The Digital Series: Social Media, Interactive Tools, and Content Development Strategies to Engage the Patient

The Digital Series: Social Media, Interactive Tools, and Content Development Strategies to Engage the Patient
August 1-19, 2016 | 24/7 Access

Comment from a live attendee:
"I love all the social media sessions. With so many platforms, there is always new things to learn!"

This two-part series will uncover best practices, lessons learned, and new trends when it comes to engaging patients through your digital campaign. In part 1 of the series, learn how Tampa General CTO effectively managed a website redesign including paid campaigns, managing URL structure, and rigorous testing to ensure proper functionality prior to launch. Learn about the pitfalls to avoid, as well as strategies for gaining organizational buy-in. You will also learn from SLUCare Physician Group, who rebooted their website, featuring interactive tools like Find A Doctor searches, bill pay, appointment requests, and medical reference materials that promote interactive engagement among consumers and resulted in a 96% increase in unique website visits in just over a year.

In part 2 of the series, Henry Ford will share insights from their past year, on how to produce effective online content through social media outreach such as launching a wellness blog (5,000 views per month) and consolidating Facebook pages (resulting in 81% growth in pages). They will also provide practical steps on how to develop graphic standards/style guides and create a dynamic editorial calendar that serves multiple business entities. Deaconess Health System will provide ideas on how to proactively react to negative social media through the development of ready-responses and proactive options for dealing with an escalating situation—or when possible, to prevent it from escalating.  You will also learn how to write social media policies that are clear, reasonable, and are approved by internal audit.

Dean Browell, PhD, Executive VP, Feedack Agency, will provide a pre-recoreded, supplemental webcast that reveals why and how to track engagement in social and on the web - together. Social stats are more consistent, compatible, and comparable, than we often allow them to be - instead we often choose to examine them separately by channel and rarely in direct comparison with other marketing initiatives.  We will connect listening and execution to tracking to show how not siloing social media statistics, and in fact viewing alongside other web results and even traditional media can help give you a full picture of your activities and progress toward goals.

This series is broken out into part 1 and part 2, allowing registrants to register for the entire series or only one of the sections, depending on their interests. All webcasts will be from noon–1pm Central and will be recorded.

PART 1: Website Design and Interactive Tools to Engage Patients (August 1–5)

Website Redesign: Pitfalls to Avoid and Organizational Buy-In
Tuesday, August 2 | Presented by Rich Phillips, CTO, Tampa General and Chris Behan, President, Socius Marketing

Incorporating Interactive Website Tools to Drive Traffic
Thursday, August 4 | Presented by Cherie Burroughs, Web Content Administrator, SLUCare Physician Group and Sarah Gladson, Director of Marketing, Communication and Provider Relations, SLUCare Physician Group

PART 2: Social Media Strategies: Content Development and Proactive Solutions (August 15–19)

Producing Engaging, Online Content through Social Media
Tuesday, August 16 | Presented by Brooke Hess, Marketing Manager, Content Strategy and Promotions, Henry Ford Health System and Emily Solecki, Social Media Strategist, Henry Ford Health System

Strategies for a Proactive Reaction to “Challenging” Social Media Situations
Thursday, August 18 | Presented by Ashley Johnson, Corporate Communication Specialist, Deaconess Health System