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:001       THE
           GATHER
           PROJECT

           S o c i a l M e d i a S n a pS h o t : he a l t h c a r e




       1
T h e G aT h e r P r o j e cT
Social and mobile media have altered the marketing
landscape so dramatically in the past five years, even the
most experienced travelers have trouble finding their way.
citrus launched The Gather Project to uncover these changes
and track how companies across a wide spectrum of industries
are adapting. The end result will be a comprehensive roadmap
for marketers to follow as they explore the digital world.


ciTrus
citrus is a new breed of creative agency born to jolt your
audience from the ordinary with rich, integrated, immersive
campaign experiences. With a wicked mix of masterful expertise
and youthful enthusiasm, we perform a flurry of kicks and
chops that elevate brands into the hearts of people. The results
transcend the traditional model by bridging the space between
awareness and continued engagement to form a deeper,
amplified interaction with your story.




3
:001
                               THE
               01010000



                               GATHER
                               PROJECT

                               I n t r o d u c tI o n


                               the Importance and
                               o p p o r t u nI t I e s o f s o cI a l m e dIa


                               G a t h e r p r o j e c t m e t h o d o l o Gy
101101010000



                               results


                               the health care scorecard


                               c o r e fI n d I nG


                               ro a d m a p : W h e r e d o W e G o from here?


                               c o n c l u sI o n




                    01000110
Introduction

    With over 550 million Facebook users, 150 million Tweeters and
    50 million Bloggers, marketers can’t afford to relegate social media
    to the second page of a marketing plan. In 2011, it will be one of the
    most essential elements you use to connect with your customers.
    According to the Society of Digital Agencies, more than 45% of senior
    marketers named social media and networks as their top priority in 2010.


    It’s not a fad, it’s a reality.


    In the first of our Gather Series, citrus has conducted a study to better
    understand how health care marketers are using social media. The end
    result is a definitive snapshot of how the health care industry is adopting
    social media and how health care marketers can improve the power of
    these programs and optimize their social ROI in the future. The following
    pages will paint a comprehensive picture of social media in your industry:


        1. We reveal the findings of our national survey taken by your peers.
        2. We show you what others are doing and reveal
           who’s doing it the best (and worst).
        3. We provide a roadmap to successfully integrate
            social media into your strategy.



6   7
The Importance and                                                             personal networks, thereby providing marketers with exponential
Opportunities of Social Media                                                  message amplification. Marketers now have the opportunity to
                                                                               influence the influencers and help them broadcast their brand’s
Social media are highly scalable Internet and mobile-based                     message. It is this sort of relevant discussion that is proving to
platforms and applications for sharing and discussing information.             be dramatically more valuable than traditional marketing efforts.




                                                                           [                                                                        ]
In 2010, the primary social media platforms used for marketing are
Facebook, Twitter, YouTube, Flickr and Blogs. This list will undoubtedly       	   H e a l t H 	 c a r e	 m a r k e t e r s	w H o	 	
change as new platforms are created. We are already seeing great               	   d o 	 n o t	 u n d e r s t a n d	 s o c i al	media	 	
interest in location-based social platforms (geo-social), including            	   m a r k e t i n g	 a r e	 s i m p l y 	n o t	 part	 	
FourSquare and Facebook’s new Places.                                          	   o f 	t H e 	 l a r g e r	c o n v e r s a t ion.


Unlike advertising, social media provides the opportunity for brands           Given the growth of social media and its demographics, citrus
and businesses to build and manage real-time direct relationships with         can see no way that health care marketers can postpone building
their target markets. As important, if not more so, social media helps         industry-leading social media programs that leverage the interactive
brands build messaging that can be shared by individuals with their            and community-building benefits of social media. This relatively
personal networks. People readily share information, thoughts,                 new media platform, on both the Internet and mobile devices,
impressions and opinions about their experiences across their                  will usher in a highly effective relationship-building tool.




8                                                                              9
social neTworkinG use conTinues To Grow amonG older users
                                                       The perception of adult users who use social networking sites in each age group

The 50+ Opp OrT uni T y
If health care marketers are looking
                                                       100%
for additional rationale for building
sound, effective social media programs,                                                                                                  86%
                                                                                                                            83%
they need to look no further than                                                                             76%
                                                        80%
the growth of social media usage                                                               73%
                                                                                  67%
among people 50 years and older,
                                                                                                                                         61%
                                                                                                                            58%
a key demographic for the industry.                     60%

                                                                                                              48%                        47%
According to the Pew Internet &
                                                                                               36%                          36%
American Life Project (August, 2010),                   40%
                                          18-29
“Social networking use among Internet                                             25%                         25%                        26%
                                                                                                                            22%
users ages 50 and older nearly            30-49
                                                                                               16%
                                                        20%
doubled—from 22% in April 2009                                   16%              11%
                                                                                                              13%
                                          50-64                  12%
 to 42% in May 2010.”                                            7%                              4%
                                                                 5%               7%
                                                         0%
                                           65+
                                                                  Sept           May            Nov           April          Dec          May
                                                                  2005           2008           2008          2009           2009         2010



                                                       Source: Pew Research Center’s Internet & American Life Project Surveys,
                                                       September 2005 - May, 2010. All surveys are of adults 18 and older.




                                                  11
Gather Project Methodology

citrus utilized two techniques to create our analysis.


N a t i o Na l P o l l
We held informal discussions and used an online poll with health
care marketers to determine their usage and attitudes towards
social media. The review was conducted in October, 2010.


Social Media Scorecard
We reviewed 21 predominate health care providers on their Facebook,
Twitter, YouTube and Blogs, as well as other social media tools.




13
Results

Despite the fact that most health care marketers have yet to build
robust social media programs, they are becoming actively involved
with and testing various social media platforms.



some of o u r f i n d i nG s                                                4. Most organizations have not realized the power
                                                                               of social media for product or service delivery.
1. Over three-quarters of health care marketers
   plan on investing more in social media in 2011.                          5. Facebook is by far the most used social media tool. Next
                                                                               is micro-Blogs like Twitter and YouTube, followed by Blogs.
2. The top social media priorities: building brand awareness
   and stimulating informal two-way conversations.                          6. Most organizations do not have detailed social media
                                                                               policies or guidelines.
3. Most organizations do not believe that they are engaging in
   meaningful dialogue with customers through social media. Staffing        7. Privacy issues are a constraint. These will need
   for social media management will be a pressing issue in the next year.      to be addressed in corporate policies.




                                                                            As you will see in the following sections of this report, there is a wide
                                                                            range of commitment to social media in late 2010. However, we do expect
                                                                            that more health care organizations will begin to link the opportunities
                                                                            of this new medium to marketing objectives and staff allocation.




14                                                                          15
The Health Care Scorecard

Introdu c tIo n
                                                                         Methodology
The Health Care Scorecard grades 21 health care organizations,
including hospitals, health care systems and health plan providers,      We are using four criteria in our social media analysis.
according to a set of quantitative criteria and citrus’ perception of
social media program maturity. Note that we are not grading based        IntegratIon - 30%: Is the marketer integrating their social media
on overall Internet strategy, including a review of websites. However,   program into their overall marketing program? We believe that
we do believe that an organization’s social media strategy and           synergy breeds efficiency. additionally, each element, from the
execution is an indication of digital marketing prowess. Digital         website to social media to mobile media, adds to the overall
marketing proficiency is now inextricably tied to marketing success.     integrated marketing effort in a world where people now get
                                                                         their information from a much wider array of sources.
The information and data used to create our analysis are dynamic
and time-based, as social media usage is growing exponentially.          BrandIng - 30%: Building a strong, effective online brand
It is our intention to keep our data fresh, and we will publish          includes the delivery of consistent branding across program
updates in the coming months.                                            elements, cohesive messaging and brand voice, and the
                                                                         establishment of a competitive positioning.


                                                                         SocIal MedIa relevance - 30%: Brand presence in this relatively new
                                                                         space, brand and consumer activity, authenticity and marketing dedication.


                                                                         dIgItal MarketIng - 10%: activity in Blogs, interactive website
                                                                         elements, mobile marketing and email marketing.




