While building these products remains important, the majority of people still do not get their information on medical websites or platforms. Therefore, you will want to keep a constant eye on how these metrics are progressing. This content is then shared and spread virally through the connections made from interaction on the social media eco-system. So, it’s important for healthcare professionals to join these conversations wherever they, are actively posting on social media, yet. Social Marketing Theory is a framework that is helpful in planning, designing, implementing and evaluating social campaigns with information sharing as its major objective. (online) Available at http://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/, The Retail Bulletin (2015) Influencer marketing: stop selling and start sharing. Driving people to increase in-store sales He has held various executive management positions at different academic and commercial organizations. (online) Available at http://www.oracle.com/us/corporate/profit/big-ideas/042213-mchaturvedi-1937903.html, Devine, R. (2013) John Lewis’ Bear and Hare Christmas tale now available for iPhone and iPad. is the process of gathering data from social media to better understand who is talking about you and how they feel. Many of the social networks offer their own analytics tools that will provide much of the necessary data. Company Registration No: 4964706. By definition, social media encourages dialogue; a two-way conversation. While the trust earned by these individuals is a valuable asset in any field, it is especially influential in healthcare. Dr. For example, you should even restrict the tweets you retweet to those that relate to your niche topics. In fact, many medical professionals are very active on social media, and some have amassed. Tao is the Chief Executive Officer at the Hong Kong Federation of Innovative Technologies and Manufacturing Industries (FITMI). To understand how researchers have adopted theories, used research constructs, and developed conceptual frameworks in their studies, a systematic and structured literature review based on five leading online academic databases was conducted. Firms can’t ignore social media, however. If you have plenty of resources, you could also set up several YouTube channels, each with their own niche audience. pp. Instagram has rapidly grown in importance over the last few years, and it has a significant visual focus. This should give you a better understanding of what potential customers expect from businesses in your industry. Promote your channels and engage with your audience. 6. The Bear and the Hare segment for 2013 served to remind consumers of the giving nature of Christmas and featured an interactive downloadable eBook for computers, tablets and smartphones (Devine, 2013). Disclaimer: This work has been submitted by a university student. This study will explore the social media strategy of the company’s department store segment. In the medical space, this not only means activists, advocates and public figures, but also experts and physicians. Social listening allows you to measure unsolicited (read: honest) feedback from customers. This strategy translated into sales as the company achieved a stellar Christmas sales rise in both years (2013 and 2014). Copyright © 2014 Elsevier Ltd. All rights reserved. (online) Available at http://www.mycustomer.com/feature/experience/john-lewis-how-160-year-old-retailer-became-omnichannel-champion/164763. There is no point participating in social media, just for the sake of it. It can help you develop a strong organic presence and gain a reputation for excellence in a field. Your social media marketing strategy will summarize and plan everything you hope to achieve from participating in social media. Keep in mind your target audience as you set up each account. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. Top brands on Instagram report a. . Remember, you're not creating goals merely for the sake of it. - Working with influencers to widen your reach. Some of the most important steps include: In that case, it may pay you to put more resources into Facebook rather than competing head to head on Twitter. Therefore, you need to balance the content you share socially, to be a mixture of informative and entertaining items, with a small percentage of promotional material added in. The average consumer had limited options beyond turning to a doctor or nurse for health advice. An influencer is anyone with a large online following. In the past, medical information was the currency of professionals. Beyond patient satisfaction, social media listening can do anything from predicting disease outbreaks and the timing of the upcoming flu season to helping you understand what kind of medical content is most appreciated by your audience. This is not an example of the work produced by our Essay Writing Service. Without a social media strategy, you are wasting business resources on something untested and unplanned. p. 8. According to YouTube. Your followers may come up with valuable ideas that you hadn't thought about. (online) Available at http://www.slideshare.net/rupidosanjh/john-lewis-case-study-how-does-a-companys-brand-communication-strategy-perform-in-a-digital-world, Durham, M., Kellner, D. (2009) Media and Cultural Studies: Keyworks. The odds are that you, or the person running your business social account, will also run personal social accounts. This category only includes cookies that ensures basic functionalities and security features of the website. It’s up to healthcare organizations to tune in to these discussions. Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. They are of no value to you at all. Whether you do this through the creation of apps or by enabling policies encouraging patient-doctor communication, the end result will be more effective patient care. 361-364. In terms of this exploration concerning the manner the John Lewis Partnership uses social media, some theories and applications will be explored: It needs to be remembered that the theories on social media are still evolving, thus result not all of the theories proposed could be included here: The social media strategy of the John Lewis Partnership represented an outgrowth of the company embracing digital marketing as it understood the key to competing in the UK retail sector entailed reaching current and potential customers on an ongoing and consistent basis (Mari, 2015). However, if your business targets people aged 25 to 34, they make 29.7% of Facebook users, and are their most common age demographic. Takeaway: Share genuinely valuable content with people who are poised to make the most impact on the audiences you want to reach. Ideally, you will have set strategic goals for how you want your business to progress. say social media influences their choice of a specific doctor, hospital, or medical facility. This website uses cookies to improve your experience while you navigate through the website. Achieving a set higher quantity of sales We have gone through 15 steps in a social media marketing strategy in this article. . These aspects were mentioned in the points covered by Infused Digital (2013) that represented the strengthening of brand’s storytelling. primarily from online research and their social networks. The downloadable aspect of the campaign that helped to heighten interest in the chain and appeal to the Christmas spirit represented a definitive strength of the strategy devised. h�27�T0P���w�/�+Q0���L)�6�0�)BHC3#V?�� U? Kietzmann et al (2011) advise that social media, in a business sense, consists of the utilisation of low cost tools using words and visual presentation to further the aims, exposure, marketing and promotion of companies.
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