The ROI for Incorporating Social Media

Twittering today? Our hashtag is: #BBMTEHC Welcome. The presentation will begin shortly. The ROI for Incorporating Social Media into Healthcare Web Properties Presented by BigBad, Inc. www.bigbad.com

Twittering today? Our hashtag is: #BBMTEHC The ROI for Incorporating Social Media into Healthcare Web Properties Presented by BigBad, Inc. www.bigbad.com

© 2009 BigBad, Inc. www.bigbad.com Welcome About the sponsor: BigBad, Inc. Webinar format – Discussion-style presentation – Robust Q+A period Twittering? Our hashtag is: #BBMTEHC Follow-up with recording and related information

© 2009 BigBad, Inc. www.bigbad.com Meet the Experts Ed Bennett – University of Maryland Medical System Lee Aase – Mayo Clinic Jennifer Texada – M. D. Anderson Cancer Center Brian Charlonis – Danbury Health System Jeff Johnson – BigBad, Inc.

© 2009 BigBad, Inc. www.bigbad.com Ed Bennett Director of Web Strategy at the University of Maryland Medical System (UMMS) Has run UMMS Web program since 1999, developing content-rich sites focused on patient recruitment Areas of interest include SEO, and SEM – which have made umm.edu one of the top visited hospital Web sites in the U.S. Motto – “There’s no such thing as bad site traffic.”

© 2009 BigBad, Inc. www.bigbad.com Lee Aase Manager, Syndication and Social Media, Mayo Clinic Original focus media relations and syndicated content, evolving to social media emphasis Chancellor, Social Media University, Global (SMUG) Google SMUG U to audit classes

© 2009 BigBad, Inc. www.bigbad.com Jennifer Texada Communications Program Manager, Digital and New Media at M. D. Anderson Cancer Center Started as: Internet Marketing Manager (SEM) in the internet services department Transferred to: external communications department to focus on social media Soapbox: “Often, doctors say the internet is not a good place to find accurate health care content. Perhaps if they helped to create more of it the content we would have more accurate health content on the internet.”

© 2009 BigBad, Inc. www.bigbad.com Brian Charlonis Manager, Internet Marketing for Danbury Hospital, Danbury Health System Professional experience spans 12+ years with large and small marketing agencies in CT and NYC for nationally recognized client brands MBA, BFA

© 2009 BigBad, Inc. www.bigbad.com Background on UMMS Efforts 1999 - 2001 Lots of Search Engine friendly text content 2002 Added ADAM library 2003 Patient success stories 2004 Embedded videos www.umm.edu Ed Bennett

© 2009 BigBad, Inc. www.bigbad.com Background on UMMS Efforts 1999 - 2001 Lots of Search Engine friendly text content 2002 Added ADAM library 2003 Patient success stories 2004 Embedded videos 2005 Ask the Expert www.umm.edu Ed Bennett

© 2009 BigBad, Inc. www.bigbad.com Background on UMMS Efforts 1999 - 2001 Lots of Search Engine friendly text content 2002 Added ADAM library 2003 Patient success stories 2004 Embedded videos 2005 Ask the Expert 2006 Podcasts, RSS feeds 2007 Page level ratings and feedback www.umm.edu Ed Bennett

© 2009 BigBad, Inc. www.bigbad.com The New Web Landscape Health Care Values Web / Health 2.0 Values Risk Adverse Risk Taking Information from authoritative Information from trusted networks sources Long deployment lead times Quick deployment Intellectual Property is closely Uses licenses with few restrictions guarded Web / Health 2.0 as a Disruptive Force* *John Sharp - http://bit.ly/QiMdo Ed Bennett

© 2009 BigBad, Inc. www.bigbad.com Mayo Clinic’s Road to Social Media Key factors in Mayo Clinic patient preference: – Word of Mouth (WoM)/Physician Recommendation – Stories in the news media Natural evolution to social media – Medical Edge syndicated mainstream media resources – First offered Medical Edge DTC, then tailored to “fit” – Increasingly interactive YouTube channel, Podcast Blog, News Blog Facebook “fan” page Sharing Mayo Clinic Lee Aase

