UNLV School of Dental Medicine

Master Rounds: Social Media

Marketing Your Practice in Today's Environment: Social Media's Role in Building Your Brand

LISA MARIE WARK, M.B.A.Mobile & Social Media Agency

Founder/Owner: Lisa Marie Wark, MBA & Assoc.

Founder/President: BuyYourApp.com Revage Medical Spa, LLC Medspas.com

SVP Marketing: Century Wellness Clinic

SVP Marketing: Cancer Screening & Treatment Center of NevadaAffiliated Associations

Public Board Member: Nevada Dental Board of Examiners

Consumer Advocate Board Member: American Board of Dental Examiners

Chairman Public Advocacy Committee: North Eastern Regional Board of Examiners

Lisa Marie Wark, MBA is a media agency that helps build and protect Professional brands

through digital marketing.

Objectives

In this module, you will learn to:

Explain what is a Brand

Explain the importance of Brands

Describe the attributes of a strong brand

Explain branding, social media and YOU

The difference traditional media & social media

Explain what is social media

Explain brand building through social platforms

List the social platforms that best suit YOU

What is a Brand?A brand is a name, term, sign,

symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

• A brand is a living, breathing thing. • It will change and evolve as you do. • It’s should be part of a healthy, more interesting, • natural progression. It has to stay relevant.

I’m going to show you a short clip right now… And you tell me how it would affect your brand…

What is a Brand?Brand is the seller’s promise to deliver the same bundle of benefits/services consistently to buyers.

A product is any offering by a company to a market that serves to satisfy customer needs and wants. A product can be an object, service, idea, etc.

On the other hand a name becomes a brand when consumers associate it with a set of tangible and intangible benefits that they obtain from the product or service.

Brands are not the same as Products.

What is a Brand?

The popular Starbucks has earned its brand image from the

opinions of its customers.

The brand Starbucks stands for bolder, more flavorful coffee.

Thus, you can see that Brands are “what the consumers buy”, while products are “what concern/companies make”.

Brand is a promise that the product will perform as per customer’s expectations.

It is a name, term, sign, symbol or a combination of all these which differentiate the goods/services of one seller or group of sellers from those of competitors.

Some examples of well known brands are Wrangler, Audi, Samsung, Coca Cola, etc.

“A brand is what people say about you when you’re not in the room.”

-Jeff Bezos Amazon.com Founder/CEO

Objectives

In this module, you will learn to:

Explain what is a Brand

Explain the importance of Brands

Describe the attributes of a strong brand

Explain branding, social media and YOU

The difference between traditional and social media

Explain what is social media

Explain Brand Building through Social Platforms

List the Social Platforms that is Best Suited for You

Why do Brands Matter?

R

The main reason consumers flock to some brands and ignore others is that behind the brand stands an unspoken promise of value.

B

Brands have become important drivers of growth for any organization, good or service.

N

A brand helps make a mark and differentiate a good or service from others in marketplace.

D

A strong brand makes people aware of what the company represents and about the different offerings of the company.

S

Brands help customers to connect to the product or service on an emotional level.

A

A Brand is a promise that the product will perform as per customer’s expectations.

Why do Brands Matter?

STATU

S

Does the brand signify status such as in Mercedes?

Care for Environm

ent

Does it care about the environment like

Panasonic?

Elegant

&

Refined

Is it elegant and refined like Omega?

Rugged

Is it a rugged brand like

Royal Enfield?

Love

Outdoors

Does it love the outdoors like Nike?

Open minded

& Progres

sive

Is it open minded and progressive like

Apple?

Achievers

Is it a brand for achievers like Lenovo?

Quality

Does it signify quality like

in Bluestar ?

Customers use brands as a means

to show “This is what I stand for” and hence, use

brands to express themselves.

The customers remain loyal to brands and they become advocates for those brands.

Thus, you can see that people

connect emotionally with brands that stand for things that are

important to them.

