Social Media Strategies for Healthcare Professionals By Tom Jackson Sale Fish Marketing ( )

Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. - Sun Tzu

The Issue How do I find the Companies And How do the Companies find Me

Targeted Accounts How Many are Too Many???? or Two or Three? Two or Three HUNDRED! Focused and Targeted Companies One?

Either Reference USA or Dun&Bradstreet is an excellent resource. Find a local library that allows you remote on-line access to the databases. You only need a Texas Drivers license to get a card – do not need to live in the town where the library is located. Targeted Accounts Typically FREE Through Outplacement FREE

The Library Reference USA link will take you to Reference USA where you can now logon using your Library card number/password Go to the Library Home Page Click on Reference USA ReferenceUSA from the Library

You are looking for a list of companies. Now what?? Start your search here Targeted Accounts – Quick Start

Type former Employer’s Name ex: EDS Healthcare Group Targeted Accounts – Quick Start The fastest way to find Focused/Targeted Companies is a Reverse Search. Enter the Company name you are interested in getting more information on.

Select your company’s name from list. You may see the name listed more than once. You typically want to select the main office location to get the greatest amount of information. Targeted Accounts – Quick Start

With your employer’s NAICS / SIC code number(s). Your can now enter these number(s) to get a list of ALL companies in that industry subset – this includes competitors!! Note: If more than one code, pick that one that it closest to your skills SIC NAICS

1 Targeted Accounts – Quick Start Go back main menu: 1)Click on Custom Search 2)Click on Business Type 3)Click on Keyword/SIC/NAICS 4)Click on Search All NAICS 5)Enter NAICS code

Targeted Accounts – Quick Start Click on View Results to see a complete listing of Targeted Companies. Now you can go back and use the various filters to size the listing to something more managable.

Targeted Accounts Filters: Geography By Adding the Geography Filter (DFW). The list went from 17,735 to 406.

Targeted Accounts Filters: Business Size By Adding the Company Size ( ). The list went from 406 to 3. Note: Can have multiple filters

How To Focus On More Targeted Healthcare Companies

Targeted Company Or Representative Firm Targeted Accounts – Quick Start Reverse ‘Look Up’. Enter either a Targeted Company or a Representative Company in a particular Industry or sub-Industry

Select your company’s name from list. You may see the name listed more than once. You typically want to select the main office location to get the greatest amount of information. Targeted Accounts – Quick Start

Many Hospitals are owned and managed under larger Corporate Entities. Targeted Accounts – Quick Start Public Company Subsidiary Company Branch

On the Company’s Profile page go to the Industry Profile to find the NAICs / SIC code that best fits your specialty SIC NAICS Targeted Accounts – Quick Start

Here is another major Hospital Name in the DFW market. Targeted Accounts – Quick Start

Presbyterian Hospital is Owned by Texas Health Resources Identify the Parent Company to get a better idea of the sub-Industries

Targeted Accounts – Quick Start If you do not see a sub- industry or industry specialty then repeat this process using another company

Targeted Accounts – Quick Start Let us look up a Pharmaceutical manufacturer

Targeted Accounts – Quick Start From one Pharma Manufacturer you can get the industry code to find more

Let us look up a Medical Equipment manufacturer Targeted Accounts – Quick Start

GE is a big company. It is easier to look up the Parent company to find the NAICs / SIC code then to find the company name. Targeted Accounts – Quick Start

ReferenceUSA Download Report Detail Note: SIC/NAICS field go to 26 listings, EXECUTIVES information goes out to 50, PUBLIC FILINGS go out to 26

ReferenceUSA – Downloading a Report From the Search Results page click Download -Select Excel -Select Detailed -Summary report is very basic - Custom report lets you select the info you want

Online Searches and News Feeds - Defining who you are and what you do

Company Information Sources Recruiting Uses Top 3 1)LinkedIn 2)Facebook 3)Twitter What For -Promote brand -Publish jobs $0 -Advertise jobs -Referrals -Research candidates -Direct sourcing

Social Media in Healthcare 53% Adoption Rate of Social Media by Hospitals Larger Hospitals are early adopters