16                                                                       17
Healt H C a r e SC o r e C a r d

                              COMPANY         RANk   CATeGORY                      ASSeSSMeNT
                             Mayo Clinic       1     Hospital System               Though relatively low Facebook numbers, Mayo rules YouTube and Twitter to drive leadership positioning. “They get it.”
  St. Jude Children’s Research Hospital        2     Hospital System               Almost 40 years of a dedication to marketing is reflected in a superior social media program.
            Children’s Hospital Boston         3     Hospital System               Another children’s hospital recognizes the power of the social conversation. Parents have passion.
                        Cleveland Clinic       4     Hospital System               Smart CeO driven integrated marketing program is beginning to leverage social tools.
            kaiser Permanente Thrive           5     Health Care Delivery System   “Thrive” positioning owns “wellness” and is brought to life across social media with second highest list of videos.
              Johns Hopkins Medicine           6     Hospital System               Highly integrated Facebook, Blog, YouTube and Twitter program.
 City of Hope National Medical Center          7     Hospital System               In the game but could use much stronger social media branding and customization.
              Duke University Hospital         8     Hospital System               “Connect with your health care at Duke Medicine” positioning is missed opportunity on their social sites.
        BlueCross BlueShield of Illinois       9     Health Plans                  A leading provider in social space but no presence on YouTube. Health care videos are too strong not to leverage.
       Rush University Medical Center          10    Hospital System               Considering medical college focus, social presence is limited.
                          Scripps Health       11    Hospital System               One of the more active on Twitter but not reflected across Facebook and YouTube.
   Oregon Health & Science University          12    Hospital System               Tepid social marketing from Oregon’s only health care and research university.
               Massachusetts General           13    Hospital System               Social media policy stated on home page but limited social media. Privacy concerns outweighing marketing?
  Ronald Reagan UCLA Medical Center            14    Hospital System               Surprisingly limited social media effort from a leading major market university hospital.
                          Banner Health        15    Health Plans                  Middle of the road social program but it is integrated into master website.
   BlueCross BlueShield of Minnesota           16    Health Plans                  Low energy for such a strong brand.
              Providence Health Plans          17    Health Plans                  Twitter and Facebook are well integrated on website home page but little call to action equals low activity.
Southwest Washington Medical Center            18    Hospital System               Well integrated program including a dedication to the use of video. Could use more fans and views.
                   UnitedHealth Group          19    Health Plans                  Huge health care insurer is not a huge participant in the social universe. Missed opportunity given traditional advertising programs.
       New York Presbyterian Hospital          20    Hospital System               New York’s top ranked hospital hasn’t found its voice. Very limited, low involvement social strategy.
                               WellPoint       21    Health Plans                  Very conservative brand position. Little social media presence.

            Data collected in October, 2010



                                       18                                                                                                                                                  19
A c t i v i t y t rA c k
     We believe that activity data is a clear indication of an organization’s
     interest in social media, its on-going support and resulting consumer
     participation in messaging.


     Activity such as Facebook Likes, Twitter Followers and YouTube
     Views are clear indications of a company’s social media success.


     Facebook “Likes”: Likes are the ultimate marketing amplification
     tool. When someone Likes you or your content, it is broadcast
     to their Facebook Friends. (On average, each Facebook user
     has 130 friends). Likes are a good thing.


     Twitter Followers: Simply put, Twitter refers a ton of traffic
     to websites. It’s meant to be a content-referral network,
     so link-sharing and click-throughs are a given in many cases.


     YouTube Views: YouTube videos are searchable (they
     account for approximately 30% of all Google searches).




20   21
Faceboo k a n a l y s i s 	              	      	   	                                                          T W I T T E R A nA l y s I s 	 	   	    	
                                             	 	 	         	                                                                                                	 	 	 	
                             COMPANY           # FANS       CUSTOM TABS                                             # VIDeOS                                 COMPANY # SUBSCIBeRS          BRAND PAGe             # TWeeTS PeR Week
                                             	 	 	         	                                                                                                	 	 	 	
           Children’s Hospital Boston         439,440      Give, Connect, Invite, Interact                             0                                    Mayo Clinic      90,641        Yes: MayoClinic               20
 St. Jude Children’s Research Hospital        306,077      Patient of the Month, Thanks and Giving Campaign, Shop      4         St. Jude Children’s Research Hospital       10,366        No: StJude                    16
                            Mayo Clinic           31,434   None                                                       143                    Johns Hopkins Medicine           9,029        Yes: JohnsHopkins             29
                       Cleveland Clinic           16,334   About Us, Facts, Let’s Move It!, Patient FAQs              413                                Scripps Health       6,594        Yes: Scripps Health           25
       BlueCross BlueShield of Illinois           13,393   Contest, Welcome, ecards, BCBSIL on FB                      10                              Cleveland Clinic       6,527        Yes: ClevelandClinic          42
           kaiser Permanente Thrive               8,743    RSS/Blog                                                    15       City of Hope National Medical Center          5,191        Yes: cityofhope               20
             Johns Hopkins Medicine               8,719    Twitter                                                     4                     Duke University Hospital         4,450        Yes: Duke_Medicine             8
City of Hope National Medical Center              7,338    YouTube                                                     6                   Children’s Hospital Boston         3,497        Yes: ChildrensBoston          15
             Duke University Hospital             2,861    None                                                        0              Rush University Medical Center          2,147        Yes: RushMedical              11
     Massachusetts General Hospital               2,774    email Sign Up, YouTube                                      16              BlueCross BlueShield of Illinois       1,604        Yes: BCBSIL                    7
      Rush University Medical Center              1,660    Welcome, Rush Resources, YouTube, Twitter                   6         Oregon Health & Science University           1,589        Yes: OHSUHealthcare           30
 Oregon Health & Science University               1,440    extened Info, e News                                        0         Ronald Reagan UCLA Medical Center            1,021        Yes: UCLAHealth                1
                         Scripps Health           1,111    Jobs, Twitter, YouTube, RSS/Blog                            12                                Banner Health         881         Yes: BannerHealth              2
                         Banner Health            1,042    New!, Twitter, YouTube, Job, Reviews                        7                          UnitedHealth Group           565         Yes: uhcfeds                   5
  BlueCross BlueShield of Minnesota               1,020    Twitter                                                     33                   kaiser Permanente Thrive           491         No: kpthrive                   8
Southwest Washington Medical Center                776     Reviews                                                     1          BlueCross BlueShield of Minnesota            480         No: BlueCrossMN                5
      New York Presbyterian Hospital               396     None                                                        0             Massachusetts General Hospital            380         No: Mass General               2
                  UnitedHealth Group               347     None                                                        0       Southwest Washington Medical Center             263         Yes: swhealth                 20
             Providence Health Plans               331     None                                                        2                                      WellPoint        178         Yes: wellpointhealth           5
Ronald Reagan UCLA Medical Center                  231     None                                                        1                     Providence Health Plans           150         Yes: ProvHealth                4
                              WellPoint            175     None                                                        0              New York Presbyterian Hospital           141         Yes: PAatNYP                   0

           Data collected in October, 2010                                                                                                 Data collected in October, 2010