Objectives

In this module, you will learn to:

Explain what is a Brand

Explain the importance of Brands

Describe the attributes of a strong brand

Explain branding, social media and YOU

The difference between traditional and social media

Explain what is social media

Describe the Strategic Brand Management Process

List the Strategic Brand Management Guidelines

What makes a Brand Strong?

A strong brand is like an asset. It can be used as collateral for financial loans , buying and selling as an asset.

A strong brand has strong attributes, values and personality that the consumers associate with the brand.

A strong brand is a means of attaining higher customer loyalty.

It is important that in order to make a strong impact, a brand should be strong. There are a few characteristics that make a ‘strong’ brand, which are as follows:

A strong brand always delivers the benefits that customers truly desire.

A strong brand makes use of and coordinates full range of marketing activities to build equity.

A strong brand has the right blend of product quality, design, features, costs and prices.

A strong brand is properly positioned and occupies a particular niche in consumers' minds.

A strong brand compels consumers to willingly pay a substantial and consistent premium price for the brand versus a competing product and service.

Gillette as a Strong Brand

Gillette is one of the strongest brands in the market of men’s personal care products. It has tied the actual quality of its products to various intangible factors such as:

The type of person who uses Gillette, the type of situations in which the brand is used, the type of personality Gillette portrays etc.

User Imagery

Its razor blades are as technologically advanced as possible through continuously spending millions of dollars in R&D.

Technology

It has developed several sub brands such as Trac II, Altra, Sensor, Mach3 to remain on top of its competitors.

Sub-branding

It makes constant improvements with modifiers like Altra Plus, Sensor Excel.

Enhancements

Gillette as a Strong Brand

To keep this strong brand presence, Gillette is very protective of the name carried by its razors, blades and associated toiletries. Hence, Braun is used for the company's electric razors and its oral care products are marketed under the name, Oral B.

Gillette has created a strong brand image in totality - that is, all the different perceptions, beliefs, attitudes and behaviors customers associate with their brand.

Gillette’s tagline, 'The Best A Man Can Get’, showcased in its ads through the years has created a consistent, intangible sense of product superiority.

Strong Brands Make You Stand Out

Objectives

In this module, you will learn to:

Explain what is a brand

Explain the importance of brands

Describe the attributes of a strong brand

Explain branding, social media and YOU

The difference between traditional and social media

Explain what is social media

Explain brand building through social platforms

List the Social Platforms that is Best Suited for You

Social Media: What it means to YOU as a Brand

Big, important difference:

Traditional media = one-way communicationBillboard, print ad,

commercial, “talking at”

Social media = interactive dialogueBlogging, engaging, sharing,

commenting, “talking with”

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What about Social Media & YOU

YouGov Healthcare Report findings:57% said that a social media

connection with a hospital or medical practice was likely to have a strong impact on their decision to seek treatment at that facility

81% of consumers believe that if a hospital or medical practice has a strong social media presence, they are likely to be more cutting edge, creating a halo effect across clinical functions

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Source: Consumers’ Use, Preference and Expectations of Hospital Social Media, http://corp.yougov.com/healthcare/consumers-use-preference-expectations-hospital-social-media/

What are Your Brand’s Values?

your Social Media Message must convey your core values (dental healthcare, etc.)

Everything you do in social media relates to your marketing message – Brand Ambassadors

Generate a following through openness about yourself and your business (no mixed identification)

Who Is Your Audience?

1. Patients- patients who need routine cleaning and dental care, cosmetic dentistry, general dentistry, pediatric dentistry, periodontics, etc…

2. Medical Professionals- Dentists and Doctors

3. Social Forums- content sharing

Your Patients are Looking for YOU ONLINE

“Eight-in-ten internet users look online for health information, making it the third most popular online pursuit….following email and using a search engine. Since one-quarter of adults do not go online, the percentage of health information seekers is 59% among the total U.S. adult population.”

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Source: Pew Internet & American Life Project, Feb. 1, 2011; http://pewresearch.org/pubs/1875/internet-health-topics-accessing-updated-data

Why Web & Social Media Matter to Physicians & Healthcare Institutions

Because your patients are NOT going to the Yellow Pages anymore Internet: Google/Online physician directories Mobile: Little Blue Book, BCBS, etc.

