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AHIP Communications Conference

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Case study presented at the AHIP Communications Conference.

Published in: Economy & Finance, Technology
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AHIP Communications Conference

  1. 1. Social Media Case Study Holly Potter, Vice President of Public Relations
  2. 2. About Kaiser Permanente <ul><li>Integrated care delivery </li></ul><ul><li>8.6 million members </li></ul><ul><li>167,638 employees </li></ul><ul><li>Serving 9 states and the District of Columbia </li></ul><ul><li>14,641 physicians </li></ul><ul><li>Nation’s largest nonprofit health plan </li></ul><ul><li>Nation’s largest non-university- </li></ul><ul><li>affiliated health research institute </li></ul><ul><li>2,607 residents </li></ul><ul><li>36 hospitals </li></ul><ul><li>430+ medical offices </li></ul><ul><li>$40.3 billion annual revenues (2008) </li></ul><ul><li>40,451 nurses </li></ul>
  3. 3. Online Services – kp.org <ul><li>English and Spanish content </li></ul><ul><li>My Health Manager </li></ul><ul><li>3,307,533 registered users </li></ul><ul><li>Act for family: 321,142 children and 22,904 adults </li></ul><ul><li>Through Q2 2009 </li></ul><ul><li>5,438,930 lab test results viewed online </li></ul><ul><li>2,104,131 secure emails sent to doctors </li></ul><ul><li>1,631,490 prescriptions refilled </li></ul><ul><li>453,618 appointments scheduled online </li></ul>
  4. 4. Why Social Media? <ul><li>Protect and promote the brand </li></ul><ul><li>Extend the impact of traditional media </li></ul><ul><li>Improve organic search results </li></ul><ul><li>And ultimately, create brand champions </li></ul>
  5. 5. News and Features On Twitter: @KPNewsCenter @KPThrive @KPVivaBien Also: @KPColorado @KPNorthwest @KPHawaii @KPGANews
  6. 6. Blogs kp.org/history On Twitter: @KPHistory kp.org/farmersmarketrecipes On Twitter: @PrestonMaring
  7. 7. You Tube & Facebook facebook.com/kpthrive youtube.com/kaiserpermanenteorg
  8. 8. The Full Spectrum of Engagement
  9. 9. Why Twitter? One Example It starts with good old-fashioned PR work) 400 media stories about the study
  10. 10. Reached @ 2,000,000 via Twitter Estimated 800 Tweets/RTs (in 8 languages), including LA Times, Washington Post, CNN, Huffington Post
  11. 11. Thank You

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