Social Media in Healthcare 247 YouTube Channels 316 Facebook pages 419 Twitter Accounts 67 Blogs Increased adoption of social media in the medical field makes social something that healthcare professionals need to consider in Hospitals Identified with Social Media 2010:

Social Media in Healthcare 53% Adoption Rate of Social Media by Hospitals Larger Hospitals are early adopters

Facebook: >500 Million users - 50% of users log in daily - If Facebook were a country – would be 3 rd largest - People spend 500 Billion minutes per month on Facebook Twitter: >100 Million users - Adding 300K users per day - >75% of Twitter traffic comes from external sites - >600 Million search request per day LinkedIn: >75 Million users - 60% High Income users, $100K + - Incomes of $200K to $300K are 7X more likely to have over 150 connections - Traffic Up 323% in one year Social Marketing – Popular Sites

Key to Social Media Optimization (SMO) 1: Do Not be Unique 2: Be Consistent 3: Be Relevant

Key to Social Media Optimization (SMO) 100,000 feet

Start with your business card. What is your Job Title? What is your Name? Digital Brand - LinkedIn Acme Hospital Dallas, TX Bob Smith Network Solutions Analyst Healthcare Information Technology = Software / Hardware / Project Mgr

Using LinkedIn's Advanced Search page. Find your relevant job title(s). As an example type in ‘Information Technology’. What is another word for Information Technology? Digital Brand - LinkedIn 100,000

Let’s try ‘IT’ instead of Information Technology Now you are 1 of 1,000,000 Digital Brand - LinkedIn 1.1Million

Using LinkedIn's Advanced Search page. Find your relevant job title(s). As an example type in ‘Information Technology’. What is another Healthcare specialty at 100,000 feet ? Digital Brand - LinkedIn 50,000

Type in your title ‘Software’ Solution Analyst, Network Architect…may be what your company called you. What would your Neighbor, Wife of Kids say you do?? Digital Brand - LinkedIn 1.4 Million

How about ‘Project Manager’ However, who is really looking to hire a…. - IT Person? -Healthcare Person? -Project Manager? -Executive? Nobody! Digital Brand - LinkedIn 1.9 Million

Take IT (>1M) plus Healthcare(>50K) you get….. You become 1 IN a 1,000,000 by utilizing Key Skill Title Combinations. People are looking for Healthcare IT IT Healthcare with 1,968 Digital Brand - LinkedIn

Digital Brand – LinkedIn - Relevancy / Consistency

Digital Brand – LinkedIn What People Read ‘Above The Fold’ - Contact Info ‘Specialties’ -50,000 ft words -Industry key words

Search Engine - Matrix TIP: Think word re-use. More search terms with fewer characters Business Development Sales Operations Strategic Marketing Engineer Strategic Sales Business Operations Sales Engineer Targeted Titles Matrix Titles

Putting the Pieces Together

LinkedIn - Groups Join Groups that are important to those you are targeting

LinkedIn - Companies Type in a Company Name Jobs at these Companies are posted as well

LinkedIn - Companies Follow Companies See who works at those companies See how you are connected people who work there

Search.twitter.com Twitter – Search

Search for a term in “This hashtag” Make sure to add your target Hashtag to your tweet #healthcare

Facebook – Search Facebook is good to find People and Companies but weak on searching targeted phrases

Social Media for Company Research LinkedIn: Great to find connections or introductions into companies. Don’t forget GROUPS & FOLLOW COMPANIES. Google-Alerts: Define your search terms and get a daily digest of activity RSS Feeds: Great way to keep in touch with current events (great way to start Tweeting by Re-tweeting) Fan Page: Fastest growing element with in Facebook. These are ‘Profiles’ for Business Twitter: Twitter job aggregators and Twitter Alerts, two great tools

Twitter Jump Start – News Reader Scan the ‘Headline’ and RE-Tweet what you like and what is consistent with your message.

DFW COMPANY DATABASEPRESENTATION Where Can I get the DFW COMPANY DATABASE and the PRESENTATION? ****All I ask in return is that you “Link-In” to me**** Click on this link to go to the DOWNLOAD page Tom Jackson