AHIP Communications Conference

Social Media Case Study Holly Potter, Vice President of Public Relations

About Kaiser Permanente
Integrated care delivery
8.6 million members
167,638 employees
Serving 9 states and the District of Columbia
14,641 physicians
Nation’s largest nonprofit health plan
Nation’s largest non-university-
affiliated health research institute
2,607 residents
36 hospitals
430+ medical offices
$40.3 billion annual revenues (2008)
40,451 nurses

Online Services – kp.org
English and Spanish content
My Health Manager
3,307,533 registered users
Act for family: 321,142 children and 22,904 adults
Through Q2 2009
5,438,930 lab test results viewed online
2,104,131 secure emails sent to doctors
1,631,490 prescriptions refilled
453,618 appointments scheduled online

Why Social Media?
Protect and promote the brand
Extend the impact of traditional media
Improve organic search results
And ultimately, create brand champions

News and Features On Twitter: @KPNewsCenter @KPThrive @KPVivaBien Also: @KPColorado @KPNorthwest @KPHawaii @KPGANews

Blogs kp.org/history On Twitter: @KPHistory kp.org/farmersmarketrecipes On Twitter: @PrestonMaring

You Tube & Facebook facebook.com/kpthrive youtube.com/kaiserpermanenteorg

The Full Spectrum of Engagement

Why Twitter? One Example It starts with good old-fashioned PR work) 400 media stories about the study

Reached @ 2,000,000 via Twitter Estimated 800 Tweets/RTs (in 8 languages), including LA Times, Washington Post, CNN, Huffington Post

Thank You

AHIP Communications Conference

by Holly Potter on Nov 18, 2009

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