BigBad is dedicated to helping health care marketing and technology professionals achieve success with their online initiatives. A key area of concern and focus of late is around social media and its role within the health care space. BigBad sponsored this free Webinar, bringing together four leaders in terms of their understanding of, and how they are each leveraging, social media in healthcare Web properties.
Presenters: Ed Bennett, Lee Aase, Jennifer Texada, and Brian Charlonis
Moderator: Jeff Johnson
1. Twittering today? Our hashtag is: #BBMTEHC
Welcome. The presentation will begin shortly.
The ROI for Incorporating Social Media
into Healthcare Web Properties
Presented by BigBad, Inc.
www.bigbad.com
2. Twittering today? Our hashtag is: #BBMTEHC
The ROI for Incorporating Social Media
into Healthcare Web Properties
Presented by BigBad, Inc.
www.bigbad.com
3. ยฉ 2009 BigBad, Inc. www.bigbad.com
Welcome
About the sponsor: BigBad, Inc.
Webinar format
โ Discussion-style presentation
โ Robust Q+A period
Twittering? Our hashtag is: #BBMTEHC
Follow-up with recording and related information
4. ยฉ 2009 BigBad, Inc. www.bigbad.com
Meet the Experts
Ed Bennett
โ University of Maryland
Medical System
Lee Aase
โ Mayo Clinic
Jennifer Texada
โ M. D. Anderson Cancer Center
Brian Charlonis
โ Danbury Health System
Jeff Johnson
โ BigBad, Inc.
5. ยฉ 2009 BigBad, Inc. www.bigbad.com
Ed Bennett
Director of Web Strategy at the
University of Maryland
Medical System (UMMS)
Has run UMMS Web program since 1999, developing
content-rich sites focused on patient recruitment
Areas of interest include SEO, and SEM
โ which have made umm.edu one of the top visited hospital
Web sites in the U.S.
Motto โ โThereโs no such thing as bad site traffic.โ
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Lee Aase
Manager, Syndication and
Social Media, Mayo Clinic
Original focus media relations
and syndicated content, evolving
to social media emphasis
Chancellor, Social Media University, Global (SMUG)
Google SMUG U to audit classes
7. ยฉ 2009 BigBad, Inc. www.bigbad.com
Jennifer Texada
Communications Program Manager,
Digital and New Media at
M. D. Anderson Cancer Center
Started as: Internet Marketing Manager
(SEM) in the internet services department
Transferred to: external communications department to focus
on social media
Soapbox: โOften, doctors say the internet is not a good place to
find accurate health care content. Perhaps if they helped to
create more of it the content we would have more accurate
health content on the internet.โ
8. ยฉ 2009 BigBad, Inc. www.bigbad.com
Brian Charlonis
Manager, Internet Marketing for
Danbury Hospital, Danbury Health System
Professional experience spans 12+ years
with large and small marketing agencies in CT and
NYC for nationally recognized client brands
MBA, BFA
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How We Got Here
Twittering? Our hashtag is: #BBMTEHC
Jeff Johnson
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Background on UMMS Efforts
1999 - 2001 Lots of Search
Engine friendly text content
2002 Added ADAM library
www.umm.edu
Ed Bennett
11. ยฉ 2009 BigBad, Inc. www.bigbad.com
Background on UMMS Efforts
1999 - 2001 Lots of Search
Engine friendly text content
2002 Added ADAM library
2003 Patient success stories
www.umm.edu
Ed Bennett
12. ยฉ 2009 BigBad, Inc. www.bigbad.com
Background on UMMS Efforts
1999 - 2001 Lots of Search
Engine friendly text content
2002 Added ADAM library
2003 Patient success stories
2004 Embedded videos
www.umm.edu
Ed Bennett
13. ยฉ 2009 BigBad, Inc. www.bigbad.com
Background on UMMS Efforts
1999 - 2001 Lots of Search
Engine friendly text content
2002 Added ADAM library
2003 Patient success stories
2004 Embedded videos
2005 Ask the Expert
www.umm.edu
Ed Bennett
14. ยฉ 2009 BigBad, Inc. www.bigbad.com
Background on UMMS Efforts
1999 - 2001 Lots of Search
Engine friendly text content
2002 Added ADAM library
2003 Patient success stories
2004 Embedded videos
2005 Ask the Expert
2006 Podcasts, RSS feeds
2007 Page level ratings
and feedback
www.umm.edu
Ed Bennett
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Now That Weโre Here
Twittering? Our hashtag is: #BBMTEHC
Jeff Johnson
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Hospitals Using Social Media Tools
Primary Four:
Facebook
YouTube
Twitter
Blogs
Ed Bennett
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Hospitals Using Social Media Tools
Ed Bennett
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Why Should Hospitals Care?
