Chris Boyer's Social Media ROI Ragtime

You might be tempted to suggest that Chris Boyer (Director of Digital Marketing & Communications, Inova Health System) keep his day job until you realize that this is his day job! Thanks Chris for this morning’s chuckles. Wish I’d been there to see it in person. (Thanks also to Dan Dunlop for feeding highlights from the Health Care Social Media Summit through his blog – The Healthcare Marketer).

Passion, not Promotion, Built this Doctor's Blog Audience

Susan Lilly

During a webinar yesterday, I listened to Dr. Wendy Sue Swanson of “Seattle Mama Doc” fame – She’s a pediatrician mom who writes a widely followed blog for Seattle Children’s Hospital. Dr. Swanson didn’t start blogging to promote herself, but because she wanted to be a reasoned voice in an age of media hype trumping science. Her passion was evident while making the case for physician blogging. In fact, her passion is the key to her success as a blogger, which has the additional benefit of boosting the profile and mission of Seattle Children’s. The hospital gives her free reign on what to post, which gives her blog (and embedded You Tube videos) authenticity and personality.

To enhance a program or raise awareness, you need to go where your patients are. Today, they are online. Do you have a physician or nurse in a service line who has a passion to engage and help patients? Who has the time to commit to posting once a week?

Remember to be patient; blogs take some time to gain traction. But that’s ok as this gives the blogging doctor or nurse time to find her comfort zone in the blogosphere.

Take a look at Dr. Swanson’s blog for inspiration: http://seattlemamadoc.seattlechildrens.org/

Susan Lilly consumes vast amounts of health industry data so you don’t have to. She has worked in the healthcare field for 20 years - in both private and public sectors - and focuses on telling the stories that help health care clients grow and thrive.

Social Media Marketing Now 10% of On Line Promotions Spending

Of the $28.5 billion projected to be spent for on-line advertising in the US this year, 10.8% ($3.08 billion) is earmarked for social media networks - which represents a significant jump from the $1.99 billion spent in 2010. And that number is expected to rise again next year to 12.1%, according to a new report "Worldwide Social Network Ad Spending: 2011 Outlook."

The report's author, Debra Aho Williamson, comments, “The skepticism of a few years ago has faded; large brands are allocating more marketing budget to social media than ever before, and their social network ad spending is also rising. Two categories of advertisers are emerging: major brand marketers that increase budgets gradually, and performance advertisers that spend heavily and bring extensive search marketing expertise.”

How are you planning to allocate your promotions dollars in 2011?