This document outlines five key steps for measuring the return on investment (ROI) of social media strategies for healthcare organizations: 1) decide on key performance indicators, 2) set goals for those indicators, 3) evaluate effective content types, 4) use tools to track results, and 5) report data to stakeholders. It then provides case studies of social media campaigns conducted by Cleveland Clinic and Johns Hopkins Medicine to increase brand awareness and patient acquisition.

1. ROI of Social Media Strategies
5 Steps to Success
Therese Lockemy, Director of Internet Marketing & Social Engagement
Amanda Todorovich, Content Marketing Director at Cleveland Clinic
Ragan Healthcare Social Media Summit, Johns Hopkins Medicine

2. Agenda
• Introductions
• 5 Key Steps to ROI
• Cleveland Clinic Case Study
• Johns Hopkins Case Study
• Open Discussion
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3. Let’s get started!
Amanda Todorovich
Content Marketing Director
Cleveland Clinic
@amandatodo
Therese Lockemy
Director of Internet Marketing
& Social Engagement Johns
Hopkins Medicine
@tlockemy
#RaganHealthcare

4. How do you define ROI?
How does your leadership define ROI?
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5. ROI Of Social Media Strategies
1. Decide on your key performance indicators (KPI’s).
2. Set realistic goals for identified KPI’s.
3. Evaluate which types of content work best to meet your
goals.
4. Use tools: e.g. Google Analytics, CRM to track results.
5. Put data to work to engage stakeholders and get executive
support.
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6. 1. Decide On Your Key Performance Indicators
1. Growth in community/connections.
2. Engagement = reach/actions taken.
3. Shares of content.
4. Traffic to your website.
5. Page depth.
6. Conversion rate.
7. Cost per click.
8. Cost per engagement.
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Measurable.
Accessible data.
Will tell a story.

7. • Growth in community/connections = 500
• Engagement = reach/actions taken = 6%
• Shares of content = 1500
• Traffic to your website = 2000 sessions
• Page depth = 3+
• Conversion rate = 20%
• Cost per click = Under .20¢
• Cost per engagement = Under .9¢
2. Set Realistic Goals For Identified KPI’s
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8. 3. Evaluate which types of content work best to
meet your goals.
E-book
Brand
Journalism
Health &
Wellness
Landing page
w/direct CTA
Patient Stories

9. 4. Use Tools To Track
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10. 5. Put Data To Work To Engage Stakeholders
and Get Executive Support
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11. 5. Put Data To Work To Engage Stakeholders
and Get Executive Support
#RaganHealthcare

12. 5. Put Data To Work To Engage Stakeholders
and Get Executive Support
#RaganHealthcare

13. 5. Put Data To Work To Engage Stakeholders
and Get Executive Support
#RaganHealthcare

14. 5. Put Data To Work To Engage Stakeholders
and Get Executive Support
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15. Cleveland Clinic Case Study:
Heart Health Awareness Month
• GOAL: National Brand Awareness
• #1 heart center in the country for 21 years
• PR team did a survey about heart health
• Specific questions about diet
• Identified need to educate about Mediterranean Diet
• Developed a series of cooking demos
• Mediterranean Diet-friendly
• Utilized the Cleveland Cavaliers chef + our expert dietititian
• Created (28) blog posts, infographics & videos
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16. #RaganHealthcare

17. #RaganHealthcare

18. #RaganHealthcare

19. Results
• February 2015 traffic: 2,690,298 sessions
• Cooking Shows:
• Salmon 1,384 YouTube views
• Oatmeal 7,201 YouTube views
• Quinoa 2,113 YouTube views
• Hummus 1,961 YouTube views
• 31 posts on Facebook (tagged with #LoveYourHeart)
• 6 posts with over 350K reach
• 7 LinkedIn posts
• Average .90% engagement
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20. Results
• 26 Instagram posts with a total of 2,697 likes
• 21 Vine(s) for a total of 22,500 loops
• 48,170,588 million impressions of #loveyourheart on Twitter
• 4,424 tweets on the #loveyourheart hashtag
• 2,923 people participated in the Twitter conversation, #loveyourheart
• 7 CCNS Heart Month videos posted on Twitter, 1,859 video plays
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21. But did it work?
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22. Did it work?
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23. Johns Hopkins Medicine Case Study:
Heart & Vascular Health Awareness & Patient
Acquisition
• GOAL: National Brand Awareness & Patient Acquisition
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24. Your Turn
• Take 20 minutes
• List out what your approach would be in
social.
• What KPI’s should you be measuring?
• What are realistic measures for these KPI’s?
• What types of content will you use to meet
these goals?
• How will you gather the metrics?
• How will you report these back to leadership?
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25. Johns Hopkins Medicine Case Study:
Heart & Vascular Health Awareness & Patient
Acquisition
• GOAL: National Brand Awareness & Patient Acquisition
• Want to reach the
• Well & well read
• The sick & seeking
• Multi-Channel Approach
• SEM
• Content Syndication
• Social Media Marketing
• Content Package that looks at health continuum.
• Health and wellness (Awareness)
• Q & A’s, Patient Stories, Brand Journalism (Education)
• CTA for screenings, Physician Directory (Growth)
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26. Well & Well Read (Awareness)
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27. #RaganHealthcare
Well & Well Read (Awareness)

28. Sick & Seeking (Education)
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29. Sick & Seeking (Growth)
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30. Results – 6 months
• Page Likes: 3,048
• Reach: 821,678
• Clicks from Facebook: 36,754
• CPC: .21 ¢
• Heart Health e-book downloads
• 511 conversions
• .21% conversion rate
• Actions: 47,817
• Engagement rate: 6.6%
• Varicose Veins Screening
• 17 Conversions (12 days)
• $16.50 per conversion
• Shares of content: Over 20K shares
• Traffic & Conversions
• 48,347.01% increase in session traffic for “HVI Campaign”
• 8,058 went to physician directory.
• 46 went to “request an appointment.”
• 2,872 went to the Heart and Vascular department site.
• 68% increase in those that stayed on the site for 15+ minutes.
• 180 navigated to our main health newsletter signup.
• WOM = Priceless
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31. Sharing of Results to Show Impact
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32. Thank you!
Amanda Todorovich
Content Marketing Director
Cleveland Clinic
@amandatodo
Therese Lockemy
Director of Internet Marketing
& Social Engagement Johns
Hopkins Medicine
@tlockemy
#RaganHealthcare