Because there are new consumer expectations for services now Perception: No web site = old, out of touch, poor

quality service

Because it’s where your patients/ customers are

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How does social media works for healthcare?

Recipe of Success:

It all starts with contentA blog postPicture albumsA videoA News article

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The content is then sharedE-Blasts to subscribers

Twitter to followers

Facebook to fans

YouTube to Your channel

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Objectives

In this module, you will learn to:

Explain what is a Brand

Explain the importance of Brands

Describe the attributes of a strong brand

Explain branding, social media and YOU

The difference traditional media & social media

Explain what is social media

Explain brand building through social platforms

List the social platforms that best suit YOU

“Social Media is the BIGGEST shift since the

Industrial Revolution” – Erik Qualman, Socialnomics

“The OLD way of advertising is no longer working….

Like it used to….”

86 % of viewers don’t trust traditional advertising any longer

Only 18% of traditional TV campaigns generate a positive ROI

90% of people skip ads via TiVo/DVR

The Consumer Shift is Happening Now!

Objectives

In this module, you will learn to:

Explain what is a Brand

Explain the importance of Brands

Describe the attributes of a strong brand

Explain branding, social media and YOU

The difference traditional media & social media

Explain what is social media

Explain brand building through social platforms

List the social platforms that best suit YOU

def (Wikipedia) - Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.It refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks 

Social Media IS NOT

A fadA replacement for traditional advertisingThe first step and only stepThe magic bulletFREEA monologue/Sales Pitch about YOU

Social Media IS  

A Democratization of Marketing, a powerful new venue to integrateEngagement in conversation with your patients.Going where your patients already are or where they want to beTime-consumingListening and dialogue… All about THEM

What is Social Media?

The most three most trusted forms of advertising are:  Recommendations from people I know - 90%Consumer opinions posted online - 70%Branded websites - 70%

What Social Media has done is make the traditional two-way word of mouth marketing accessible and available to everyone with a computer (or phone).        FROM THIS                                         TO THIS

  The question is, how do we engage a patient to influence others?

Word-of-Mouth Goes Virtual

For the Healthcare Industry TRUST is Key

47% of People Trust Ads on TV

70% of People TRUST consumer recommendations

For purchase decisions

90% of People TRUSTRecommendations from

People they know

• 96% of Millennials have joined a social network

• One in every nine people on Earth is on Facebook ( This number is calculated by dividing the planets 6.94 billion people by Facebook’s 750 million users)

• People spend 700 billion minutes per month on Facebook

• Fastest Growing Segment on Facebook is 55-65 year old females

Loyalty Will Become Paramount

How to develop loyalty:

1. Be Authentic and Build a Trusting Relationship

2. Share Your Knowledge andExperience

3. Consistently engage with your audience

3. Invite followers to communicate with you outside of the social media realm (office visits, email, etc.)

Objectives

In this module, you will learn to:

Explain what is a Brand

Explain the importance of Brands

Describe the attributes of a strong brand

Explain branding, social media and YOU

The difference traditional media & social media

Explain what is social media

Explain brand building through social platforms

List the social platforms that best suit YOU

For Medical Professionals/Practices

BloggingFacebook/Twitter

LinkedInYouTubeGoogle+

The Stats - The Why - The How

The BIG FIVE

A Great Brand Starts From Within

A Great Brand Starts From Within

Personal Branding and Storytelling= “Brandtelling”

“Brandtelling”Blogging

“Brandtelling is built on the foundation of connecting people through a story that is relevant, real, and repeatable.”

-Arthur Germain, Communications Strategy Group

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def (wikipedia.com) - "A type of website with regular entries of commentary, descriptions of events, or other material such as graphics or video."

Blogs

• Approximately 200 million blogs

• The majority of web users interact with blogs every

single day

Why blog?  

