In 2016, Kirsten crafted a comprehensive social media strategy to increase the number of laser eye procedures from FY17 to FY18. At the time the social media plan was launched, Auckland Eye was using one primary social media channel. The strategy outlined a phased approach to improve current content, establish accounts on two additional platforms, and re-evaluate requirements for two others. The goal of expanding their social media presence was to increase web visitors and online appointment bookings.
In May 2018, Kirsten submitted a Silver Fellowship plan – reporting success metrics that outperformed goals established for each category.
“It’s been an incredibly valuable process pursuing Bronze and then Silver Fellow certification with MCSMN. It has helped to ensure that our social media results are constantly measured against predetermined goals, and that we are identifying challenges and issues very quickly and making changes in our plan to overcome them. Our main goal is to ensure we are providing engaging, relevant content that our patients can find easily and the Fellow certification programme has certainly helped with this.”
Kirsten has been with Auckland Eye as their Marketing and Business Development Manager for almost two years. Her role includes strategic management of the clinic's sales and marketing program, and she has a strong focus on measurable growth. With over 20 years marketing experience within a number of industries and sectors, Kirsten has seen the marketing function change dramatically over the years, and as such, she seeks to continually extend her knowledge and stay at the forefront of the ever-evolving digital transformation that is now commonplace in the business world.
Kirsten, welcome to the Silver Fellow circle!
If you're interested in following in Kirsten's footsteps, the first step is complete our Social for Healthcare Certificate from Mayo Clinic and Hootsuite and then participate in Social Media Residency. If you're already a premium member of MCSMN, the online Certificate is included and you get a discounted rate for Residency. If not, the online certificate and a one-year premium individual membership are included in your Residency registration.