Twittering? Our hashtag is: #BBMTEHC
Jeff Johnson
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The New Web Landscape
This is Not Your Fatherโs Oldsmobile
Ed Bennett
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Social Media Landscape
This is Not Your Fatherโs Internet
Ed Bennett
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The New Web Landscape
People Spend Time in These Communities
Ed Bennett
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The New Web Landscape
Health Care Values Web / Health 2.0 Values
Risk Adverse Risk Taking
Information from authoritative Information from trusted networks
sources
Long deployment lead times Quick deployment
Intellectual Property is closely Uses licenses with few restrictions
guarded
Web / Health 2.0 as a Disruptive Force*
*John Sharp - http://bit.ly/QiMdo
Ed Bennett
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The New Web Landscape
Source โ www.emarketer.com
Ed Bennett
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Twittering? Our hashtag is: #BBMTEHC
Jeff Johnson
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Mayo Clinicโs Road to Social Media
Key factors in Mayo Clinic patient preference:
โ Word of Mouth (WoM)/Physician Recommendation
โ Stories in the news media
Lee Aase
26. ยฉ 2009 BigBad, Inc. www.bigbad.com
Mayo Clinicโs Road to Social Media
Key factors in Mayo Clinic patient preference:
โ Word of Mouth (WoM)/Physician Recommendation
โ Stories in the news media
Natural evolution to social media
โ Medical Edge syndicated mainstream media resources
โ First offered Medical Edge DTC, then tailored to โfitโ
โ Increasingly interactive
YouTube channel, Podcast Blog, News Blog
Facebook โfanโ page
Sharing Mayo Clinic
Lee Aase
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Audience Alignment
Twittering? Our hashtag is: #BBMTEHC
Jeff Johnson
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Identifying your Audience?
Jennifer Texada
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Engaging your Audience
Facebook 91.2M users Twitter 21.9M users
Jennifer Texada
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Engaging your Audience
What Web sites are your M. D. Anderson Social Media Web Traffic
users already using? Linkedin
11%
What content is most Delicious Twitter
3% 22%
popular with your current
Youtube
Web site users? 4%
MySpace
What are the information 5%
and links you want to share Digg
with your audience? 4%
Facebook
51%
Jennifer Texada
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Social Media Channeling
Twittering? Our hashtag is: #BBMTEHC
Jeff Johnson
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Danbury Hospitalโs Social Media Presence
Brand Site - DanburyHospital.org
โ SM promotion
links to our social media presence on home page
Twitter - @danburyhospital
โ One branded twitter account
โ Growing multiple personal accounts from DHS
Facebook โ Danbury Hospital Page
โ One brand Facebook page
โ Multiple Facebook groups
โ Multiple profiles
Brian Charlonis
33. ยฉ 2009 BigBad, Inc. www.bigbad.com
How Danbury Hospital Uses Social Media
Communication and Activation Channel
โ Two-way dialog, listening and responding, with the
community
โ Emergency response channel
โ Building awareness of calendar events
โ Attracting attendees to events
โ Soliciting volunteers for events
โ Distributing press releases and hospital news
โ Driving traffic to brand site
Brian Charlonis
34. ยฉ 2009 BigBad, Inc. www.bigbad.com
How Danbury Hospital Uses Social Media
Building a Communication Network
โ Reaching out and making โfriendsโ with fans of pages and
members of groups
โ Reaching out to coworkers โ Health Systems generally have
many employees
Alignment with the Community
โ Opportunity to listen and learn about what is important to
the community
โ Insight of where to focus marketing efforts and community
investment needs
โ Opportunity for growing and building advocacy awareness
Brian Charlonis
35. ยฉ 2009 BigBad, Inc. www.bigbad.com
Measuring Success
Social Media Metrics
Web traffic to brand site
โ Compared to previous year not including expected annual growth
Attendees to events
โ Compared to event attendance previous year not including
expected annual growth
Call center reports
โ Callers crediting the web for how they heard about something
Brand research reports
โ Lift in brand and service line awareness compared to previous year
Brian Charlonis
36. ยฉ 2009 BigBad, Inc. www.bigbad.com
Measuring Success
Easy Social Media Metrics
Fans and members of brand Facebook pages
and groups
Followers on Twitter brand account
