Mayo Ragan Conference Final

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

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

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

Why Social Media? 4

Why Social Media? 1. Protect and promote the brand 4

Why Social Media? 1. Protect and promote the brand 2. Extend the impact of traditional media 4

Why Social Media? 1. Protect and promote the brand 2. Extend the impact of traditional media 3. Improve organic search results 4

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

Our Converging Paths 5

In the beginning... Sidney Garfield, MD “ROM is Rationally Organized Medicine” 6

...medical care was already complex Sidney Garfield, MD 7

The original good idea Audio: “In The Beginning” Kaiser Permanente “Thrive” radio advertisement (2009) 8

If you smash this... 9

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

Caring for Everyone 11 3

Caring for Everyone 12 4

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in US health care, we ask patients, nurses, and doctors to do the equivalent of a revolutionary war enactment – to use outdated technologies like pagers and Web sites to deliver care and stay healthy, all while they use modern technologies to care for everything else in their daily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

Challenge: Participation Web2.0 = Listening Health2.0 = Participation 14

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

Total Health Brand - kp.org/thrive On Twitter: @KPThrive & @KPVivaBien 16

News Center – kp.org/newscenter On Twitter: @KPNewsCenter Also @KPColorado @KPNorthwest @KPHawaii @KPGANews (Georgia) 17

Our Blogs kp.org/farmersmarketrecipes On Twitter: @PrestonMaring kp.org/history On Twitter: @KPHistory 18

Facebook: Community & Employees facebook.com/kpthrive facebook.com/kp.labor.management.partnership 19

You Tube youtube.com/kaiserpermanenteorg 20

Flickr • Search: “Kaiser Permanente Thrive” on Flickr 21

Twitter: A Sampling of Active PR Team Members 22

Engaging MDs and Other Leaders 23

Nurturing Responsible Engagement 24

Changing Conversations 1. Monitoring 2. Responding 3. Pitching 4. Participating 25

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

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

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

Pitching: Health Disparities 29 28

Participating 29

The Full Spectrum of Engagement 30

The Power of Shared Knowledge “Connected” Kaiser Permanente YouTube Channel 31 http://www.youtube.com/kaiserpermanenteorg

Thank You 32

Mayo Ragan Conference Final

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