Ho How to u w to use se So Soci cial al Med edia ia to to Pro Promot mote e th the Pha e Pharmacy rmacy Pr Prof ofession ession Mark J. Sciaraffa, CPhT, Social Media Co-Chair for MSHP
Di Disclosu closure re an and Con d Conflict lict of of Int nterest erest • Speaker declares no conflicts of interest, real or apparent, and no financial interests in any company, product, or service mentioned in this program, including grants, employment, gifts, stock holdings and honoraria. • Any mention of services in this presentation is not intended to be promotion or support for their companies and/or services in any capacity.
Le Lear arnin ning g Ob Objectiv ectives: es: Upon completion of the activity, participants should be better able to: • Identify the risks and benefits of social media • List ways to use this modern platform to promote the pharmacy profession • Describe what pitfalls can be avoided when social media is used improperly.
Pr Pre-Te Test st Qu Ques estio tions ns 1. Which Social Media Platform is the most popular? A. Instagram B. Twitter C. Facebook D. Snapchat
Pr Pre-Te Test st Qu Ques estio tions ns 2. Which healthcare profession has the most hashtag posts on Instagram? A. Dentistry B. Pharmacy C. Nursing D. Physical Therapy
Pr Pre-Te Test st Qu Ques estio tions ns 3. What is a pitfall that should be avoided when using Social Media include? A. Sending friend requests to colleagues. B. Promoting yourself on Instagram. C. Sending friend requests to patients. D. Post job openings on LinkedIn.
Th The S e Soc ocial al Me Medi dia a Pl Plat atfo forms rms
Th The Ma e Major or So Social al Me Medi dia a Si Sites es • Facebook • Twitter • Instagram • LinkedIn
Fu Fun Fa n Facts ts of of So Social al Me Medi dia • All social media is addictive by design • There are over 2 billion Facebook users worldwide • About 500 million tweets are sent daily on Twitter • Around 95 million images are uploaded to Instagram daily • On YouTube, over 400 hours of video are uploaded per minute • The more time you spend scrolling and clicking, the better for business • The more the advertiser has your attention, the more sales. Source: Post written by: Göran Wågström – Forbes Council – 11/21/2018
Fo Foll llow ow us! ! • Massachusetts Society of Health-System Pharmacists @MAPharmacists
Wh Who o is the he Au Audi dienc ence? e? Average Age range of Social Media Average Age of Pharmacists Users in the USA • Instagram-25-34 years old • Average Male Age -44 years old • Facebook-18-54 years old • Average Female Age-39 years old (average 40 years old) • Average median age- 40 years old • Twitter-25-34 years old • Linked In-30-64 years old
Ul Ultima imate te Go Goal al
Fo Follow ow Th The Ru e Rules es
Fa Face cebook book Adult Users: 86% of Americans are currently Internet 79% are using Facebook users. 32% are using Instagram 31% are using Pinterest 29% are using LinkedIn 24% are using Twitter
Fa Face cebook book Ti Tips ps • Schedule your posts for when your audience is most likely to be online. • Thursdays and Fridays from 1pm-3pm • Time your posts to make sure they will attract the greatest number of eyes • Experiment with how often you post and find a balance between posting too little and oversaturating people’s feeds. • Share a variety of content. Ask questions, tell them what you offer, and provide education. • If you’re struggling to gain followers or you find that no one is liking or commenting on your post, you can also pay for followers or “boost” posts to get more reach. https://www.pharmacytimes.com
Tw Twitte ter
Tw Twitte ter
Twitter tter Tips ps • Sign up for websites like Hootsuite or Tweet deck to schedule tweets and keep track of people who mention or retweet what you tweet. • The ideal dimensions for images on Twitter are 1024 x 512 • Include a photo with every post, because images make your tweets much more likely to be retweeted. • Don’t be afraid to schedule the same or slightly altered tweet more than once. • Favorite and retweet others’ tweets, they may reciprocate. • Try joining Tweetchats to share your content and build community • Consider participating in is #Rxchat on Wednesdays at 12:30 PM EST. • Don’t use too many hashtags. Focus on the most important nouns or phrases.
