Presentation by Holly Potter (@htpotter) and Ted Eytan, MD, MPH, MS (@tedeytan) at recent Mayo Clinic/Ragan Communications conference on the use of social media in health care. This presentation illustrates Kaiser Permanente's journey into social media and how that involvement builds upon our overall commitment to patient-centered care and our evolving health 2.0 capabilities. To view related videos, please click (or cut and paste) the links to You Tube.

1. Telling Our Story: Using Web 2.0 Tools to Maximize Health
Holly Potter, Vice President of Public Relations
Ted Eytan, MD, Medical Director, Delivery Systems Operations Improvement
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2. About Kaiser Permanente
Serving nine states and the District of Columbia
Nation’s largest nonprofit health plan
8.6 million members
Integrated care delivery
14,641 physicians
167,638 employees
40,451 nurses
2,607 residents
36 hospitals
430+ medical offices
• Nation’s largest non-university-
affiliated health research institute
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3. By The Numbers
Doctor office visits} 36.7 million
Prescriptions filled} 129 million
Surgeries} 547,338
Mammograms (women ages 42 to 69 years)} 1.1 million
Colorectal cancer screenings} 1.6 million
Research and evaluation studies} 3,150
Biobank DNA samples collected} 110,000
Peer-reviewed journal articles published} 700+
Community grants awarded} 2,414
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4. Why Social Media?
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5. Why Social Media?
1. Protect and promote the brand
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6. Why Social Media?
1. Protect and promote the brand
2. Extend the impact of traditional media
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7. Why Social Media?
1. Protect and promote the brand
2. Extend the impact of traditional media
3. Improve organic search results
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8. Why Social Media?
1. Protect and promote the brand
2. Extend the impact of traditional media
3. Improve organic search results
4. And ultimately, create brand champions
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9. Our Converging Paths
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10. In the beginning...
Sidney Garfield, MD
“ROM is Rationally Organized Medicine”
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11. ...medical care was already complex
Sidney Garfield, MD
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12. The original good idea
Audio: “In The Beginning”
Kaiser Permanente “Thrive” radio advertisement (2009)
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13. The original good idea
Audio: “In The Beginning”
Kaiser Permanente “Thrive” radio advertisement (2009)
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14. If you smash this...
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15. “Owning my own health care”
Kaiser Permanente YouTube Channel
10 http://www.youtube.com/kaiserpermanenteorg

16. “Owning my own health care”
Kaiser Permanente YouTube Channel
10 http://www.youtube.com/kaiserpermanenteorg

17. Caring for Everyone
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18. Caring for Everyone
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19. The problem
“Every day in US health care,
we ask patients, nurses, and
doctors to do the equivalent
of a revolutionary war
enactment – to use outdated
technologies like pagers and
Web sites to deliver care and
stay healthy, all while they
use modern technologies to
care for everything else in
their daily lives.”
-Ted Eytan, MD
Source: M.V. Jantzen, Washington, DC, USA, http://www.flickr.com/mvjantzen
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20. Challenge: Participation
Web2.0 = Listening
Health2.0 = Participation
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21. Online Services – kp.org
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
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22. Total Health Brand - kp.org/thrive
On Twitter:
@KPThrive &
@KPVivaBien
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23. News Center – kp.org/newscenter
On Twitter:
@KPNewsCenter
Also
@KPColorado
@KPNorthwest
@KPHawaii
@KPGANews (Georgia)
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24. Our Blogs
kp.org/farmersmarketrecipes
On Twitter: @PrestonMaring
kp.org/history
On Twitter: @KPHistory
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25. Facebook: Community & Employees
facebook.com/kpthrive facebook.com/kp.labor.management.partnership
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26. You Tube
youtube.com/kaiserpermanenteorg
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27. Flickr
• Search: “Kaiser
Permanente
Thrive” on Flickr
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28. Twitter: A Sampling of Active
PR Team Members
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29. Engaging MDs and Other Leaders
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30. Nurturing Responsible Engagement
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31. Changing Conversations
1. Monitoring
2. Responding
3. Pitching
4. Participating
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32. Monitoring
• Weekly blog report since 2007
• Conducted baseline audit of multiple
platforms June-December of 2008
• Begun real-time monitoring and
database tracking 2009
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33. Responding: Service Recovery
All of the above leads me to believe
that Kaiser does not care one bit if
I thrive or shrivel up and die. …,
regardless of how many happy,
shiny commercials they air on
television.
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34. Responding: Service Recovery
All of the above leads me to believe
that Kaiser does not care one bit if
I thrive or shrivel up and die. …,
regardless of how many happy,
shiny commercials they air on
television.
I … cannot believe that Kaiser
not only saw my post, but
decided to act upon it. I am
extremely grateful that they
chose to call…. I love things
like this. They help to restore
my faith in this world.
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35. Pitching: Health Disparities
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36. Participating
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37. The Full Spectrum of Engagement
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38. The Full Spectrum of Engagement
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39. The Full Spectrum of Engagement
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40. The Full Spectrum of Engagement
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41. The Full Spectrum of Engagement
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42. The Power of Shared Knowledge
“Connected”
Kaiser Permanente YouTube Channel
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http://www.youtube.com/kaiserpermanenteorg

43. The Power of Shared Knowledge
“Connected”
Kaiser Permanente YouTube Channel
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http://www.youtube.com/kaiserpermanenteorg

44. Thank You
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