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Social Media Strategies for Healthcare Professionals By Tom Jackson Sale Fish Marketing

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  1. Social Media Strategies for Healthcare Professionals By Tom Jackson Sale Fish Marketing 972.740.7367 Tom@SaleFishMarketing.com www.SaleFishMarketing.com www.linkedin.com/in/thomasjacksonjr (11-2010)

  2. Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.- Sun Tzu

  3. The Issue How do I find the Companies And How do the Companies find Me

  4. Targeted Accounts How Many are Too Many???? Two or Three HUNDRED! Focused and Targeted Companies One? or Two or Three?

  5. Targeted Accounts Either Reference USA or Dun&Bradstreet is an excellent resource. FREE Typically FREE Through Outplacement Find a local library that allows you remote on-line access to the databases. You only need a Texas Drivers license to get a card – do not need to live in the town where the library is located.

  6. ReferenceUSA from the Library Go to the Library Home Page Click on Reference USA The Library Reference USA link will take you to Reference USA where you can now logon using your Library card number/password

  7. Targeted Accounts – Quick Start Start your search here You are looking for a list of companies. Now what??

  8. Targeted Accounts – Quick Start Type former Employer’s Name ex: EDS Healthcare Group The fastest way to find Focused/Targeted Companies is a Reverse Search. Enter the Company name you are interested in getting more information on.

  9. Targeted Accounts – Quick Start Select your company’s name from list. You may see the name listed more than once. You typically want to select the main office location to get the greatest amount of information.

  10. Targeted Accounts – Quick Start With your employer’s NAICS / SIC code number(s). Your can now enter these number(s) to get a list of ALL companies in that industry subset – this includes competitors!! Note: If more than one code, pick that one that it closest to your skills SIC NAICS

  11. Targeted Accounts – Quick Start 1 2 4 3 • Go back main menu: • Click on Custom Search • Click on Business Type • Click on Keyword/SIC/NAICS • Click on Search All NAICS • Enter NAICS code 5

  12. Targeted Accounts – Quick Start Click on View Results to see a complete listing of Targeted Companies. Now you can go back and use the various filters to size the listing to something more managable.

  13. Targeted Accounts Filters: Geography By Adding the Geography Filter (DFW). The list went from 17,735 to 406.

  14. Targeted AccountsFilters: Business Size By Adding the Company Size (250-4999). The list went from 406 to 3. Note: Can have multiple filters

  15. How To Focus On More Targeted Healthcare Companies

  16. Targeted Accounts – Quick Start Targeted Company Or Representative Firm Reverse ‘Look Up’. Enter either a Targeted Company or a Representative Company in a particular Industry or sub-Industry

  17. Targeted Accounts – Quick Start Select your company’s name from list. You may see the name listed more than once. You typically want to select the main office location to get the greatest amount of information.

  18. Targeted Accounts – Quick Start Public Company Subsidiary Company Branch Many Hospitals are owned and managed under larger Corporate Entities.

  19. Targeted Accounts – Quick Start On the Company’s Profile page go to the Industry Profile to find the NAICs / SIC code that best fits your specialty SIC NAICS

  20. Targeted Accounts – Quick Start Here is another major Hospital Name in the DFW market.

  21. Targeted Accounts – Quick Start Presbyterian Hospital is Owned by Texas Health Resources Identify the Parent Company to get a better idea of the sub-Industries

  22. Targeted Accounts – Quick Start If you do not see a sub-industry or industry specialty then repeat this process using another company

  23. Targeted Accounts – Quick Start Let us look up a Pharmaceutical manufacturer

  24. Targeted Accounts – Quick Start From one Pharma Manufacturer you can get the industry code to find more

  25. Targeted Accounts – Quick Start Let us look up a Medical Equipment manufacturer

  26. Targeted Accounts – Quick Start GE is a big company. It is easier to look up the Parent company to find the NAICs / SIC code then to find the company name.

