1. Social Media Strategies for Healthcare Professionals By Tom Jackson Sale Fish Marketing 972.740.7367 Tom@SaleFishMarketing.com www.SaleFishMarketing.com www.linkedin.com/in/thomasjacksonjr (11-2010)

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

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

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

5. 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

6. 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

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

8. 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.

9. 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

10. 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

11. 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 2 5 3 4

12. 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.

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

14. Targeted Accounts Filters: Business Size By Adding the Company Size (250-4999). The list went from 406 to 3. Note: Can have multiple filters

15. How To Focus On More Targeted Healthcare Companies

16. 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

17. 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

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

19. 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

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

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

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

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

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

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

26. 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

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

29. 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

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

31. 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

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

33. 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 2010. 540 Hospitals Identified with Social Media 2010: http://ebennett.org/hsnl/

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

35. 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

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

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

38. 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

39. 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

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

41. 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

42. 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

43. 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

44. 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

45. Digital Brand – LinkedIn - Relevancy / Consistency

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

47. 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

48. Putting the Pieces Together

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

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

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

52. Search.twitter.com Twitter – Search

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

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

56. 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

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

58. 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 972-740-7367 ThomasJackson@ThomasJackson.info www.ThomasJackson.Info