The Gather Project: A Review of Healthcare Social Media 10.10


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The Gather Project reviews best practices in the use of social media by America's leading hospitals and health insurance companies.

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The Gather Project: A Review of Healthcare Social Media 10.10

  1. 1. :001 THE GATHER PROJECT S o c i a l M e d i a S n a pS h o t : he a l t h c a r e 1
  2. 2. T h e G aT h e r P r o j e cTSocial and mobile media have altered the marketinglandscape so dramatically in the past five years, even themost experienced travelers have trouble finding their way.citrus launched The Gather Project to uncover these changesand track how companies across a wide spectrum of industriesare adapting. The end result will be a comprehensive roadmapfor marketers to follow as they explore the digital world.ciTruscitrus is a new breed of creative agency born to jolt youraudience from the ordinary with rich, integrated, immersivecampaign experiences. With a wicked mix of masterful expertiseand youthful enthusiasm, we perform a flurry of kicks andchops that elevate brands into the hearts of people. The resultstranscend the traditional model by bridging the space betweenawareness and continued engagement to form a deeper,amplified interaction with your story.3
  3. 3. :001 THE 01010000 GATHER PROJECT I n t r o d u c tI o n the Importance and o p p o r t u nI t I e s o f s o cI a l m e dIa G a t h e r p r o j e c t m e t h o d o l o Gy101101010000 results the health care scorecard c o r e fI n d I nG ro a d m a p : W h e r e d o W e G o from here? c o n c l u sI o n 01000110
  4. 4. Introduction With over 550 million Facebook users, 150 million Tweeters and 50 million Bloggers, marketers can’t afford to relegate social media to the second page of a marketing plan. In 2011, it will be one of the most essential elements you use to connect with your customers. According to the Society of Digital Agencies, more than 45% of senior marketers named social media and networks as their top priority in 2010. It’s not a fad, it’s a reality. In the first of our Gather Series, citrus has conducted a study to better understand how health care marketers are using social media. The end result is a definitive snapshot of how the health care industry is adopting social media and how health care marketers can improve the power of these programs and optimize their social ROI in the future. The following pages will paint a comprehensive picture of social media in your industry: 1. We reveal the findings of our national survey taken by your peers. 2. We show you what others are doing and reveal who’s doing it the best (and worst). 3. We provide a roadmap to successfully integrate social media into your strategy.6 7
  5. 5. The Importance and personal networks, thereby providing marketers with exponentialOpportunities of Social Media message amplification. Marketers now have the opportunity to influence the influencers and help them broadcast their brand’sSocial media are highly scalable Internet and mobile-based message. It is this sort of relevant discussion that is proving toplatforms and applications for sharing and discussing information. be dramatically more valuable than traditional marketing efforts. [ ]In 2010, the primary social media platforms used for marketing areFacebook, Twitter, YouTube, Flickr and Blogs. This list will undoubtedly H e a l t H c a r e m a r k e t e r s w H o change as new platforms are created. We are already seeing great d o n o t u n d e r s t a n d s o c i al media interest in location-based social platforms (geo-social), including m a r k e t i n g a r e s i m p l y n o t part FourSquare and Facebook’s new Places. o f t H e l a r g e r c o n v e r s a t ion.Unlike advertising, social media provides the opportunity for brands Given the growth of social media and its demographics, citrusand businesses to build and manage real-time direct relationships with can see no way that health care marketers can postpone buildingtheir target markets. As important, if not more so, social media helps industry-leading social media programs that leverage the interactivebrands build messaging that can be shared by individuals with their and community-building benefits of social media. This relativelypersonal networks. People readily share information, thoughts, new media platform, on both the Internet and mobile devices,impressions and opinions about their experiences across their will usher in a highly effective relationship-building tool.8 9
