Healthcare

Humanizing Your Brand – UNC Healthcare

February 24, 2015 Janet Kennedy 00:50:18 1 Comment

Jason Papagan is well-known in the healthcare marketing field as the Digital Marketing Director for the UNC Healthcare System. For those that know him, they know he is a real “free-spirit.” If you don’t know Jason, get ready for a spirited and fun conversation about humanizing your brand, managing multiple hospitals and being “in the moment” in social media. We chatted longer than usual so drop in the conversation by following the time stamp of our conversation below:

00:00 Introduction
00:45 Meet Jason Papagan
01:50 UNC Healthcare & REX Healthcare
04:23 He’s a free spirit
05:20 What has changed in digital marketing?
07:07 Shopping center brand transitions
08:20 How many hospitals in UNC Healthcare system?
09:58 Does marketing operate independantly at hospitals?
11:40 What DO you do for a living?
12:50 How far ahead to you plan your strategy?
15:40 UNC/REX Social Media Top 10 in Axial/Becker’s List
17:50 Daily management of social media
19:50 Rogue websites strike again! Chris Boyer
23:37 Facebook changes impact engagement
27:45 Platform changes are a constant factor
29:50 Better late than never?
34:02 Marketing vs. digital budgets
37:00 “Humanizing your brand”: Push marketing vs. engagement
40:50 Analytics
43:35 Responding “in the moment”
49:30 Social Media Tip: Josie Salzman “Keep your eyes and ears open”

Visit our resources page for more valuable (and free!) resources on social media and digital health.

Podcast: Play in new window | Download

Ice Hockey and Healthcare Partnerships – Katrina Doell

February 10, 2015 Janet Kennedy 00:30:03 0 Comments

Professional sports sponsorships have long been a part of healthcare marketing – but are those partnerships being maximized? Katrina Doell of North Shore LIJ Health System walks us through the process on Get Social Health. They teamed up with the New York Rangers ice hockey team and player Marty St. Louis to create a “Be a Heart Healthy VIP” initiative to educate and inform about heart disease. Listen in to the conversation or jump into the conversation at the time stamps below.

00:00 Introduction
00:45 Ice Hockey Partnership with the New York Rangers
01:30 Martin St. Louis
03:55 #1 Killer of Americans
05:00 Be a Heart Healthy MVP
05:50 Healthcare and sports is a natural relationship
07:00 Carolina Hurricanes & Kids ‘N Community Foundation
08:58 Sports & Health a natural Partnership
10:25 What should be in a sponsorship agreement?
14:00 Sports Loyalty and family
15:35 Other types of sports agreements
17:00 Partnerships through the foundation
15:38 Metrics
23:20 North Shore LIJ & Lenox Hill Hospital team
25:35 Smith, Rich & Tart – Dentists for Carolina Hurricanes
26:50 Advice on partnerships
28:53 Social Media Tip: Dr. Bertalan Mesk0 “Real life communication is the same online”

Katrina’s LinkedIn profile

Katrina’s Twitter profile

http://rangers.lenoxhillhospital.org/

Lenox Hill Hospital Facebook

Lenox Hill Hospital Twitter

Visit our resources page for more valuable (and free!) resources on social media and digital health.

Podcast: Play in new window | Download

Healthcare Social Media Tips

December 30, 2014 Janet Kennedy 00:27:11 3 Comments

An end of year show calls for a “Greatest Hits” episode. Since all the Get Social Health guests were wonderful interviews, how could I pick a “best”? Therefore I decided to create a “Greatest Tips” episode and looked for some of the best social media tips from some of healthcare’s most experienced and insightful marketing and social media practitioners. Many thanks are due to my former guests for providing a social media tip after their interviews. Plus I would like to give a shout-out to all the attendees at various conferences who were patient and generous with their time when I approached with a microphone and said; “Give me a social media tip, quick!” with no time to prepare their thoughts.

I would also like to mention the conferences where I was able to collect a lot of social media tips, the Mayo Clinic Social Media Residency & Week and the Carolinas Healthcare Public Relations and Marketing winter meeting.

Below are most of the LinkedIn profiles for my “tipsters.” If I missed anyone, please let me know!

Lee Aase
Alice Ackerman
Dr. Betsy Bennett
Chris Boyer
Greg Chang
Katrina Doell
Nick Goodmanson
Dan Hinmon
Sarah Hudson
Jake Jacobson
Amy Jassic
Drew Keller
Stacy Kendall
Sue Klein
Kaitlynn Knopp
Tom Lee
Ahava Leibtag
Dana Lewis
Ellie Martin
AJ Montpetit
Chris Nelson
Shane Perry
Jason Pratt
Lisa Ramshaw
Josie Salzman
Dr. Mike Sevilla
Emily Solecki
Tiffany Swift
Dr. Farris Timimi
Dr. Bryan Vartabedian
Bart Verholtz

Visit our resources page for more valuable (and free!) resources on social media and digital health.

