Reaching Key Patient<br />Groups Through<br />New Media<br />Onslow Success Stories<br />
Who We Are<br />Tim Strickland,APR, FACHE<br />Sr. VP, Director, PR/Marketing<br />Onslow Memorial Hospital<br />@onslowho...
Presentation Overview<br />Our goal for today:<br />Present case studies that demonstrate how a community hospital uses ne...
About the Hospital<br />Onslow Memorial Hospital (OMH):<br /><ul><li>162-bed acute care, community hospital
Located in Jacksonville, NC
Nationally accredited
Two recent expansions include:
New State of the Art ER and Surgical Pavilion
Radiation Oncology Center</li></li></ul><li>The Situation - 2009<br />OMH losing market share:<br /><ul><li>Perception of ...
Preference: 26.7%</li></ul>Patients often looked outside the community for “quality care”<br />
Previous Marketing Efforts<br /><ul><li>Traditional marketing had failed to create a connection with community and increas...
Media focused on: TV, cinema, radio, outdoor & limited print.</li></ul>Something had to change…<br />
New Goals<br />Marketing set several 2010 goals:<br /><ul><li>Reinforce excellent care available locally
Improve perception of quality
Enhance word of mouth promotion
Become the hospital of choice</li></ul>How?<br />
Reaching Goals<br />Decision was made to focus on enhancing engagement with the community.<br />OMH’s definition of engage...
Where to Begin?<br />Any solid new media plan starts with a solid strategy, grounded in research.<br /><ul><li>Understand ...
Identify key service lines and/or patient groups
SWOT analysis
Research is key</li></li></ul><li>OMH Community<br />Very unique local community:<br /><ul><li>Lowest median age in the U....
Military community
Lots of young families with access to technology
Disproportionate share of mothers with children still at home</li></li></ul><li>Healthcare Decision Makers<br />According ...
Expanding the Strategy<br />Determine how to reach moms.<br /><ul><li>Secondary research was critical</li></ul>Additional ...
Budget was a consideration</li></li></ul><li>Reaching Moms<br /><ul><li>“Women’s community was the most visited and fastes...
88% of mothers say the internet has helped them stay connected to the world
85% believe technology has made their life as a mother easier
66% said they rely more on technology since they have become a parent</li></li></ul><li>Reaching Local Moms<br /><ul><li>T...
Connection with other moms is critical for spouses of deployed troops
Younger moms often look online for advice</li></li></ul><li>The Opportunity for Onslow<br />Create a social network that f...
Not Just Another Mommy Blog<br />Onslow’s unique value proposition for moms:<br /><ul><li>Focus on the local community
Keep content anchored in healthcare information
Connect local moms easily with other local moms</li></li></ul><li>MomTalk: The Tools<br />Moms are active, savvy web users...
Blogs
Facebook
Twitter
YouTube
Email marketing
Website updates for Onslow.org</li></li></ul><li>MomTalk: Community Site<br /><ul><li>The “mothership” of our program.
A network of moms connecting, conversing and learning.
Focus on discussions and forums, as well as health articles.</li></li></ul><li>MomTalk: Blogs<br /><ul><li>A place for rea...
Relevant healthcare information provided through a Community Manager</li></li></ul><li>MomTalk: Facebook<br /><ul><li>A pl...
Initially used to funnel moms to more content-rich areas
Excellent driver of word of mouse</li></li></ul><li>MomTalk: Twitter<br /><ul><li>Important for moms on the go
Another means of driving traffic to more content-rich areas of the program</li></li></ul><li>MomTalk: YouTube<br /><ul><li...
A means for moms to upload and share their own videos</li></li></ul><li>MomTalk: Email Marketing<br /><ul><li>A way for th...
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Reaching Key Patient Groups Through New Media: Onslow Success Stories

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Social media is redefining how hospitals and healthcare marketers handle communications around their organizations; it is creating new rules and offering new tools for connecting with target audiences. The Onslow social media program used this new media as a means to create a connection with the community.

Onslow is located in a military-oriented community with the lowest median age (23) in North Carolina. Because of the high population of children – especially young children – our community is home to a disproportional share of mothers with children still at home. With military families moving in and out of the area on a regular basis, and with the steady deployment of troops to the Middle East, there are many temporarily one-parent families in our community who would benefit from a connection with other parents in Onslow County. This unique situation presented an opportunity for the hospital to reach out to these parents, to build a positive relationship, to make a meaningful difference in their lives, and to enhance the public perception of the hospital’s quality.

