Health Care Communications - Engaging Audiences in a Rapidly Changing World

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Health Care Communications in a changing media environment. Presentation to School of Information at UC Berkeley

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Health Care Communications - Engaging Audiences in a Rapidly Changing World

  1. 1. Health Care Communications Engaging Audiences in a Rapidly Changing World Holly Potter Vice President, Brand Communication
  2. 2. About Kaiser Permanente 2  Nonprofit, integrated health care provider  9 million members  Eight states and D.C.  Large, diverse workforce  172,000 employees  16,600 physicians  611 medical offices and other facilities  37 hospitals
  3. 3. What We Present  Advertising/Marketing  Facility design and environment  Logo, brochures, materials What We Influence  Public Relations  Community Involvement  Word of Mouth  Online The Experience We Provide  Physician and employee engagement  On the phone  In our facilities 1 2 3 Building Brand Reputation 3 As a service industry, our brand is experienced in three ways:
  4. 4. Digital Engagement: Edelman Health Barometer
  5. 5. The Pew Research Center’s for Excellence in Journalism The State of the News Media 2012 http://stateofthemedia.org/ Media Consumption is Changing
  6. 6. • Factoring in all media sources, everyone is bombarded with the equivalent of 174 newspapers of data per day. • We now receive five times as much information as we did in 1986. Source: Dr. Martin Hilbert, University of Southern California Resulting in Information Overload
  7. 7. • “A picture is worth a thousand words.” • 90 percent of information transmitted to the brain is visual. • Infographics are 30 times more likely to be read than a text article. • Infographics increase search engine optimization. To Break Through: Need to Simplify Information Processing
  8. 8. New Data: The Power of Word of Mouth 10
  9. 9. Fewer and Fewer Reporters 11
  10. 10. If you don’t like the news, go out and make some of your own. -Scoop Nisker 12
  11. 11. Brand Journalism – share.kp.org
  12. 12. Final Design – Homepage Responsive Design Desktop | Laptop Tablet – Vertical Orientation Handset Handset - Navigation System Tablet - Navigation System Responsive Design
  13. 13. Integrated Communications: ONE TACTIC, MULTIPLE POINTS OF ENTRY
  14. 14. 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
  15. 15. Integrated Communications
  16. 16. Thrive Advertising 18
  17. 17. Employee Communications
  18. 18. Facebook Engagement
  19. 19. Media Coverage
  20. 20. 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
  21. 21. Extending Engagement through TweetChats
  22. 22. USING SOCIAL TO EXTEND LEGACY STRATEGIES 24
  23. 23. Viva Bien Launch 25
  24. 24. Service via Twitter: @kpmemberservice • Launched in May 2010 • Four-member team, M-F business hours • Actively monitor and triage member concerns on Twitter • Engage and take conversation offline • Share helpful hints with members • Approved by California regulators
  25. 25. 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 27
  26. 26. 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 28
  27. 27. Thank you Holly Potter | share.kp.org | @htpotter 29

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