  6. 6. social neTworkinG use conTinues To Grow amonG older users The perception of adult users who use social networking sites in each age groupThe 50+ Opp OrT uni T yIf health care marketers are looking 100%for additional rationale for buildingsound, effective social media programs, 86% 83%they need to look no further than 76% 80%the growth of social media usage 73% 67%among people 50 years and older, 61% 58%a key demographic for the industry. 60% 48% 47%According to the Pew Internet & 36% 36%American Life Project (August, 2010), 40% 18-29“Social networking use among Internet 25% 25% 26% 22%users ages 50 and older nearly 30-49 16% 20%doubled—from 22% in April 2009 16% 11% 13% 50-64 12% to 42% in May 2010.” 7% 4% 5% 7% 0% 65+ Sept May Nov April Dec May 2005 2008 2008 2009 2009 2010 Source: Pew Research Center’s Internet & American Life Project Surveys, September 2005 - May, 2010. All surveys are of adults 18 and older. 11
  7. 7. Gather Project Methodologycitrus utilized two techniques to create our analysis.N a t i o Na l P o l lWe held informal discussions and used an online poll with healthcare marketers to determine their usage and attitudes towardssocial media. The review was conducted in October, 2010.Social Media ScorecardWe reviewed 21 predominate health care providers on their Facebook,Twitter, YouTube and Blogs, as well as other social media tools.13
  8. 8. ResultsDespite the fact that most health care marketers have yet to buildrobust social media programs, they are becoming actively involvedwith and testing various social media platforms.some of o u r f i n d i nG s 4. Most organizations have not realized the power of social media for product or service delivery.1. Over three-quarters of health care marketers plan on investing more in social media in 2011. 5. Facebook is by far the most used social media tool. Next is micro-Blogs like Twitter and YouTube, followed by Blogs.2. The top social media priorities: building brand awareness and stimulating informal two-way conversations. 6. Most organizations do not have detailed social media policies or guidelines.3. Most organizations do not believe that they are engaging in meaningful dialogue with customers through social media. Staffing 7. Privacy issues are a constraint. These will need for social media management will be a pressing issue in the next year. to be addressed in corporate policies. As you will see in the following sections of this report, there is a wide range of commitment to social media in late 2010. However, we do expect that more health care organizations will begin to link the opportunities of this new medium to marketing objectives and staff allocation.14 15
  9. 9. The Health Care ScorecardIntrodu c tIo n MethodologyThe Health Care Scorecard grades 21 health care organizations,including hospitals, health care systems and health plan providers, We are using four criteria in our social media analysis.according to a set of quantitative criteria and citrus’ perception ofsocial media program maturity. Note that we are not grading based IntegratIon - 30%: Is the marketer integrating their social mediaon overall Internet strategy, including a review of websites. However, program into their overall marketing program? We believe thatwe do believe that an organization’s social media strategy and synergy breeds efficiency. additionally, each element, from theexecution is an indication of digital marketing prowess. Digital website to social media to mobile media, adds to the overallmarketing proficiency is now inextricably tied to marketing success. integrated marketing effort in a world where people now get their information from a much wider array of sources.The information and data used to create our analysis are dynamicand time-based, as social media usage is growing exponentially. BrandIng - 30%: Building a strong, effective online brandIt is our intention to keep our data fresh, and we will publish includes the delivery of consistent branding across programupdates in the coming months. elements, cohesive messaging and brand voice, and the establishment of a competitive positioning. SocIal MedIa relevance - 30%: Brand presence in this relatively new space, brand and consumer activity, authenticity and marketing dedication. dIgItal MarketIng - 10%: activity in Blogs, interactive website elements, mobile marketing and email marketing.16 17