By providing meaningful and useful health care information in a completely new way, one that was more integrated with the community members’ lives and worked to actively engage them, the hospital was able to improve and enhance its relationship with the community and, as a result, improve brand awareness, stop out-migration and affect positive perception scores of the hospital for the first time in five years.

Additionally, our presentation will speak to the role of transparency in a social media campaign and will focus on enhancing communication with patients/target audiences.

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  • With limited funds available for research, our first step was to turn our attention to the community the hospitals serves. Military community = transient population and steady deployment
  • Mothers research online and are usually the influencers in most families when it comes to healthcare. They make the decisions on which doctor or hospital their families use.
  • Mothers seeking top-quality health information and lookingto connect and share their varied experiences are heavy web users. All stats are from 2009 or before.Sources:ComScore Media Metrix’s 2008 year-end report 2, 3, 4.2008 survey by Intelligence Group
  • Objective: gain market share and become a trusted resource for healthcare and health information
  • Cross promotion of all online properties was a critical part of new strategyIntent was to “pull” people into more OMH content, vs. pushing them
  • Hospital set new pageview records in December 2009, however, internet properties continued to track upwards and we saw a huge bump once the media campaign launched.By the end of Feb. 2010:Pageviews for MomTalk neared 10,000/moPageviews for Onslow.org increased from 19,485 in Dec. 2009 to 53,548 (175% increase)By July 2010:Pageviews for MomTalk passed 15,000Pageviews for Onslow.org passed 80,000/mo
  • Perception up to 63.4 - an increase of 5.0 points, or 8.5 percent.Preference increased by 2.0 points, or 7.5 percent.September 2010 remains the all time record for the hospital – coincidentally 8 months after the full scale launch
  • Placements included: online banners on local news sites, television, radio, print, public relationsCall to action reinforced onslow.org brand and cross promote all OMH online properties and helped increase awareness and generate positive associations
  • Placements included: online banners on local news sites, television, radio, print, public relationsCall to action reinforced onslow.org brand and cross promote all OMH online properties and helped increase awareness and generate positive associations
  • Lighten Up Onslow is a hospital sponsored, community-wide weight loss program. The program consists of 3-4 “sessions” per year.One goal of LUO was to encourage healthy habits in a meaningful yet fun wayLUO allowed Onslow to increase awareness and establish itself as a leader by supporting health, instead of pushing service lines or touting excellence
  • 3,550 pounds lost so farNew session starts May 23
  • Perception up from 63.4 – a one year increase of 3 points and a two year increase of 8.0 pointsPreference again increased by 2.0 points, or 7.5 percent.
  • Social media is WORKING for OMH
  • Set goals at the beginning of your program and measure for growth:Followers?Conversation?Purchases?Downloads?Perception Scores?Discuss these initial goals with all decision makers and update them often.Keep the lines of communication open:Talk to your audience to find out what is working and what is not.Social media offers FREE tools for this:Facebook QuestionsSurvey MonkeyTwitterMonitor your brand online: http://socialmention.com
  • Keep the lines of communication open:Talk to your audience to find out what is working and what is not.Social media offers FREE tools for this:Facebook QuestionsSurvey MonkeyTwitterMonitor your brand online: http://socialmention.comTraditional media is critical – don’t assume people will FIND you (and…social does NOT equal viral)
  • Reaching Key Patient Groups Through New Media: Onslow Success Stories

