Posted in #HCSM

How To Handle a Healthcare Social Media Crisis

Knowing how to maintain an online reputation is an essential component of healthcare marketing. In this blog post, I will show you how to put an effective crisis response strategy in place for your healthcare brand.

Having an online presence has so many advantages when it comes to healthcare marketing, but it also comes with some risks. With the click of a mouse, patients can share their experiences online – good and bad – and their comments travel at lightening-speed through their social network. A social media crisis can escalate rapidly and you must be ready to step in and remedy the situation without delay. The only way to do this is to have a crisis plan already in place.

Crisis management involves dealing with threats before, during, and after they have occurred. Let’s look at these three stages in more detail.

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Image: HCSMMonitor

Stage 1 Preparation

Proactively prepare by developing a crisis response plan. The following elements are involved.

#1 Crisis Definition

First, define what constitutes a crisis. Three elements are common to a crisis (a) a threat to the organization, (b) the element of surprise, and (c) a short decision time.

A crisis can fall into several categories including:

(a) Technological (eg; your website has been hacked);

(b) Confrontation (disgruntled employee, client, or patient attacks you online);

(c) Rumours (eg; spreading false information about you, your product or service online);

(d) Malevolence (eg; In 1982, a murderer added cyanide to some Tylenol capsules on store shelves, killing seven people).

#2 Monitor Online Chatter

An effective social media strategy requires active listening to the online chatter about your healthcare organization. Should a crisis occur, listening to the conversation will help you shape a more insightful and effective response. Responding in real time to issues strengthens public perception that your focus is firmly on patient satisfaction. In addition, use monitoring to find the healthcare conversations you can add value to. Investing in community building online now will pay dividends in the form of support should a crisis hit you.

There are many free and paid monitoring tools available to you. These tools vary in scope and range across a number of sites, real-time or delayed searching, the sophistication of analytics, the flexibility of data presentation, integration with other applications, and of course, price. When it comes to reputation management, choose a tool that does more than just track mentions of your name. You need to be able to evaluate the sentiment (the ratio of mentions that are positive to those that are negative) attached to the mentions. Mention is a freemium monitoring tool that includes sentiment. Tweets that include words like “not working,” “fail” or “poor experience” should be resolved immediately.

#3 Create a Written Plan

Your written plan should include the following:

  • Clear guidelines on how to respond to each of the different situations outlined above in #1.
  • Links to your terms of service.
  • Who should respond – establish a clear chain of command and list contact information.
  • Make sure every member of your team knows this plan is in place, how to access it, and how to put the plan into action.

Stage 2:  Action

Now’s the time to put your carefully crafted crisis plan into place. The following are key considerations:

  • Determine the exact nature of the crisis. How and where did it originate? How is it affecting your patients or clients?
  • Go to the source. Find where the complaint originated and with whom. Determine their sphere of influence. If a blogger has published something that is untrue or misrepresentative of you, ask them to remove, amend, or modify the piece if this is appropriate.
  • Be respectful, polite and engaged. Never get into a public argument or talk down to anyone.
  • Be as transparent as possible as quickly as possible. Acknowledge that you are aware of the situation and that you are dealing with it straight away.
  • Respond swiftly and appropriately. Every moment counts on social media. The longer you wait, the more the conversation will heat up. Twitter, in particular, is a place where people expect a quick response no matter what time of day.
  • Don’t lie or try to hide the truth; admit when the fault is yours.
  • Use the same channel on which you were criticized to respond.
  • Don’t censor or remove the critical comments that appear on your social media platforms. Tempting as this may appear, it will only fan the flames of the social media fire.
  • Channel communication to your own website. Develop an area on your website or blog that houses the information about the crisis and what your organization is doing about it.
  • Communicate your story. A story gets out of control when you haven’t told your side and people begin to speculate. While you can’t control the story, you can provide the facts, information, and access to key people that allow journalists and bloggers to help you frame it in the right way.

