Social Media Mesurement & ROI for Health Care


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Measurement and ROI for Social Media for the Health Care Industry

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  • The healthcare industry is perfectly suited to leverage social media.Opportunities for education & participationSurvey - are seeking information online.Healthcare providers are encouraging their patients to become better informed about their healthcare.Insurance companies & the new HSA’s encourage people to be more responsible for keeping spend down.
  • The CDC has been using social media for the past 3 1/2 – 4 years. & JohnsonJ&J useblogging, video, Facebook and Twitter along with their main websites to engage and contribute to the conversations. J&J also has a successful social community for it’s Diabetes Institute.Pfizer – Twitter, YouTube & Facebook
  • Recommendations by Phil Bauman
  • Monitor ailment discussions and treatment (providers & pharma)
  • Not just an experiment anymoreHigher Conversion Rates – warm leadsLower Acquisition Costs – reduce cold callsShorter Sales Cycle
  • Use Google Analytics
  • Engage & (Amplify ? )Legacy Links, breadcrumbs - tactic - Think like a customer – publish across the shareable sites -- syndicate
  • Metrics are Based on Objectivesprovide items from the KPI list 1. benchmarkCompare against that (what other items can be measured? … I have a list in the PR paperBased on Objectives
  • Facebook and social networks have brought a new dimension to how we interactFlattened the world
  • Social Media Mesurement & ROI for Health Care

    1. 1. Social Media Measurement & ROI for HealthCare<br />Pkids Webinar<br />Connie Bensen<br />March 22, 2011<br />
    2. 2. Agenda<br />Healthcare IS Social<br />Social Media Challenges<br />The Business Case<br />Social Media Strategy<br />Calculating ROI in 5 Steps<br />Case Study<br />
    3. 3. Healthcare is social<br />National Research Corporation<br />23,000 Americans were surveyed in February of 2011<br />1 in 4 saytheinfois ‘likely’ or ‘verylikely’ toinfluencethem<br />20 % use social media sites to make healthcare decisions<br />32 % had a ‘veryhigh’ trust in social media<br />Only 7 % had ‘verylow’ trust<br />Demographics: Avgage = 41; Household income of $75,000 or more were more likely to use social media sites<br />
    4. 4. Pew Internet & American Life Project, 2008<br />75% with chronic condition turned to the internet<br />75-80% of U.S. adult Internet users sought health information online<br />59% of newly diagnosed search the internet<br />57% of newly diagnosed are eager to share<br />31% know someone that was helped by internet info<br />60% agree "The internet is full of misinformation and propaganda that too many voters believe is accurate."<br />
    5. 5. Mapping Engagement & Investment by Condition <br />
    6. 6.
    7. 7. Examples of Health Organizations Using Social Media<br />
    8. 8. Objections by C Suite <br />Fear<br />Change<br />Waste of time<br />Risk<br />Can't measure return<br />How to Overcome:<br /><ul><li>Speak their language
    9. 9. Inventory of communication assets
    10. 10. What behavior change is needed of the culture?</li></ul>Ie: what’s the point?<br /> (hat tip to Phil Baumann)<br />
    11. 11. The Business Case for Social<br />
    12. 12. Set Goals to Measure<br />Increase brand visibility<br /><ul><li>Increase patient loyalty
    13. 13. Increase effectiveness of marketing campaigns
    14. 14. Improve public relations effectiveness
    15. 15. Ensure core competency of hospital/services is aligned with ailment conversations (geography specific)
    16. 16. Increase customer satisfaction</li></ul>Pharma specific<br /><ul><li>Document problems with drugs
    17. 17. Improve product success ratios</li></ul> Tip – Choose 1 or 2 to start with<br />
    18. 18. A Prescription for Measuring Social Success<br />Plan<br />Listen<br />Engage<br />Measure & Report<br />Refine<br />