  10. 10. Healt H C a r e SC o r e C a r d COMPANY RANk CATeGORY ASSeSSMeNT Mayo Clinic 1 Hospital System Though relatively low Facebook numbers, Mayo rules YouTube and Twitter to drive leadership positioning. “They get it.” St. Jude Children’s Research Hospital 2 Hospital System Almost 40 years of a dedication to marketing is reflected in a superior social media program. Children’s Hospital Boston 3 Hospital System Another children’s hospital recognizes the power of the social conversation. Parents have passion. Cleveland Clinic 4 Hospital System Smart CeO driven integrated marketing program is beginning to leverage social tools. kaiser Permanente Thrive 5 Health Care Delivery System “Thrive” positioning owns “wellness” and is brought to life across social media with second highest list of videos. Johns Hopkins Medicine 6 Hospital System Highly integrated Facebook, Blog, YouTube and Twitter program. City of Hope National Medical Center 7 Hospital System In the game but could use much stronger social media branding and customization. Duke University Hospital 8 Hospital System “Connect with your health care at Duke Medicine” positioning is missed opportunity on their social sites. BlueCross BlueShield of Illinois 9 Health Plans A leading provider in social space but no presence on YouTube. Health care videos are too strong not to leverage. Rush University Medical Center 10 Hospital System Considering medical college focus, social presence is limited. Scripps Health 11 Hospital System One of the more active on Twitter but not reflected across Facebook and YouTube. Oregon Health & Science University 12 Hospital System Tepid social marketing from Oregon’s only health care and research university. Massachusetts General 13 Hospital System Social media policy stated on home page but limited social media. Privacy concerns outweighing marketing? Ronald Reagan UCLA Medical Center 14 Hospital System Surprisingly limited social media effort from a leading major market university hospital. Banner Health 15 Health Plans Middle of the road social program but it is integrated into master website. BlueCross BlueShield of Minnesota 16 Health Plans Low energy for such a strong brand. Providence Health Plans 17 Health Plans Twitter and Facebook are well integrated on website home page but little call to action equals low activity.Southwest Washington Medical Center 18 Hospital System Well integrated program including a dedication to the use of video. Could use more fans and views. UnitedHealth Group 19 Health Plans Huge health care insurer is not a huge participant in the social universe. Missed opportunity given traditional advertising programs. New York Presbyterian Hospital 20 Hospital System New York’s top ranked hospital hasn’t found its voice. Very limited, low involvement social strategy. WellPoint 21 Health Plans Very conservative brand position. Little social media presence. Data collected in October, 2010 18 19
  11. 11. A c t i v i t y t rA c k We believe that activity data is a clear indication of an organization’s interest in social media, its on-going support and resulting consumer participation in messaging. Activity such as Facebook Likes, Twitter Followers and YouTube Views are clear indications of a company’s social media success. Facebook “Likes”: Likes are the ultimate marketing amplification tool. When someone Likes you or your content, it is broadcast to their Facebook Friends. (On average, each Facebook user has 130 friends). Likes are a good thing. Twitter Followers: Simply put, Twitter refers a ton of traffic to websites. It’s meant to be a content-referral network, so link-sharing and click-throughs are a given in many cases. YouTube Views: YouTube videos are searchable (they account for approximately 30% of all Google searches).20 21