Stage 3: Review

When the crisis has passed, go over what happened. Ask yourself the following questions:

  • How well did you handle the situation?
  • Did it escalate to a bigger problem than it was?
  • What could you have done differently?
  • Prepare to deliver on your word. Make changes based on feedback if those changes are warranted and if you have promised to put them in place.

If handled well a crisis may even turn out to be an opportunity to show your commitment to your patients and consumers. Remember the Tylenol example above? Johnson & Johnson recalled and destroyed 31 million capsules at a cost of $100 million. The CEO appeared in television ads and at news conferences informing consumers of the company’s actions. Tamper-resistant packaging was quickly introduced, and Tylenol sales bounced back to near pre-crisis levels.

While you can’t control everything that happens on social media, you can control your response. The best way to handle a crisis is to have your response plan in place. If you haven’t already made one, then do it today.

Related Reading

Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Create A Twitter Fleet

Welcome to this week’s quick social media tip. Today I want to show you how to create a Fleet moment on Twitter.

Fleets are one of the newer features released last year by Twitter.  Here’s how it describes them.

Not every thought deserves a Tweet. But that’s where Fleets come in. Say what’s on your mind and move on. You can share a photo, video, or some text with your followers but not have it appear on your Home Timeline. There are no likes, no Retweets, and Fleets can only be seen for 24 hours.

 
How to create a Fleet

To create a new Fleet, start by tapping your profile image. Tap the Fleet compose icon (plus sign). 

 

  • Compose your message (it can be comprised of text, photos, a GIF, or video).

Using the text editor to add media to your Fleet:

  • Tap the screen to bring up the keyboard and toolbar.
  • Tap the Align button to format the text center, left, or right.
  • To change the text to bold, tap the B button.
  • To highlight your text, select the Highlight button.
  • The color wheel will change the text and highlight color, tap the color wheel icon to change the text.
  • To move or resize the text, image, or emoji, use two fingers to pinch to resize or move the media.
  • Tap the circle icon at the bottom left of the screen to change your Fleet’s background color.

Fleets appear above the Home timeline. When someone taps on the circle with your profile they’ll be able to see your Fleet for 24 hours.

So there you have it. It’s a very simple feature, but I haven’t seen too many use it. It seems to me to be a novel way to stand out among a sea of tweets with your message.

Have you tried Fleets? What are your thoughts on this feature?

Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Access Your Twitter Data

Welcome to this week’s quick social media tip. Today I want to show you how to review your Twitter data.

Reviewing your Twitter data can give you insights into the type of information stored for your account.

What type of information is available to you?

Your Twitter data provides you with a snapshot of your Twitter information, including the following:

Account: Log into your Twitter account and go to More.

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Click on Settings and Privacy. You will see information such as your username, email addresses or phone numbers associated with your account, etc.  You can update or correct most of this information at any time.

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Account history: You’ll also be able to see your login history, as well as the places you’ve been while using Twitter.

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Apps and devices: You can also view the browsers and mobile devices associated with your account (if you are logged in) or current device (if logged out), and the apps you have connected to your Twitter account. If you see login activity from an app you don’t recognize or that looks suspicious, you can go to the Apps tab in your settings to revoke its access to your Twitter account. The IP location shown is the approximate location of the IP address you used to access Twitter, and it may be different from your physical location.

Account activity: You will be able to see the accounts you’ve blocked or muted.

Interests and Ads data: You can also see interests that Twitter and its partners have inferred about your account or current device.

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You can also view any Twitter advertisers who have included your account or current device in their tailored audiences. You can opt-out of interest-based advertising in your personalization and data settings. This will change the ads you see on Twitter, however, it won’t remove you from advertisers’ audiences.

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Download an archive of your data: You can also download a machine-readable archive of information associated with your account in HTML and JSON files.

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Posted in #HCSM

How To Set SMART Goals For Your Healthcare Marketing in 2021

It’s no secret that goal setting increases your likelihood of social media success, yet it never ceases to amaze me how many businesses have given scant thought to creating their social media goals.