Direct messages and mentions on Twitter
Brian Charlonis
37. ยฉ 2009 BigBad, Inc. www.bigbad.com
The Agency Vantage Point
Significant increase in thoughtful social media
strategies that integrate with overall marketing and
web initiatives
Key insights map to foundation for measurable
success, particularly with:
โ Alignment with measurable business outcomes
โ Brand building and feedback
โ Target audience engagement
โ CMS/platform
Jeff Johnson
38. ยฉ 2009 BigBad, Inc. www.bigbad.com
The Agency Vantage Point
New meaning to Brand research
โ Powerful tools at your fingertips
โ Makes Google look like childโs play
Examples
โ Twitter search
โ Aggregators, such as
IceRocket
Spezify
โ Analytics, insights, demographics
Compete, Quantcast,
Jeff Johnson
39. ยฉ 2009 BigBad, Inc. www.bigbad.com
Twittering? Our hashtag is: #BBMTEHC
Jeff Johnson
40. ยฉ 2009 BigBad, Inc. www.bigbad.com
What to Expect. How to be Prepared.
What to expect:
These services will continue to grow and grab
attention (time spent on site).
Expectation that your organization will be available
where they โliveโ.
Expectation that feedback, commenting, mash-ups,
and sharing of your content will be integrated into
their community.
The end of traditional โPush-onlyโ Web sites.
Ed Bennett
41. ยฉ 2009 BigBad, Inc. www.bigbad.com
What to Expect. How to be Prepared.
Q. Whereโs the ROI?
A. Whatโs the ROI of your
hospitals Pastoral Care
department? Your front desk
staff, groundskeepers,
housekeeping staff, call
center, etc.?
Whatโs the ROI for putting your
pants on in the morning?*
*David Scott - http://bit.ly/hSzIi
Ed Bennett
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What to Expect. How to be Prepared.
โThis โtelephoneโ has too many shortcomings to be
seriously considered as a means of communication.
The device is inherently
of no value to us.โ
-Western Union Co.
Internal Memo - 1876
Ed Bennett
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What to Expect. How to be Prepared.
โWhy would I want a Web Site?
My customers can find me in
the Yellow Pagesโ
-Typical Business Owner - 1997
Ed Bennett
44. ยฉ 2009 BigBad, Inc. www.bigbad.com
What to Expect. How to be Prepared.
Instead of ROI, 1. Positive Word of Mouth
Think ROC: 2. Service Recovery
Return On Connections 3. Message Influence
(not control)
4. Brand Monitoring
5. Instant Feedback
Ed Bennett
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What to Expect. How to be Prepared.
Jeff Johnson
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Mayo Clinic Mainstream Media Results
Made resources available to journalists
through News Blog
โ JAMA study video on WSJ Health Blog
โ Anthrax audio and CBS Radio Network
โ Niemann-Pick Type C and CBS Evening News
Octogenarian Idols on Sharing Mayo Clinic
Implications:
โ Use tools to do your current job better
โ Get wins that enable you to expand scope
Lee Aase
48. ยฉ 2009 BigBad, Inc. www.bigbad.com
Social Media ROI Model Example
ENGAGEMENT EDUCATION CONVERSION REVENUE
Physician registers Physician refers a
Physician clicks Link takes them to for MyMDAnderson patient, at this point
on a link on MyMDAnderson for Physicians revenue generated
Social Media Web page where and creates per patient can be
Web Site they can get an account measured
more information
Jennifer Texada
50. ยฉ 2009 BigBad, Inc. www.bigbad.com
What is Working for Danbury Hospital
Web Traffic
โ Weโre starting to see good numbers from twitter.com
referrals but we really see traffic coming from facebook.com
โ Traffic from twitter.com are generally spending more time
and viewing more pages on the brand site than a typical
visitor โ almost double the time and pages
Events
โ Facebook has been successful to build awareness of events
and increase attendance
โ Facebook Chat has engaged FB friends to volunteer to help
at events
Brian Charlonis
51. ยฉ 2009 BigBad, Inc. www.bigbad.com
What is Working for Danbury Hospital
Call Center and Brand Research Reports
โ All data is not in yet for conclusions but we are seeing a lift in mid-
year metrics, forecasting a lift correlated with when we first began
building our social media presence
Facebook Friends and Twitter Followers
โ Weโve seen steady growth since the beginning
โ Largest lift has been when we added links on our brand site
homepage โ social media promotion is becoming integrated in our
marketing mix
Target Audience Insights
โ Most active Facebook friends are female
โ Over 70% of our Facebook friends are female
โ Over 40% are females 25-34
Brian Charlonis
52. ยฉ 2009 BigBad, Inc. www.bigbad.com
Where Are We Headed?
