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Health Care Communications - Engaging Audiences in a Rapidly Changing World

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Health Care Communications in a changing media environment. Presentation to School of Information at UC Berkeley

Health Care Communications in a changing media environment. Presentation to School of Information at UC Berkeley

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  • FARRA
  • FARRA
  • 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
  • Transcript

    • 1. Health Care Communications Engaging Audiences in a Rapidly Changing World Holly Potter Vice President, Brand Communication
    • 2. About Kaiser Permanente 2  Nonprofit, integrated health care provider  9 million members  Eight states and D.C.  Large, diverse workforce  172,000 employees  16,600 physicians  611 medical offices and other facilities  37 hospitals
    • 3. What We Present  Advertising/Marketing  Facility design and environment  Logo, brochures, materials What We Influence  Public Relations  Community Involvement  Word of Mouth  Online The Experience We Provide  Physician and employee engagement  On the phone  In our facilities 1 2 3 Building Brand Reputation 3 As a service industry, our brand is experienced in three ways:
    • 4. Digital Engagement: Edelman Health Barometer
    • 5. The Pew Research Center’s for Excellence in Journalism The State of the News Media 2012 http://stateofthemedia.org/ Media Consumption is Changing
    • 6. • Factoring in all media sources, everyone is bombarded with the equivalent of 174 newspapers of data per day. • We now receive five times as much information as we did in 1986. Source: Dr. Martin Hilbert, University of Southern California Resulting in Information Overload
    • 7. • “A picture is worth a thousand words.” • 90 percent of information transmitted to the brain is visual. • Infographics are 30 times more likely to be read than a text article. • Infographics increase search engine optimization. To Break Through: Need to Simplify Information Processing
    • 8. New Data: The Power of Word of Mouth 10
    • 9. Fewer and Fewer Reporters 11
    • 10. If you don’t like the news, go out and make some of your own. -Scoop Nisker 12
    • 11. Brand Journalism – share.kp.org
    • 12. Final Design – Homepage Responsive Design Desktop | Laptop Tablet – Vertical Orientation Handset Handset - Navigation System Tablet - Navigation System Responsive Design
    • 13. Integrated Communications: ONE TACTIC, MULTIPLE POINTS OF ENTRY
    • 14. Care Stories (kp.org/carestories)  Strategy: Demonstrate the value of KP care through the voice of the member  First-person stories from patients, physicians and staff  Updated monthly
    • 15. Integrated Communications
    • 16. Thrive Advertising 18
    • 17. Employee Communications
    • 18. Facebook Engagement
    • 19. Media Coverage
    • 20. Member Newsletter Drives Engagement 50+ requests for colon cancer screening kits 4,500 views in four days 15,000 blog views 267,000 “opens” of emailed article
    • 21. Extending Engagement through TweetChats
    • 22. USING SOCIAL TO EXTEND LEGACY STRATEGIES 24
    • 23. Viva Bien Launch 25
    • 24. 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 • Approved by California regulators
    • 25. Amplifying KP’s Presence at Events  Center for Total Health Blog: 11 posts highlighting KP's activities  Twitter: 1,873,006 impressions of #kpcth and #tedmed  Facebook: Four posts, totaling 17,000 views and “talked about” more than 100 times 27
    • 26. Media Coverage as a Powerful Starting Point  Print circulation: 731,000  Online subscribers: 1.3 million  #3 “Most Emailed” story  Twitter: The story reached 7.8 million Twitter accounts with a total of 10.7 million impressions.  Facebook: The FB post garnered 28,352 views of the story on our Facebook page (facebook.com/kpthrive), 551 likes, 70 shares, and 46 comments  LinkedIn: 91 likes, four comments 28
    • 27. Thank you Holly Potter | share.kp.org | @htpotter 29

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