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Social Media and Health Research

Holly Potter
Holly Potter
Holly PotterStrategic Communications and Corporate Social Responsibility Leader

Presentation to the Kaiser Permanente Center for Health Research in Portland, OR.

Social Media and Health Research

1 of 30
Social and Digital Media
The Opportunities and the Risks of New Modes of Communication
Holly Potter
Vice President, Brand Communication
2
Five Questions for Discussion
What is the relevance of social and digital media?
How is Kaiser Permanente using social media?
What are the opportunities for KP Research to use social media?
What are the potential risks/pitfalls of social media?
Where can we learn more?
Digital Engagement: Edelman Health Barometer
Media Consumption is Changing
The Pew Research Center’s for Excellence in Journalism
The State of the News Media 2012 http://stateofthemedia.org/
New Data: More Mobile, More News
5
Social MEDIA at KP
Ad

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Social Media and Health Research

  • 1. Social and Digital Media The Opportunities and the Risks of New Modes of Communication Holly Potter Vice President, Brand Communication
  • 2. 2 Five Questions for Discussion What is the relevance of social and digital media? How is Kaiser Permanente using social media? What are the opportunities for KP Research to use social media? What are the potential risks/pitfalls of social media? Where can we learn more?
  • 3. Digital Engagement: Edelman Health Barometer
  • 4. Media Consumption is Changing The Pew Research Center’s for Excellence in Journalism The State of the News Media 2012 http://stateofthemedia.org/
  • 5. New Data: More Mobile, More News 5
  • 7. Some Examples  Communicating Across Multiple Platforms  Amplifying Events  Extending Media Coverage  Introducing share.kp.org 7
  • 8. Care Stories (kp.org/carestories)  Strategy: Demonstrate the value of KP care through the voice of the member  First-person stories from patients, physicians and staff  Updated monthly
  • 13. Member Newsletter Drives Engagement 50+ requests for colon cancer screening kits 4,500 views in four days 15,000 blog views 267,000 “opens” of emailed article
  • 15. Amplifying KP’s Presence at Events  Center for Total Health Blog: 11 posts highlighting KP's activities  Twitter: 1,873,006 impressions of #kpcth and #tedmed  Facebook: Four posts, totaling 17,000 views and “talked about” more than 100 times 15
  • 16. Media Coverage as a Powerful Starting Point  Print circulation: 731,000  Online subscribers: 1.3 million  #3 “Most Emailed” story  Twitter: The story reached 7.8 million Twitter accounts with a total of 10.7 million impressions.  Facebook: The FB post garnered 28,352 views of the story on our Facebook page (facebook.com/kpthrive), 551 likes, 70 shares, and 46 comments  LinkedIn: 91 likes, four comments 16
  • 17. New Data: The Power of Word of Mouth 17
  • 20. Some Ways to Consider  Research as a brand proof point  Study of social media  Recruitment of research subjects  Mining “Social Exhaust” 20
  • 22. Studying Social Media Use  Increasing interest in examining social interaction on digital platforms  Measuring legitimacy and credibility of online and peer-to-peer content  Note of caution: Focus on specific platforms may be limiting 22
  • 23. Recruitment of Research Subjects  Highly sophisticated targeting mechanisms via Google and Facebook 23
  • 26. The Four Questions 1. Are you ready to talk about the good and the bad? 2. Are you willing to engage in direct 1:1 conversations? 3. Are you ready for everyone (literally) to view those conversations? 4. Are you willing to show that your organization can and will adapt to the feedback received in those conversations? 26 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.June 13, 2013
  • 27. Member Concerns and Complaints Are Public 27
  • 28. Privacy of Data Sets 28 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.June 13, 2013
  • 30. Recommended Reading  Social Media and the Health System http://www.thepermanentejournal.org/issues/2011/winter/445-social- media-and-the-health-system.html  Social Business at Kaiser Permanente: Using Social Tools to Improve Customer Service, Research and Internal Collaborationhttp://sloanreview.mit.edu/feature/kaiser-permanente- using-social-tools-to-improve-customer-service-research-and-internal- collaboration/  Integrating Social Media into PR Plans http://bit.ly/hpinprsa 30

Editor's Notes

  1. FARRA
  2. FARRA
  3. An example of the importance of combining our existing “old school” communications channels (eNewsletter) with social media tools to create surround sound … and, most importantly, results