                                             22                                                                                                             23
YouT uBE A nA l Ys i s
                                                                                                                               Core Finding
                              COMPANY          # FOLLOWeRS   BRAND CHANNeL                        # CHANNeL VIeWS   # VIDeOS
                            Mayo Clinic            2,203     Yes: mayoclinic’s Channel                183,865         959      s o c i a l l y u n h e a lT h y
             Providence Health Plans               1,473     No: otmills’s Channel                    78,101          19       Our findings indicate that although there is high awareness
 St. Jude Children’s Research Hospital             730       Yes: MyStJude’s Channel                  36,206           8       of the options, few health care marketers have created effective
             Johns Hopkins Medicine                692       Yes: JohnsHopkins’s Channel              42,201          13       programs that take full advantage of the range of marketing tools
             Duke University Hospital              633       Yes: DukeMedicine’s Channel              26,892          121      and opportunities provided by social media. Bottom line: few marketers
                       Cleveland Clinic            358       Yes: Cleveland Clinic                    54,193          424      are integrating social media into their master marketing programs.
            kaiser Permanente Thrive               302       Yes: kaiserpermanenteorg’s Channel       35,120          125
  Ronald Reagan UCLA Medical Center                225       No: UCLAHealth’s Channel                 11,160          28       Most marketers are content to place a Facebook or Twitter logo
 City of Hope National Medical Center              225       No: cityofhopeonline’s Channel            8,492          38       on their website as the first step toward integration. This low priority
                         Scripps Health            118       No: ScrippsHealth’s Channel              86,526          170      approach leaves the potential of using social media to build strong,
      New York Presbyterian Hospital               100       Yes: newyorkpresbyterian’s Channel       26,128          210      long-lasting relationships with patients, caregivers and current
      Rush University Medical Center                63       Yes: rushmedicalcenter’s Channel          7,395          117      and future employees untapped.
           Children’s Hospital Boston               45       Yes: ChildrensHospital’s Channel          4,627          31
                         Banner Health              38       No: bannerhealthonline’s Channel          3,251          41
    Oregon Health & Science University              35       No: OHSUhealth’s Channel                  1,469          16
      Massachusetts General Hospital                21       No: MassGeneralHospital’s Channel         1,462          16
   BlueCross BlueShield of Minnesota                16       No: bcbsofmn’s Channel                    2117           32
                  UnitedHealth Group                6        No: UHSInc’s Channel                      5,298           9
Southwest Washington Medical Center                 6        Yes: swstories’s Channel                  3,459          16
                               WellPoint            3        No: ThinkWellPoint’s Channel               813            9
       BlueCross BlueShield of Illinois            None      None                                      None          None

            Data collected in October, 2010



                                              24                                                                               25
Roadmap: Where do we go from here?
                                                                           E i g h t S o c i a l ME d i a M uS t S
The chatter about social media is constant. We are bombarded
on a daily basis with advice, white papers, opinions and seminars.
While all of this chatter can be unnerving, citrus believes that           1. An Objectives Driven Program
companies ignore the potential of social media at their own peril.
We may not yet know the true power of social media, but we                 2. Brand Consciousness
cannot ignore the fastest growing area of the Internet.
                                                                           3. Integrate
By comparing the social media programs of both leaders and
laggards with the best practices of the overall marketing universe,        4. Ignite Action
citrus has established a set of guidelines to help health care marketers
achieve smarter, more competitive programs moving forward.                 5. Provide Value


In the following section, we outline these eight key Best Practices        6. Authenticity and Voice
and examine the social media programs of five health care
marketers based on these principles.                                       7. Think Mobile


                                                                           8. Measure and Optimize




26                                                                         27
1 . A n O b j e c t i v e s D r i v e n P rOgr Am
All social media programs must start with a high-level marketing objectives
statement. “I need Facebook, Twitter, social media” simply isn’t a starting
point or a sustainable program. Your social media program has to support
your Master Brand Strategy and specific marketing objectives. You must
understand your target market, what you expect them to do and build
on their current social media habits.


The reason to use social media isn’t that it exists. The reason is that
it provides unique communications benefits that can be utilized to meet
clear objectives. Very few media options offer the network effect of social
media. Leveraging your target market’s personal networks across Facebook,
Twitter, YouTube and Blogs provides a significant amount of highly efficient
marketing and brand advocacy.




29
T he Ob jec T i v e O f fa me
Building a strong national reputation is a clear objective of many
major hospitals. By examining the Facebook “Like” numbers for five
of the most famous facilities in America, it is clear who has an objective-
based approach to social media and has dedicated resources to
achieve their goals through the use of social media channels.

     Cleveland Clinic, over 16,000 Likes
     Johns Hopkins Medicine, over 8,500 Likes
     Mayo Clinic, over 31,000 Likes
     New York Presbyterian Hospital, over 350 Likes
     St. Jude Children’s Hospital, over 306,000 Likes

     And, then there is Dr. Oz who has over 814,000 Likes.


in L O v e w i T h S T. jude’S
In addition to having focused on building an astounding Facebook
Fan base, St. Jude’s goes even further to meet corporate objectives
by opening their Facebook site on one of their custom tabs that
seeks donations through the sales of merchandise. Another custom
tab called “Donate Now,” links directly to the donation page on
St. Jude’s master website. The St. Jude’s objective is clear, and
with over 306,000 Likes and growing, they appear successful. Many
hospitals have foundations. Why is St. Jude’s alone in leveraging
the power of social media for generating donations?




30
2. Brand C o n sC i o u s n e s s
Social media, like all outbound media, is a branding tool and should
reflect, support and enhance the essence of your brand. Unfortunately,
many brands do not use the design tools inherent in many social media
channels to support their brand.


Facebook allows brands to control their image on the left side of their
Wall, or more importantly, open directly to a custom designed page.
Custom branded apps are an effective brand-driver as well. Twitter allows
branding around the core message box, YouTube provides tools for custom
branding via Channels, and all Blogs are 100% controlled by the marketing
department. However, in the health care category, even leading hospitals
are not delivering a robust brand experience.

C a se in p oin t:
Massachusetts General, a leading hospital with over 1.5 million patient
visits per year, has a well-designed website, but has chosen to take
a default route to their Facebook page.




32
Scripps Health’s Twitter page has a brand supporting graphic look
while Kaiser Permanente Thrive has again gone the default route with
the placement of a small virtually impossible to read logo on the top of
the page. It is so easy to take advantage of first stage branding tools that
we wonder why this isn’t an element of many marketing programs.
3. Integrate
     citrus knows that the strongest marketing programs integrate all elements
     under common objectives, strategies and creative themes. Social media
     should not be viewed as a stand-alone program. Often we see that health
     care organizations are content to simply show a Facebook or YouTube logo
     on the front page of their website as a means of integration. This is a major
     missed opportunity to link messaging across communications channels.


     Examples of integration include using YouTube both as a branded channel
     and integrated video platform for your Blog, website and Facebook page.
     You can integrate your Tweets and Facebook messages across both of
     these platforms and your website automatically. This provides a sense
     of activity and freshness to all of your messaging and Internet channels.




36   37
On a very simple level, MD Anderson Center at least pushes their
Twitter audience to their Facebook page though the link at the left. While
rudimentary, it is more than most Twitter pages do to deliver synergy.


Johns Hopkins links its efforts through a website page that lists
all of its social media programs.


Alegent Health goes farther by integrating their Facebook Fan effort
on their Blog. Alegent could be going further to include their Facebook
posts as a live stream, but they are at least providing a tool to increase
Facebook “Likes” into their Blog program.




38
M ayo Cl iniC: T he l e a der
The leader in hospital branding and marketing integration
is, without question, Mayo Clinic.


The Mayo Clinic treats over 500,000 patients every year. Because
of the power of their brand, approximately 25% of their patients come
from other states and countries. The Mayo Clinic’s reputation, which
benefits both patients and staff, is not an accident. Marketing has been
viewed as a major element of hospital operations and the Mayo Clinic
clearly recognizes the power of social media. The Clinic frequently posts
YouTube videos on a variety of topics, and has over 1 million views on
their YouTube account and 30,000+ Facebook Likes. This July, the Clinic
announced that it would be launching a Center for Social Media.
According to the Wall Street Journal, the Center “will expand social
media tools beyond the traditional P.R. and marketing functions to
use by staff, physicians and patients.”


The Mayo Clinic also offers resources on their website, Blogs
and Podcasts (with dozens on iTunes). This information is easily
searchable via search engines, and drives their marketing reach.




40
4 . I g nI t e A c tI o n
     By the nature of being social, Facebook, Blogs, YouTube and Twitter are
     active communications environments. However, many brands do not
     actively engage their Fans and social networks beyond the use of default
     tools and outbound—rather than truly engagement-oriented—messaging.
     Being active in the social realm requires a dedicated communications and
     programming effort that many marketers have not staffed to full advantage.


