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Building a Social-Media Toolkit
 

Building a Social-Media Toolkit

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Presented by Kate Grey at Thomson Reuters Healthcare Advantage conference, May 9, 2011 in Salt Lake City.

Presented by Kate Grey at Thomson Reuters Healthcare Advantage conference, May 9, 2011 in Salt Lake City.

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    Building a Social-Media Toolkit Building a Social-Media Toolkit Presentation Transcript

    • LEADTHEWAYTHOMSON REUTERS 2011HEALTHCARE ADVANTAGE CONFERENCE KATE GREY DIRECTOR OF MARKETING SAINT MARY’S RENO
    • LEADTHEWAYTHOMSON REUTERS 2011HEALTHCARE ADVANTAGE CONFERENCE BUILDING A HEALTH CARE SOCIAL MEDIA TOOLKIT
    • Why are you here? • No, not an existential question, a show of hands©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY 3
    • Note about jargon • HCSM = Health Care Social Media • From Twitter hashtag©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY 4
    • Plan to Tweet?©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY 5
    • Yes, there is literally a toolkit • lanyrd.com/scxbz©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY 6
    • About presenter • Director of Marketing, Saint Mary’s Reno • 14 years healthcare marketing experience • MBA student – graduation May 2013©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY 7
    • HCSM background • Intro to digital marketing, 1996 – hospital website • Former Director of e-Communications, University of Nevada, Reno • Early adopter – Facebook – 2005 via .edu address – Twitter – 2007 • MBA class, 2010 – Personal Branding with Dr. Bret Simmons©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY 8
    • About Saint Mary’s • Health system in Reno, Nev. – Saint Mary’s Regional Medical Center – Saint Mary’s Health Plans – Saint Mary’s Medical Group • Founded 1908 by Dominican Sisters of San Rafael • A member of Catholic Healthcare West • www.saintmarysreno.org©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY 9
    • Saint Mary’s Medical Group • 8 locations in Reno-Sparks • 6 primary-care offices • 4 urgent-care locations • 2 Clinic at Walmart locations • 14 physicians, 39 total practitioners • www.saintmarysmedicalgroup.org©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY10
    • About Catholic Healthcare West or CHW • 40-hospital system in California, Arizona and Nevada • One of nation’s largest not‐for-profit healthcare systems • Largest private hospital system in California • Headquarters in San Francisco • www.chwHEALTH.org©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY11
    • Caveat Emptor • This presentation is already outdated • Use toolkit resources and learn for yourself – See lanyrd.com/scxbz©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY12
    • I’m not the HCSM guru • Become your own expert with these tools • What works for others may work differently for you – My HCSM point of reference: community hospital • Saint Mary’s is not the Mayo Clinic – Your organization may not be either • The vision: Lead the way yourself©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY13
    • Presentation Goals • Understand the marketing value of HCSM • See how crmView identified target audiences • Learn about HCSM toolkit and resources©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY14
    • LEADTHEWAYTHOMSON REUTERS 2011HEALTHCARE ADVANTAGE CONFERENCE UNDERSTAND THE MARKETING VALUE
    • So what IS social media?©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY16
    • ©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY17
    • ©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY
    • ©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY19
    • ©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY
    • Mobile matters©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY
    • Different than old-style marketing • HCSM is management issue, not a marketing one • A major focus of HCSM – just listen • No one’s going to abandon traditional media any time soon©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY
    • Analyst Esteban Kolsky recommends this loop • Listen • Learn • Grow • Improve©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY
    • What about ROI? • ROI = return on [capital] investment • If we spend $100 million on a new plant, we expect a 15% return • HCSM not capital improvement, it’s operational©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY24
    • LEADTHEWAYTHOMSON REUTERS 2011HEALTHCARE ADVANTAGE CONFERENCE TARGET-AUDIENCE RESEARCH
    • Target audience report, Thomson Reuters • Starters, Achievers and Mids all viable prospects for social media • Seniors 65+ – low internet utilization. Not a focus at this time, although obviously high healthcare utilizers.©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY
    • HCSM target audience: Focus on Starters & Achievers Starters 18-34 – Highly likely both to have internet access and participate in social media/networking – in fact, they are up to 3 times more likely than other segments to use social media. All Starter groups indexed above 100 for social network use. All Starter segments except Soccer Dad use internet to research health information. Achievers 35-54 – … 19 out of the 21 segments show more than average propensity to utilize social networking such as Facebook. All Achiever groups except 2 indexed above 100 for social network use. Achievers are very likely to use the internet to research healthcare … Achievers high utilizers of©2011 Thomson Reuters Urgent Care Services. THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY
    • Final target audiences via Thomson Reuters Phase I • Starters 18-34 • Achievers 35-54 Begin with these demos, then broaden from there©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY
    • LEADTHEWAYTHOMSON REUTERS 2011HEALTHCARE ADVANTAGE CONFERENCE TOOLKIT RESOURCES