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Source: Finances Online

When working with clients to create an online marketing strategy, one of my first questions to them is simply “what are you hoping to achieve with social media?” So many times I see businesses jump on board the latest social network without any thought as to what they actually want to achieve there.

Strategy Without Goals Is Putting The Cart Before The Horse

Without goals, it’s hard to know exactly how well your social media strategy is performing. Clear goals will not only propel your strategy forward, but they will also serve as defined metrics when it comes to measuring your progress.

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Common Social Media Marketing Goals

Below you will find a list of some common social media marketing goals — decide which of these are most aligned with your business goals.

  • Attract more patients to your practice
  • Improve the quality of health information online
  • Drive traffic to your  website
  • Run a disease awareness campaign
  • Establish online authority and credibility

Research shows that writing down your goals increases the completion rate of goals.

How To Set SMART Social Media Goals

For a goal to become a reality, it needs to be specific, measurable, attainable, and realistic, as well as time specific — these are often called SMART goals. SMART goals are one of the longest-lasting, most popular goal-setting frameworks for business.

Let’s take a closer look at what makes a goal SMART

Specific — the more specific you can be with defining a goal, the easier it will be to clearly see what it is you are trying to achieve. Let’s take as an example a goal to grow your Twitter followers.

Measurable — how will you measure your success? For example — double the number of your existing Twitter followers.

Attainable — is your goal attainable? Can you realistically double the number of your Twitter followers?

Relevant — a relevant goal is aligned closely to your business objectives. Does this goal support your business’s objectives, vision, or values?

Time Specific — give your goal a deadline. Double Twitter follower numbers in three months.

Wrapping Up

Setting SMART goals to which you can align your social media activity is a good guarantee of online marketing success. Once you have a clear set of goals, you can track your key performance indicators (KPIs) and metrics more accurately. Make sure to revisit your goals on a regular basis to determine if you are still on track or if something needs adjusting. A winning formula is to measure, adjust and then rinse and repeat.

 

Posted in #HCSM, Thursday Tip

#ThursdayTip: How to Add GIFS to Your Tweets

Welcome to this week’s quick social media tip. This week I want to show you how to add GIFS to your tweets. 

Want to add variety to your tweets and help them stand out? Try adding GIFs.

Here’s how

From the Tweet compose box, click the GIF icon to search for and select a GIF from the GIF library.

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When you choose a GIF, the image will attach to your Tweet in full size.

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Click Tweet to post.

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Notes

  • GIF attachments do not count towards the character limit in a Tweet.
  • Animated GIFs can’t be included in Tweets with multiple images. You can send only one GIF in a Tweet.
  • Twitter supports looping GIFs. If your animated GIF doesn’t loop and plays a single time, it will display as a static image.
Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Generate Fresh Content Ideas In 30 Seconds.. Or Less

Welcome to this week’s quick social media tip.

Today I want you to share a tip with you for generating content ideas in under a minute using two similar tools. Use these tools as inspiration for topics you could write about.

1.  HubSpot’s Blog Topic Generator tool lets you input up to three different nouns and returns five blog topic ideas for you

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2. Portent’s Content Idea Generator allows you to generate content ideas with just one keyword. Be prepared that the tool can throw up some quirky suggestions, but don’t let that put you off. Keep playing around with it until you find one you can work with. I also really like how it shows you best practice tips, such as using metaphors in your writing.

Sometimes all you need is a little spark to get your creativity flowing again, and these tools may just the thing to get your creative juices flowing again.

Here’s to your social media success!

 

Posted in #HCSM

Ten Social Media Tools I’m Thankful For

In keeping with this week’s Thanksgiving theme, I want to share with you ten tools I use all the time which helps me manage my social media better. I’m thankful to the developers who made these useful tools free and easy to use!

1. Adobe Spark

A free suite of apps that allow both web and mobile users to create and share visual content — like posts for social media, graphics, web stories, and animated videos. One of my go-to graphic tools (the featured image on this post was created using this tool).

