Social Media and Health Research

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

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  • FARRA
  • FARRA
  • 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
  • Social Media and Health Research

    1. 1. Social and Digital MediaThe Opportunities and the Risks of New Modes of CommunicationHolly PotterVice President, Brand Communication
    2. 2. 2Five Questions for DiscussionWhat 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. 3. Digital Engagement: Edelman Health Barometer
    4. 4. Media Consumption is ChangingThe Pew Research Center’s for Excellence in JournalismThe State of the News Media 2012 http://stateofthemedia.org/
    5. 5. New Data: More Mobile, More News5
    6. 6. Social MEDIA at KP
    7. 7. Some Examples Communicating Across Multiple Platforms Amplifying Events Extending Media Coverage Introducing share.kp.org7
    8. 8. Care Stories (kp.org/carestories) Strategy:Demonstrate thevalue of KP carethrough the voice ofthe member First-person storiesfrom patients,physicians and staff Updated monthly
    9. 9. Integrated Communications
    10. 10. Employee Communications
    11. 11. Facebook Engagement
    12. 12. Media Coverage
    13. 13. Member Newsletter Drives Engagement50+ requests for colon cancerscreening kits4,500 views in four days15,000 blog views267,000 “opens” of emailed article
    14. 14. Extending Engagement through TweetChats
    15. 15. Amplifying KP’s Presence at Events Center for Total HealthBlog: 11 posts highlightingKPs activities Twitter: 1,873,006impressions of #kpcth and#tedmed Facebook: Four posts,totaling 17,000 views and“talked about” more than100 times15
    16. 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 7.8million Twitter accounts with a totalof 10.7 million impressions. Facebook: The FB post garnered28,352 views of the story on ourFacebook page(facebook.com/kpthrive), 551 likes,70 shares, and 46 comments LinkedIn: 91 likes, four comments16
    17. 17. New Data: The Power of Word of Mouth17
    18. 18. 18Introducing share.kp.org
    19. 19. Research and SOCIAL MEDIA
    20. 20. Some Ways to Consider Research as a brand proof point Study of social media Recruitment of research subjects Mining “Social Exhaust”20
    21. 21. Syndicating Research Findings
    22. 22. Studying Social Media Use Increasing interest inexamining socialinteraction on digitalplatforms Measuring legitimacy andcredibility of online andpeer-to-peer content Note of caution: Focus onspecific platforms may belimiting22
    23. 23. Recruitment of Research Subjects Highly sophisticated targeting mechanisms via Google andFacebook23
    24. 24. Mining Social Exhaust: #AVA4H24
    25. 25. RISKS AND PITFALLS
    26. 26. The Four Questions1. 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 tothe feedback received in those conversations?26 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.June 13, 2013
    27. 27. Member Concerns and Complaints Are Public27
    28. 28. Privacy of Data Sets28 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.June 13, 2013
    29. 29. Additional Resources
    30. 30. Recommended Reading Social Media and the Health Systemhttp://www.thepermanentejournal.org/issues/2011/winter/445-social-media-and-the-health-system.html Social Business at Kaiser Permanente: Using Social Tools to ImproveCustomer Service, Research and InternalCollaborationhttp://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/hpinprsa30

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