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StarmarkBrandingAdvertisingInteractivePRDirectMobileSocialAnalytics
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UnderstandingSocial Business Models
Within Medicine
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Our Backbone:
Company Founded on Integrated Marketing
Interactive, Social & Public Relations
Return On Investment Focused
Top-10 Diversity Owned Company in Florida
Nationwide Recruitment
Recognized Top South Florida CEO
Includes:
Fort Lauderdale (Headquarters)
San Juan, PR
Orlando, FL
Starmark
Peggy NordeenCEO
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eTIPS.Starmark.com
• Weekly eTip Newsletters
• Based on Cutting Edge Current Trends
• Co-Authored In-house By Experts Within Discipline
• Ongoing App, Web & Media Testing
• Nationally Syndicated Content
• Industry Benchmarks
• Actionable Webinars
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Perception...
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Customers’ evaluations of a health system’s website, and by extension their perceptions of the facility itself, will be based in part on comparisons to their experiences using other consumer websites such as Amazon and eBay (Liang and Chen 2009).
Perception Is The New World
The web presence of many of these organizations represents the first contact healthcare consumers make with the organization. If such contact fails to make a positive impression on the consumer, alternatives may be explored (Ford Huerta Schilhavy and Menachemi 2012).
From: Effective US Health System Websites: Establishing Benchmarks and Standards for Effective Consumer Engagement
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Creating “Social Business” Within Medicine
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The Social Business Archetype
SOCIAL MEDIA MESSAGING
“NATURAL” SOCIAL CHANNEL ENGAGEMENT
SOCIAL PRODUCT & EDUCATION
SOCIAL CUSTOMER SERVICE
SOCIAL COMMUNITY MANAGEMENT
SOCIAL TRAINING, EDUCATION & ENCULTURATION
BRAND PROTECTION & CRISIS MANAGEMENT
FUTURE BUSINESS DEVELOPMENT
SOCIAL CUSTOMER RETENTION
SOCIAL INTELLIGENCE
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CUSTOMERS
Landscapes Redefined
PATIENTS
NOW
CUSTOMERCENTRIC
PHYSICIANCENTRIC
NOW
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CLOUDCLOUD
Accountable Care Organizations: Scramble
MEDICALHOME
PERSONALCARE
VIRTUALCARE
COORDINATIONOF CUSTOMER
DATA
RELATIONSHIP DEVELOPMENT
FOLLOW-UP; FEEDBACK; ENGAGEMENT
RETENTION & RECRUITMENT
MAINTENANCE; REPORTING
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Relationship Outreach
CUSTOMERCHANNELS
SURVEY
FEEDBACK
EN
GA
GE
DIS
TRIB
UTE
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Social Customer Service: “The Shocking Math”
Customer On The Phone: 1
Twitter: 75*
Facebook: 175*
Blog Subscribers/Reviewers: 1,000?10,000?100,000?
*Average base number of users
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Hidden Social Models
COMMUNITY RETENTION INTELLIGENCE SOCIAL MAINTENANCE
• Forum boards
• Facebook Groups, Custom-created apps & Pages
• Email Newsletters
• Heavily commented blogs
• Niche social channels
• Closed communities
• B2B internal networks
• Pre, During & Post evaluations
• Pre, During & Post Crisis
• Customer Surveys
• Customer Service Reassurance
• Comment & Feedback
• Brand Impressions
• Scheduled Reconnection
• Feedback
• Sentiment
• Trending content
• Demo/Geo/Psychographics
• Quantitative Vs. Qualitative
• Transactional Vs. Impression
• Overall lift
• Socially Prototype
• Social “Suggestions Box”
• Competitive Analysis
• New Business Within Current Clients
• “Thought Leadership”
• Trend Analysis
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Social Training, Education & Enculturation
CONTENTEDUCATIONALCONTENT
SURVEYS & TESTING
PRESENTATIONS
TRA
ININ
GE
•BO
OK
S &
DO
CU
ME
NTS
THOUGHT LEADERSHIP THOUGHT LEADERSHIP
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EDUCATION
The Landscape of Social Business Within Medicine
INTELLIGENCE, TESTING & ONGOING ENGAGEMENT
SOCIAL PR, EMAIL & SMS
SOCIALCUSTOMER
SERVICE
RETENTION PROGRAMS
TRADITIONAL MARKETING WEBSITE SOCIAL
SOCIAL
SOCIAL
SOCIAL
SOCIAL
SOCIAL
COMMUNITYMANAGEMENT
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Thank You.
Justice MitchellVP, Interactive & Social Creative Director
email: [email protected]: @justicemitchell
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