    • Saint Mary’s goals • Lead search and enhance organic SEO • Increase connections with our target audiences • Increase 1:1 dialogue with our target audiences • Capture an increasingly mobile device-based audience©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY
    • What to read and who to follow • #HCSM – Weekly chat, 8 p.m. CST Sundays©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY31
    • What to read and follow • Mashable©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY32
    • What to read and who to follow • Lee Aase and Mayo Clinic Center for Social Media #mcssm©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY33
    • ©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY34
    • What to read and who to follow©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY35
    • Also #hcmktg, #socpharm, #healthcare, others©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY36
    • Survey of HCSM in hospitals • Found in Cache©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY37
    • Policy, legal and HIPAA • CHW Social Media Guidelines & Best Practices, social media strategy approved by Board • Mayo Clinic Center for Social Media 4-part series on legal issues • Bryan Vartabedian MD, practicing pediatric gastroenterologist and prolific blogger: – Discussion of patient-specific issues in public forums is off limits; discussion of patient non-specific issues is encouraged.©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY
    • More policy help©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY39
    • ©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY40
    • Staffing Tammy Krikorian Josh Charlebois©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY41
    • Weekly content budget©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY42
    • Why? • Healthcare is a low-interest category • Does the average 25-year-old really want to know about open-heart surgery? • Mediums are visual, therefore you need visuals©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY43
    • Strong Facebook presences in Reno, NV 30,000 27,336 25,000 20,000 18,089 16,234 Likes 15,000 11,386 10,000 7,976 6,692 4,345 5,000 2,461 626 0 Saint Edible Nevada Reno Freight City of Reno Reno Nevada Marys Reno Museum Rodeo House Reno Aces Tahoe Wolf Reno Tahoe of Art District USA Pack©2011 Thomson Reuters As of April 10, 2011 THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY
    • Strong Facebook presences in Reno, NV 4000 3,627 3500 3000 2500 Likes 2,061 2000 1500 988 1,004 1000 626 500 114 140 37 0 Employers Renow n Western Saint Marys The Summit Builders Reno U-Sw irl Insurance Health Bariatric Reno Assn. Gazette- Reno Journal©2011 Thomson Reuters As of April 10, 2011 THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY
    • Facebook – Two pages©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY46
    • Facebook – Two pages©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY47
    • Content recap • Historic Saint Mary’s • Contests – Heart Month – Saint Patrick’s Day photo – Easter photo • Quality in Education Award photos©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY48
    • Content recap • Polls – Shoe poll – Reno Aces Fireworks Friday©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY49
    • Frequency? Every weekday©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY50
    • Lessons learned • Growing is slow – For existing Saint Mary’s – For new Saint Mary’s Medical Group • Watch what likers Like • Contests can help you grow – Be careful how you structure©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY51
    • Spontaneous Conversation©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY52
    • Twitter • Be active – Follow people – they’ll follow back – Follow their lists – Look for lists & hashtags • Use HootSuite, TweetDeck or like©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY53
    • Getting started on Twitter • Go to my Twitter account + those you saw earlier • Follow anyone relevant©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY54
    • YouTube©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY55
    • Blogs • WordPress is tops©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY56
    • How blogs move you up in Google – fast©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY57
    • Foursquare aka Facebook Places (not really)©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY58
    • Yelp©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY59
    • Speaking of ratings/reviews©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY60
    • Mobile sites & apps©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY61
    • LinkedIn©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY62
    • Groupon anyone?©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY63
    • Patient Communities©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY64
    • Measurement Tools©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY65
    • Our Measures Twitter Following - @StMarysReno 1, 0 0 0 950 900 850 800 750 700 # of Followers 650 600 550 500 450 400 350 300 250 200 15 0 10 0 50 - Jul Aug Sep Oct Nov Dec Jan Feb M ar Apr M ay Jun FY11 147 180 246 300©2011 Thomson Reuters Month THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY66
    • What we’ve learned so far • Growing is work – Low-interest category • Making progress on measures – Lead search and enhance organic SEO – Increase connections with our target audiences – Increase 1:1 dialogue with our target audiences – Capture an increasingly mobile device-based audience©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY
    • “The only significant competitive advantage is your organization’s ability to learn faster than the competition.” – Peter Senge©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY
    • Questions? My info lanyrd.com/scxbz @KateEGrey kate.grey@chw.edu©2011 Thomson Reuters THOMSON REUTERS LEAD lanyrd.com/scxbz 2011 HEALTHCARE THE #trhc ADVANTAGE CONFERENCE WAY69