    1. 1. Reaching Key Patient<br />Groups Through<br />New Media<br />Onslow Success Stories<br />
    2. 2. Who We Are<br />Tim Strickland,APR, FACHE<br />Sr. VP, Director, PR/Marketing<br />Onslow Memorial Hospital<br />@onslowhospital<br />Theckla M. Sterrett<br />VP, Director of New Media<br />Saturday Brand Communications<br />@heysaturday<br />
    3. 3. Presentation Overview<br />Our goal for today:<br />Present case studies that demonstrate how a community hospital uses new media and other online properties to connect with key patient groups to improve perceptions of quality within their community.<br />
    4. 4. About the Hospital<br />Onslow Memorial Hospital (OMH):<br /><ul><li>162-bed acute care, community hospital
    5. 5. Located in Jacksonville, NC
    6. 6. Nationally accredited
    7. 7. Two recent expansions include:
    8. 8. New State of the Art ER and Surgical Pavilion
    9. 9. Radiation Oncology Center</li></li></ul><li>The Situation - 2009<br />OMH losing market share:<br /><ul><li>Perception of quality: 58.4%
    10. 10. Preference: 26.7%</li></ul>Patients often looked outside the community for “quality care”<br />
    11. 11. Previous Marketing Efforts<br /><ul><li>Traditional marketing had failed to create a connection with community and increase perception scores.
    12. 12. Media focused on: TV, cinema, radio, outdoor & limited print.</li></ul>Something had to change…<br />
    13. 13. New Goals<br />Marketing set several 2010 goals:<br /><ul><li>Reinforce excellent care available locally
    14. 14. Improve perception of quality
    15. 15. Enhance word of mouth promotion
    16. 16. Become the hospital of choice</li></ul>How?<br />
    17. 17. Reaching Goals<br />Decision was made to focus on enhancing engagement with the community.<br />OMH’s definition of engagement:<br />Become a meaningful part of the lives of the residents of the Onslow community.<br />
    18. 18. Where to Begin?<br />Any solid new media plan starts with a solid strategy, grounded in research.<br /><ul><li>Understand your target
    19. 19. Identify key service lines and/or patient groups
    20. 20. SWOT analysis
    21. 21. Research is key</li></li></ul><li>OMH Community<br />Very unique local community:<br /><ul><li>Lowest median age in the U.S. (23)
    22. 22. Military community
    23. 23. Lots of young families with access to technology
    24. 24. Disproportionate share of mothers with children still at home</li></li></ul><li>Healthcare Decision Makers<br />According to the PRC, Inc. Consumer Assessment Study for Onslow County:<br /><ul><li>In 76% of households, women are the primary decision makers for themselves and their families</li></li></ul><li>Identifying Key Patient Groups<br />After consideration of goals, local demographics and influencers, our target group was clear:<br />
    25. 25. Expanding the Strategy<br />Determine how to reach moms.<br /><ul><li>Secondary research was critical</li></ul>Additional considerations:<br /><ul><li>Hospital had limited staffing resources for social media management
    26. 26. Budget was a consideration</li></li></ul><li>Reaching Moms<br /><ul><li>“Women’s community was the most visited and fastest growing internet category, tied with politics. The number of unique visits to women’s community sites jumped 35% to almost 70 million…”
    27. 27. 88% of mothers say the internet has helped them stay connected to the world
    28. 28. 85% believe technology has made their life as a mother easier
    29. 29. 66% said they rely more on technology since they have become a parent</li></li></ul><li>Reaching Local Moms<br /><ul><li>Transient population and steady deployment of troops means there are many temporary one-parent families in the area
    30. 30. Connection with other moms is critical for spouses of deployed troops
    31. 31. Younger moms often look online for advice</li></li></ul><li>The Opportunity for Onslow<br />Create a social network that facilitates interaction between moms in the community and the hospital.<br />
    32. 32. Not Just Another Mommy Blog<br />Onslow’s unique value proposition for moms:<br /><ul><li>Focus on the local community
    33. 33. Keep content anchored in healthcare information
    34. 34. Connect local moms easily with other local moms</li></li></ul><li>MomTalk: The Tools<br />Moms are active, savvy web users; we needed to reach them via multiple channels:<br /><ul><li>Community site
    35. 35. Blogs
    36. 36. Facebook
    37. 37. Twitter
    38. 38. YouTube
    39. 39. Email marketing
    40. 40. Website updates for Onslow.org</li></li></ul><li>MomTalk: Community Site<br /><ul><li>The “mothership” of our program.
    41. 41. A network of moms connecting, conversing and learning.
    42. 42. Focus on discussions and forums, as well as health articles.</li></li></ul><li>MomTalk: Blogs<br /><ul><li>A place for real women to share their stories and discuss relevant issues
    43. 43. Relevant healthcare information provided through a Community Manager</li></li></ul><li>MomTalk: Facebook<br /><ul><li>A place for local women to connect
    44. 44. Initially used to funnel moms to more content-rich areas
    45. 45. Excellent driver of word of mouse</li></li></ul><li>MomTalk: Twitter<br /><ul><li>Important for moms on the go
