How we developed a social media marketing strategy for our practice. Professor Azeem Majeed Department of Primary Care & Public Health
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1 How we developed a social media marketing strategy for our practice Professor Azeem Majeed Department of Primary Care & Public Health
2 What is social media? Sharing information through interactive online exchanges Used in marketing Deliver key messages Advertise services Improve communication Slower uptake by the NHS Can be included in General Practices communication strategies
3 The social media strategy SETTING GOALS What does the practice wish to achieve by making use of the social media? Is the emphasis educating and informing patients, collecting feedback, advocating points of views, promoting the general practice, and/or improving social networking? THE DETAILS How much time can be invested to keep accounts up-to-date? Is there a need for extra members of staff? What types of message should be diffused (professional, personal, etc.)? EXPLORING AND SELECTING APPROPRIATE CHANNELS Which websites and applications are needed to achieve the set goals? What is the best platform to reach the selected audience and to deliver the chosen messages? What are the rules and codes of each channel?
4 Practice website Regularly updated Comprehensive Location and contact details Opening hours Services Registration packs News section Guidelines: emergencies, self-help, online services Link to other social media platforms
5
6 NHS Choices Basic information Location Contact details Opening hours Staff Services Managed by designated member of staff Patient feedback
7 NHS Choices Patient feedback Authoritative and constructive answer Designated member of staff (practice manager) Consistent, non-generic answers No defensive/negative replies Invite patients to discuss issues confidentially
8 Twitter 9000 tweets per second 230 million active users monthly 29% of years old on Twitter
9 Twitter
10 Twitter in Primary Care Informal, straightforward 140 characters Promotional tool Share views and expertise on health news Respond to emerging health issues Disease outbreaks Changes to local health services
11 Facebook 1.23 billion active users monthly 223 million Europeans on Facebook 30% of users between years old 24% of marketers report that Facebook is critical to their business
12 Facebook in Primary Care Informal, friendly Confidentiality (monitoring) Interact with patients Share information quickly Promote activities Flu vaccination season New services Registration of new patients
13 newsletter Regular newsletter Goal: Publicise work Educate patients Proactive form of marketing MailChimp Design: pictures, graphs, charts, concise, limited medical jargon Distribution
14 Targeted newsletters Aimed at specific groups Flu vaccine programme QOF reminders NHS Health Checks Childhood immunisations Screening programmes Impact remains to be evaluated
15 Patient welcome pack ed to all new patients Welcome letter with embedded links Patient Access (Emis Web) Electronic Prescription Service Patient Participation Group Most recent electronic newsletter Capture addresses from current practice patients
16 Other social media tools Blogs YouTube Storify LinkedIn
17 Doctors can use social media Personal website Page(s) on institutional website Facebook Blog
18
19 Professional Guidelines Published by GMC, BMA & others Treat social media as a public forum Maintain confidentiality Respect colleagues Be aware of conflicts of interest
20 Can social media benefit patients? Patient engagement and empowerment Patient health education Productive consultations Communication with key patient groups Responsiveness to feedback Health outcomes Health promotion tool Self-management tool
21 Conclusions - Benefits for your practice Indirect financial benefits Practice performance Patient retention and recruitment Meet key targets (QOF) Visibility of the practice Online advertising of practice and services Social media is a low cost method of raising your practice profile, improving patient health, and helping your practice meet key targets
22 Acknowledgements Dr Curran & Partners, London SW4 Ms Emilie Karafillakis Mr Raj Kumar Dr Peter Swinyard & FDA
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