How to Convert Unknown Consumers into Patients Using Social Media

Editor's Notes

• #18: Social Engagement & Monitoring Monitor, segment & respond in real-timeFilter social noise & instantly analyze, make faster decisions based actionable social indicatorsSocial MarketingPublish targeted content across social channelsCreate customized content to enable greater consumer participation, and to sustain deeper brand experiences
• #19: Let’s get more specific and talk about the pain points SRM solves.Social media is proliferating and managing and scaling your social media presence nowadays without special software is a mess.This is what customers want to do and are doing with Social Relationship Management.This about a typical workflow that a Social Media Manager goes through.They want to listen to what people are saying about their brand on social media channels.Your customers are talking about your brand on social media channels. They are posting, tweeting, commenting, sharing, and liking your brand.Figure out what they are saying en mass, analyze sentiment, hear what they like and don’t like about your product, and know if they intend to purchase your product or not.Oracle SRM Listening is more accurate and filters out more “noise” than any other Social Monitoring Competitor. Plus, Only Oracle auto-filters to capture actionable customer signal for proactive CX Management.They want to engage with fans and followers.Get your prospect and customers to interact with you.This can be done by asking them questions, responding to their posts and comments, and creating engagement applications like contests and polls. Oracle SRM is the easiest-to-use application to listen and respond to social posts. Social posts are automatically categorized by the Listen engine and flow from multiple social networks into one “inbox” designed to make managing your community easy and efficient.They want to create content and apps.Whether it’s user-generated contests, polls, videos, or other interactive, engagement content, SRM lets you do this easily.They want to publish to multiple social media channels.Enterprise-level corporations, those with over 1,000 employees, now have on average 178 social media accounts.Imaging having to log in and out of each account to write something to your followers on those accounts. It’s a mess.SRM allows you to manage hundreds of social media accounts in one interface.Create great looking landing pages and publish to multiple social networks or embed on any website. Plus, Only Oracle has a solution to tie social publishing into sales, service, and commerce systems.They want to manage workflows.Social media teams are growing and becoming more global. Why take the risk of someone in your organizing publishing off-brand information. We have workflows built into SRM to make the administration of your account easy.They want to analyze results and get metrics.This is huge with our customers. They want to be able to show ROI on their social media investment. They want to show the number of people they’ve reached, the number of fans and followers that have engaged with them, and analyze trending sentiments of their brand. SRM does all this.Oracle SRM combines pre, during & post-campaign social analytics in one interface. Only Oracle can provide you with unified analytics across owned & earned media to improve social performance.
• #20: Four in 10 consumers say they have used social media to find health-related consumer reviews (e.g. of treatments or physicians); one in three have sought information related to other patients’ experiences with their disease; one in four have "posted" about their health experience; and one in five have joined a health forum or community.
• #22: With a few quick steps, add key search terms and immediately see a list of related items based on this topic. Using Latent Semantic Analysis, the system automatically presents themes which allows the ability to easily filter out unrelated noise and refine search to ensure the social messages for this topic are providing her with the most accurate signal.Almost half (48%) of respondents said they rely on the Internet to be informed before a doctor's visit.*Need a visual of SE&MPeople will likely search on terms like “Risk of breast cancer, breast cancer treatment Chicago, Chicago support group for breast cancer”
• #24: Use what you have learned about what matters to customers about a treatment areaAnd what they don’t like about your competitorsTo position yourself with the solution – both to the potential patients and to the people who love them and may choose care*Need a visual to show SM – how to post content to a Facebook page for a breast cancer clinicWhen asked how information found through social media would affect their health decisions, 45 percent of consumers said it would affect their decision to get a second opinion; 41 percent said it would affect their choice of a specific doctor, hospital or medical facility; 34 percent said it would affect their decision about taking a certain medication; and 32 percent said it would affect their choice of a health insurance plan.The most trusted resources online are those posted by doctors (60 percent), followed by nurses (56 percent), and hospitals (55 percent).Cleveland Clinic has over 450 thousand Facebook followers, they want health and wellness tips, information about diseases and conditions, and news about the latest in medical innovation from the hospital’s Facebook page. The general information is usually presented by Cleveland Clinic through images, a manner they have proven to garner a higher response rate compared to purely text content
• #25: Engaging with consumers.
• #26: *Need a visual of metrics – seeing what’s working – showing things going up over time, if possible…
• #27: The overview of how our SRM integrates with marketing applications including Siebel CRM, Fusion CRM, CRMOD and Eloqua. And we’ll touch more specifically on Eloqua in the next slides…