© 2009 BigBad, Inc. www.bigbad.com Engaging your Audience What Web sites are your M. D. Anderson Social Media Web Traffic users already using? Linkedin 11% What content is most Delicious Twitter 3% 22% popular with your current Youtube Web site users? 4% MySpace What are the information 5% and links you want to share Digg with your audience? 4% Facebook 51% Jennifer Texada

© 2009 BigBad, Inc. www.bigbad.com Danbury Hospital’s Social Media Presence Brand Site - DanburyHospital.org – SM promotion links to our social media presence on home page Twitter - @danburyhospital – One branded twitter account – Growing multiple personal accounts from DHS Facebook – Danbury Hospital Page – One brand Facebook page – Multiple Facebook groups – Multiple profiles Brian Charlonis

© 2009 BigBad, Inc. www.bigbad.com How Danbury Hospital Uses Social Media Communication and Activation Channel – Two-way dialog, listening and responding, with the community – Emergency response channel – Building awareness of calendar events – Attracting attendees to events – Soliciting volunteers for events – Distributing press releases and hospital news – Driving traffic to brand site Brian Charlonis

© 2009 BigBad, Inc. www.bigbad.com How Danbury Hospital Uses Social Media Building a Communication Network – Reaching out and making ‘friends’ with fans of pages and members of groups – Reaching out to coworkers – Health Systems generally have many employees Alignment with the Community – Opportunity to listen and learn about what is important to the community – Insight of where to focus marketing efforts and community investment needs – Opportunity for growing and building advocacy awareness Brian Charlonis

© 2009 BigBad, Inc. www.bigbad.com Measuring Success Social Media Metrics Web traffic to brand site – Compared to previous year not including expected annual growth Attendees to events – Compared to event attendance previous year not including expected annual growth Call center reports – Callers crediting the web for how they heard about something Brand research reports – Lift in brand and service line awareness compared to previous year Brian Charlonis

© 2009 BigBad, Inc. www.bigbad.com Measuring Success Easy Social Media Metrics Fans and members of brand Facebook pages and groups Followers on Twitter brand account Direct messages and mentions on Twitter Brian Charlonis

© 2009 BigBad, Inc. www.bigbad.com The Agency Vantage Point Significant increase in thoughtful social media strategies that integrate with overall marketing and web initiatives Key insights map to foundation for measurable success, particularly with: – Alignment with measurable business outcomes – Brand building and feedback – Target audience engagement – CMS/platform Jeff Johnson

© 2009 BigBad, Inc. www.bigbad.com The Agency Vantage Point New meaning to Brand research – Powerful tools at your fingertips – Makes Google look like child’s play Examples – Twitter search – Aggregators, such as IceRocket Spezify – Analytics, insights, demographics Compete, Quantcast, Jeff Johnson

© 2009 BigBad, Inc. www.bigbad.com What to Expect. How to be Prepared. What to expect: These services will continue to grow and grab attention (time spent on site). Expectation that your organization will be available where they “live”. Expectation that feedback, commenting, mash-ups, and sharing of your content will be integrated into their community. The end of traditional “Push-only” Web sites. Ed Bennett

© 2009 BigBad, Inc. www.bigbad.com What to Expect. How to be Prepared. Q. Where’s the ROI? A. What’s the ROI of your hospitals Pastoral Care department? Your front desk staff, groundskeepers, housekeeping staff, call center, etc.? What’s the ROI for putting your pants on in the morning?* *David Scott - http://bit.ly/hSzIi Ed Bennett

© 2009 BigBad, Inc. www.bigbad.com What to Expect. How to be Prepared. “This ‘telephone’ has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us.” -Western Union Co. Internal Memo - 1876 Ed Bennett

© 2009 BigBad, Inc. www.bigbad.com What to Expect. How to be Prepared. Instead of ROI, 1. Positive Word of Mouth Think ROC: 2. Service Recovery Return On Connections 3. Message Influence (not control) 4. Brand Monitoring 5. Instant Feedback Ed Bennett

© 2009 BigBad, Inc. www.bigbad.com Mayo Clinic Mainstream Media Results Made resources available to journalists through News Blog – JAMA study video on WSJ Health Blog – Anthrax audio and CBS Radio Network – Niemann-Pick Type C and CBS Evening News Octogenarian Idols on Sharing Mayo Clinic Implications: – Use tools to do your current job better – Get wins that enable you to expand scope Lee Aase