Constantly updated content

Gives visitors a reason to check out your site again and again

Become an EXPERT in your field

Search Engine Optimization

ENGAGEMENT with customers 

Blogs

How to blog?  

Common Blogging PlatformsBlogger, Blogspot, Wordpress

Minimum of 2x per month

1000 words or less per entry

Blogs are NOT press releases

EACH post should have some interactive/multimedia elementPollsVideo, PhotosLinks to other relevant sitesLists

Enable comments and only filter them if they are explicit or spam

Integrate all of your other social media platforms (“Add to Any”;“Tweetmeme”; “Meebo”)

 

Blogs

Why Facebook? 

The stats speak for themselves

Mix of paid (Highly targeted)

And unpaid (permission marketing)

 

FacebookAKA THE BIG ONE

The StatsThe average U.S. Internet user spends more time on Facebook than on Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon combined. 

Average age is 38

#2 visited site (after Google)

The New Oxford American Dictionary voted “unfriend” as the 2009 Word of the Year.

 

FacebookAKA THE BIG ONE

• Each Facebook user spends on average 15 hours and 33 minutes a month on the site

• More than 250 million people access Facebook through their mobile devices

• More than 2.5 million websites have integrated with Facebook

• 30 billion pieces of content is shared on Facebook each month

How to Facebook?EVERYDAY – Respond to inquiries, add fans, post on other pages, share links.

WEEKLY – Feed your blog posts.

Use the paid advertising

Friend pages are for individuals; Fan pages are for businesses.

Don't sell, sell, sell

Lifestyle Marketing – Patient Profile

 

FacebookAKA THE BIG ONE

 Why Twitter?Users in the prime spending period of their lives.

Smaller amount of users, but VERY ENGAGED and CONNECTED.

Real time search capabilities for lead generation and customer service

Twitter results now turn up on the front page of Google.

TwitterIt’s not about what you had for breakfast. Ok, maybe sometimes.

def - The platform that allows users to send a receive 140 character messages known as tweets. You opt in to follow users whose content you want to receive.  

The stats“Twitter” was the top word of 2009, according to the Global Language Monitor.

Average age is 39

100 million-ish users

Only about 20% are active

TwitterIt’s not about what you had for breakfast. Ok, maybe sometimes.

• Twitter is handling 1.6 billion queries per day

• Twitter is adding nearly 500,000 users a day

Twitter Surgery In April 2009, Tweeted a live, robotic hysterectomy to a

handful of “followers”

The next day…

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Results of Twitter Surgery TV:

WGN TV, “Elgin hospital first in Ill. to Twitter surgery”Good Morning America, “Why Doctors Are Tweeting During Surgery”

Media:The Huffington Post, “Sherman Hospital Twitters Surgery, Posts YouTube And Facebook Updates Of Hysterectomy”Chicago Tribune, “Twitter comes to Sherman’s operating room in Elgin”Chicago Breaking News Center, “Elgin hospital first in Ill. to Twitter surgery”Daily Herald, “Elgin hospital first in state to Twitter surgery”The Courier News, “Sherman Hospital ‘tweets’ hysterectomy”The Courier News, “Sherman all a’Twitter over online surgery”Chicago Defender, “Hysterectomy Shown Live on Twitter “Journal Sentinel (Milwaukee, WI), “Live! It’s Knee Surgery “The Times (Ottowa, IL), “Hysterectomy Shown Live on Twitter “

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Media, cont:

Chicagoist, “Suction. Scalpel. Tweet Team?” McHenry County Business Journal, “Sherman to Tweet from Procedure “WSBT 2 (South Bend, IN), “Hysterectomy Shown Live on Twitter “NJ.com (New Jersey), “Hysterectomy Shown Live on Twitter”India Post, “Hysterectomy Shown Live on Twitter “Pantagraph (Central IL), “Hysterectomy Shown Live on Twitter “Quad Cities Dispatch, “Hysterectomy Shown Live on Twitter “KMOX (St. Louis, MO), “Hysterectomy Shown Live on Twitter “

PR, Social Media, Health Interest:PR Junkie, “Hospital Staff Twitter during Hysterectomy “Illinois Society for Healthcare Marketing and Public Relations, “Sherman Hospital to Tweet” During Robotic Surgery” “Think HBG, “Social surgery? “Healthcare POV, “Respiratory Care: What a Tweet? “Chicago Health Matters, “Morning Round Up: Twittering Surgery “

 How to Twitter?DAILY – post links, “retweet” content, share your blog.

