Mayo Ragan Conference Final

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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.

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Mayo Ragan Conference Final

  1. 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 1
  2. 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 2
  3. 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 3
  4. 4. Why Social Media? 4
  5. 5. Why Social Media? 1. Protect and promote the brand 4
  6. 6. Why Social Media? 1. Protect and promote the brand 2. Extend the impact of traditional media 4
  7. 7. Why Social Media? 1. Protect and promote the brand 2. Extend the impact of traditional media 3. Improve organic search results 4
  8. 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 4
  9. 9. Our Converging Paths 5
  10. 10. In the beginning... Sidney Garfield, MD “ROM is Rationally Organized Medicine” 6
  11. 11. ...medical care was already complex Sidney Garfield, MD 7
  12. 12. The original good idea Audio: “In The Beginning” Kaiser Permanente “Thrive” radio advertisement (2009) 8
  13. 13. The original good idea Audio: “In The Beginning” Kaiser Permanente “Thrive” radio advertisement (2009) 8
  14. 14. If you smash this... 9
  15. 15. “Owning my own health care” Kaiser Permanente YouTube Channel 10 http://www.youtube.com/kaiserpermanenteorg
  16. 16. “Owning my own health care” Kaiser Permanente YouTube Channel 10 http://www.youtube.com/kaiserpermanenteorg
  17. 17. Caring for Everyone 11 3
  18. 18. Caring for Everyone 12 4
  19. 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 13 1
  20. 20. Challenge: Participation Web2.0 = Listening Health2.0 = Participation 14
  21. 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 15
  22. 22. Total Health Brand - kp.org/thrive On Twitter: @KPThrive & @KPVivaBien 16
  23. 23. News Center – kp.org/newscenter On Twitter: @KPNewsCenter Also @KPColorado @KPNorthwest @KPHawaii @KPGANews (Georgia) 17
  24. 24. Our Blogs kp.org/farmersmarketrecipes On Twitter: @PrestonMaring kp.org/history On Twitter: @KPHistory 18
  25. 25. Facebook: Community & Employees facebook.com/kpthrive facebook.com/kp.labor.management.partnership 19
  26. 26. You Tube youtube.com/kaiserpermanenteorg 20
  27. 27. Flickr • Search: “Kaiser Permanente Thrive” on Flickr 21
  28. 28. Twitter: A Sampling of Active PR Team Members 22
  29. 29. Engaging MDs and Other Leaders 23
  30. 30. Nurturing Responsible Engagement 24
  31. 31. Changing Conversations 1. Monitoring 2. Responding 3. Pitching 4. Participating 25
  32. 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 26
  33. 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. 27
  34. 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. 27
  35. 35. Pitching: Health Disparities 29 28
  36. 36. Participating 29
  37. 37. The Full Spectrum of Engagement 30
  38. 38. The Full Spectrum of Engagement 30
  39. 39. The Full Spectrum of Engagement 30
  40. 40. The Full Spectrum of Engagement 30
  41. 41. The Full Spectrum of Engagement 30
  42. 42. The Power of Shared Knowledge “Connected” Kaiser Permanente YouTube Channel 31 http://www.youtube.com/kaiserpermanenteorg
  43. 43. The Power of Shared Knowledge “Connected” Kaiser Permanente YouTube Channel 31 http://www.youtube.com/kaiserpermanenteorg
  44. 44. Thank You 32

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