    19. 19. 1. Plan Based on Objective(s) <br />Choose One that Meets your Business Goals<br />% Increase in New Patients<br />% Increase in Brand Visibility<br />% Reduced spend on PR, Marketing & Advertising<br />% Increase in Leads from Campaign<br />% Reduction in Customer Complaints<br />% Increased SEO Presence<br />Note that the objectives drive <br />the metrics which need to be <br />measureable.<br />
    20. 20. 2. Listen to the Social Web<br />Choose tools<br />Free <br />Google Alerts<br />HootSuite, Tweetdeck<br />SocialMention<br />Paid (aggregate results and <br />Trackur<br />Alterian SM2<br />Radian6<br />Decide on keywords<br />Document<br />
    21. 21. Google Alerts<br />Set up searches<br />Search for:<br />Organization name, acronym<br />Prominent staff<br />Campaigns<br />Create a rule in email to <br />corral them<br />
    22. 22. Hootsuite is a dashboard that simplifies using Twitter<br />Sign up for an Account at<br />
    23. 23. Setting up HootSuite<br />Createcolumns to filter topics.<br />Tabs can be set up to organize the columns<br />Ability to post to monitor & post to multiple platforms<br />
    24. 24. Everything is <br /> Measurable<br />
    25. 25. Wikis<br />Blogs<br />Twitter<br />Facebook<br />Message Boards<br />Your Site<br />Web Analytics<br />YouTube<br />LinkedIn<br />
    26. 26. Collect<br />Alterian SM2 indexes the entire social media universe, across the globe and across all platforms. <br />Store<br />Alterian’sSocial Media WarehouseSM, created in 2007, contains over 5 billion social media mentions, blogs, tweets, posts, images and conversations. <br />Understand<br />An incredibly powerful and intuitive tool, the AlterianSM2 User Interface enables clients to visualize, analyze, communicate and share findings. Turn content into actionable insight. <br />The SM2 Technology Components<br />Over 5 Billion Results<br />
    27. 27. Daily Volume<br />How much are<br />people talking <br />about your <br />brand?<br />Since 3/1/2010<br />14888 mentions<br />Trending avg: 149/day<br />
    28. 28. Volume: Social Channels<br />Where are they talking?<br />
    29. 29. Where are conversations taking place online?<br />Focus on places consumers are most active.<br />Plan your strategy.<br />
    30. 30. Where does your audience reside?<br />Identify new stakeholder groups. Grow membership base.<br />
    31. 31. How do consumers feel about your brand?<br />Find out what they do or don’t like... <br />and who’s letting you know.<br />
    32. 32. Listen to Find Communities<br />Evangelists <br />Advocates<br />Influencers<br />
    33. 33. Tips for Tracking Social Media Campaigns<br />Monitoring a brand or campaign is sometimes challenging<br />Tips to make tracking easier<br />Use a hash tag<br />Use a tag line<br />Use links <br />Use shorter Tweets so that they can easily be retweeted<br /><ul><li>Tips for making measuring easier</li></ul>Isolate your social campaign so response can be measured<br />Create a microlanding page<br />Don’t run another campaign concurrently<br />
    34. 34. 3. Engaging is like a Transfusion<br />Social Web offers opportunity to:<br />Infuse new life into content<br />Spread healthy content<br />Encourage sharing<br />
    35. 35. Build a holistic online presence<br />LinkedIn<br />Twitter<br />RSS<br />Feeds<br />website<br />Slide Share<br />Corp blog<br />YouTube<br />ET-TV<br />Facebook<br />Ybc/VIP Player<br />Customer<br />Community<br />
    36. 36. Write Once - Publish many times<br />Tweet key takeaways<br />Repackage as presentation<br />Start a discussion<br />Add voice for video<br />Chop into episodic blog posts<br />Deploy as formal release<br />Repurposing content opens new points of distribution and has a compounding effect on reach<br />
    37. 37. Best Practices<br />Participate in social networks<br />Build relationships on Twitter, Facebook & LinkedIn groups<br />Comment on blogs and contribute links to your content <br />Content Marketing <br />Create content that is educational & provides value<br />Remember that people learn in different ways so use a variety of formats: blog post, pdf, slide decks, podcasts, videos<br />Place on shareable sites such as YouTube, Slideshare<br />Syndicate to LinkedIn, Facebook<br />Share on Twitter<br />Remember to set information free. The desired behavior will happen after the trust and relationship is built.<br />