  12. 12. Faceboo k a n a l y s i s T W I T T E R A nA l y s I s COMPANY # FANS CUSTOM TABS # VIDeOS COMPANY # SUBSCIBeRS BRAND PAGe # TWeeTS PeR Week Children’s Hospital Boston 439,440 Give, Connect, Invite, Interact 0 Mayo Clinic 90,641 Yes: MayoClinic 20 St. Jude Children’s Research Hospital 306,077 Patient of the Month, Thanks and Giving Campaign, Shop 4 St. Jude Children’s Research Hospital 10,366 No: StJude 16 Mayo Clinic 31,434 None 143 Johns Hopkins Medicine 9,029 Yes: JohnsHopkins 29 Cleveland Clinic 16,334 About Us, Facts, Let’s Move It!, Patient FAQs 413 Scripps Health 6,594 Yes: Scripps Health 25 BlueCross BlueShield of Illinois 13,393 Contest, Welcome, ecards, BCBSIL on FB 10 Cleveland Clinic 6,527 Yes: ClevelandClinic 42 kaiser Permanente Thrive 8,743 RSS/Blog 15 City of Hope National Medical Center 5,191 Yes: cityofhope 20 Johns Hopkins Medicine 8,719 Twitter 4 Duke University Hospital 4,450 Yes: Duke_Medicine 8City of Hope National Medical Center 7,338 YouTube 6 Children’s Hospital Boston 3,497 Yes: ChildrensBoston 15 Duke University Hospital 2,861 None 0 Rush University Medical Center 2,147 Yes: RushMedical 11 Massachusetts General Hospital 2,774 email Sign Up, YouTube 16 BlueCross BlueShield of Illinois 1,604 Yes: BCBSIL 7 Rush University Medical Center 1,660 Welcome, Rush Resources, YouTube, Twitter 6 Oregon Health & Science University 1,589 Yes: OHSUHealthcare 30 Oregon Health & Science University 1,440 extened Info, e News 0 Ronald Reagan UCLA Medical Center 1,021 Yes: UCLAHealth 1 Scripps Health 1,111 Jobs, Twitter, YouTube, RSS/Blog 12 Banner Health 881 Yes: BannerHealth 2 Banner Health 1,042 New!, Twitter, YouTube, Job, Reviews 7 UnitedHealth Group 565 Yes: uhcfeds 5 BlueCross BlueShield of Minnesota 1,020 Twitter 33 kaiser Permanente Thrive 491 No: kpthrive 8Southwest Washington Medical Center 776 Reviews 1 BlueCross BlueShield of Minnesota 480 No: BlueCrossMN 5 New York Presbyterian Hospital 396 None 0 Massachusetts General Hospital 380 No: Mass General 2 UnitedHealth Group 347 None 0 Southwest Washington Medical Center 263 Yes: swhealth 20 Providence Health Plans 331 None 2 WellPoint 178 Yes: wellpointhealth 5Ronald Reagan UCLA Medical Center 231 None 1 Providence Health Plans 150 Yes: ProvHealth 4 WellPoint 175 None 0 New York Presbyterian Hospital 141 Yes: PAatNYP 0 Data collected in October, 2010 Data collected in October, 2010 22 23
  13. 13. YouT uBE A nA l Ys i s Core Finding COMPANY # FOLLOWeRS BRAND CHANNeL # CHANNeL VIeWS # VIDeOS Mayo Clinic 2,203 Yes: mayoclinic’s Channel 183,865 959 s o c i a l l y u n h e a lT h y Providence Health Plans 1,473 No: otmills’s Channel 78,101 19 Our findings indicate that although there is high awareness St. Jude Children’s Research Hospital 730 Yes: MyStJude’s Channel 36,206 8 of the options, few health care marketers have created effective Johns Hopkins Medicine 692 Yes: JohnsHopkins’s Channel 42,201 13 programs that take full advantage of the range of marketing tools Duke University Hospital 633 Yes: DukeMedicine’s Channel 26,892 121 and opportunities provided by social media. Bottom line: few marketers Cleveland Clinic 358 Yes: Cleveland Clinic 54,193 424 are integrating social media into their master marketing programs. kaiser Permanente Thrive 302 Yes: kaiserpermanenteorg’s Channel 35,120 125 Ronald Reagan UCLA Medical Center 225 No: UCLAHealth’s Channel 11,160 28 Most marketers are content to place a Facebook or Twitter logo City of Hope National Medical Center 225 No: cityofhopeonline’s Channel 8,492 38 on their website as the first step toward integration. This low priority Scripps Health 118 No: ScrippsHealth’s Channel 86,526 170 approach leaves the potential of using social media to build strong, New York Presbyterian Hospital 100 Yes: newyorkpresbyterian’s Channel 26,128 210 long-lasting relationships with patients, caregivers and current Rush University Medical Center 63 Yes: rushmedicalcenter’s Channel 7,395 117 and future employees untapped. Children’s Hospital Boston 45 Yes: ChildrensHospital’s Channel 4,627 31 Banner Health 38 No: bannerhealthonline’s Channel 3,251 41 Oregon Health & Science University 35 No: OHSUhealth’s Channel 1,469 16 Massachusetts General Hospital 21 No: MassGeneralHospital’s Channel 1,462 16 BlueCross BlueShield of Minnesota 16 No: bcbsofmn’s Channel 2117 32 UnitedHealth Group 6 No: UHSInc’s Channel 5,298 9Southwest Washington Medical Center 6 Yes: swstories’s Channel 3,459 16 WellPoint 3 No: ThinkWellPoint’s Channel 813 9 BlueCross BlueShield of Illinois None None None None Data collected in October, 2010 24 25
