I’ve been asked to speak at the Puget Sound chapter of the American Marketing Association (PSAMA)’s upcoming health care luncheon, on how social marketing is impacting the health trades. I’ll be doing a variant on my Trust Drives Transactions presentation, focused on how social media is impacting and can further impact the health care profession. Hope you can join us!

DETAILS: The event will be held at the Washington Athletic Club, Sixth and University, in downtown Seattle, on June 24, 2009, from 11:30am to 1:30pm. Networking begins at 11:30, lunch at noon, and my presentation at 12:30.


  • PSAMA Members: $30.00
  • Non-Members: $45.00
  • Students: $30.00


TITLE: Trust Drives Transactions: Why Healthcare Marketing Must Go Social


  • How the relationship and power between consumers and marketers has changed, and what marketers need to know to react effectively
  • How and why the focus in this challenging era needs to be on trust rather than tools
  • How to rethink overall marketing efforts to take advantage of online social programs
  • How others are using these programs to successfully reach prospective audiences

SESSION DESCRIPTION: Confidence in business has been shattered and consumers have the power to avoid marketing and speak their mind about your brand. Consequently, marketing efficacy in traditional channels has waned when revenue pressures have skyrocketed. Social marketing specialist Eric Weaver will discuss shifts in the consumer/marketer relationship, show how trust has become the new currency, and take a new look at a marketing mix that integrates social marketing programs. Attendees will see how other organizations are leveraging social tools to build trust (and revenue) during one of the most challenging times in our careers.


Part 1: Social Marketing: why do it?

  • The consumer’s power in the marketing profession has grown drastically – so quickly that most marketers are unaware of this change.
  • Most marketers are operating by a set of practices that were crafted for an earlier time when choices and information were far more limited and consumers didn’t have a voice. Because of this disconnect, marketing efficacy has waned. Simultaneously, trust and confidence in traditional business have been shattered. When trust is gone, so are transactions.
  • The good news: marketers can leverage social tools to create trust and to also leverage trust that already exists between consumers, improving efficacy. However, it requires a complete shift in thinking surrounding the practice we used to call marketing.

Part 2: Strategy and Execution

  • We’ll examine creating a Trust Strategy
  • We’ll talk about some of the tools out there now, how they’re typically used, and take a look at an example marketing mix and see how social programs should be integrated
  • We’ll look at some case studies of how health care marketers have been using social tools
  • We’ll talk about priorization: how social marketing should not be an add-on but a replacement for less-effective efforts.

Part 3: ROI and Metrics

  • We’ll talk about some standard engagement practices and monitoring practices
  • Hard metrics vs. soft and how social programs are often NOT about ROI – and some arguments marketers can make to convince the unconvinced to try them

Q&A – Legal, SEO and any specifics about the various tools at that point


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