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Wellness and social media - A look at Inova's FitFor50 program
 

Wellness and social media - A look at Inova's FitFor50 program

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A copy of the presentation that I gave this morning for the NESCHO/MHA conference in Boston. In this presentation, I outlined the need for wellness marketing in hospitals, how social media works well ...

A copy of the presentation that I gave this morning for the NESCHO/MHA conference in Boston. In this presentation, I outlined the need for wellness marketing in hospitals, how social media works well for wellness communications and then I highlighted Inova Health System's (www.inova.org) FitFor50 program (which you can find at www.fitfor50.org).

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    Wellness and social media - A look at Inova's FitFor50 program Wellness and social media - A look at Inova's FitFor50 program Presentation Transcript

    • Wellness Marketing and Social Media Inova’s Fit for 50 program www.FitFor50.org www.inova.org
    • About me • Director, Digital Marketing and Communications, Inova • Advisory Board Member, Mayo Clinic Center for Social Media • Worked with more than 100 hospitals/physician practices • www.christopherboyer.com • @chrisboyer 2
    • Our changing business...• Tightening insurance reimbursements• Public reporting of outcome data• Shared-risk model: • Hospitals • Patients • Physicians• “Go big or go home”
    • Not that this is a bad thing!• Our goal is to improve health• We want to provide access to high-quality care• We do this because we want to help people• Preventative health is part of our mission
    • Why wellness?• Aligned with our mission or brand promise• It’s the right thing to do• Can compliment our population health initiatives• Traditional hospital marketing isn’t relevant: • Service-lines • Awards • Technology
    • “No one wants to think about being sick.The majority of consumers don’t need ahospital or physician, so they really don’tcare about your typical services. Hospitalsshould connect with consumers abouthealth, something everyone is interestedin, instead of healing.” - Chris Bevolo, www.chrisbevolo.com
    • “Wellness is good business. It“Wellness is good business. Itimproves health and generatesimproves health and generatesother business for the hospital inother business for the hospital inthe community.”the community.” - Steven K. Jones, president and CEO of - Steven K. Jones, president and CEO of Robert Wood Johnson University Hospital Robert Wood Johnson University Hospital in New Brunswick, NJ in New Brunswick, NJ http://www.healthleadersmedia.com/page-1/MAG-255311/ http://www.healthleadersmedia.com/page-1/MAG-255311/ Wellness-Service-Lines-Boost-Hospital-Revenue Wellness-Service-Lines-Boost-Hospital-Revenue
    • Whysocial media& wellness?
    • Social media makes sense for wellness• Social media is part of our lives• It’s more relevant• Easy to build engagement• Social networks influence positive behavior
    • The cornerstone
    • 57% of people say a social media connection with a hospital has a strong impact on their decision to seekConsumers’ Use, Preference and Expectations of Hospital Social Media - YouGov Research, July 2011
    • Continuum of “I-Don’t-Care” Don’t Care Care somewhat Care deeply(not engaged) (kinda engaged) g Opi nions Sharin esearching R iscovering D
    • Social media provides relevant messages at the right timeFacebook Pinterest Forums Twitter Flickr SMM UStream Yelp!Digg SlideShare LinkedIn Local Angie’s List Wordpress Tumblr Listings Microsites g Op inionsFoursquare Google+ S harinYouTube esearching R Blogs iscovering D
    • Social networks are how we connect.Communities of interest are why we connect.
    • “The desire to be part of a group thatshares, cooperates, or acts in concert is a basic human instinct.” - Clay Shirky
    • The concept:• Utilize existing relationship with local celebrity (Darrell Green) for a preventative program• A structured program - 50 days (FitFor50)• Use social tools to build engagement and interest• Run in “stealth” mode
    • Fit for 50 goals• Deliver on brand promise• Promote physicians/specialists as subject matter experts• Engage men/women (initial target: age 50) in preventative health• Provide awareness of breadth of hospital wellness services
    • Structure of campaign• Primary communication through website• Additional social elements: • Darrell Green Blog (on site) • Fitfor50 Twitter • Fitfor50 Facebook page • YouTube video promos• Use giveaway (pedometer) to “opt-in” • Link records to our CRM• Other promotion: • Radio, TV, outdoor, community events, in-hospital
    • • Daily tips from Darrell Green: • Inspirational • Fun • Educational • Self-shot
    • • Clinical tips: • Relevant • Informal • Related to their specialty
    • • Include video on blogs
    • User feedback drove change• Integrated playbook• Actionable check-lists• Nutrition & fitness focused• Tighter integration with Facebook• Weekly, seasonal tips• Use email to promote awareness
    • • Seasonal based: • Move away from “50” • Transition to weekly tips • Thematic change to program
    • Integrate playbook with weekly tips“Save to Facebook” “Gamification” increased clicks
    • • Aligned with community partnerships
    • • Utilize all departments to promote wellness
    • • Doctors are now fully involved
    • "To measure isImportance of measurement: to know." “If you can not measure it, you can not improve it.”Lord William Thompson Kelvin
    • Current enrollment• 7,500 registrants• 600 Facebook followers• ~5,000 updated CRMrecords) (~2,300 entirely new records• 500 cross-promoted intoLink2Pink, etc.) programs (SmartHearts, other engagement
    • With wellness, is it reallyno margin, no mission?
    • Revenue through program• 2,650 participants enrolled in fitness events (ROI: $22 x 2,650 = $58,300)• Life-to-date utilization (contribution margin): • “New” patient CM: ~$110,000 • “Former” patient CM: ~$370,000 • Total CM: ~$480,000 Correlated vs. Causal ROI
    • FitFor50 demographicsAge range
    • Web Analytics
    • Is wellness worth it? “worth it”: informal sufficiently good, enjoyable,or successful to repay any effort, trouble, or expense
    • Common questions/concerns• Do I need a celebrity?• It’s not a strategic priority• Long-term investment and return• Everyone can do it (and they do!)
    • Future focus of wellness• Employee wellness programs (aligned with insurance premiums)• B2B opportunities (“white-labeled” online fitness program)• Wellness integration across all marketing/communications• Coordinated, enterprise “wellness” council
    • Questions? Chris Boyer @chrisboyer www.christopherboyer.com
    • Wellness Marketing Rag by Chris BoyerWellness marketing - my o myIt’s something we all should tryBe more relevantBuild engagementWellness marketing has ROIIt’s hard to measure, but we should tryDrive conversionsBe cost effectiveAnd don’t forget your CRMMake it funAnd you’re halfway doneAct like an ACOIt’s the only way to go 48