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National Hispanic Corporate Council Think Tank
 

National Hispanic Corporate Council Think Tank

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Presentation delivered as an introduction to Kaiser Permanente's work in social media at a "think tank" event. Panel did a deep dive into the value of social media.

Presentation delivered as an introduction to Kaiser Permanente's work in social media at a "think tank" event. Panel did a deep dive into the value of social media.

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  • By the numbers . . .
  • Tweets about KP’s disparities work resulted in coverage on several prominent health blogs.
  • Image: “Thrive” spelled out with sports equipment

National Hispanic Corporate Council Think Tank National Hispanic Corporate Council Think Tank Presentation Transcript

  • Social Media: The Ultimate Word of Mouth 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
  • Thrive Campaign: Imagine Health “ Mural” Kaiser Permanente YouTube Channel http://www.youtube.com/kaiserpermanenteorg
  • 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
  • Conversations & Champions
    • Monitoring
    • Responding
    • Pitching
    • Participating
  • Monitoring
    • Weekly blog report since 2007
    • Conducted baseline audit of multiple platforms June-December of 2008
    • Begun real-time monitoring and database tracking 2009
  • 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.
  • Participating
  • Pitching: Health Disparities
  • The Full Spectrum of Engagement
  • Thank You
  • Caring for Everyone: Internet 3
  • Caring for Everyone: Mobile 4