Social Media Strategies

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Social Media Strategies for Healthcare
Professionals By Tom Jackson Sale Fish
Marketing 972.740.7367 Tom_at_SaleFishMarketing.com w
ww.SaleFishMarketing.com www.linkedin.com/in/thoma
sjacksonjr (11-2010)
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Strategy without tactics is the slowest route to
victory. Tactics without strategy is the noise
before defeat.- Sun Tzu
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The Issue
How do I find the Companies And How do the
Companies find Me
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Targeted Accounts
How Many are Too Many????
Two or Three HUNDRED! Focused and
Targeted Companies
or Two or Three?
One?
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Targeted Accounts
Either Reference USA or DunBradstreet is an
excellent resource.
FREE
Typically FREE Through Outplacement
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.
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ReferenceUSA from the Library
Go to the Library Home Page Click on Reference USA
The Library Reference USA link will take you to
Reference USA where you can now logon using your
Library card number/password
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Targeted Accounts Quick Start
Start your search here
You are looking for a list of companies. Now
what??
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Targeted Accounts Quick Start
Type former Employers Name ex EDS Healthcare
Group
The fastest way to find Focused/Targeted
Companies is a Reverse Search. Enter the Company
name you are interested in getting more
information on.
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Targeted Accounts Quick Start
Select your companys 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.
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Targeted Accounts Quick Start
With your employers 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
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Targeted Accounts Quick Start
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• Go back main menu
• Click on Custom Search
• Click on Business Type
• Click on Keyword/SIC/NAICS
• Click on Search All NAICS
• Enter NAICS code

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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.
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Targeted Accounts Filters Geography
By Adding the Geography Filter (DFW). The list
went from 17,735 to 406.
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Targeted AccountsFilters Business Size
By Adding the Company Size (250-4999). The list
went from 406 to 3. Note Can have multiple
filters
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How To Focus On More Targeted Healthcare Companies
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Targeted Accounts Quick Start
Targeted Company Or Representative Firm
Reverse Look Up. Enter either a Targeted
Company or a Representative Company in a
particular Industry or sub-Industry
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Targeted Accounts Quick Start
Select your companys 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.
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Targeted Accounts Quick Start
Public Company
Subsidiary Company
Branch
Many Hospitals are owned and managed under larger
Corporate Entities.
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Targeted Accounts Quick Start
On the Companys Profile page go to the Industry
Profile to find the NAICs / SIC code that best
fits your specialty
SIC
NAICS
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Targeted Accounts Quick Start
Here is another major Hospital Name in the DFW
market.
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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
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Targeted Accounts Quick Start
If you do not see a sub-industry or industry
specialty then repeat this process using another
company
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Targeted Accounts Quick Start
Let us look up a Pharmaceutical manufacturer
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Targeted Accounts Quick Start
From one Pharma Manufacturer you can get the
industry code to find more
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Targeted Accounts Quick Start
Let us look up a Medical Equipment manufacturer
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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.
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Targeted Accounts Quick Start
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ReferenceUSADownload Report Detail
Note SIC/NAICS field go to 26 listings,
EXECUTIVES information goes out to 50, PUBLIC
FILINGS go out to 26
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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

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

• Recruiting Uses
• Top 3
• LinkedIn
• Facebook
• Twitter
• What For
• Promote brand
• Publish jobs 0
• Advertise jobs
• Referrals
• Research candidates
• Direct sourcing

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Social Media in Healthcare

• 53 Adoption Rate of Social Media by Hospitals
• Larger Hospitals are early adopters

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Social Media in Healthcare
540 Hospitals Identified with Social Media

• 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.

2010 http//ebennett.org/hsnl/
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Social Media in Healthcare

• 53 Adoption Rate of Social Media by Hospitals
• Larger Hospitals are early adopters

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Social Marketing Popular Sites
Facebook gt500 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 gt100 Million
users - Adding 300K users per day - gt75 of
Twitter traffic comes from external sites - gt600
Million search request per day LinkedIn gt75
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
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Key to Social Media Optimization (SMO)
1 Do Not be Unique
2 Be Consistent
3 Be Relevant
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Key to Social Media Optimization (SMO)
100,000 feet
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Digital Brand - LinkedIn
Start with your business card. What is your Job
Title?What is your Name?
Acme Hospital Dallas, TX
Bob Smith Network Solutions Analyst
Healthcare Information Technology

Software / Hardware / Project Mgr
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Digital Brand - LinkedIn
Using LinkedIn's Advanced Search page. Find your
relevant job title(s). As an example type in
Information Technology.
100,000
What is another word for Information Technology?
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Digital Brand - LinkedIn
Lets try IT instead of Information Technology
1.1Million
Now you are 1 of 1,000,000
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Digital Brand - LinkedIn
Using LinkedIn's Advanced Search page. Find your
relevant job title(s). As an example type in
Information Technology.
50,000
What is another Healthcare specialty at 100,000
feet ?
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Digital Brand - LinkedIn
Type in your title Software
1.4 Million
Solution Analyst, Network Architectmay be what
your company called you. What would your
Neighbor, Wife of Kids say you do??
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Digital Brand - LinkedIn
How about Project Manager
1.9 Million

• However, who is really looking to hire a.- IT
  Person?
• Healthcare Person?-Project Manager?
• Executive?
• Nobody!

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Digital Brand - LinkedIn
Take IT (gt1M) plus Healthcare(gt50K) you get..
IT Healthcare with 1,968
You become 1 IN a 1,000,000 by utilizing Key
Skill Title Combinations. People are looking for
Healthcare IT
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Digital Brand LinkedIn - Relevancy /
Consistency
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Digital Brand LinkedIn
What People Read
Above The Fold- Contact Info

• Specialties
• 50,000 ft words
• Industry key words

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Search Engine - Matrix
Business Development Sales Operations Strategic
Marketing Engineer
Targeted Titles
Strategic Sales Business Operations Sales Engineer
Matrix Titles
TIP Think word re-use. More search terms with
fewer characters
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Putting the Pieces Together
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LinkedIn - Groups
Join Groups that are important to those you are
targeting
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LinkedIn - Companies
Type in a Company Name Jobs at these Companies
are posted as well
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LinkedIn - Companies
Follow Companies See who works at those
companies See how you are connected people who
work there
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Twitter Search
Search.twitter.com
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Twitter Search
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Twitter Search
Search for a term in This hashtag Make sure to
add your target Hashtag to your tweet healthcare
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Facebook Search
Facebook is good to find People and Companies but
weak on searching targeted phrases
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Social Media for Company Research
LinkedIn Great to find connections or
introductions into companies. Dont 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
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Twitter Jump Start News Reader
Scan the Headline and RE-Tweet what you like
and what is consistent with your message.
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Where Can I get the DFW COMPANY DATABASE and the
PRESENTATION?
Tom Jackson 972-740-7367 ThomasJackson_at_ThomasJac
kson.info www.ThomasJackson.Info
Click on this link to go to the DOWNLOAD page
All I ask in return is that you Link-In to
me