The Canadian Orthopaedic Association aims to increase funding for orthopaedic surgeons through a social media campaign. The campaign goals are to lobby the government for more hospital funding, create public awareness of orthopaedic operations/surgeons, and improve the COA's public image. Objectives include gaining followers on social media, meeting with government officials, and increasing brand recognition and membership. The COA will use tactics like Twitter, Facebook, YouTube, and blogs to engage the public and government. Expected outcomes are more informed Canadians, increased hospital funding, and public pressure on the government.

1. Implementing Social Media: The Canadian Orthopaedic Association Anna Campbell, Carla Howard, Amie Lauder, NimaRanawana, Parveen Singh

2. The story so far… Orthopedic surgeons and doctors are struggling to find employment Hospitals have limited budgets for the orthopedic departments There is a demand for orthopedic surgeons and exceptionally long wait lists

3. Key Messages Foot loose? Cut us some loot! Demonstrates the struggle doctors are facing Fun and catchy Provides a solution Will aid when lobbying the government

4. Goals To lobby the federal government to increase hospital funding for orthopedic surgeons Create a public awareness campaign via social media on Canadian orthopedic operations and surgeons To use social media to improve COA’s image to all its publics in Canada

5. Objectives Use social media to gain 350 followers on the issue at hand within three months of social media launch Obtain two meetings with Health Canada’s finance department by October 2011 to discuss financial outlook for 2012. Achieve this by public pressure and media relations To have 555 followers on the home COA Facebook site by three months Maintain a Twitter feed and connect with 75 followers within six weeks

6. Objectives cont’d Increase brand recognition (COA’s) by 45 per cent of Canadians in Ontario by January 2012. Achieve this by social media methods, advertisements and media coverage. Increase membership of orthopedic surgeons in Canada by 77 per cent within six months of social media plan. Have a joint press conference with Health Minister by August 2011 to announce COA’s presence and objectives for the next fiscal year.

7. Positioning Statement Canadian Orthopedic Association (COA) provides a lobbying and public awareness platform to speak for the orthopedic surgeons across Canada.

8. Internal Environment Has an elected counsel of doctors Has a low level of social media usage Strength: there is a demand and a large budget Weakness: small number publics Opportunity: can develop a strong social media campaign Threat: lack of social media knowledge

9. External Environment Primarily public is all practicing doctors Secondary public is patientsand hospitals Orthopedic issues have the potential to affect every Canadian Typical in older people but as the baby boomers are aging, this is a large demographic

10. Engaging the External Environment Use social media to open the channels of communication Start a social media campaign to appeal to broader publics Inform the government of the challenges that lie ahead

11. Eight Methods Employ Twitter to have daily contact with followers and give updates on the campaign Update and maintain the Facebook page, create a campaign page, “Colour of Your Socks” campaign YouTube video campaign, videos will target specific audiences Social media release will tie all accounts together for the internet savvy

12. Eight Methods cont’d Improve the level of interactivity on the COA website A blog will be created to provide more detailed information, will be a great place to show pictures of past events Slideshare will be used as a public forum to demonstrate our interests in a formal way Survey Monkey will be used to monitor the interest in our campaign as well as monitor how educated people

13. Measurements and Metrics Feedback on Facebook, Blog, Twitter etc. will let us keep a pulse on what publics like Google Analytics will give us quantitative information Conduct interviews with current orthopedic staff, students and patients on the campaign

14. Measurements and Metrics cont’d Monitor the growth of members and usage on social media sites Number of meetings obtained with Health Canada is an indicator of success Evaluative surveys

15. Budget Total Cost: C$13,395 for the six month campaign Minimal output required Costs are for time, and equipment One person required for all aspects but the YouTube video

16. Expected Outcomes Canadians will be more informed about the issue Have the government provide more funding in the hospitals so more orthopedic services can be provided Media coverage will put pressure on the government Publics will grow creating more support on the social networking sites for “Foot loose? Cut us some loot!”