2. BeFunky

There is so much you can do with this tool to enhance your visual marketing assets, including creating collages, adding “one-click” photo effects (there are over 300 photo effects and filters to choose from) and an array of graphics (eg speech bubbles). The basic account is free to use and provides users with access to a library of 125 digital effects.

3. Canva

Whether you want a Twitter post or Facebook profile picture, you can create them quickly using Canva’s drag and drop editor. Select from a number of pre-set designs, or create something from scratch. You can also add elements such as custom icons, fonts, charts, and illustrations.

4. Emotional Marketing Value (EMV) Headline Analyzer

This headline analyzer is a free tool from the Advanced Marketing Institute that you can use to calculate the EMV of your own headlines. It scores the EMV of your headline with a breakdown of why it scored that value.

5. Grammarly

A free writing app available as a Google Chrome Extension. Adding Grammarly to Chrome means that your spelling and grammar will be vetted everywhere you write on the web. I use it all the time and find it super useful.

6. Hemingway Editor

A proofreading tool that clears your copy of all unnecessary copy. Just paste your text into the editor and you’ll get an analysis that highlights lengthy, complex sentences, adverbs, passive voice, and common errors.

7. IFTTT

IFTTT (an acronym for If This, Then That) allows you to sync up multiple apps so that when a certain activity happens, it kicks off a separate activity in another app.

8. Lumen5

This is a cool tool that enables you to turn your blog posts into slideshow-type videos in minutes. The free plan includes unlimited videos, access to 10 million video files, and 480p-quality video with the Lumen5 watermark. You can also upload your own logo. Upgrading to the Pro plan ($49/month) lets you remove the Lumen5 branding, upload your own watermark and outro, and more.

9. Pablo

This tool from Buffer is a bare-bones online image editor that lets you make basic social media images in seconds.

10. Scoop.It

A super content curation platform that allows you to easily find and share unique, relevant content to your social networks, website or blog. The free version will allow you to monitor a single topic and use the content generated on up to two social media accounts.

Looking for more tools like these?

Head on over to Medium for100 Tools To Help You Do More With Social Media.

Posted in #HCSM

6 Content Marketing Lessons I Learned From A Simple Thanksgiving Tradition

Although I live outside the US, Thanksgiving’s one of those holidays I celebrate in spirit, if not in person. I’m always curious to learn more about Thanksgiving traditions and being a foodie I’m fascinated by what people eat at the dinner table.

While I still can’t get my head around that sweet potato and marshmallow combo, a green bean casserole is something I might be tempted to try. If you live in the US I guess you already know the story of how this dish came to be a Thanksgiving dinner staple, but for those who aren’t familiar, it’s such a great marketing story with lessons for all of us who want to improve our content marketing.

The casserole originated over 60 years ago in the test kitchen at Campbell’s Soup, where Dorcas Reilly worked as a home economist. Dorcas invented a Green Bean Casserole recipe in response to a question from the Associated Press: “What’s a good Thanksgiving side dish that uses ingredients found in most American kitchens?”

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First demo kitchen, Campbell’s, 1941

The dish Dorcas invented went viral. Millions of Americans made the casserole that year. And today, over 60 years later, it’ll be served on an estimated 30 million Thanksgiving tables across the US, earning its place as one of the most beloved recipes in America.

So what lessons can this simple recipe teach us as content marketers? Over on LinkedIn, I share six valuable lessons we can learn from Dorcas’s green bean casserole.

Click here to read

Posted in #HCSM

Need a topic for your healthcare blog? Here are 12 ideas to get you started

Healthcare blogs vary in content and style; they range from commentary on a topical issue to patients sharing the lived experience of a disease and healthcare professionals educating patients on the management of an illness.

Blogs written by doctors, nurses, health researchers, patients, and healthcare and digital marketers and innovators add much to the richness and diversity of the online healthcare conversation. 

