Hive Marketing - ISHMPR Presentation


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These are slides from Dan Dunlop's presentation at the 2010 Conference of the Illinois Society for Healthcare Marketing and Public Relations.

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Hive Marketing - ISHMPR Presentation

  1. 1. Hive Marketing: Using Social Media to Activate Brand Advocates<br />ISHMPR Annual Conference<br />Mark Shelley & Dan Dunlop<br />Tuesday, November 9, 2010<br />
  2. 2. Why does your hospital use social media to communicate with constituents?<br />To engage and inform them. But to what end? What’s the strategy behind the engagement?<br />
  3. 3. Hive Marketing & Social Media<br />Based on an article by Mark Shelley and Dan Dunlop for Healthcare Marketing Advisor, January 2010.<br />A subsequent article by Marianne Aiello is available on the HealthLeaders website<br />
  4. 4. Hive Marketing Defined<br />What first looks like an unorganized collection of individuals buzzing around, upon closer inspection becomes the foundation of a movement with focus and direction<br />
  5. 5. Hive Marketing Defined<br />Bringing together individuals with a shared interest<br />Allowing them to share their passion<br />In the case of brand advocates, giving them a forum to express their support<br />Feeding them information that confirms their decision to support the brand<br />Activating them when needed<br />
  6. 6. Social Networks & Psychology<br />Social Networks: The supreme hive marketing tools<br />A gift (and a potential curse) to healthcare marketers<br />The psychology of social networking:<br />The importance of connecting; sense of community<br />Allows one to create a more vivid, accessible personal brand<br />Sense of empowerment<br />A negative outcome can be digital narcissism; the negative side of giving someone a voice!<br />The 7 A’s of social media: Acknowledgement, Attention, Approval, Appreciation, Acclaim, Assurance/Affirmation, and to be “A Part of something” bigger than they are.<br />
  7. 7. The Power of Community<br />Oxytocin hormone – The generosity-trust chemical (also called the “cuddle drug”)<br />Dr. Paul Zak, Neuroeconomist at Claremont Graduate University<br />Studies have shown that the brain reacts to social networking interaction as if they were in-person interactions<br />Social media users get that same emotional benefit<br />Heightened feeling of trust, empathy and generosity<br />
  8. 8. The Hive: Social Media Vehicles<br />Examples:<br />Facebook pages<br />Hospital blogs<br />Patient communities<br />LinkedIn Groups<br />Twitter Groups (Yes, Twitter Groups!)<br />YouTube<br />
  9. 9. Facebook<br />A natural medium for hive marketing<br />Friendly, supportive tone<br />People “like” things<br />Designed for people to show their support<br />Pages vs. Groups<br />How you know you’re being successful: engagement<br />
  10. 10. LinkedIn Groups<br />Groups can be open or private; members opt-in to communication<br />Daily/weekly eblast for distributing news and discussions<br />Ideal for communicating with employees and alumni, medical students and friends of the hospital<br />Easy to create and maintain<br />Post event notices and press releases to the group<br />
  11. 11. Twitter & Twitter Groups<br /><br />Allows individuals to follow a conversation stream<br />Establishes a common #hashtag for the group<br />Sense of community<br />Constant flow of information<br />
  12. 12. Twitter/Facebook/Blog Trifecta<br />Power of using these in tandem<br />Twitter’s ability to reach out<br />Facebook’s storytelling ability and group building capacity<br />Blog: long-form storytelling; ability to establish a brand voice/personality<br />
  13. 13. Hospital Blogs<br />
  14. 14. Hospital Blogs<br />
  15. 15. Hospital Blogs<br />
  16. 16. Patient Online Communities<br /><br /><br /><br /><br /><br /><br /><br /><br />
  17. 17. Patient Communities<br />
  18. 18. Cultivating Your Supporters<br />Truly a community building activity<br />The care and feeding of the community:<br />Post regularly<br />Encourage engagement<br />Reward engagement<br />Keep things interesting<br />Vary your outputs<br />Don’t make it all about you<br />