     W e rec ommend A f our - pA r t p r o gr A m.
     1. FosTer Dialog
     it’s not dialogue unless you foster a two-way conversation. seek out
     interaction and visitor comments and posts. Then respond with a sense
     of immediacy. Create fresh subjects that your visitors will want to respond
     to. in the health care field, we all too often see posts that sound more
     like press releases than compelling messages. Most visitors are not that
     interested in the name and photo of a new doctor or machine.




42   43
A key benefit of driving conversation between you and your audience,        3. Build in Action
and even peer-to-peer conversations, is that your Fans will automatically   Facebook in particular offers the ability to create custom experiences
alert their network about their dialogue. This amplification effect         through the use of apps. Facebook can go beyond its core functionality
may be one of the major benefits of your social media program.              to offer your visitors an active, participatory, even website-like experience.
                                                                            We’ve seen simple apps that help broadcast health-related messages like
An interesting gap is how organizations use their “voice.” The vast         getting a flu shot. Apps are limitless and can be health quizzes, polls, video
majority of social statements sound like they come from a corporate         contests, promotions, appointment bookings, etc. When apps are used by
drone, not a person. Who is posting the comments, the discussion            your Fans, they alert your Fan’s Friends that they have taken an action.
points, the Tweets and the Blog posts? Why not provide an air of            Remember St. Jude’s app-based Facebook e-commerce site. if someone
personalization and authenticity by leading with one or more                buys from St. Jude’s page, St. Jude’s gets a donation and an automatic
personalities. Real people that your visitors can really relate to.         referral to all of the buyer’s Friends.


2. FosTeR AdvocAcy                                                          4. PlAn AheAd
Ask and you shall receive. Actively ask your Fans and Followers             Blogs, twitter, Youtube and Facebook programs and posts will all
to “Like” you, ask them to participate in a poll or use Twitter to send     be richer and more timely if you first develop an editorial calendar.
them to a page on your website where they can upload stories and            Just consider the interest in flu during the flu season, skin cancer at
photos. Again, their advocacy and action beget the network effect           the beginning of summer, and nutrition messages ahead of holiday
that social media delivers in spades. you know the numbers. If your         meals. leveraging public interest in these specific subjects should be
average Facebook Fan has, on average, 130 Friends, then each                of particular importance to health insurers and any hospital interested
of these Friends will see all activity in their Newsfeed. That’s 130        in wellness. there are seasonal triggers as well as dedicated messaging
free messages. But to get them, you will need to ignite action.             related to your specific programs.




44                                                                          45
Flu.gov and HealthySocial is an example of a partnership that
meets all four of our criteria. They are fostering dialogue, advocacy
and action via the delivery of a Facebook app that spreads the word
about flu vaccinations. This simple, timely app could have been
created by any health insurance provider or hospital.


The “I’m a flu fighter” campaign goes even further to best industry
practice by integrating their message across multiple touch points
including Twitter, Facebook, the website, YouTube and an RSS feed.
What is truly inspiring about this program is that it is ultimately
low cost yet highly effective in using the network effect.




47
5. Provi d e va l u e
Because of the educational aspects of social media,
marketers should consider the benefits in providing educational
value. Value can be delivered in the form of consumer-oriented
news, entertainment, conversation-starters, promotions, and,
as discussed earlier, applications. In the video space where over
10.2 billion videos are streamed per month (July 2010, Brightcove),
not all videos should be corporate films with talking heads. Why not
take video to a higher level and deliver a deeper story and message.
Yes, a cancer patient will seek out a doctor’s perspective. But, why
not more preventive or wellness oriented messaging? This is a
social space that is virtually untapped at present.


Given the broad interest and confusion relating to the health care
bill, one would expect that health care organizations would see the
opportunity in commanding a leadership position in helping consumers
to understand the bill and its implications. Our search across the social
space netted one organization, BlueCross BlueShield of Michigan,
leading with this important message.


In respect to our point about integration, another of our Best Practices,
BlueCross BlueShield of Michigan extends the health care reform
messaging to a prominent section of their website with a call to action,
“Join the conversation” across their range of social media outlets.


48                                                                          49
6. Authe n t i c i t y A n d V o i c e                                  7. Think Mobile
We will try not to belabor the point that any social conversation       Social networking through mobile devices is the fastest growing
has to be authentic and must support your brand’s voice. While an       use for smartphones, according to digital analytics firm comScore.
obvious point, we think that the need for authenticity is especially
critical in health care communications.                                 All social networks can now be accessed on smartphones either
                                                                        through a browser or by an app. In fact, the number of people using
here A re f our simp l e g o A l s.                                     social networking applications on their smartphones has grown
                                                                        by 240% to 14.5 million users since last year.
1. Determine your brand voice. This is how you talk and sound.
   Most health care companies will fit between authoritarian,           At this point in time, thinking mobile means being aware that
   in the good sense, and caring.                                       your social media audience is expanding beyond the desktop and
                                                                        laptop and that your messages are now being seen in a much
2. Be true to and reflect your mission.                                 broader 24/7 environment.


3. Assign an “editor” who is responsible for maintaining consistency.


4. Consider actually naming the person who is responsible
   for your social media conversation. Why be so anonymous?




50                                                                      51
Active Mobile Apps
                                                                     8 . M e a s u r e a n d O p t iM i z e
It has been virtually impossible to find hospitals or insurance
companies that have useful mobile strategies. We see both            As we mentioned at the start of this discussion, all social programs
patient value as well as health care branding opportunities          should lead with objectives. While social media is still in its relative
in two areas. First, using SMS to keep in touch, as appointment      infancy, there are tools to help us better understand the value of our
reminders, even compliance. On a richer scale, smartphone apps       social programs. We understand that management will be asking,
can be created as information and branding tools to help patients:   “Why are we doing this and why are you asking for dedicated social
                                                                     managers?” Well, in many cases, social media will actually provide
       Take scheduled medicaTions
                                                                     more user data than most health care marketing programs.
       Track Pain
                                                                     s OMe q ua n t i tat i v e Me a sureMen t t O O l s incl ude:
       Track smokinG cessaTion
       PromoTe beTTer sleeP
                                                                     The measurement of inbound referrals to your corporate website
       as a dieT Tool
                                                                     from social media sites. Even basic Google Analytics can tell you
       PrePare for Procedures
                                                                     how many visitors are coming from social media.


Why does it seem that only private companies like ThePill.com        Facebook has improved their analytics in the form of their Insights
and Livehappy.com are executing in the mobile app space?             Dashboard, which shows data for fully integrated sites and sites that
Shouldn’t your hospital or insurance company’s apps be               use Facebook’s social plug-ins. Data includes demographics, daily
listed on iTunes App Store?                                          Likes, daily shares, feedback per share and re-share rate.




                 52                                                  53
There are a number of third-party tools that help you
track Twitter stats including, Tweets per hour, per month,
Tweet timeline reply statistics, how many Followers are
online presently, who retweets your messages, what
people are writing about you, even your Tweeting habits.


YouTube can be tracked by individual video performance
detail, including number of views, time spent viewing,
geographic data and trends.


You can also track the conversation universe by using
tools that will scour numerous social platforms for any
mention of your brand. These tools will allow you to break
down search results according to where your brand is
mentioned: Blog posts, images, videos, news items and more.


Now comes the most exciting element of social media—
optimization. Digital discussion is constantly moving and
evolving. A good plan will adapt to the changes and build
on the successes. Each conversation with every customer
is an opportunity to strengthen the relationship.




55
CONCLUSION
                                                                         YouTube
A P Ath t o S u c c eS S
                                                                         Next we recommend YouTube for added brand visibility. Your videos
Our discussions with health care marketers indicate that they
                                                                         should be informative, interesting (not too many white coats please) and
face a significant daily hurdle: How to staff and manage labor-
                                                                         search engine optimized to grow traffic. These health care videos play
intensive social media programs.
                                                                         triple duty by being shared across your Facebook and primary website.

citrus recommends that marketers prioritize their needs based
                                                                         TwiTTer
on a combination of business objectives, a clear holistic approach
                                                                         After you have created robust Facebook and YouTube channels, add
and the development of a plan based on staffing requirements.
                                                                         Twitter to your mix. Twitter primarily offers a platform for promotions
In general, we recommend starting with Facebook.
                                                                         and customer service. Twitter requires daily feeding and offers direct
                                                                         communications with your Followers. If you publish high-value,
FA ceboo k
                                                                         high-interest Tweets, your messages will be shared.
Facebook offers a very large audience, consumer engagement, two-
way conversations and the amplification of messaging through viral
                                                                         ciTrus services
momentum. Create a branded experience though the development
                                                                         citrus is a group of marketers, designers, thinkers, and strategists
of a custom designed opening page and apps that deliver active
                                                                         committed to delivering integrated communication programs
engagement. A key goal will be building a strong base of Fans
                                                                         that connect, inspire and motivate.
that “Like” your Fan page so be active in asking for those “Likes.”