    38. 38. 4. Measure what makes sense for the Objective:<br />% Increase in New Patients<br />Survey incoming: How did you hear about us?<br /><ul><li>% % Increase in Brand Visibility</li></ul>Amount of increased conversation<br /><ul><li>% Reduced spend on PR, Marketing & Advertising</li></ul>Compare previous quarter to present<br />% Increase in Leads from Campaigns<br />Count number of leads (track social campaign separtely)<br />% Reduction in Customer Complaints<br />Compare previous quarter to present<br />Increased customer satisfaction - qualitative<br />% Increased SEO Presence<br />Google your brand/product!<br />
    39. 39. Items to Measure<br />Activity and Engagement (remember! % increase)<br />Members, number of followers <br />Number of mentions<br />Number of comments (ratio of comments to post)<br />Tags, votes, bookmarks<br />Inbound links<br />Reach<br />number of views on YouTube, Slideshare, Flickr, etc<br />Number of retweets<br />Referrals<br />
    40. 40. Calculating ROI<br />Decide on the objective (it needs to be measurable).<br />2. What is the % increase or decrease change in behavior that is wanted. (Need to know the value of increment)<br />3. Measure the baseline.<br />After a given period (or campaign time) <br />take the measurement<br />Calculate the ROI based on the cost<br />* Remember! It’s about building relationships.<br />
    41. 41. Monthly Reporting<br />Report on Objectives<br />established from goals of the position<br />Qualitative (Intangible)<br />Trends in topics, sentiment, insight & specific quotes. discovery of new communities<br />Quantitative (Linked to Objectives)<br />Benchmark based on previous report<br />Daily Volume (% increase or decrease) <br />Share of Voice – Brand across channels<br />Share of Voice for Brand & Competitors <br />Compare Dates – (% increase or decrease)<br />Web Analytics <br />Recommendations<br />Based on interactions with customers<br />
    42. 42. 5. Refine & Repeat<br />Fail Fast<br />Learn from Mistakes<br />Build on What Worked <br />Grow the Engagement<br />Get More Teams Involved<br />Train Willing Teams<br />
    43. 43. Case Study - Increasing Customer Engagement by Listening<br />9 sites across Texas<br />18,000 staff, 90,000 patients<br /><br />Started monitoring in 2007 using free tools<br />Monitored online conversations about:<br />Cancer experiences<br />Online discussion of their treatment<br />Their brand and cancer related topics<br />The communications they were creating<br />
    44. 44. ROI of Patient Referral at MD Anderson<br />Campaign goal: <br /> To increase the number of doctors who registered with the hospital’s online electronic medical records system and in turn increase the number of patients referred.<br />Tracked spread of campaign using SM2 and web analytics<br />“This was a real eye-opener to how social media could<br />benefit the business,” Texada said. “We could see which<br />activity made most impact and which spread fastest.”<br />Noted a 9.5% increase in patient referrals in 3 months<br />
    45. 45. Evaluating Public Education<br />Strategy planning<br />Used SM2 to review historical data<br />Decided to not run the same Prostate Cancer Awareness program<br />They ran a more general campaign on men’s health<br />Healthy eating<br />Eating on a budget<br />Exercise<br />Resulted in significantly more traffic<br />
    46. 46. Resources<br />Series of 10 white papers on Social Media ROI<br /><br />Healthcare Wiki, case studies<br /><br />Beth Kanter, social media for non-profits<br /><br />Phil Baumann<br />Albert Maruggi<br /><br />
    47. 47. Thank you!<br />Questions?<br />Connie Bensen<br />Director of Social Media & Community Strategy, Alterian<br />@cbensen<br /><br /><br />