  14. 14. Roadmap: Where do we go from here? E i g h t S o c i a l ME d i a M uS t SThe chatter about social media is constant. We are bombardedon a daily basis with advice, white papers, opinions and seminars.While all of this chatter can be unnerving, citrus believes that 1. An Objectives Driven Programcompanies ignore the potential of social media at their own peril.We may not yet know the true power of social media, but we 2. Brand Consciousnesscannot ignore the fastest growing area of the Internet. 3. IntegrateBy comparing the social media programs of both leaders andlaggards with the best practices of the overall marketing universe, 4. Ignite Actioncitrus has established a set of guidelines to help health care marketersachieve smarter, more competitive programs moving forward. 5. Provide ValueIn the following section, we outline these eight key Best Practices 6. Authenticity and Voiceand examine the social media programs of five health caremarketers based on these principles. 7. Think Mobile 8. Measure and Optimize26 27
  15. 15. 1 . A n O b j e c t i v e s D r i v e n P rOgr AmAll social media programs must start with a high-level marketing objectivesstatement. “I need Facebook, Twitter, social media” simply isn’t a startingpoint or a sustainable program. Your social media program has to supportyour Master Brand Strategy and specific marketing objectives. You mustunderstand your target market, what you expect them to do and buildon their current social media habits.The reason to use social media isn’t that it exists. The reason is thatit provides unique communications benefits that can be utilized to meetclear objectives. Very few media options offer the network effect of socialmedia. Leveraging your target market’s personal networks across Facebook,Twitter, YouTube and Blogs provides a significant amount of highly efficientmarketing and brand advocacy.29
  16. 16. T he Ob jec T i v e O f fa meBuilding a strong national reputation is a clear objective of manymajor hospitals. By examining the Facebook “Like” numbers for fiveof the most famous facilities in America, it is clear who has an objective-based approach to social media and has dedicated resources toachieve their goals through the use of social media channels. Cleveland Clinic, over 16,000 Likes Johns Hopkins Medicine, over 8,500 Likes Mayo Clinic, over 31,000 Likes New York Presbyterian Hospital, over 350 Likes St. Jude Children’s Hospital, over 306,000 Likes And, then there is Dr. Oz who has over 814,000 L O v e w i T h S T. jude’SIn addition to having focused on building an astounding FacebookFan base, St. Jude’s goes even further to meet corporate objectivesby opening their Facebook site on one of their custom tabs thatseeks donations through the sales of merchandise. Another customtab called “Donate Now,” links directly to the donation page onSt. Jude’s master website. The St. Jude’s objective is clear, andwith over 306,000 Likes and growing, they appear successful. Manyhospitals have foundations. Why is St. Jude’s alone in leveragingthe power of social media for generating donations?30
  17. 17. 2. Brand C o n sC i o u s n e s sSocial media, like all outbound media, is a branding tool and shouldreflect, support and enhance the essence of your brand. Unfortunately,many brands do not use the design tools inherent in many social mediachannels to support their brand.Facebook allows brands to control their image on the left side of theirWall, or more importantly, open directly to a custom designed page.Custom branded apps are an effective brand-driver as well. Twitter allowsbranding around the core message box, YouTube provides tools for custombranding via Channels, and all Blogs are 100% controlled by the marketingdepartment. However, in the health care category, even leading hospitalsare not delivering a robust brand experience.C a se in p oin t:Massachusetts General, a leading hospital with over 1.5 million patientvisits per year, has a well-designed website, but has chosen to takea default route to their Facebook page.32
  18. 18. Scripps Health’s Twitter page has a brand supporting graphic lookwhile Kaiser Permanente Thrive has again gone the default route withthe placement of a small virtually impossible to read logo on the top ofthe page. It is so easy to take advantage of first stage branding tools thatwe wonder why this isn’t an element of many marketing programs.
