Discussions

Social selling

Posted by Chris Boyer @chrisboyer, Nov 25, 2015

I’ll just place this here and encourage a dialogue on the idea of adding social selling to our communications’ approach: http://m.healthcareitnews.com/blog/social-selling-healthcare-takes-time-worth-wait

Okay, I’ll start, @chrisboyer. I can see how social selling applies to business, but where do you think it fits in healthcare?

Dan, did you read the article? All types of communication techniques are in effect selling. This applies to social media as well. The question I am asking is how can we apply these strategies in the work we are doing now.

I am working with a client who provides clinical workflow technology solutions to healthcare facilities in the US and Australia. The marketing strategy is effectively B2B. As this article points out, you don’t find the target market on Twitter, FB, Instagram, etc. so my strategy has to be around SEO on the website and providing high quality content there aimed at addressing pain points. It’s much harder work than any of my other clients! And again, as the article says, it is a real slow-burner – which is hard for my client to understand, when the company want something to show for their social media investment.

I’m wondering @MarieEnnisOConnor how you help your client be patient during slow growth times. Do you prepare them ahead? Or show incremental stats? I’ve done a lot of client work over the years and their desire to see results fast has always been a challenge. I think this can also apply to hospital marketing/comm folks helping the C-suite be patient.

Liked by maeganvidal

@DanHinmon

I’m wondering @MarieEnnisOConnor how you help your client be patient during slow growth times. Do you prepare them ahead? Or show incremental stats? I’ve done a lot of client work over the years and their desire to see results fast has always been a challenge. I think this can also apply to hospital marketing/comm folks helping the C-suite be patient.

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I always try to set realistic expectations with them from the very start –
but it’s difficult when they believe their product or service is something
that everyone will be automatically interested in. I emphasise the need for
adding value to the social media conversation and my focus is very much on
content creation to position them as experts in their field. I provide a
report at the end of each month to show growth – but it can be dispiriting
to see how slow the growth rate is – so I highlight those RTs or comments
from KOLs to counterbalance things. Would love to know if anyone else has
any other thoughts on this topic.

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