media for Health Care

• 12/7/11 – CDC/NYSDOH: Going Viral Against HIV and STIs

• 1/31/11 - Center for Biotechnology at Stony Brook University, and Mount Sinai School of Medicine: Social Media in Healthcare

• 3/17/11 – Business Development Institute: Social Communications Leadership Forum

• 4/8/11 – RaganPR & NASDAQ: Social Communications Leadership Series

• 7/26/11 – Advanced Learning Institute: Social Media & Mobile Technologies for Healthcare Conference

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