  19. 19. 3. Integrate citrus knows that the strongest marketing programs integrate all elements under common objectives, strategies and creative themes. Social media should not be viewed as a stand-alone program. Often we see that health care organizations are content to simply show a Facebook or YouTube logo on the front page of their website as a means of integration. This is a major missed opportunity to link messaging across communications channels. Examples of integration include using YouTube both as a branded channel and integrated video platform for your Blog, website and Facebook page. You can integrate your Tweets and Facebook messages across both of these platforms and your website automatically. This provides a sense of activity and freshness to all of your messaging and Internet channels.36 37
  20. 20. On a very simple level, MD Anderson Center at least pushes theirTwitter audience to their Facebook page though the link at the left. Whilerudimentary, it is more than most Twitter pages do to deliver synergy.Johns Hopkins links its efforts through a website page that listsall of its social media programs.Alegent Health goes farther by integrating their Facebook Fan efforton their Blog. Alegent could be going further to include their Facebookposts as a live stream, but they are at least providing a tool to increaseFacebook “Likes” into their Blog program.38
  21. 21. M ayo Cl iniC: T he l e a derThe leader in hospital branding and marketing integrationis, without question, Mayo Clinic.The Mayo Clinic treats over 500,000 patients every year. Becauseof the power of their brand, approximately 25% of their patients comefrom other states and countries. The Mayo Clinic’s reputation, whichbenefits both patients and staff, is not an accident. Marketing has beenviewed as a major element of hospital operations and the Mayo Clinicclearly recognizes the power of social media. The Clinic frequently postsYouTube videos on a variety of topics, and has over 1 million views ontheir YouTube account and 30,000+ Facebook Likes. This July, the Clinicannounced that it would be launching a Center for Social Media.According to the Wall Street Journal, the Center “will expand socialmedia tools beyond the traditional P.R. and marketing functions touse by staff, physicians and patients.”The Mayo Clinic also offers resources on their website, Blogsand Podcasts (with dozens on iTunes). This information is easilysearchable via search engines, and drives their marketing reach.40
  22. 22. 4 . I g nI t e A c tI o n By the nature of being social, Facebook, Blogs, YouTube and Twitter are active communications environments. However, many brands do not actively engage their Fans and social networks beyond the use of default tools and outbound—rather than truly engagement-oriented—messaging. Being active in the social realm requires a dedicated communications and programming effort that many marketers have not staffed to full advantage. W e rec ommend A f our - pA r t p r o gr A m. 1. FosTer Dialog it’s not dialogue unless you foster a two-way conversation. seek out interaction and visitor comments and posts. Then respond with a sense of immediacy. Create fresh subjects that your visitors will want to respond to. in the health care field, we all too often see posts that sound more like press releases than compelling messages. Most visitors are not that interested in the name and photo of a new doctor or machine.42 43
  23. 23. A key benefit of driving conversation between you and your audience, 3. Build in Actionand even peer-to-peer conversations, is that your Fans will automatically Facebook in particular offers the ability to create custom experiencesalert their network about their dialogue. This amplification effect through the use of apps. Facebook can go beyond its core functionalitymay be one of the major benefits of your social media program. to offer your visitors an active, participatory, even website-like experience. We’ve seen simple apps that help broadcast health-related messages likeAn interesting gap is how organizations use their “voice.” The vast getting a flu shot. Apps are limitless and can be health quizzes, polls, videomajority of social statements sound like they come from a corporate contests, promotions, appointment bookings, etc. When apps are used bydrone, not a person. Who is posting the comments, the discussion your Fans, they alert your Fan’s Friends that they have taken an action.points, the Tweets and the Blog posts? Why not provide an air of Remember St. Jude’s app-based Facebook e-commerce site. if someonepersonalization and authenticity by leading with one or more buys from St. Jude’s page, St. Jude’s gets a donation and an automaticpersonalities. Real people that your visitors can