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Social Media StrategiesforHealthcare Professionals
By Tom JacksonSale Fish Marketing972.740.7367Tom@SaleFishMarketing.comwww.SaleFishMarketing.comwww.linkedin.com/in/thomasjacksonjr
(11-2010)
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
CompaniesOne?
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 FREEThrough 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 PageClick 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 formerEmployer’s Nameex: 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
Targeted Accounts – Quick StartWith 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 Search2)Click on Business Type3)Click on Keyword/SIC/NAICS4)Click on Search All NAICS5)Enter NAICS code
2
5
3 4
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 AccountsFilters: Business Size By Adding the Company
Size (250-4999). The list went from 406 to 3.
Note:Can have multiple filters
How To Focus On More Targeted
Healthcare Companies
Targeted CompanyOr
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
PublicCompany
SubsidiaryCompany
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
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
Targeted Accounts – Quick Start
ReferenceUSADownload 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 SourcesRecruiting UsesTop 31)LinkedIn2)Facebook3)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 2010.
540 Hospitals Identified with Social Media
2010: http://ebennett.org/hsnl/
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 3rd 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 Unique2: Be Consistent3: 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 HospitalDallas, TX
Bob SmithNetwork Solutions Analyst
HealthcareInformation 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 DevelopmentSales Operations
Strategic MarketingEngineer
Strategic SalesBusiness 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 NameJobs at these Companies are posted as well
LinkedIn - Companies
Follow CompaniesSee who works at those companiesSee how you are connected people who work there
Search.twitter.com
Twitter – Search
Twitter – Search
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.
Where Can I get the DFW COMPANY DATABASEDFW COMPANY DATABASE and the PRESENTATIONPRESENTATION?
****All I ask in return is that you “Link-In” to me********All I ask in return is that you “Link-In” to me****
Click on this link to go to the DOWNLOAD page
Tom Jackson972-740-7367
[email protected]@ThomasJackson.info
www.ThomasJackson.Infowww.ThomasJackson.Info