Creating a blog is relatively easy; the challenge lies in consistently updating the content. If you are struggling to come up with new ideas on a regular basis for your blog, then this list of 16 content ideas should help get you going again.

#1 Share Facts About A Common Medical Condition

What kind of questions do your patients most frequently ask about a specific medical condition? Compile a list of these frequently asked questions and answer them on your blog.

#2 Curate Content

Creating original content is time and resource intensive.  Curation helps you provide your audience with relevant, high quality information on a regular basis without sacrificing your time and resources. Don’t rely on curation alone; curated content is designed to complement your content creation plan—not replace it.

#3 Announce a New Product or Service

Are you rolling out a new program, product or service? Write a blog post to introduce it and highlight its features and benefits.

#4 Update Readers on Industry Trends

Healthcare is constantly changing and evolving. Can you predict or comment on the latest healthcare trend? Readers will enjoy learning about it through your blog, particularly if you share your own unique perspective. Set up Google Alerts to keep updated on emerging trends in your industry to provide the latest information for your readers.

#5 Create A Poll

There are several online tools you can use to create a readers’ poll. If you have a WordPress.com site, then you’ve got Polldaddy polls already built in. You can create, manage, and see results for all of your polls directly in your WordPress.com dashboard. If you use a WordPress.org install on your self-hosted site, install the Polldaddy WordPress.org plugin. Use it to get a snapshot of readers’ attitudes to health topics like vaccination, screening, complementary therapy, mental health – the list is endless. Publish a follow-on post with your findings.

#6 Write About A Day In The Life

Write about a typica day in your working life as a healthcare professional. Be careful not to write about specific patients or to commit any breaches of privacy or confidentiality.

#7 Plan Posts Around Seasons and Events

Use an editorial calendar to track seasonal, cultural and industry events and write a blog post which fits the theme, for example, “How To Eat Healthily During The Holiday Season”.

#8. Share The Latest Medical Research

Have you been to a conference recently where you learned about new medical research? Or read about the latest research in a medical journal?  Let your readers know about it through your blog. Make sure you provide full references and link to online publications.

Here’s an example of this done really well by breast surgeon, Dr Deanna Attai on her blog.

#9 Invite A Guest Blogger

Ask a colleague to write a guest blog on an area of their expertise.

#10 Interview An Expert

Choose a respected healthcare professional and interview them for your blog. Alternatively, contact several experts in your field and have them answer a question: Take all the answers and turn them into one big blog post.

#11 Write About A Trending Topic

Provide your unique perspective on a trending topic. Find out what’s “hot right now” online by using Google Trends, Twitter.com/Search and Reddit.com.

#12 Provide a Weekly Round-Up Of Healthcare News

Gather the week’s healthcare news into a round-up post. Provide links, attribute sources and add your own commentary.

You might also like to read 3 Places To Find Interesting Ideas For Your Healthcare Blog

Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Add SlideShare To Your Healthcare Marketing Strategy

Welcome to this week’s quick social media tip. Today I want you to think about how you can add SlideShare to your content marketing strategy.

Owned by LinkedIn and with over 18 million uploads and 80 million users, SlideShare is the world’s largest professional content sharing community.

Surprisingly, given how the platform is optimized for social sharing, including the ability to embed presentations (as I’ve done below), it’s often overlooked and underused in healthcare marketing.

How To Use SlideShare

1. Use SlideShare for research.

Get up to speed on any topic. Instead of scrolling through pages of text, you can flip through a SlideShare deck and absorb the same information in a fraction of the time.

2. Share your insights and get noticed

Show what you know through a presentation, infographic, document or videos. When you upload to SlideShare, you reach an audience that’s interested in your content – over 80% of SlideShare’s 80 million visitors come through targeted search. This can help you build your reputation with the right audience and cultivate more professional opportunities.

Top Tip: The good news is that you don’t even have to create original content to do this. Simply find some content you have already written and get ready to breathe new life into it.

Here’s to your social media success!