    46. 46. Another means of driving traffic to more content-rich areas of the program</li></li></ul><li>MomTalk: YouTube<br /><ul><li>A place for moms to connect with the hospital and interact with rich content
    47. 47. A means for moms to upload and share their own videos</li></li></ul><li>MomTalk: Email Marketing<br /><ul><li>A way for the hospital to share timely and relevant healthcare information
    48. 48. Facilitates word of mouth by sharing information affecting the entire family</li></li></ul><li>MomTalk: Website Integration<br /><ul><li>Social media integration recommended to connect hospital brand to social media program
    49. 49. Live feeds and new content blocks promote relevant content</li></li></ul><li>Rethinking Our Target<br />Our initial target: new/expectant moms<br />We quickly realized we needed to reach ALL moms with children in the home.<br /><ul><li>This led to development of 4 “cohorts” and content targeted to specific age ranges</li></li></ul><li>Cohorts<br />TummyTime<br />For expectant and new moms<br />CuddleBugs<br />For moms of infants and toddlers<br />TweenBeat<br />For moms of “tweens” <br />(ages 5 – 12)<br />RealiTeen<br />For moms of teens <br />(13 – 18)<br />
    50. 50. Immediate Success<br />MomTalk launched late 2009, with media campaign in 2010<br />
    51. 51. Immediate Success<br />PRC February 2010 showed positive gains for the first time in 5 years:<br /><ul><li>Overall perception of quality rose to 63.4
    52. 52. Overall preference rose from 26.7 to 28.7</li></ul>Additionally, births at the hospital reached record numbers by July 2010. All time record set in September 2010.<br />
    53. 53. What Drove Success?<br />Effective local strategy:<br /><ul><li>Local bloggers hired to create genuine content
    54. 54. Popular topics included:
    55. 55. Single parenting during deployment
    56. 56. Being a stay-at-home mom
    57. 57. Becoming a new mom
    58. 58. Raising children in a transient community
    59. 59. Local news and its impact on families
    60. 60. Community Forums became additional areas for support</li></li></ul><li>What Drove Success?<br />Traditional marketing support<br /><ul><li>Mixed media campaign launched in January 2010
    61. 61. Call to action: Onslow.org</li></ul>Media was critical in successfully driving moms to social media sites and promoting MomTalk.<br /><ul><li>It is important to remember that social does not equal viral</li></li></ul><li>
    62. 62. What Drove Success?<br />Health Information/OMH brand supported instead of interfered:<br /><ul><li>Health information pushed only when relevant; relied mainly on “pull” strategy
    63. 63. Limited branding
    64. 64. Limited extraneous/irrelevant hospital content</li></ul>Focus: sites were by moms, for moms, about moms above all else.<br />
    65. 65. What Drove Success?<br />Responsive, flexible program was evolved over time to better suit moms:<br /><ul><li>Redesigned the blogs to improve the user-experience
    66. 66. Addressed a concern that “TweenBeat” was too broad
    67. 67. Renamed and refocused “TweenBeat” for middle schoolers
    68. 68. Add a fifth blog for parents of elementary-aged children
    69. 69. Redesigned community site, focusing on forums
    70. 70. Created a new MomTalk “hub” page
    71. 71. Rethought the role of health-care information
    72. 72. Improved the Facebook experience by creating a MomTalk page</li></li></ul><li>What Drove Success?<br />
    73. 73. What Drove Success?<br />
    74. 74. What Drove Success?<br />
    75. 75. Phase II: Expanding Engagement<br />Hospital needed to engage the larger community.<br />The solution? <br />
    76. 76. Lighten Up Onslow: The Tools<br />
    77. 77.
    78. 78. LUO: Website Integration<br /><ul><li>Website was a key promotion tool and enabled OMH to promote ongoing registration
    79. 79. Live news feed promotes “team of the week”</li></li></ul><li>Phase II Success<br />LUO added extra boost in online traffic:<br />
    80. 80. Phase II Success<br />PRC February 2011 study results:<br /><ul><li>Overall perception of quality rose to 66.4
    81. 81. Overall preference rose from 28.7 to 30.7</li></ul>Two year increase in perception: 8 pts<br />
    82. 82. Conclusions<br />Social media has allowed OMH to:<br /><ul><li>Connect with existing patients in key patient groups
    83. 83. Reach new patients in key patient groups
    84. 84. Create a personal connection with the community
    85. 85. Provide useful information to our targets
    86. 86. Offer exclusive content
    87. 87. Promote the hospital’s brand and reinforce quality in a non-intrusive, interruptive way
    88. 88. Increase word of mouth/mouse</li></li></ul><li>Things to Remember<br /><ul><li>Don’t just dive into social media
    89. 89. Get to know your target
    90. 90. Research is critical
    91. 91. Measurement is critical, and possible
    92. 92. Be transparent</li></li></ul><li>Things to Remember<br /><ul><li>Maintain a dialogue with your target
    93. 93. Be prepared to evolve and adjust
    94. 94. Use traditional media
    95. 95. Don’t be afraid to ask for help!
    96. 96. HAVE FUN!</li></li></ul><li>THANK YOU!<br />

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