Brand Site
โ June 2009: Publishing organization's official social
media/blogging policy
โ October 2009: Social bookmarking
Twitter
โ July 2009: Release a directory of Danbury Hospital Twitter
accounts focused on discussion with the community, and
some specifically for physician to physician dialog
Facebook
โ July 2009: Launching Facebook gift application
Brian Charlonis
53. ยฉ 2009 BigBad, Inc. www.bigbad.com
Where to Start?
Jeff Johnson
54. ยฉ 2009 BigBad, Inc. www.bigbad.com
UMMS on YouTube
Why Start with YouTube?
One of largest
Social Media sites
# 2 Search Engine
Easiest/Safest
for Hospitals
Good transition
between push and
collaborative models
www.youtube.com/ummc
Ed Bennett
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The โSecret Sauceโ for Getting Viewers
Detailed
descriptions
Ed Bennett
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UMMS on YouTube
Results: 80,000
70,000 UMM Video
Our hospital Consumption
60,000 YouTube
site gets over
75,000 50,000
visitors/day 40,000
Umm.edu
30,000
1,500 watch a
20,000
video on
www.umm.edu 10,000
0
YouTube Videos Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09
are watched 600
times/day
These are new visitors โ new exposure
Ed Bennett
58. ยฉ 2009 BigBad, Inc. www.bigbad.com
Conclusion
Start doing something
โ Donโt wait to build out an entire social media strategy/plan
The landscape is moving too fast
Evolve an ongoing strategy
Try it
Track it
Try it some more
Jeff Johnson
59. ยฉ 2009 BigBad, Inc. www.bigbad.com
Conclusion
Before opening up to Q+Aโฆ
โ Resources after the Webinar
BigBad and the Experts
โ Access to this Webinar recording
Jeff Johnson
60. ยฉ 2009 BigBad, Inc. www.bigbad.com
Questions and Answers
Ed Bennett
โ University of Maryland Medical
System
Lee Aase
โ Mayo Clinic
Jennifer Texada
โ M. D. Anderson Cancer Center
Brian Charlonis
โ Danbury Health System
Jeff Johnson
โ BigBad, Inc.
61. ยฉ 2009 BigBad, Inc. www.bigbad.com
Connect with the Experts
Ed Bennett
University of Maryland Medical System
โ Web: http://ebennett.org/
โ Twitter: http://twitter.com/edbennett
Lee Aase
Mayo Clinic
โ Web: http://social-media-university-global.org/
โ Twitter: http://twitter.com/LeeAase
Jennifer Texada
M. D. Anderson Cancer Center
โ Web: http://jennifersreport.blogspot.com/
Brian Charlonis
Danbury Health System
โ Twitter: http://twitter.com/danburyhospital
โ Facebook: http://www.facebook.com/pages/Danbury-
Hospital/61213229520?ref=s
Jeff Johnson
BigBad, Inc.
โ Web: http://www.bigbad.com/
โ Twitter: http://twitter.com/bigbadinc
โ Facebook: http://www.facebook.com/pages/Boston-
MA/BigBad-Inc/9068064490?ref=s
62. ยฉ 2009 BigBad, Inc. www.bigbad.com
Thank You
The ROI for Incorporating Social Media
into Healthcare Web Properties
Presented by BigBad, Inc.
www.bigbad.com
321 Summer Street, Boston, MA 02210
twitter.com/bigbadinc