Munich potter 10112012_final

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Presentation from Europäischer Gesundheitskongress, Munich, Germany http://www.gesundheitskongress.de/2012/programm.htm (October 12, 2012)

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  • An example of the importance of combining our existing “old school” communications channels (eNewsletter) with social media tools to create surround sound … and, most importantly, results
  • Munich potter 10112012_final

    1. 1. Engaging Audiences Through Social MediaHolly Potter (@htpotter)Vice President, Brand Communication
    2. 2. About Kaiser Permanente Nation’s largest nonprofit health plan • Serving 9 states and the District of Columbia •9 million members •$49 billion revenue Integrated care delivery •16,658 physicians •172,997 employees •37 hospitals and 611 medical offices Improving health •$1.8 billion in community benefit • 900 peer-reviewed studies per year
    3. 3. Digital Engagement: Edelman Health Barometer
    4. 4. My Health Manager – 4 Million Users 59 million online visits (11.4 million via mobile devices) 16.6 million test results viewed online 6.7M emails to care providers 5.6 million prescriptions refilled 300,000 app downloads 4 Copyright © 2011 Kaiser Permanente 4
    5. 5. Media Consumption is ChangingThe Pew Research Center’s for Excellence in JournalismThe State of the News Media 2012 http://stateofthemedia.org/
    6. 6. Facebook, You Tube and Twitter
    7. 7. Talking with Consumers:Care Stories Video Blog
    8. 8. Building Relationships
    9. 9. Mixing Media 267,000 “opens” of emailed article 15,000 blog views 50+ requests for colon cancer screening kits 4,500 views in four days
    10. 10. Service via Twitter: @kpmemberservice • Launched in May 2010 • Four-member team, M-F business hours • Actively monitor and triage member concerns on Twitter • Engage and take conversation offline • Share helpful hints with members • Trial status with California regulators
    11. 11. Addressing Member Concerns
    12. 12. EveryBody Walk! • Online videos and social media • 635,400 visitors • 29,000 mobile app downloads • 30,700Twitter followers • 6,200 Facebook followers • Partnered with “Funny or Die”
    13. 13. Weight of the Nation • 2-Time Emmy nominated series • 8,500 Twitter followers • 44,000 Facebook followers
    14. 14. Recommended Reading Kaiser Permanente Social Media Policy http://bit.ly/kpsmplcy Social Media and the Health System http://www.thepermanentejournal.org/issues/2011/winter/445-social- media-and-the-health-system.html Social Business at Kaiser Permanente: Using Social Tools to Improve Customer Service, Research and Internal Collaborationhttp://sloanreview.mit.edu/feature/kaiser-permanente- using-social-tools-to-improve-customer-service-research-and-internal- collaboration/ Integrating Social Media into PR Plans http://bit.ly/hpinprsa

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