                                                                         We believe that it is our job to help clients move their audience
Assign the management of Facebook to an experienced marketer who
                                                                         to action. We help provide the fuel that feeds imagination that
can be trusted with your company’s voice. As we mentioned earlier, we
                                                                         ignites action... that moves people.
think that you should consider actually naming this person (Proctor &
Gamble does) so your out-bound messaging and dialogue sound authentic.


56                                                                       57
Conta Ct


If you are interested in our strategic advice on social
media programs and how they fit into and support
your master marketing objectives, give us a call.


citrus
107 SE Washington Street, suite 620
Portland, OR 97214


Peter Levitan, President & CEO
peter.levitan@hellocitrus.com
o: 541.550.4255


Tracy White, Marketing Director
tracy.white@hellocitrus.com
o: 541.550.4246




58                                                        59
The Gather Project: A Review of Healthcare Social Media 10.10

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The Gather Project: A Review of Healthcare Social Media 10.10

  • 1. :001 THE GATHER PROJECT S o c i a l M e d i a S n a pS h o t : he a l t h c a r e 1
  • 2. T h e G aT h e r P r o j e cT Social and mobile media have altered the marketing landscape so dramatically in the past five years, even the most experienced travelers have trouble finding their way. citrus launched The Gather Project to uncover these changes and track how companies across a wide spectrum of industries are adapting. The end result will be a comprehensive roadmap for marketers to follow as they explore the digital world. ciTrus citrus is a new breed of creative agency born to jolt your audience from the ordinary with rich, integrated, immersive campaign experiences. With a wicked mix of masterful expertise and youthful enthusiasm, we perform a flurry of kicks and chops that elevate brands into the hearts of people. The results transcend the traditional model by bridging the space between awareness and continued engagement to form a deeper, amplified interaction with your story. 3
  • 3. :001 THE 01010000 GATHER PROJECT I n t r o d u c tI o n the Importance and o p p o r t u nI t I e s o f s o cI a l m e dIa G a t h e r p r o j e c t m e t h o d o l o Gy 101101010000 results the health care scorecard c o r e fI n d I nG ro a d m a p : W h e r e d o W e G o from here? c o n c l u sI o n 01000110
  • 4. Introduction With over 550 million Facebook users, 150 million Tweeters and 50 million Bloggers, marketers can’t afford to relegate social media to the second page of a marketing plan. In 2011, it will be one of the most essential elements you use to connect with your customers. According to the Society of Digital Agencies, more than 45% of senior marketers named social media and networks as their top priority in 2010. It’s not a fad, it’s a reality. In the first of our Gather Series, citrus has conducted a study to better understand how health care marketers are using social media. The end result is a definitive snapshot of how the health care industry is adopting social media and how health care marketers can improve the power of these programs and optimize their social ROI in the future. The following pages will paint a comprehensive picture of social media in your industry: 1. We reveal the findings of our national survey taken by your peers. 2. We show you what others are doing and reveal who’s doing it the best (and worst). 3. We provide a roadmap to successfully integrate social media into your strategy. 6 7
  • 5. The Importance and personal networks, thereby providing marketers with exponential Opportunities of Social Media message amplification. Marketers now have the opportunity to influence the influencers and help them broadcast their brand’s Social media are highly scalable Internet and mobile-based message. It is this sort of relevant discussion that is proving to platforms and applications for sharing and discussing information. be dramatically more valuable than traditional marketing efforts. [ ] In 2010, the primary social media platforms used for marketing are Facebook, Twitter, YouTube, Flickr and Blogs. This list will undoubtedly H e a l t H c a r e m a r k e t e r s w H o change as new platforms are created. We are already seeing great d o n o t u n d e r s t a n d s o c i al media interest in location-based social platforms (geo-social), including m a r k e t i n g a r e s i m p l y n o t part FourSquare and Facebook’s new Places. o f t H e l a r g e r c o n v e r s a t ion. Unlike advertising, social media provides the opportunity for brands Given the growth of social media and its demographics, citrus and businesses to build and manage real-time direct relationships with can see no way that health care marketers can postpone building their target markets. As important, if not more so, social media helps industry-leading social media programs that leverage the interactive brands build messaging that can be shared by individuals with their and community-building benefits of social media. This relatively personal networks. People readily share information, thoughts, new media platform, on both the Internet and mobile devices, impressions and opinions about their experiences across their will usher in a highly effective relationship-building tool. 8 9
  • 6. social neTworkinG use conTinues To Grow amonG older users The perception of adult users who use social networking sites in each age group The 50+ Opp OrT uni T y If health care marketers are looking 100% for additional rationale for building sound, effective social media programs, 86% 83% they need to look no further than 76% 80% the growth of social media usage 73% 67% among people 50 years and older, 61% 58% a key demographic for the industry. 60% 48% 47% According to the Pew Internet & 36% 36% American Life Project (August, 2010), 40% 18-29 “Social networking use among Internet 25% 25% 26% 22% users ages 50 and older nearly 30-49 16% 20% doubled—from 22% in April 2009 16% 11% 13% 50-64 12% to 42% in May 2010.” 7% 4% 5% 7% 0% 65+ Sept May Nov April Dec May 2005 2008 2008 2009 2009 2010 Source: Pew Research Center’s Internet & American Life Project Surveys, September 2005 - May, 2010. All surveys are of adults 18 and older. 11
  • 7. Gather Project Methodology citrus utilized two techniques to create our analysis. N a t i o Na l P o l l We held informal discussions and used an online poll with health care marketers to determine their usage and attitudes towards social media. The review was conducted in October, 2010. Social Media Scorecard We reviewed 21 predominate health care providers on their Facebook, Twitter, YouTube and Blogs, as well as other social media tools. 13
  • 8. Results Despite the fact that most health care marketers have yet to build robust social media programs, they are becoming actively involved with and testing various social media platforms. some of o u r f i n d i nG s 4. Most organizations have not realized the power of social media for product or service delivery. 1. Over three-quarters of health care marketers plan on investing more in social media in 2011. 5. Facebook is by far the most used social media tool. Next is micro-Blogs like Twitter and YouTube, followed by Blogs. 2. The top social media priorities: building brand awareness and stimulating informal two-way conversations. 6. Most organizations do not have detailed social media policies or guidelines. 3. Most organizations do not believe that they are engaging in meaningful dialogue with customers through social media. Staffing 7. Privacy issues are a constraint. These will need for social media management will be a pressing issue in the next year. to be addressed in corporate policies. As you will see in the following sections of this report, there is a wide range of commitment to social media in late 2010. However, we do expect that more health care organizations will begin to link the opportunities of this new medium to marketing objectives and staff allocation. 14 15
  • 9. The Health Care Scorecard Introdu c tIo n Methodology The Health Care Scorecard grades 21 health care organizations, including hospitals, health care systems and health plan providers, We are using four criteria in our social media analysis. according to a set of quantitative criteria and citrus’ perception of social media program maturity. Note that we are not grading based IntegratIon - 30%: Is the marketer integrating their social media on overall Internet strategy, including a review of websites. However, program into their overall marketing program? We believe that we do believe that an organization’s social media strategy and synergy breeds efficiency. additionally, each element, from the execution is an indication of digital marketing prowess. Digital website to social media to mobile media, adds to the overall marketing proficiency is now inextricably tied to marketing success. integrated marketing effort in a world where people now get their information from a much wider array of sources. The information and data used to create our analysis are dynamic and time-based, as social media usage is growing exponentially. BrandIng - 30%: Building a strong, effective online brand It is our intention to keep our data fresh, and we will publish includes the delivery of consistent branding across program updates in the coming months. elements, cohesive messaging and brand voice, and the establishment of a competitive positioning. SocIal MedIa relevance - 30%: Brand presence in this relatively new space, brand and consumer activity, authenticity and marketing dedication. dIgItal MarketIng - 10%: activity in Blogs, interactive website elements, mobile marketing and email marketing. 16 17