Engage prominent personalities.

Feed your blog

Press release distribution

search.twitter.com

If you're not going to make a committed effort to use a twitter account, don’t make one.

TwitterIt’s not about what you had for breakfast. Ok, maybe sometimes.

Google+Google+ places a heavy emphasis on search engine optimization (SEO), which differentiates it from other social media networks like Facebook and Twitter. 

Google+ posts are crawled and indexed almost immediately. Google Search treats Google+

profile and pages just like “regular” websites, so they have PageRank and can be just as powerful

as other websites in terms of ranking..

Google Plus and Page Rank

Profile Photo is Important

Questionable Appropriate

Why LinkedIN?No brainer

The best Rolodex ever

Lead generation 

LinkedINYour Virtual Resume

• 47.6% of users use LinkedIn 0-2 hours per week

• 26% use it from 3 to 4 hours a week

• 12.2 % use it for 5-6 hours per week (that is nearly 1,400 minutes per month)

The Stats50 million+ users

The largest truly business-oriented site

Average age is 44

 

LinkedINYour Virtual Resume

How to LinkedIN?Make a personal page for everyone in the company. Link them to your company profile.

EVERYDAY Followup on messages/requests; Check in on your contacts; Post a status update.

WEEKLYFeed your blog posts; Answer questions; Make recommendations; Join groups.

Use the search feature for lead generation.

Get serious

 

LinkedINYour Virtual Resume

Why use it?For the visual learners

Search Engine Optimization  

YouTubeCute kittens everywhere get their 15 minutes.

How to use it?Post at least quarterly; share other Youtube content monthly.

Invest in a video camera, hire a video production company, or use "photo-based" video software.

How-to tutorials, video tours of your office, event wrap ups.

Post videos as "replies" to already existing and related content.

Integrate into your blog with embed feature.

YouTubeCute kittens everywhere get their 15 minutes.

• YouTube has 490 million unique users who visit every month (as of February 2011)

• YouTube generates 92 billion page views per month (These YouTube stats don’t include videos viewed on phones and embedded in websites)

• Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)

The Stats2 billion videos watched daily

The number two search engine after Google

YouTubeCute kittens everywhere get their 15 minutes.

YouTube and Your Practice

Testimonials, office tours, products and procedures demonstrations and events are the most popular ways medical practices use YouTube.

Good Content

Targeted Audience

Sustainable Results

Media Strategy 101

Social Media Strategy

Objectives:

1. Strengthen and Protect Your Brand/Reputation

2. Foster a Network of Followers & Champions/Influencers

3. Extend Opportunities of Engagement

4. Identify Real Trends by Listening to conversations

5. Shape conversations about medicine

Mashable.com

Slideshare.net

SocialMediaToday.com

Jeff Bullas’ Blogger

Socialnomics

Neilsen

And, of course, Blogs, Facebook, LinkedIn, Google+ Twitter, and Youtube.

Additional Resources

Summary

In this module you learnt that:

Brand is a name, term, sign, symbol or a combination of all these which differentiate the goods/services of one seller or group of sellers from those of competitors.

Brand management is the process of defining the brand, positioning the brand, and delivering the brand.

The relationship between branding, social media and the practiitioner (brand ambassador) is based on trust and authenticity.

The Social Media Platforms that are the most influential in a medical practice are the following five channels:Blogs Facebook/Twitter YouTube LinkedIn Google+

A social media plan is vital in strengthening and protecting your brand.

  

Lisa Marie Wark, MBA@LisaMarieWark

www.LisaMarieWark.comwww.BuyYourApp.com