social media tip

Chief Digital Officer for Healthcare

Transitioning into the realm of digital marketing and new media has been a challenge for many healthcare institutions. Often senior leadership has little experience utilizing social media channels and is managing a number of different marketing agencies. Keith Boswell BooksEnter Keith Boswell, Chief Digital Officer for hire. Keith Boswell is the President of Perceptint, a consulting firm that specializes in helping health systems and other companies bridge the gap when creating or managing a digital marketing strategy. Keith is also an author of two e-Books, “Digital Marketing for Healthcare” and “Creating a Digital Marketing Strategy.” If that’s not enough, he is a fellow podcaster, host of the “CDO -Chief Digital Officer Podcast.” Listen in to our conversation about digital strategies and healthcare or drop in at the time stamps below.

00:00 Introduction
00:45 So may ways to connect
01:37 Patients are not patient
02:52 Social Listening
03:35 Who is Keith Boswell – Chief Digital Officer?
04:35 Kaiser-Permanente Digital Strategy
06:10 Agency models don’t always translate to healthcare
09:37 Digital decisions by people who don’t use digital
11:23 Educating the C-Suite – Where are the conversations taking place?
12:40 Dialiang for your lawyer reputation management
13:39 The reputation stages of grief
16:38 A Rose (or Review) by any other name
18:46 A hospital is not a restaurant
19:21 Trusting the agency to lead digital
22:38 Does digital carry a higher expectation for ROI than traditional media?
25:05 Risk adverse to digital
25:49 Author of an eBook “Digital Marketing for Healthcare”
27:43 Yelp! Pilot
30:02 Claim your local space – Weighted toward places with more reviews
33:15 He’s a podcaster too! “CDO-Cheif Digital Officer Podcast”
36:04 Social Media Tip: Amanda Changuris, “Making it right”

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

Facebook Tip: Promote “See First”

“You Don’t Ask – You Don’t Get”

Facebook has become one of the fastest evolving social media platforms which causes a lot of heartburn for small businesses. As a marketer and a social media professional I consume newsletters, get daily announcements, follow social media gurus and interact in Facebook daily to stay on top of the changes. I can’t keep up myself and it’s what I do. Imagine how the “Mom & Pop” retailer or the solo practice physician feels. I help both kinds of services and I’ll tell you – they’re frustrated. They are busy trying to make a living and keep up with their own industry. They don’t have time to keep up with the latest social media innovation.

“See First”

That said – Facebook recently launched a new feature that has been over-looked and could be a big help for small businesses. If they have created the kind of page that has raving fans they can use it to their advantage. As a Facebook user – the individual not the business page – you can select 30 people or Pages to “see first” in your news feed. That means we finally have the option to prioritize which 30 friends, family members or businesses whose updates we don’t want to miss. Thirty does not sound like a big number but when you think about who your “can’t miss” friends are, do you really have 30? It’s probably more like 10 or 20.

So here is the opportunity for a small business. Create an image that makes your page fans aware of this new option and request that your fans put you on the “see first” list. Will all your fans? Hardly. But it may be the ones who care the most about your business and are most likely to share your content. Therefore, it behooves you to create content that is worthy of being in someone’s “see first” list. What have you got to lose? Remember, “you don’t ask, you don’t get.”

Try it and let me know what happens.