  • 10. Healt H C a r e SC o r e C a r d COMPANY RANk CATeGORY ASSeSSMeNT Mayo Clinic 1 Hospital System Though relatively low Facebook numbers, Mayo rules YouTube and Twitter to drive leadership positioning. “They get it.” St. Jude Children’s Research Hospital 2 Hospital System Almost 40 years of a dedication to marketing is reflected in a superior social media program. Children’s Hospital Boston 3 Hospital System Another children’s hospital recognizes the power of the social conversation. Parents have passion. Cleveland Clinic 4 Hospital System Smart CeO driven integrated marketing program is beginning to leverage social tools. kaiser Permanente Thrive 5 Health Care Delivery System “Thrive” positioning owns “wellness” and is brought to life across social media with second highest list of videos. Johns Hopkins Medicine 6 Hospital System Highly integrated Facebook, Blog, YouTube and Twitter program. City of Hope National Medical Center 7 Hospital System In the game but could use much stronger social media branding and customization. Duke University Hospital 8 Hospital System “Connect with your health care at Duke Medicine” positioning is missed opportunity on their social sites. BlueCross BlueShield of Illinois 9 Health Plans A leading provider in social space but no presence on YouTube. Health care videos are too strong not to leverage. Rush University Medical Center 10 Hospital System Considering medical college focus, social presence is limited. Scripps Health 11 Hospital System One of the more active on Twitter but not reflected across Facebook and YouTube. Oregon Health & Science University 12 Hospital System Tepid social marketing from Oregon’s only health care and research university. Massachusetts General 13 Hospital System Social media policy stated on home page but limited social media. Privacy concerns outweighing marketing? Ronald Reagan UCLA Medical Center 14 Hospital System Surprisingly limited social media effort from a leading major market university hospital. Banner Health 15 Health Plans Middle of the road social program but it is integrated into master website. BlueCross BlueShield of Minnesota 16 Health Plans Low energy for such a strong brand. Providence Health Plans 17 Health Plans Twitter and Facebook are well integrated on website home page but little call to action equals low activity. Southwest Washington Medical Center 18 Hospital System Well integrated program including a dedication to the use of video. Could use more fans and views. UnitedHealth Group 19 Health Plans Huge health care insurer is not a huge participant in the social universe. Missed opportunity given traditional advertising programs. New York Presbyterian Hospital 20 Hospital System New York’s top ranked hospital hasn’t found its voice. Very limited, low involvement social strategy. WellPoint 21 Health Plans Very conservative brand position. Little social media presence. Data collected in October, 2010 18 19
  • 11. A c t i v i t y t rA c k We believe that activity data is a clear indication of an organization’s interest in social media, its on-going support and resulting consumer participation in messaging. Activity such as Facebook Likes, Twitter Followers and YouTube Views are clear indications of a company’s social media success. Facebook “Likes”: Likes are the ultimate marketing amplification tool. When someone Likes you or your content, it is broadcast to their Facebook Friends. (On average, each Facebook user has 130 friends). Likes are a good thing. Twitter Followers: Simply put, Twitter refers a ton of traffic to websites. It’s meant to be a content-referral network, so link-sharing and click-throughs are a given in many cases. YouTube Views: YouTube videos are searchable (they account for approximately 30% of all Google searches). 20 21
  • 12. Faceboo k a n a l y s i s T W I T T E R A nA l y s I s COMPANY # FANS CUSTOM TABS # VIDeOS COMPANY # SUBSCIBeRS BRAND PAGe # TWeeTS PeR Week Children’s Hospital Boston 439,440 Give, Connect, Invite, Interact 0 Mayo Clinic 90,641 Yes: MayoClinic 20 St. Jude Children’s Research Hospital 306,077 Patient of the Month, Thanks and Giving Campaign, Shop 4 St. Jude Children’s Research Hospital 10,366 No: StJude 16 Mayo Clinic 31,434 None 143 Johns Hopkins Medicine 9,029 Yes: JohnsHopkins 29 Cleveland Clinic 16,334 About Us, Facts, Let’s Move It!, Patient FAQs 413 Scripps Health 6,594 Yes: Scripps Health 25 BlueCross BlueShield of Illinois 13,393 Contest, Welcome, ecards, BCBSIL on FB 10 Cleveland Clinic 6,527 Yes: ClevelandClinic 42 kaiser Permanente Thrive 8,743 RSS/Blog 15 City of Hope National Medical Center 5,191 Yes: cityofhope 20 Johns Hopkins Medicine 8,719 Twitter 4 Duke University Hospital 4,450 Yes: Duke_Medicine 8 City of Hope National Medical Center 7,338 YouTube 6 Children’s Hospital Boston 3,497 Yes: ChildrensBoston 15 Duke University Hospital 2,861 None 0 Rush University Medical Center 2,147 Yes: RushMedical 11 Massachusetts General Hospital 2,774 email Sign Up, YouTube 16 BlueCross BlueShield of Illinois 1,604 Yes: BCBSIL 7 Rush University Medical Center 1,660 Welcome, Rush Resources, YouTube, Twitter 6 Oregon Health & Science University 1,589 Yes: OHSUHealthcare 30 Oregon Health & Science University 1,440 extened Info, e News 0 Ronald Reagan UCLA Medical Center 1,021 Yes: UCLAHealth 1 Scripps Health 1,111 Jobs, Twitter, YouTube, RSS/Blog 12 Banner Health 881 Yes: BannerHealth 2 Banner Health 1,042 New!, Twitter, YouTube, Job, Reviews 7 UnitedHealth Group 565 Yes: uhcfeds 5 BlueCross BlueShield of Minnesota 1,020 Twitter 33 kaiser Permanente Thrive 491 No: kpthrive 8 Southwest Washington Medical Center 776 Reviews 1 BlueCross BlueShield of Minnesota 480 No: BlueCrossMN 5 New York Presbyterian Hospital 396 None 0 Massachusetts General Hospital 380 No: Mass General 2 UnitedHealth Group 347 None 0 Southwest Washington Medical Center 263 Yes: swhealth 20 Providence Health Plans 331 None 2 WellPoint 178 Yes: wellpointhealth 5 Ronald Reagan UCLA Medical Center 231 None 1 Providence Health Plans 150 Yes: ProvHealth 4 WellPoint 175 None 0 New York Presbyterian Hospital 141 Yes: PAatNYP 0 Data collected in October, 2010 Data collected in October, 2010 22 23
  • 13. YouT uBE A nA l Ys i s Core Finding COMPANY # FOLLOWeRS BRAND CHANNeL # CHANNeL VIeWS # VIDeOS Mayo Clinic 2,203 Yes: mayoclinic’s Channel 183,865 959 s o c i a l l y u n h e a lT h y Providence Health Plans 1,473 No: otmills’s Channel 78,101 19 Our findings indicate that although there is high awareness St. Jude Children’s Research Hospital 730 Yes: MyStJude’s Channel 36,206 8 of the options, few health care marketers have created effective Johns Hopkins Medicine 692 Yes: JohnsHopkins’s Channel 42,201 13 programs that take full advantage of the range of marketing tools Duke University Hospital 633 Yes: DukeMedicine’s Channel 26,892 121 and opportunities provided by social media. Bottom line: few marketers Cleveland Clinic 358 Yes: Cleveland Clinic 54,193 424 are integrating social media into their master marketing programs. kaiser Permanente Thrive 302 Yes: kaiserpermanenteorg’s Channel 35,120 125 Ronald Reagan UCLA Medical Center 225 No: UCLAHealth’s Channel 11,160 28 Most marketers are content to place a Facebook or Twitter logo City of Hope National Medical Center 225 No: cityofhopeonline’s Channel 8,492 38 on their website as the first step toward integration. This low priority Scripps Health 118 No: ScrippsHealth’s Channel 86,526 170 approach leaves the potential of using social media to build strong, New York Presbyterian Hospital 100 Yes: newyorkpresbyterian’s Channel 26,128 210 long-lasting relationships with patients, caregivers and current Rush University Medical Center 63 Yes: rushmedicalcenter’s Channel 7,395 117 and future employees untapped. Children’s Hospital Boston 45 Yes: ChildrensHospital’s Channel 4,627 31 Banner Health 38 No: bannerhealthonline’s Channel 3,251 41 Oregon Health & Science University 35 No: OHSUhealth’s Channel 1,469 16 Massachusetts General Hospital 21 No: MassGeneralHospital’s Channel 1,462 16 BlueCross BlueShield of Minnesota 16 No: bcbsofmn’s Channel 2117 32 UnitedHealth Group 6 No: UHSInc’s Channel 5,298 9 Southwest Washington Medical Center 6 Yes: swstories’s Channel 3,459 16 WellPoint 3 No: ThinkWellPoint’s Channel 813 9 BlueCross BlueShield of Illinois None None None None Data collected in October, 2010 24 25
