Acknowledge that unaddressed misinformation could affect the patient relationship and adherence to recommended care.
Mitigate risk of divisive and inflammatory messages proactively.
Build and sustain trusted relationships in existing SM communities.
Designing Chatbots to Improve Patient Experience by Rachel Haviland, Ph.D.
What is a chatbot? Relationship Experience Technology: An instant, intelligent, digital conversation. Designed to simulate human conversation and automate 1-on-1 interactions.
Five features of conversational marketing (Chatbots): real-time, scalable (not limited by staff needed), engagement, personal, feedback.
Symptom checkers are the most common type of chatbots currently in healthcare (often taking the place of a nurse triage line or similar human-dependent interaction).
Help Your Organization Link to Patients, Partners, and Profits on LinkedIn by Beth Granger
Should you use graphics for LinkedIn? Infographics, yes. Memes, no.
Company pages can now share employee posts.
Consider creating graphics for your employees to use as header images to help you control what they use.
Workshop: Energize Your Digital Ad Campaigns to Improve Performance and Conversions by Ashley Testa
Look at digital marketing as free market research. Start with a broader targeted audience than you think you’ll need, and then narrow your audience according to results.
Don’t scrimp on Google Display Network ads. The lowest CPM isn’t the best value – you want to get your ads onto sites where they are most likely to be seen by your target audience.
Social Listening to Improve Practice-Patient Relations in Healthcare Communication by Margaret C. Stewart, Ph.D. and Christa L. Arnold, Ph.D.
Social listening can help medical professionals and allied health staff to understand ongoing, real-time, geographically diverse patient perspectives.
Think about your objectives for social listening, and where your patients are. That’s where you need to be listening.
When, Whether and How to Join the Social Conversation: The Debate Around Thoughts and Prayers by Monique Tremblay and Tom Hardej
Things to consider before joining in the conversation:
Does it fit our overall mission?
Does it fit into our social media strategy?
Is it interesting and relevant to our audience?
Does it provide an entry point for meaningful engagement?
Instead of posting “Thoughts and Prayers”, post about how your organization is making a difference.
Make sure to come up with strong response guidelines. Things to think about: Are we staying true to our mission? Are we protecting patient information/privacy? Are we staying social (limit canned responses)?
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