Webinar: Optimize Your Practice with Social Media 

• When: Saturday, September 21, 2019 from 8:00 a.m. - 12:00 p.m.
• Where: Zoom Webinar
• Presenter: Juanita Benedict, PT, DPT, Expanded Certified Ergonomics Assessment Specialist, Certified Exercise Expert for Aging Adults
• Hosted by: Colorado PT-PAC- Proceeds from this event will go to the PT-PAC.
• Cost: APTA CO Members: $75; Non-Members: $100; Students $30
• Audience: Health care providers

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About Dr. Benedict

Juanita Benedict received her Doctorate of Physical Therapy in 2012 from the University of Central Florida.  Since that time, she has dedicated herself and her work to understanding the most effective strategies for patient education and compliance.  Working in both home health and clinical settings encouraged her develop strategies to improve compliance while also setting up patients for success and health beyond physical therapy.

While an ergonomic consultant for the dental industry, Dr. Benedict created industry specific content including blogs, podcasts, articles and continuing educational course material to address the needs of dental professionals.  She is honored to have the opportunity to work with manufacturers, educators and other leaders in the industry to work to reduce the amount of injuries within the dental industry.

Now, Dr. Benedict is using her knowledge of social media and patient compliance to help physical therapists establish a voice online. As the founder of PTSocial, a company dedicated to providing easily implementable strategies to leverage social media, she works with physical therapists to develop effective and engaging content to connect, educate and influence patients.

Description

Social media is increasingly becoming an informal entry point into the health care system.  Research indicates potential patients use social media to educate themselves, to discuss treatment options, including trusted practitioners, and to find support for their medical issues. 

Unfortunately, the information found online or through social media is often inaccurate or misleading which may lead to exacerbations of symptoms or delay in appropriate care. 

Physical therapists have a unique opportunity to leverage social media to serve their current population and generate leads for new patients by becoming a trusted source of healthcare information.

More than just a marketing endeavor, strategic and effective use of social media allows physical therapists to reach beyond the confines of the clinic walls to connect with their desired audience, provide evidence-based education, and influence lifestyle and health care choices.

Upon completion, the participant will have the practical knowledge and tools necessary to launch a successful social media campaign to improve clinic census, to support patient education/compliance efforts and to advance physical therapy as a profession.

Outline

Hour 1:

• 10  minutes: Need for use of social media by physical therapy practices.
• 15 minutes: Understanding patient health information seeking behaviors on social media.
• 10 minutes: Evidence review of health information available on social media.
•   5 minutes: Opportunities for physical therapy practices online.
•   5 minutes: Achieving clinical goals with social media.
• 15 minutes: Activity: Meeting the needs of your patients online: Create avatar of patient and outreach plan.

Hour 2:

• 10 minutes: How to be seen: understanding social media algorithms.
•  5 minutes: Introduction to successful social media campaigns.
• 10 minutes: Discussion of social media platforms: Choosing well
• 10 minutes: Types of posts and why each is important to use in social media campaign.
• 10 minutes: Consistent scheduling for a successful social media campaign.
•  5 minutes: The missing component: Why posts don’t work.
• 10 minutes: Activity: Create detailed schedule of social media posts using avatar.

Hour 3:

•   5 minutes: Understanding value for your online audience.
• 10 minutes: Getting to know your audience.
• 15 minutes: Creating the story for your social media campaign.
• 10 minutes: Giving to your audience.
• 10 minutes: Strategies to stay focused.
• 10 minutes: Activity:Identify the message of the social media campaign, outline a story for the message, and construct 1 tangible give away.

Hour 4:

•  5 minutes: Understanding engagement.
• 15 minutes: Online engagement vs. in person conversations
• 15 minutes: Creating an effective call to action.
• 10 minutes: Leveraging your clinical relationships to improve your online presence.
• 10 minutes: Activity: Create call to action.
•   5 minutes: Conclusion

Objectives

At the end of this course the attendees will be able to:

1. Describe the evidence for the role of social media in healthcare.
2. Choose which social media platform(s) is the most appropriate for their population.
3. Construct valuable social media posts which improve engagement and visibility online.
4. Produce call to action posts for optimal results with social media campaigns.