  • 14. Roadmap: Where do we go from here? E i g h t S o c i a l ME d i a M uS t S The chatter about social media is constant. We are bombarded on a daily basis with advice, white papers, opinions and seminars. While all of this chatter can be unnerving, citrus believes that 1. An Objectives Driven Program companies ignore the potential of social media at their own peril. We may not yet know the true power of social media, but we 2. Brand Consciousness cannot ignore the fastest growing area of the Internet. 3. Integrate By comparing the social media programs of both leaders and laggards with the best practices of the overall marketing universe, 4. Ignite Action citrus has established a set of guidelines to help health care marketers achieve smarter, more competitive programs moving forward. 5. Provide Value In the following section, we outline these eight key Best Practices 6. Authenticity and Voice and examine the social media programs of five health care marketers based on these principles. 7. Think Mobile 8. Measure and Optimize 26 27
  • 15. 1 . A n O b j e c t i v e s D r i v e n P rOgr Am All social media programs must start with a high-level marketing objectives statement. “I need Facebook, Twitter, social media” simply isn’t a starting point or a sustainable program. Your social media program has to support your Master Brand Strategy and specific marketing objectives. You must understand your target market, what you expect them to do and build on their current social media habits. The reason to use social media isn’t that it exists. The reason is that it provides unique communications benefits that can be utilized to meet clear objectives. Very few media options offer the network effect of social media. Leveraging your target market’s personal networks across Facebook, Twitter, YouTube and Blogs provides a significant amount of highly efficient marketing and brand advocacy. 29
  • 16. T he Ob jec T i v e O f fa me Building a strong national reputation is a clear objective of many major hospitals. By examining the Facebook “Like” numbers for five of the most famous facilities in America, it is clear who has an objective- based approach to social media and has dedicated resources to achieve their goals through the use of social media channels. Cleveland Clinic, over 16,000 Likes Johns Hopkins Medicine, over 8,500 Likes Mayo Clinic, over 31,000 Likes New York Presbyterian Hospital, over 350 Likes St. Jude Children’s Hospital, over 306,000 Likes And, then there is Dr. Oz who has over 814,000 Likes. in L O v e w i T h S T. jude’S In addition to having focused on building an astounding Facebook Fan base, St. Jude’s goes even further to meet corporate objectives by opening their Facebook site on one of their custom tabs that seeks donations through the sales of merchandise. Another custom tab called “Donate Now,” links directly to the donation page on St. Jude’s master website. The St. Jude’s objective is clear, and with over 306,000 Likes and growing, they appear successful. Many hospitals have foundations. Why is St. Jude’s alone in leveraging the power of social media for generating donations? 30
  • 17. 2. Brand C o n sC i o u s n e s s Social media, like all outbound media, is a branding tool and should reflect, support and enhance the essence of your brand. Unfortunately, many brands do not use the design tools inherent in many social media channels to support their brand. Facebook allows brands to control their image on the left side of their Wall, or more importantly, open directly to a custom designed page. Custom branded apps are an effective brand-driver as well. Twitter allows branding around the core message box, YouTube provides tools for custom branding via Channels, and all Blogs are 100% controlled by the marketing department. However, in the health care category, even leading hospitals are not delivering a robust brand experience. C a se in p oin t: Massachusetts General, a leading hospital with over 1.5 million patient visits per year, has a well-designed website, but has chosen to take a default route to their Facebook page. 32
  • 18. Scripps Health’s Twitter page has a brand supporting graphic look while Kaiser Permanente Thrive has again gone the default route with the placement of a small virtually impossible to read logo on the top of the page. It is so easy to take advantage of first stage branding tools that we wonder why this isn’t an element of many marketing programs.
  • 19. 3. Integrate citrus knows that the strongest marketing programs integrate all elements under common objectives, strategies and creative themes. Social media should not be viewed as a stand-alone program. Often we see that health care organizations are content to simply show a Facebook or YouTube logo on the front page of their website as a means of integration. This is a major missed opportunity to link messaging across communications channels. Examples of integration include using YouTube both as a branded channel and integrated video platform for your Blog, website and Facebook page. You can integrate your Tweets and Facebook messages across both of these platforms and your website automatically. This provides a sense of activity and freshness to all of your messaging and Internet channels. 36 37
  • 20. On a very simple level, MD Anderson Center at least pushes their Twitter audience to their Facebook page though the link at the left. While rudimentary, it is more than most Twitter pages do to deliver synergy. Johns Hopkins links its efforts through a website page that lists all of its social media programs. Alegent Health goes farther by integrating their Facebook Fan effort on their Blog. Alegent could be going further to include their Facebook posts as a live stream, but they are at least providing a tool to increase Facebook “Likes” into their Blog program. 38
  • 21. M ayo Cl iniC: T he l e a der The leader in hospital branding and marketing integration is, without question, Mayo Clinic. The Mayo Clinic treats over 500,000 patients every year. Because of the power of their brand, approximately 25% of their patients come from other states and countries. The Mayo Clinic’s reputation, which benefits both patients and staff, is not an accident. Marketing has been viewed as a major element of hospital operations and the Mayo Clinic clearly recognizes the power of social media. The Clinic frequently posts YouTube videos on a variety of topics, and has over 1 million views on their YouTube account and 30,000+ Facebook Likes. This July, the Clinic announced that it would be launching a Center for Social Media. According to the Wall Street Journal, the Center “will expand social media tools beyond the traditional P.R. and marketing functions to use by staff, physicians and patients.” The Mayo Clinic also offers resources on their website, Blogs and Podcasts (with dozens on iTunes). This information is easily searchable via search engines, and drives their marketing reach. 40
  • 22. 4 . I g nI t e A c tI o n By the nature of being social, Facebook, Blogs, YouTube and Twitter are active communications environments. However, many brands do not actively engage their Fans and social networks beyond the use of default tools and outbound—rather than truly engagement-oriented—messaging. Being active in the social realm requires a dedicated communications and programming effort that many marketers have not staffed to full advantage. W e rec ommend A f our - pA r t p r o gr A m. 1. FosTer Dialog it’s not dialogue unless you foster a two-way conversation. seek out interaction and visitor comments and posts. Then respond with a sense of immediacy. Create fresh subjects that your visitors will want to respond to. in the health care field, we all too often see posts that sound more like press releases than compelling messages. Most visitors are not that interested in the name and photo of a new doctor or machine. 42 43
  • 23. A key benefit of driving conversation between you and your audience, 3. Build in Action and even peer-to-peer conversations, is that your Fans will automatically Facebook in particular offers the ability to create custom experiences alert their network about their dialogue. This amplification effect through the use of apps. Facebook can go beyond its core functionality may be one of the major benefits of your social media program. to offer your visitors an active, participatory, even website-like experience. We’ve seen simple apps that help broadcast health-related messages like An interesting gap is how organizations use their “voice.” The vast getting a flu shot. Apps are limitless and can be health quizzes, polls, video majority of social statements sound like they come from a corporate contests, promotions, appointment bookings, etc. When apps are used by drone, not a person. Who is posting the comments, the discussion your Fans, they alert your Fan’s Friends that they have taken an action. points, the Tweets and the Blog posts? Why not provide an air of Remember St. Jude’s app-based Facebook e-commerce site. if someone personalization and authenticity by leading with one or more buys from St. Jude’s page, St. Jude’s gets a donation and an automatic personalities. Real people that your visitors can really relate to. referral to all of the buyer’s Friends. 2. FosTeR AdvocAcy 4. PlAn AheAd Ask and you shall receive. Actively ask your Fans and Followers Blogs, twitter, Youtube and Facebook programs and posts will all to “Like” you, ask them to participate in a poll or use Twitter to send be richer and more timely if you first develop an editorial calendar. them to a page on your website where they can upload stories and Just consider the interest in flu during the flu season, skin cancer at photos. Again, their advocacy and action beget the network effect the beginning of summer, and nutrition messages ahead of holiday that social media delivers in spades. you know the numbers. If your meals. leveraging public interest in these specific subjects should be average Facebook Fan has, on average, 130 Friends, then each of particular importance to health insurers and any hospital interested of these Friends will see all activity in their Newsfeed. That’s 130 in wellness. there are seasonal triggers as well as dedicated messaging free messages. But to get them, you will need to ignite action. related to your specific programs. 44 45