  19. 19. Building Up Equity for a Rainy Day<br />“Green Stamps” analogy<br />Social networks for crisis communications and issue management<br />Circumvent traditional media when necessary<br />Take messaging directly to audience, unfiltered<br />
  20. 20. Ways To Use The Hive<br />Countering negative news<br />Correcting misinformation<br />Sharing news directly with constituents <br />Announcing events<br />Managed care negotiation<br />Issue management<br />Weigh public opinion<br />Health education<br />
  21. 21. Lexington Medical Center<br />
  22. 22. LMC Background<br />West Columbia, South Carolina<br />414-bed metropolitan medical complex<br />Comprehensive, county-wide healthcare network<br />More than 5,000 employees<br />Affiliated physician practices, community medical centers, extended care facility<br />NRC Consumer Choice Award winner<br />Press Ganey Summit Award winner<br />
  23. 23. LMC Heart Timeline<br />The 10 year timeline:<br />August 2000 – LMC’s Board approves the submission of a CON application for a diagnostic cath lab.<br />January 2001 – LMC receives CON approval from DHEC.<br />February 2002 – LMC opens diagnostic cath lab. Calendar Year 2003 – Cath lab performs 1,210 diagnostic catheterizations.<br />April 2004 – LMC files CON to provide comprehensive cardiac services including open heart surgery and elective therapeutic cardiac caths.<br />October 2004 – CON denied.<br />February 2006 – LMC appeals DHEC’s denial of their open heart CON in administrative court.<br />
  24. 24. LMC Heart Timeline<br />April 2006 – The SC House and Senate each pass a bill that would have allowed LMC to perform open heart surgery.<br />May 2006 – Governor Mark Sanford vetoes the bill.<br />September 2006 - Administrative Law Court determines that a Lexington heart program would cause volumes to drop at Palmetto Health Richland and Providence Hospitals and should be denied for that reason.<br />January 2008 – SC Supreme Court agrees to review and hear LMC’s appeal.<br />November 2008 – LMC withdraws its appeal and submits a new CON for renovations, which includes the relocation of the Diagnostic Cath Lab Department, addition of a second cath lab and provision of emergency PCI services.<br />
  25. 25. LMC Heart Timeline<br />February 2009 – LMC reaches an agreement with Providence Hospital to de-license one of their cardiac suites, allowing LMC to add a new suite.<br />April 2009 – Both houses of the SC Legislature pass a Joint Resolution commending LMC and Providence Hospitals.<br />November 2009 - LMC receives CON approval from DHEC for the relocation of the Diagnostic Cath Lab Department, the addition of a second cath lab and provision for emergency PCI services.<br />December 2009 – LMC and Providence Hospitals file a joint CON (the first in the history of DHEC) for the development of an open heart surgery program at LMC.<br />
  26. 26. LMC Heart Timeline<br />January 2010 - LMC relocates the Diagnostic Cardiac Cath Department and opens the second cardiac cath lab and makes provisions for emergency PCI services.<br />April 2010 – LMC and Palmetto Health reach an agreement where LMC’s open heart program can proceed. Palmetto agrees not to contest LMC’s application.<br />June 2010 – DHEC approves Lexington Medical Center’s CON to provide comprehensive cardiovascular services, including open heart surgery and elective therapeutic cardiac catheterizations.<br />
  27. 27. The Need for Hive Marketing<br />Contentious relationship with The State Newspaper<br />Strong base of support in Lexington<br />Need to put those supporters to work on behalf of the brand<br />Need to get LMC’s story out without “spin”<br />Need to communicate with and activate supporters without going through conventional media<br />
  28. 28. Countering a Sea of Negative Publicity<br />
  29. 29. Countering a Sea of Negative Publicity<br />
  30. 30. Countering a Sea of Negative Publicity<br />
  31. 31. Countering a Sea of Negative Publicity<br />
  32. 32. Putting Social Media to Work<br />We put our hive to work!<br />
  33. 33. Putting Social Media to Work<br />
  34. 34. Putting Social Media to Work<br />
  35. 35. Lexington Wins Approval<br />
  36. 36. Lexington Wins Approval<br />
  37. 37.