really relate to. referral to all of the buyer’s Friends.2. FosTeR AdvocAcy 4. PlAn AheAdAsk and you shall receive. Actively ask your Fans and Followers Blogs, twitter, Youtube and Facebook programs and posts will allto “Like” you, ask them to participate in a poll or use Twitter to send be richer and more timely if you first develop an editorial calendar.them to a page on your website where they can upload stories and Just consider the interest in flu during the flu season, skin cancer atphotos. Again, their advocacy and action beget the network effect the beginning of summer, and nutrition messages ahead of holidaythat social media delivers in spades. you know the numbers. If your meals. leveraging public interest in these specific subjects should beaverage Facebook Fan has, on average, 130 Friends, then each of particular importance to health insurers and any hospital interestedof these Friends will see all activity in their Newsfeed. That’s 130 in wellness. there are seasonal triggers as well as dedicated messagingfree messages. But to get them, you will need to ignite action. related to your specific programs.44 45
  24. 24. and HealthySocial is an example of a partnership thatmeets all four of our criteria. They are fostering dialogue, advocacyand action via the delivery of a Facebook app that spreads the wordabout flu vaccinations. This simple, timely app could have beencreated by any health insurance provider or hospital.The “I’m a flu fighter” campaign goes even further to best industrypractice by integrating their message across multiple touch pointsincluding Twitter, Facebook, the website, YouTube and an RSS feed.What is truly inspiring about this program is that it is ultimatelylow cost yet highly effective in using the network effect.47
  25. 25. 5. Provi d e va l u eBecause of the educational aspects of social media,marketers should consider the benefits in providing educationalvalue. Value can be delivered in the form of consumer-orientednews, entertainment, conversation-starters, promotions, and,as discussed earlier, applications. In the video space where over10.2 billion videos are streamed per month (July 2010, Brightcove),not all videos should be corporate films with talking heads. Why nottake video to a higher level and deliver a deeper story and message.Yes, a cancer patient will seek out a doctor’s perspective. But, whynot more preventive or wellness oriented messaging? This is asocial space that is virtually untapped at present.Given the broad interest and confusion relating to the health carebill, one would expect that health care organizations would see theopportunity in commanding a leadership position in helping consumersto understand the bill and its implications. Our search across the socialspace netted one organization, BlueCross BlueShield of Michigan,leading with this important message.In respect to our point about integration, another of our Best Practices,BlueCross BlueShield of Michigan extends the health care reformmessaging to a prominent section of their website with a call to action,“Join the conversation” across their range of social media outlets.48 49
  26. 26. 6. Authe n t i c i t y A n d V o i c e 7. Think MobileWe will try not to belabor the point that any social conversation Social networking through mobile devices is the fastest growinghas to be authentic and must support your brand’s voice. While an use for smartphones, according to digital analytics firm comScore.obvious point, we think that the need for authenticity is especiallycritical in health care communications. All social networks can now be accessed on smartphones either through a browser or by an app. In fact, the number of people usinghere A re f our simp l e g o A l s. social networking applications on their smartphones has grown by 240% to 14.5 million users since last year.1. Determine your brand voice. This is how you talk and sound. Most health care companies will fit between authoritarian, At this point in time, thinking mobile means being aware that in the good sense, and caring. your social media audience is expanding beyond the desktop and laptop and that your messages are now being seen in a much2. Be true to and reflect your mission. broader 24/7 environment.3. Assign an “editor” who is responsible for maintaining consistency.4. Consider actually naming the person who is responsible for your social media conversation. Why be so anonymous?50 51