Ins nsta tagram gram • #Pharmacy = 1.1million Posts • #Pharmacist = 534K Posts • #Pharmacylife = 102K Posts • #Pharmacystudent = 83.5K Posts • #Pharmacyschool = 64.5K Posts • #Pharmacytech = 60.6K Posts • #Pharmacytechnician = 55.2K Posts • #RPH = 29.3K Posts • #CPhT = 10.8K Posts
In Instag tagra ram m ti tips ps • Like Facebook and Twitter, use short sentences, and sprinkle in only 1 or 2 hashtags • Currently, Instagram does not allow for clickable links within posts, but you can put your pharmacy’s website or blog URL in your bio. • Share the personal side of your pharmacy, share photos of your staff • Tag your post with your pharmacy’s location so customers can find out what where exactly you’re located. • Not sure what filter to use? • The most popular filter around the world is Clarendon. Gingham was the next most popular in 16 states, while Juno was most popular in the West, South, and Northeast. Montana residents like Mayfair, Nebraskans like Walden, and Arkansas natives goes crazy over Sierra.
How w do we compare pare to to oth ther er Healthcare althcare Professions? fessions? • #Dentist = 5.2million Posts • #Dentistry = 3.2million Posts • #Nursing=2.7 million Posts • #Physical Therapy= 1.5 million Posts
Li Link nked ed In
Linked ed In
Fi Five e So Social al Me Medi dia a Ti Tips ps for or Ph Phar arma macy cy 1. Engage with your customers 2. Respond to negative feedback and comments 3. Share content the right way 4. Plan in advance 5. Be patient www.prescribewellness.com
1. 1. En Enga gage ge wi with h Yo Your ur Cu Custome omers rs • Keep the information relevant and up to date • Start the conversation by asking your customers a question • Actively like or favorite the comments
2. 2. Re Respon pond d to o Ne Nega gative ive Fe Feed edback back an and Com d Comme ment nts • Keep an eye on the comments • Don’t let them go unanswered • Respond to the customers • Apologize for their negative experience
3. 3. Sh Shar are e the he Co Cont ntent ent the he righ ght t wa way • Be consistent • For Facebook- 3-10 times per week is the sweet spot • For Twitter- 5 updates per day is sufficient • For Instagram -post 1-5 times per week • Don’t clutter the newsfeed of your followers
4. 4. Plan an in Ad n Advan ance ce • Do you have any events that you would like to post? • National Pharmacy Week • Drug Take Back Event • Pharmacy Open House • Breast Cancer Awareness
5. 5. Be Be Pa Patient ent
What t in info formation rmation should ould be share ared d on Social ial Medi dia a ?
Ch Christi stina na Pr Proc ocac accianti cianti, , Ph Phar armD mD
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Sh Shar aring ng Ph Phar arma macy cy St Stor ories es
Ed Educ ucat ation ion Shared on Twitter and Facebook
Wh What at to o av avoi oid d on on So Social al Me Medi dia • Going live on Facebook at work • Engaging in online arguments with Patients/Coworkers • Requesting or Accepting a Friend Request from Patients • Discussing work related topics online or in public forums • Do not complain about patients! • Besides the obvious problem of potentially violating HIPAA, your followers won’t appreciate negative posts. • One pharmacist complained about a patient who was upset when a medication wasn’t in stock, and his post went viral and led to a National Health Service investigation.
Ro Rolling ing the he di dice e wi with h HI HIPA PAA A
HI HIPA PAA Vi A Viol olatio ation n on on So Social al Me Medi dia • Celebrity HIPAA violations are the most common • April 2016-TMZ alert that Prince was being administered Narcan 6 days before his death. • Emergency Department staff disclosed the medical information of a drug overdose. • ESPN shared on twitter that New York Giants defensive end had his finger amputated after playing with Fireworks • HIPAA privacy violation by nurse • Case was settled
Ph Phar arma macy cy HI HIPA PAA A Vi Viol olat ation ion • Abigail Hinchy was awarded 1.44 million after Walgreens pharmacist revealed prescription information to her ex- boyfriend. • Ex-boyfriend planned to use the prescription information in a paternity lawsuit. • The pharmacist husband had previously fathered a child by Hinchy.
Qu Ques estions? tions?
Pr Pre-Te Test st Qu Ques estio tions ns 1. Which Social Media Platform is the most popular? A. Instagram B. Twitter C. Facebook D. Snapchat
Pr Pre-Te Test st Qu Ques estio tions ns 2. Which healthcare profession has the most hashtag posts on Instagram? A. Dentistry B. Pharmacy C. Nursing D. Physical Therapy
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