  • 24. Flu.gov and HealthySocial is an example of a partnership that meets all four of our criteria. They are fostering dialogue, advocacy and action via the delivery of a Facebook app that spreads the word about flu vaccinations. This simple, timely app could have been created by any health insurance provider or hospital. The “I’m a flu fighter” campaign goes even further to best industry practice by integrating their message across multiple touch points including Twitter, Facebook, the website, YouTube and an RSS feed. What is truly inspiring about this program is that it is ultimately low cost yet highly effective in using the network effect. 47
  • 25. 5. Provi d e va l u e Because of the educational aspects of social media, marketers should consider the benefits in providing educational value. Value can be delivered in the form of consumer-oriented news, entertainment, conversation-starters, promotions, and, as discussed earlier, applications. In the video space where over 10.2 billion videos are streamed per month (July 2010, Brightcove), not all videos should be corporate films with talking heads. Why not take video to a higher level and deliver a deeper story and message. Yes, a cancer patient will seek out a doctor’s perspective. But, why not more preventive or wellness oriented messaging? This is a social space that is virtually untapped at present. Given the broad interest and confusion relating to the health care bill, one would expect that health care organizations would see the opportunity in commanding a leadership position in helping consumers to understand the bill and its implications. Our search across the social space netted one organization, BlueCross BlueShield of Michigan, leading with this important message. In respect to our point about integration, another of our Best Practices, BlueCross BlueShield of Michigan extends the health care reform messaging to a prominent section of their website with a call to action, “Join the conversation” across their range of social media outlets. 48 49
  • 26. 6. Authe n t i c i t y A n d V o i c e 7. Think Mobile We will try not to belabor the point that any social conversation Social networking through mobile devices is the fastest growing has to be authentic and must support your brand’s voice. While an use for smartphones, according to digital analytics firm comScore. obvious point, we think that the need for authenticity is especially critical in health care communications. All social networks can now be accessed on smartphones either through a browser or by an app. In fact, the number of people using here A re f our simp l e g o A l s. social networking applications on their smartphones has grown by 240% to 14.5 million users since last year. 1. Determine your brand voice. This is how you talk and sound. Most health care companies will fit between authoritarian, At this point in time, thinking mobile means being aware that in the good sense, and caring. your social media audience is expanding beyond the desktop and laptop and that your messages are now being seen in a much 2. Be true to and reflect your mission. broader 24/7 environment. 3. Assign an “editor” who is responsible for maintaining consistency. 4. Consider actually naming the person who is responsible for your social media conversation. Why be so anonymous? 50 51
  • 27. Active Mobile Apps 8 . M e a s u r e a n d O p t iM i z e It has been virtually impossible to find hospitals or insurance companies that have useful mobile strategies. We see both As we mentioned at the start of this discussion, all social programs patient value as well as health care branding opportunities should lead with objectives. While social media is still in its relative in two areas. First, using SMS to keep in touch, as appointment infancy, there are tools to help us better understand the value of our reminders, even compliance. On a richer scale, smartphone apps social programs. We understand that management will be asking, can be created as information and branding tools to help patients: “Why are we doing this and why are you asking for dedicated social managers?” Well, in many cases, social media will actually provide Take scheduled medicaTions more user data than most health care marketing programs. Track Pain s OMe q ua n t i tat i v e Me a sureMen t t O O l s incl ude: Track smokinG cessaTion PromoTe beTTer sleeP The measurement of inbound referrals to your corporate website as a dieT Tool from social media sites. Even basic Google Analytics can tell you PrePare for Procedures how many visitors are coming from social media. Why does it seem that only private companies like ThePill.com Facebook has improved their analytics in the form of their Insights and Livehappy.com are executing in the mobile app space? Dashboard, which shows data for fully integrated sites and sites that Shouldn’t your hospital or insurance company’s apps be use Facebook’s social plug-ins. Data includes demographics, daily listed on iTunes App Store? Likes, daily shares, feedback per share and re-share rate. 52 53
  • 28. There are a number of third-party tools that help you track Twitter stats including, Tweets per hour, per month, Tweet timeline reply statistics, how many Followers are online presently, who retweets your messages, what people are writing about you, even your Tweeting habits. YouTube can be tracked by individual video performance detail, including number of views, time spent viewing, geographic data and trends. You can also track the conversation universe by using tools that will scour numerous social platforms for any mention of your brand. These tools will allow you to break down search results according to where your brand is mentioned: Blog posts, images, videos, news items and more. Now comes the most exciting element of social media— optimization. Digital discussion is constantly moving and evolving. A good plan will adapt to the changes and build on the successes. Each conversation with every customer is an opportunity to strengthen the relationship. 55
  • 29. CONCLUSION YouTube A P Ath t o S u c c eS S Next we recommend YouTube for added brand visibility. Your videos Our discussions with health care marketers indicate that they should be informative, interesting (not too many white coats please) and face a significant daily hurdle: How to staff and manage labor- search engine optimized to grow traffic. These health care videos play intensive social media programs. triple duty by being shared across your Facebook and primary website. citrus recommends that marketers prioritize their needs based TwiTTer on a combination of business objectives, a clear holistic approach After you have created robust Facebook and YouTube channels, add and the development of a plan based on staffing requirements. Twitter to your mix. Twitter primarily offers a platform for promotions In general, we recommend starting with Facebook. and customer service. Twitter requires daily feeding and offers direct communications with your Followers. If you publish high-value, FA ceboo k high-interest Tweets, your messages will be shared. Facebook offers a very large audience, consumer engagement, two- way conversations and the amplification of messaging through viral ciTrus services momentum. Create a branded experience though the development citrus is a group of marketers, designers, thinkers, and strategists of a custom designed opening page and apps that deliver active committed to delivering integrated communication programs engagement. A key goal will be building a strong base of Fans that connect, inspire and motivate. that “Like” your Fan page so be active in asking for those “Likes.” We believe that it is our job to help clients move their audience Assign the management of Facebook to an experienced marketer who to action. We help provide the fuel that feeds imagination that can be trusted with your company’s voice. As we mentioned earlier, we ignites action... that moves people. think that you should consider actually naming this person (Proctor & Gamble does) so your out-bound messaging and dialogue sound authentic. 56 57
  • 30. Conta Ct If you are interested in our strategic advice on social media programs and how they fit into and support your master marketing objectives, give us a call. citrus 107 SE Washington Street, suite 620 Portland, OR 97214 Peter Levitan, President & CEO peter.levitan@hellocitrus.com o: 541.550.4255 Tracy White, Marketing Director tracy.white@hellocitrus.com o: 541.550.4246 58 59