This document discusses using social media to measure ROI for healthcare organizations. It provides an agenda and overview of key topics including how healthcare information is now social, challenges with social media, and how to build a business case. It then outlines a 5 step process for calculating ROI: 1) plan goals, 2) listen to social conversations, 3) engage audiences, 4) measure metrics, and 5) refine strategy. A case study is presented on how MD Anderson used social listening to increase patient referrals by 9.5% in 3 months. Resources for further information on social media ROI are also provided.

1. Social Media Measurement & ROI for HealthCarePkids WebinarConnie BensenMarch 22, 2011

2. AgendaHealthcare IS SocialSocial Media ChallengesThe Business CaseSocial Media StrategyCalculating ROI in 5 StepsCase Study

3. Healthcare is socialNational Research Corporation23,000 Americans were surveyed in February of 20111 in 4 saytheinfois ‘likely’ or ‘verylikely’ toinfluencethem20 % use social media sites to make healthcare decisions32 % had a ‘veryhigh’ trust in social mediaOnly 7 % had ‘verylow’ trustDemographics: Avgage = 41; Household income of $75,000 or more were more likely to use social media sites

4. Pew Internet & American Life Project, 200875% with chronic condition turned to the internet75-80% of U.S. adult Internet users sought health information online59% of newly diagnosed search the internet57% of newly diagnosed are eager to share31% know someone that was helped by internet info60% agree "The internet is full of misinformation and propaganda that too many voters believe is accurate."

5. Mapping Engagement & Investment by Condition

7. Examples of Health Organizations Using Social Media

8. Objections by C Suite FearChangeWaste of timeRiskCan't measure returnHow to Overcome:Speak their language

9. Inventory of communication assets

10. What behavior change is needed of the culture?Ie: what’s the point? (hat tip to Phil Baumann)

11. The Business Case for Social

12. Set Goals to MeasureIncrease brand visibilityIncrease patient loyalty

13. Increase effectiveness of marketing campaigns

14. Improve public relations effectiveness

15. Ensure core competency of hospital/services is aligned with ailment conversations (geography specific)

16. Increase customer satisfactionPharma specificDocument problems with drugs

17. Improve product success ratios Tip – Choose 1 or 2 to start with

18. A Prescription for Measuring Social SuccessPlanListenEngageMeasure & ReportRefine

19. 1. Plan Based on Objective(s) Choose One that Meets your Business Goals% Increase in New Patients% Increase in Brand Visibility% Reduced spend on PR, Marketing & Advertising% Increase in Leads from Campaign% Reduction in Customer Complaints% Increased SEO PresenceNote that the objectives drive the metrics which need to be measureable.

20. 2. Listen to the Social WebChoose toolsFree Google AlertsHootSuite, TweetdeckSocialMentionPaid (aggregate results and TrackurAlterian SM2Radian6Decide on keywordsDocument

21. Google AlertsSet up searches http://www.google.com/alertsSearch for:Organization name, acronymProminent staffCampaignsCreate a rule in email to corral them

22. Hootsuite is a dashboard that simplifies using TwitterSign up for an Account at http://hootsuite.com

23. Setting up HootSuiteCreatecolumns to filter topics.Tabs can be set up to organize the columnsAbility to post to monitor & post to multiple platforms

24. Everything is Measurable

25. WikisBlogsTwitterFacebookMessage BoardsYour SiteWeb AnalyticsYouTubeLinkedIn

26. CollectAlterian SM2 indexes the entire social media universe, across the globe and across all platforms. StoreAlterian’sSocial Media WarehouseSM, created in 2007, contains over 5 billion social media mentions, blogs, tweets, posts, images and conversations. UnderstandAn incredibly powerful and intuitive tool, the AlterianSM2 User Interface enables clients to visualize, analyze, communicate and share findings. Turn content into actionable insight. The SM2 Technology ComponentsOver 5 Billion Results

27. Daily VolumeHow much arepeople talking about your brand?Since 3/1/201014888 mentionsTrending avg: 149/day

28. Volume: Social ChannelsWhere are they talking?

29. Where are conversations taking place online?Focus on places consumers are most active.Plan your strategy.

30. Where does your audience reside?Identify new stakeholder groups. Grow membership base.

31. How do consumers feel about your brand?Find out what they do or don’t like... and who’s letting you know.

32. Listen to Find CommunitiesEvangelists AdvocatesInfluencers

33. Tips for Tracking Social Media CampaignsMonitoring a brand or campaign is sometimes challengingTips to make tracking easierUse a hash tagUse a tag lineUse bit.ly links Use shorter Tweets so that they can easily be retweetedTips for making measuring easierIsolate your social campaign so response can be measuredCreate a microlanding pageDon’t run another campaign concurrently

34. 3. Engaging is like a TransfusionSocial Web offers opportunity to:Infuse new life into contentSpread healthy contentEncourage sharing

35. Build a holistic online presenceLinkedInTwitterRSSFeedswebsiteSlide ShareCorp blogYouTubeET-TVFacebookYbc/VIP PlayerCustomerCommunity

36. Write Once - Publish many timesTweet key takeawaysRepackage as presentationStart a discussionAdd voice for videoChop into episodic blog postsDeploy as formal releaseRepurposing content opens new points of distribution and has a compounding effect on reach

37. Best PracticesParticipate in social networksBuild relationships on Twitter, Facebook & LinkedIn groupsComment on blogs and contribute links to your content Content Marketing Create content that is educational & provides valueRemember that people learn in different ways so use a variety of formats: blog post, pdf, slide decks, podcasts, videosPlace on shareable sites such as YouTube, SlideshareSyndicate to LinkedIn, FacebookShare on TwitterRemember to set information free. The desired behavior will happen after the trust and relationship is built.

38. 4. Measure what makes sense for the Objective:% Increase in New PatientsSurvey incoming: How did you hear about us?% % Increase in Brand VisibilityAmount of increased conversation% Reduced spend on PR, Marketing & AdvertisingCompare previous quarter to present% Increase in Leads from CampaignsCount number of leads (track social campaign separtely)% Reduction in Customer ComplaintsCompare previous quarter to presentIncreased customer satisfaction - qualitative% Increased SEO PresenceGoogle your brand/product!

39. Items to MeasureActivity and Engagement (remember! % increase)Members, number of followers Number of mentionsNumber of comments (ratio of comments to post)Tags, votes, bookmarksInbound linksReachnumber of views on YouTube, Slideshare, Flickr, etcNumber of retweetsReferrals

40. Calculating ROIDecide on the objective (it needs to be measurable).2. What is the % increase or decrease change in behavior that is wanted. (Need to know the value of increment)3. Measure the baseline.After a given period (or campaign time) take the measurementCalculate the ROI based on the cost* Remember! It’s about building relationships.