Podcast: Play in new window | Download

Healthcare Innovation in Action

December 16, 2014 Janet Kennedy 00:39:48 2 Comments

Innovation in healthcare – everybody’s talking about it but how do you do it? Today’s guest on Get Social Health, AJ Montpetit, has a unique perspective because he works on both sides of the healthcare innovation challenge. By day he works at the Mayo Clinic as a social media contractor for the Center for Individualized Medicine and the Center for Innovation. In his free time, he plays an active role in an innovation program called Global Entrepreneurship Week.

Follow our conversation below:

00:00 Healthcare innovation introduction
01:15 Meet AJ Montpetit, Social Media Contractor
02:30 Mayo Clinic Center for Individualized Medicine
03:00 “If it ends in -omics”
03:40 Who is your audience for the IM Center?
04:15 Diagnostic Odyssey
05:15 Do you have your own website?
06:45 Are scientists social media savvy?
07:20 Symplur to support healthcare conference communication
08:00 “Prime the social media pump?”
09:03 Hootsuite for supporting social media
09:45 What is a Hootsuite Brand Ambassador?
12:30 Mayo Clinic Center for Innovation
14:30 Working with departments in one space – building “what if” scenarios
15:50 The “Code Funds” – encouraging in-house innovation
18:10 Roger von Oceh “A Whack on the side of the head”
19:15 “A Kick in the Seat of the Pants”
23:25 Give first to get something from social Media revolution
29:20 Global Entrepreneurship Week

38:55 Social Media Tip: Alice Ackerman, Physician-in-Chief, Carilion Clinic Children’s Hospital

Visit our resources page for more valuable (and free!) resources on social media and digital health.

Roger von Oech: “A Whack on the Side of the Head” & “A Kick in the Seat of the Pants”

Podcast: Play in new window | Download

Building a Brand Journalism Team: Michael Yoder

December 2, 2014 Janet Kennedy 00:35:26 0 Comments

It started with a desire to connect with people via social media and platforms like LinkedIn. As a result of his early adopter experience, Michael Yoder ended up at Spectrum Health guiding the digital communications efforts. One of his major projects involves working with communications, marketing and social media ambassadors to develop and execute a detailed content plan. He has helped Spectrum Health transition from a traditional communications department to a Brand Journalism team.

Follow our conversation below:

00:00 Introduction
01:18 Michael Yoder – Spectrum Health
01:43 Michael’s background
04:00 Brand Journalism
05:11 Traditional news coverage
05:44 Intense competition to be “first”
07:10 How will the transition impact the team
08:20 “News jacking”
09:06 Creating a digital newsroom
13:25 Technology tools – Kapost
14:40 Sign-off process
16:00 How did the digital transition come about?
18:19 How does the team manage content assignments?
30:50 LinkedIn strategy
32:50 Hospitals lagging behind in Showcase Pages
25:10 LinkedIn thought leadership
26:10 LinkedIn analytics
27:00 Publishing daily
27:30 LinkedIn publishing platform
30:09 Getting physicians involved
30:40 Using analytics to create content – Brandwatch
33:30 Elevating communication
34:20 Social Media Tip: Ahava Leibtag of Aha Media. Use 4 pillar topics for content development
35:12 Closing remarks

Visit our resources page for more valuable (and free!) resources on social media and digital health.

Podcast: Play in new window | Download

The Healthcare Hashtag Project – #Ebola

October 21, 2014 Janet Kennedy 00:38:39 1 Comment

There is a concern that healthcare has been slow to embrace social media and appreciate it’s potential to educate and inform. Twitter numbers about healthcare conversations tell a different story: over 610 million Tweets, over 11,00 topics, almost 5,200 hashtags and more than 2100 contributors. The reason we know the data about millions of healthcare tweets is due to the Healthcare Hashtag Project – a program of Symplur. Get Social Health had a conversation with Tom Lee, Co-Founder of Symplur about the reasons the Healthcare Hashtag Project was created. We also chatted about hashtag bombing, tracking specific healthcare conversations and the use of hashtags in conversations about Ebola.

To catch the segments of our conversation, check the time stamp content below.

00:00 Intro
00:47 Meet Tom Lee
01:19 Creation of Symplur
04:10 Healthcare Hashtag Project
04:56 How does a healthcare hashtag get created?
07:48 Hashtag bombing & hashtag trolls
11:20 Community management at Symplur
12:00 Why Tom Lee tried Twitter
12:58 New users to the Healthcare Hashtag Project
14:23 Tracking hospitals, pharma, physicians and health agencies
17:12 What’s your project goal?
18:20 Big Data and project use
20:50 Ebola and it’s Twitter path
24:00 Transitions – from fun to serious
25:30 Tracking rumors
26:40 Tracking History
29:01 Massive
29:50 Focus on Cancer hastags: Dr Matthew Katz @subatomicdoc
33:21 Bernadette Keefe @nxtstop1
35:00 Conventions and “remote tweeting”
37:15 Social Media Success Tip: Greg Chang of for[MD] “Give before you ask”