On Friday, December 14 at 7 a.m., John Hembree and David Edwards of McDonough, Georgia took part in the state's first-ever "live tweet" of a robotic nephrectomy and living donor kidney transplantation at Piedmont Atlanta Hospital. I had the pleasure of being a part of the team responsible for minute-by-minute updates, photos and videos of the two men's surgeries being shared with the public via five of Piedmont Healthcare's social media outlets: Instagram, Pinterest, Twitter, YouTube and Facebook. I created this comprehensive summary of the story and the success of the endeavor and the integration of digital marketing in healthcare. If you'd like to relive the experience, feel free to visit this link: http://www.piedmontphysicians.org/PH/LivingDonorKidneyTransplantonTwitter.aspx

2. Social Media in Healthcare
57 percent of consumers said
that a hospital's social media
connections would strongly
affect their decision to receive
treatment at that facility.
81 percent of healthcare consumers
consider a hospital with an active
online presence to be more
"cutting edge.”
Statistics Provided By YouGov Healthcare

3. It started with one question.

4. Interactions on
26,236 UNIQUE* users
*Users that saw any of our content for the first time.
As a result of the live Tweet, our Piedmont Hospital Facebook
page has now bolted to the #2 spot out of more than
1,000healthcare systems in the entire country for engagement.

5. People “like” Piedmont Transplant
56 Shares

6. People “like” Piedmont Transplant

7. Media Reach
Tuesday, December 11, 2012
Print Circulation 200,000
Valued at over $3,250
$12K in Publicity Value
Reached over 260,000 Viewers

8. Interactions on Twitter Over
100,000+
3,555 Clicks*
*People clicking on our links to
media or pages provided
Views
8.6% Lift
In Followers
300+ Retweets*
*People sharing our tweets with their followers
OVER 1 Million
35
Replies Impressions Total Number of Impressions: 1,011,647

9. Note-worthy Interactions

10. Celebrity Interactions
From the 2012 NBC series,
“Best Friends Forever”
and the 2009 film,
“Confessions of a Shopaholic”

11. Twitter
Q&A
Featuring Dr. Mulloy

12. Interactions on
70+

13. Interactions on
126Followers
Pinned our Instagram photos to our
“Live Tweet of Living Donor Kidney
Transplant Board”
21 Repins (shares) 20 Likes

14. Interactions with Video
The Living Donor
Healthwatch MD package
will run through
December 2012.
Top 10 Videos
Kidney Transplant Patient Receives Lifesaving Letter 166
Living Donor Explains Reasons for Giving 129
919 VIEWS
Robotic Nephrectomy: Freeing Kidney Attachments 91
Robotic Nephrectomy: Left Kidney 55
VIEWS
Robotic Nephrectomy: Lower Pole of Kidney 55
Robotic Nephrectomy: Left Adrenal Vessels Cut 53
1067
Estimated Robotic Nephrectomy: Posterior Aspect of Kidney 50
Minutes Robotic Nephrectomy: Descending Colon 47
Robotic Nephrectomy: Left Gonadal Vessels 39
Watched Robotic Nephrectomy: Kidney, Vessel Exposure 38

15. Reach
Outside of the US
Australia United Kingdom
Turkey Brazil
Argentina Italy
Philippines Germany
Canada Bermuda
…just to name a few.

16. Impact
Since The Tweet
The Week of the Tweet
Before
19calls 3 Emails
7 Donor Calls
(12/14 through 12/17)
piedmonttransplant.org/livingdonor