  27. Targeted Accounts – Quick Start

  28. ReferenceUSADownload Report Detail Note: SIC/NAICS field go to 26 listings, EXECUTIVES information goes out to 50, PUBLIC FILINGS go out to 26

  29. ReferenceUSA – Downloading a Report • From the Search Results page click Download • Select Excel • Select Detailed • Summary report is very basic- Custom report lets you select the info you want

  30. Online Searches and News Feeds - Defining who you are and what you do

  31. Company Information Sources • Recruiting Uses • Top 3 • LinkedIn • Facebook • Twitter • What For • Promote brand • Publish jobs $0 • Advertise jobs • Referrals • Research candidates • Direct sourcing

  32. Social Media in Healthcare • 53% Adoption Rate of Social Media by Hospitals • Larger Hospitals are early adopters

  33. Social Media in Healthcare 540 Hospitals Identified with Social Media • 247 YouTube Channels • 316 Facebook pages • 419 Twitter Accounts • 67 Blogs • Increased adoption of social media in the medical field makes social something that healthcare professionals need to consider in 2010. 2010: http://ebennett.org/hsnl/

  34. Social Media in Healthcare • 53% Adoption Rate of Social Media by Hospitals • Larger Hospitals are early adopters

  35. Social Marketing – Popular Sites Facebook: >500 Million users- 50% of users log in daily - If Facebook were a country – would be 3rd largest - People spend 500 Billion minutes per month on Facebook Twitter: >100 Million users- Adding 300K users per day - >75% of Twitter traffic comes from external sites - >600 Million search request per day LinkedIn: >75 Million users- 60% High Income users, $100K + - Incomes of $200K to $300K are 7X more likely to have over 150 connections - Traffic Up 323% in one year

  36. Key to Social Media Optimization (SMO) 1: Do Not be Unique 2: Be Consistent 3: Be Relevant

  37. Key to Social Media Optimization (SMO) 100,000 feet

  38. Digital Brand - LinkedIn Start with your business card. What is your Job Title?What is your Name? Acme Hospital Dallas, TX Bob Smith Network Solutions Analyst = Healthcare Information Technology Software / Hardware / Project Mgr

  39. Digital Brand - LinkedIn Using LinkedIn's Advanced Search page. Find your relevant job title(s). As an example type in ‘Information Technology’. 100,000 What is another word for Information Technology?

  40. Digital Brand - LinkedIn Let’s try ‘IT’ instead of Information Technology 1.1Million Now you are 1 of 1,000,000

  41. Digital Brand - LinkedIn Using LinkedIn's Advanced Search page. Find your relevant job title(s). As an example type in ‘Information Technology’. 50,000 What is another Healthcare specialty at 100,000 feet ?

  42. Digital Brand - LinkedIn Type in your title ‘Software’ 1.4 Million Solution Analyst, Network Architect…may be what your company called you. What would your Neighbor, Wife of Kids say you do??

  43. Digital Brand - LinkedIn How about ‘Project Manager’ 1.9 Million • However, who is really looking to hire a….- IT Person? • Healthcare Person?-Project Manager? • Executive? • Nobody!

  44. Digital Brand - LinkedIn Take IT (>1M) plus Healthcare(>50K) you get….. IT Healthcare with 1,968 You become 1 IN a 1,000,000 by utilizing Key Skill Title Combinations. People are looking for Healthcare IT

  45. Digital Brand – LinkedIn - Relevancy / Consistency

  46. Digital Brand – LinkedIn What People Read ‘Above The Fold’- Contact Info • ‘Specialties’ • 50,000 ft words • Industry key words

  47. Search Engine - Matrix Business Development Sales Operations Strategic Marketing Engineer Targeted Titles Strategic Sales Business Operations Sales Engineer Matrix Titles TIP: Think word re-use. More search terms with fewer characters

  48. Putting the Pieces Together

  49. LinkedIn - Groups Join Groups that are important to those you are targeting

  50. LinkedIn - Companies Type in a Company Name Jobs at these Companies are posted as well