  38. 38. Coming Full Circle<br />
  39. 39. Tufts Medical Center & BCBSMA<br />
  40. 40. About Tufts Medical Center<br />Academic Medical Center<br />415-beds<br />Boston’s Theater District<br />The oldest permanent medical facility in the country<br />Led by dynamic CEO Ellen Zane<br />Also home to Floating Hospital for Children<br />Teaching hospital for Tufts University School of Medicine <br />
  41. 41. About Tufts Medical Center<br />Competitive Boston Metro<br />Partners Healthcare – Teaching affiliate of Harvard Medical School<br />Brigham and Women’s Hospital<br />Massachusetts General Hospital<br />Another 6 or more community hospitals<br />Beth Israel Deaconess Hospital<br />Dana Farber Cancer Institute<br />Children’s Hospital Boston (Harvard affiliate)<br />New England Baptist Hospital<br />Boston Medical Center<br />
  42. 42. Tufts Medical Center & BCBS MA<br />
  43. 43. Tufts Medical Center & BCBS MA<br />
  44. 44. Managed Care Negotiation Breakdown<br />
  45. 45. Bloggers Voice Support & Concern<br />
  46. 46. Bloggers Voice Support & Concern<br />Authentic voices join the conversation<br />
  47. 47. Bloggers Voice Support & Concern<br />
  48. 48. Dedicated Microsite<br />
  49. 49. Facebook for Organizing Support<br />
  50. 50. Dedicated Blog<br />
  51. 51. Countering Misperceptions<br />
  52. 52. The Power of One Individual’s Network<br />
  53. 53. The Power of One Individual’s Network<br />
  54. 54. Supporter Comments On News Sites<br />Wall Street Journal<br />Health Blog<br />
  55. 55. Supporter Comments On News Sites<br />
  56. 56. Merrimack Valley Moms<br />
  57. 57. Merrimack Valley Moms Blog<br />How do we engage busy moms?<br />Lowell General Hospital decided to start a mommy blog for the Merrimack Valley Region of Massachusetts and Southern NH.<br />Recruiting bloggers via a Facebook contest<br />The contest’s impact on Twitter and Facebook<br />Building community: Mommy Blogger Brunch<br />
  58. 58. Merrimack Valley Moms<br />
  59. 59. Merrimack Valley Moms<br />
  60. 60. Merrimack Valley Moms<br />Spreading the word via area Facebook groups<br />
  61. 61. Merrimack Valley Moms<br />Contest submissions from <br />prospective mommy bloggers<br />
  62. 62. Merrimack Valley Moms<br />Examples of engagement <br />on Facebook<br />
  63. 63. Merrimack Valley Moms<br />
  64. 64. Merrimack Valley Moms<br />
  65. 65. Merrimack Valley Moms<br />
  66. 66. Merrimack Valley Moms<br />
  67. 67.
  68. 68.
  69. 69.
  70. 70.
  71. 71. Scott and White Hospital<br />Fort Hood shootings (November 2009)<br />Prominent example of social media for crisis communication<br />Used Twitter to tweet updates to direct news media to official statements (43 tweet in 3 days)<br />Used social media to dispel rumors and correct misinformation<br />Tweets updated community of status of their ED (closed to all but Ft. Hood patients)<br />Tweets asking for blood donations; led to more than 1,000 units being donated<br />Posted hospital press conference on YouTube<br />Videos of people donating blood<br />
  72. 72. Scott and White Hospital<br />
  73. 73. Tips for Getting Started<br />Build your communities proactively, in anticipation of a need<br />Nurture the community and its members (regular care and feeding)<br />Participate, engage. Don’t just push information<br />Don’t let the community languish<br />Have some personality<br />Reward engagement<br />
  74. 74. Tips For Getting Started<br />Cross promote between platforms<br />Find community #hashtags (in Columbia, SC the most popular tag is #famouslyhot)<br />Use hashtags to build followers<br />RT good information relevant to your followers<br />Follow local news media and community orgs<br />Share links to your blog posts on Twitter and Facebook<br />Use tags and categories for blog posts and YouTube videos<br />
  75. 75. Tips For Getting Started<br />
  76. 76. Social Networks & Crisis Communication<br />Build social media tools into the plan; part of an integrated approach<br />Ramp up “membership” before the need arises<br />Consider the different constituents: news media, your employees, general public, patients and families, influentials, business leaders<br />Assign monitoring and posting responsibilities<br />Proactive listening, identify problems or miscommunication, define resolution, then engage with information (open and transparent communication)<br />Often diffuse visible predicaments before they become full-blown crises<br />
  77. 77. Social Networks for Healthcare Marketers<br />Healthcare Marketing LinkedIn Groups <br /><br />
  78. 78. Social Networks for Healthcare Marketers<br /><br />
  79. 79. Contact Information<br />Mark Shelley<br />Email:<br />Twitter: @LexMedCtr<br />Dan Dunlop <br />Email:<br />Blog –<br />Community –<br />Twitter - @dandunlop<br />