  27. 27. Active Mobile Apps 8 . M e a s u r e a n d O p t iM i z eIt has been virtually impossible to find hospitals or insurancecompanies that have useful mobile strategies. We see both As we mentioned at the start of this discussion, all social programspatient value as well as health care branding opportunities should lead with objectives. While social media is still in its relativein two areas. First, using SMS to keep in touch, as appointment infancy, there are tools to help us better understand the value of ourreminders, even compliance. On a richer scale, smartphone apps social programs. We understand that management will be asking,can be created as information and branding tools to help patients: “Why are we doing this and why are you asking for dedicated social managers?” Well, in many cases, social media will actually provide Take scheduled medicaTions more user data than most health care marketing programs. Track Pain s OMe q ua n t i tat i v e Me a sureMen t t O O l s incl ude: Track smokinG cessaTion PromoTe beTTer sleeP The measurement of inbound referrals to your corporate website as a dieT Tool from social media sites. Even basic Google Analytics can tell you PrePare for Procedures how many visitors are coming from social media.Why does it seem that only private companies like Facebook has improved their analytics in the form of their Insightsand are executing in the mobile app space? Dashboard, which shows data for fully integrated sites and sites thatShouldn’t your hospital or insurance company’s apps be use Facebook’s social plug-ins. Data includes demographics, dailylisted on iTunes App Store? Likes, daily shares, feedback per share and re-share rate. 52 53
  28. 28. There are a number of third-party tools that help youtrack Twitter stats including, Tweets per hour, per month,Tweet timeline reply statistics, how many Followers areonline presently, who retweets your messages, whatpeople are writing about you, even your Tweeting habits.YouTube can be tracked by individual video performancedetail, including number of views, time spent viewing,geographic data and trends.You can also track the conversation universe by usingtools that will scour numerous social platforms for anymention of your brand. These tools will allow you to breakdown search results according to where your brand ismentioned: Blog posts, images, videos, news items and more.Now comes the most exciting element of social media—optimization. Digital discussion is constantly moving andevolving. A good plan will adapt to the changes and buildon the successes. Each conversation with every customeris an opportunity to strengthen the relationship.55
  29. 29. CONCLUSION YouTubeA P Ath t o S u c c eS S Next we recommend YouTube for added brand visibility. Your videosOur discussions with health care marketers indicate that they should be informative, interesting (not too many white coats please) andface a significant daily hurdle: How to staff and manage labor- search engine optimized to grow traffic. These health care videos playintensive social media programs. triple duty by being shared across your Facebook and primary website.citrus recommends that marketers prioritize their needs based TwiTTeron a combination of business objectives, a clear holistic approach After you have created robust Facebook and YouTube channels, addand the development of a plan based on staffing requirements. Twitter to your mix. Twitter primarily offers a platform for promotionsIn general, we recommend starting with Facebook. and customer service. Twitter requires daily feeding and offers direct communications with your Followers. If you publish high-value,FA ceboo k high-interest Tweets, your messages will be shared.Facebook offers a very large audience, consumer engagement, two-way conversations and the amplification of messaging through viral ciTrus servicesmomentum. Create a branded experience though the development citrus is a group of marketers, designers, thinkers, and strategistsof a custom designed opening page and apps that deliver active committed to delivering integrated communication programsengagement. A key goal will be building a strong base of Fans that connect, inspire and motivate.that “Like” your Fan page so be active in asking for those “Likes.” We believe that it is our job to help clients move their audienceAssign the management of Facebook to an experienced marketer who to action. We help provide the fuel that feeds imagination thatcan be trusted with your company’s voice. As we mentioned earlier, we ignites action... that moves people.think that you should consider actually naming this person (Proctor &Gamble does) so your out-bound messaging and dialogue sound authentic.56 57
  30. 30. Conta CtIf you are interested in our strategic advice on socialmedia programs and how they fit into and supportyour master marketing objectives, give us a call.citrus107 SE Washington Street, suite 620Portland, OR 97214Peter Levitan, President & CEOpeter.levitan@hellocitrus.como: 541.550.4255Tracy White, Marketing Directortracy.white@hellocitrus.como: 541.550.424658 59