© 2009 BigBad, Inc. www.bigbad.com Social Media ROI Model Example ENGAGEMENT EDUCATION CONVERSION REVENUE Physician registers Physician refers a Physician clicks Link takes them to for MyMDAnderson patient, at this point on a link on MyMDAnderson for Physicians revenue generated Social Media Web page where and creates per patient can be Web Site they can get an account measured more information Jennifer Texada

© 2009 BigBad, Inc. www.bigbad.com What is Working for Danbury Hospital Web Traffic – We’re starting to see good numbers from twitter.com referrals but we really see traffic coming from facebook.com – Traffic from twitter.com are generally spending more time and viewing more pages on the brand site than a typical visitor – almost double the time and pages Events – Facebook has been successful to build awareness of events and increase attendance – Facebook Chat has engaged FB friends to volunteer to help at events Brian Charlonis

© 2009 BigBad, Inc. www.bigbad.com What is Working for Danbury Hospital Call Center and Brand Research Reports – All data is not in yet for conclusions but we are seeing a lift in mid- year metrics, forecasting a lift correlated with when we first began building our social media presence Facebook Friends and Twitter Followers – We’ve seen steady growth since the beginning – Largest lift has been when we added links on our brand site homepage – social media promotion is becoming integrated in our marketing mix Target Audience Insights – Most active Facebook friends are female – Over 70% of our Facebook friends are female – Over 40% are females 25-34 Brian Charlonis

© 2009 BigBad, Inc. www.bigbad.com Where Are We Headed? Brand Site – June 2009: Publishing organization's official social media/blogging policy – October 2009: Social bookmarking Twitter – July 2009: Release a directory of Danbury Hospital Twitter accounts focused on discussion with the community, and some specifically for physician to physician dialog Facebook – July 2009: Launching Facebook gift application Brian Charlonis

© 2009 BigBad, Inc. www.bigbad.com UMMS on YouTube Why Start with YouTube? One of largest Social Media sites # 2 Search Engine Easiest/Safest for Hospitals Good transition between push and collaborative models www.youtube.com/ummc Ed Bennett

© 2009 BigBad, Inc. www.bigbad.com UMMS on YouTube Results: 80,000 70,000 UMM Video Our hospital Consumption 60,000 YouTube site gets over 75,000 50,000 visitors/day 40,000 Umm.edu 30,000 1,500 watch a 20,000 video on www.umm.edu 10,000 0 YouTube Videos Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 are watched 600 times/day These are new visitors – new exposure Ed Bennett

© 2009 BigBad, Inc. www.bigbad.com Conclusion Start doing something – Don’t wait to build out an entire social media strategy/plan The landscape is moving too fast Evolve an ongoing strategy Try it Track it Try it some more Jeff Johnson

© 2009 BigBad, Inc. www.bigbad.com Questions and Answers Ed Bennett – University of Maryland Medical System Lee Aase – Mayo Clinic Jennifer Texada – M. D. Anderson Cancer Center Brian Charlonis – Danbury Health System Jeff Johnson – BigBad, Inc.

© 2009 BigBad, Inc. www.bigbad.com Connect with the Experts Ed Bennett University of Maryland Medical System – Web: http://ebennett.org/ – Twitter: http://twitter.com/edbennett Lee Aase Mayo Clinic – Web: http://social-media-university-global.org/ – Twitter: http://twitter.com/LeeAase Jennifer Texada M. D. Anderson Cancer Center – Web: http://jennifersreport.blogspot.com/ Brian Charlonis Danbury Health System – Twitter: http://twitter.com/danburyhospital – Facebook: http://www.facebook.com/pages/Danbury- Hospital/61213229520?ref=s Jeff Johnson BigBad, Inc. – Web: http://www.bigbad.com/ – Twitter: http://twitter.com/bigbadinc – Facebook: http://www.facebook.com/pages/Boston- MA/BigBad-Inc/9068064490?ref=s

© 2009 BigBad, Inc. www.bigbad.com Thank You The ROI for Incorporating Social Media into Healthcare Web Properties Presented by BigBad, Inc. www.bigbad.com 321 Summer Street, Boston, MA 02210 twitter.com/bigbadinc

The ROI for Incorporating Social Media

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