The document evaluates social media's impact on healthcare branding and consumer engagement, highlighting UK Healthcare's limited yet growing presence in social media. It emphasizes the importance of word-of-mouth and digital dialogue for influencing patient decisions and offers insights into best practices for effective social media use in the healthcare sector. Key takeaways include the need for consistent content updates and community engagement to enhance brand perception and patient interaction.

1. Social Media EvaluationMarch 12, 2010

2. Consumer-Based Brand Metrics2FamiliarityPromise: Organizational and ProductExperienceDialoguePreferenceComprehensionAssociationsCo-brand ValueSatisfactionWord-of-Mouth ExpectationsConsumer interactionAdvanced medicineHealth info resourceBest doctors /nursesBest technologyClose to homeHigh AcuityOverall careGood place to workGood community citizenWhat is UK HealthCare?Calls to Health ConnectionNew patient influenceExpectations when coming to UKHCLiterature requestsCalls to the Call CenterWeb site visitsOutbound activitySocial MediaOverall preferencePreference by service lineHospital to avoidTop-of-mind awarenessUnaided awarenessAided awarenessPerceived changes to partner hospitalsImpact on health care services available to the communityLikelihood to recommendOverall rating of care

3. ContentsSocial Media ReviewDefinitionUser demographicsUsage trendsBenchmarksSocial Media use by industryPost / Update frequencyBest PracticesSocial mediaHealth care communicationsUKHC Social Media AssessmentReviewPerformance metricsMoving ForwardEasy adjustmentsExamplesDiscussion3

4. Social Media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.~ WikipediaSocial Media Review4

5. Social Media ToolsCommunicationBlogs √Micro-blogging √Social networking √CollaborationWikis √Social bookmarkingMultimediaPhoto sharingVideo sharing √Audio and Music SharingReviews and OpinionsProduct ReviewsBusiness ReviewsCommunity Q&A5

6. Social Media UserAverage Age by Social Media Network6Source: MarketingProfs: State of Social Media Marketing (Fall 2009)

7. Social NetworksAverage Income by Social Media Network7Source: MarketingProfs: State of Social Media Marketing (Fall 2009)

8. Individual Usage Statistics Intent While Online8Source: MarketingProfs: State of Social Media Marketing (Fall 2009)

9. Individual Usage Statistics Product / Brand Recommendations9Source: MarketingProfs: State of Social Media Marketing (Fall 2009)

10. Individual Usage Statistics Product / Brand Recommendation Frequency10Source: Fluent: The Razorfish Social Influence Marketing Report (2009)

11. Social TechnographicsHow consumers approach social technologies11Groups include consumers participating in at least one if the indicated activities at least monthly*Conversationalists participate in at least one if the indicated activities at least weeklySource: Forrester Research, Inc.

12. TakeawaysNearly 1 of every 5 social network users report acting on a business or product recommendation via a social networking site63% of consumers want to influences others’ opinions or express contrasting views while online10% of social media users make product or brand recommendations at least every few days12

13. How do we compare to others?Benchmarks13

14. Corporate Usage Statistics Social Networks Where Corporations Actively Maintain a Profile14Health care: 31.1%Health care: 23.9%Health care: 18.9%Health care: 16.4%Health care: 3.8%Source: MarketingProfs: State of Social Media Marketing (Fall 2009)

15. Corporate PostsFrequency of Corporate Twitter Updates15About half update atleast once per daySource: MarketingProfs: State of Social Media Marketing (Fall 2009)

16. Corporate PostsFrequency of Corporate Facebook Posts16Nearly 30% are updatingat least once per daySource: MarketingProfs: State of Social Media Marketing (Fall 2009)

17. Corporate PostsFrequency of Corporate YouTube Posts17Nearly 30% are updatingat least once a monthSource: MarketingProfs: State of Social Media Marketing (Fall 2009)

18. TakeawaysThe health care industry is behind social media adoption curveAbout ½ of corporations that use Twitter update at least once per day with 1 of 5 updating multiple times per day30% of corporations that use Facebook post daily updatesLinkedIn has a high numbers of corporate users and may represent an opportunity18

19. “Marketers struggle to come up with answers because social media is still a very new and exciting channel that we're all discovering. Some might even debate if you can have best practices in social media at this point in time? The debate rages on whether the actual practice is one for the marketing professionals or for the public relations industry.”~ Mitch Joel, President Twist ImageBest Practices19

20. Case StudyMayo Clinic84% of respondents say WOM influenced their preference for Mayo“With over 90 percent of Mayo Clinic patients reporting that they say “good things” to their friends after a visit, using social media tools to amplify their impressions seemed reasonable.” ~ Lee Aase, Manager of Syndication and Social Media for Mayo ClinicTimeline: Mayo embraces new media2000 created “Medical Edge” syndicated weekly TV news source2004 established similar daily program for radio2005 created podcasts out of radio segments2006 – 2007: Facebook, YouTube, TwitterStats (January 8, 2010)Facebook: 11,311 fansTwitter: followers 9,727; following 1,170YouTube: 1,017 subscribers20

21. Case StudyMayo Clinic21

22. Case StudyMayo ClinicLeverage existing resources “Medical Edge” leveraged across multiple channels: TV / Radio / Podcasts / BlogTwitter used to promote upcoming show and to solicit questionsEmbrace video: Low cost Flip video camera allows Mayo to…Edit and upload YouTube videos quicklyProvide raw video files to journalists for incorporation into their online storiesEnhance blog content without taking time away from patient careBy shooting interviews with physicians we can take just fifteen minutes of their time and ask them to explain their studies as they would for a patient in the office. Then we lightly edit and upload that video, and this which provides patients all over the world exactly what they’re looking for: the perspective of a Mayo Clinic doctor on what the study practically means. ~ Lee AaseThe community creates and responds to contentMayo facilitate participation, but the stories come from employee and patient contributors22

23. Case StudyDell and TwitterSales attributed to Twitter: $6.5 millionHow?The Right Motivation is KeyIt’s not about sales. It’s an opportunity to build better relationships with customers, which ultimately leads to stronger salesApproach Twitter With a Multifaceted StrategyServe niche customer communities Deals: @DellOutletBreaking news: @Direct2DellSmall business: @DellSmBizOffersDon't Be a SpammerDon’t use Twitter as a one-way marketing channel with overly promotional tweets23Source: Jennifer Van Grove, Associate Editor at Mashable

24. What WorksTwitter Tactics24Source: MarketingProfs: State of Social Media Marketing (Fall 2009)

25. What WorksFacebook Tactics25Source: MarketingProfs: State of Social Media Marketing (Fall 2009)

26. Key TakeawaysSocial media is relatively new, best practices are continually evolving, now is the time to test new ideas because all activity generates interestEngage in a dialogue with your audience by responding to their posts/feedback and adding value to the conversationFind employees who have an interest in social media, leverage existing content, and use low-cost options26

27. How are we doing?UK HealthCare Social Media Assessment27

28. Overview28As of March 11, UK HealthCare is involved in the following social networks

29. Internal DataNew Patient Decision Making – Some Influence29Data from the New Patient Decision Making Survey reveals that word-of-mouth influences patients’ decisions

30. Our limited efforts in social media are also beginning to influence decision making FacebookTakeaway: Fans are growing, but their engagement is limited. 30

31. TwitterTotal retweets for the period: 87Takeaway: 9 click-throughs per tweet, but we have not entered into the influence stream where UKHC content is passed along31

32. BlogTakeaway: The Birdwhistell blog is generating over ½ of the views – ongoing promotion and fresh content generates interest.32

33. ForumTakeaway: Promotional efforts have resulted in page views, but because of low physician involvement there is low audience engagement.33

34. YouTubeTakeaway: Fresh content drives more views34

35. Key TakeawaysWord-of-Mouth influences patients to choose UKHC and social media facilitates the discussionWith limited effort we have established a presence within social mediaThe Birdwhistell blog is our greatest successOngoing promotion“We try to create a buzz around the person or group that the blog highlights and send the link to them to share.”“…since Mark has created a Facebook page and we update it with links to each blog posting, the hits have increased.”Videos and pictures“Any opportunity that provides pictures, graphics, videos, etc. usually makes it on to our list of blog postings.”35

36. Moving Forward36

37. Easy AdjustmentsGrow fans and followersLeverage existing e-mail lists (internal and external) to promote social networksLaunch employee initiative promoting UKHC social mediaPromote social networks at events, in clinics, and through the call centerMake our information easier to findPost and repost more often Use hashtags on all tweets, tag people in photosShare content across all UK social mediaEncourage engagement from our communitiesAsk questionsSolicit feedback and posts (e.g., pictures from events, creative PCF photos, etc.)Respond to the community when they engage usSeek out influencers, monitor and become involved in conversationsEvaluate DBC’s media monitoring tool, BuzzMeterBe involved in trending topics where appropriateFollow credible information sources and influencers37

38. Examples38

39. Making a DifferenceMaking a Difference is current content that can be leveraged across all social media to:Humanize the brandGenerate interestAre not overt marketingBenefitsBuild an audience of heavy users and influencers in social mediaIndividuals who are willing to submit a story to our MAD FB page are likely to be moderate-to-high users of social mediaIndividuals who are willing to share their stories are already sharing their story through other venues and influencing an audienceExtend the lifespan of MADLeveraging existing content allows for the extension of the MAD publication and gives us an outlet for content not suitable for the hardcopyModernize UKHC’s online imageActively engaging patients online enhances UKHC’s online image 39

40. Discussion40

41. DiscussionSocial media policyHow do we define and measure successHow do we better coordinate UKHC social media with other UK social media41

42. Authors’ Contact InformationJason BrittMarketing Research Managerjason.britt@uky.edu859.257.5563Sean AsburySenior Web Developersean.asbury@uky.edu859.257.5425Larry TreadwaySenior Graphic Designerlarry.treadway@uky.edu859.257.551042