Tursi Stanford Med X Presentation
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The document discusses how Fletcher Allen Health Care in Vermont used social media campaigns to promote healthy behaviors and wellness. It describes rising obesity and chronic disease rates in Vermont that social media aims to address. It details a 4-week #HealthyNewYou Facebook campaign that generated over 1 million impressions and significant engagement/traffic. The campaign focused on sharing small, actionable wellness tips. It provided results showing the campaign was successful in raising awareness and driving behavior change. The organization has since run additional social media campaigns to continue promoting wellness.
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- 1. FletcherAllen.org “Like” Wellness? How to Use Social Media to Drive Healthy Behaviors Alexandra Tursi, Social Media Strategist, Fletcher Allen Health Care in alliance with the University of Vermont
- 3. FletcherAllen.org 3 I’m not alone § Vermont’s obesity rate is 23.7% • Up from 19.6% in 2003 and 10.7% in 1990 § Chronic disease is on the rise • Diabetes affects 55,000 Vermonters or 8.7% • Heart disease accounts for 24% of deaths in Vermont • 25% of Vermonters report having high blood pressure § Leading causes of death • Diseases of the heart • Cancer • Stroke
- 4. FletcherAllen.org 4 Risk factors are rising
- 5. FletcherAllen.org 5 Moving to a system of wellness § Vermont is at the forefront of health care reform. § We are focusing on population health. • Statewide accountable care organization – OneCare § Our role as a hospital: • Raise consciousness of the importance of wellness > To employees > To patients > To community • Inspire action and behavior change • Speak from a position of authority and expertise
- 6. FletcherAllen.org How do we engage people to pay attention and make change?
- 7. FletcherAllen.org 7 Meet people where they are
- 9. FletcherAllen.org 9 #HealthyNewYou Facebook Campaign § Resolutions are more sustainable when shared. § Peer support is amplified on Facebook. § Individual participation and accomplishment may go viral within a network.
- 10. FletcherAllen.org 10 Viral wellness? § Imagine what could happen when multiple “wellness moments” are shared in the social media environment?
- 11. FletcherAllen.org 11 Nuts and bolts § Fixed term experience • 4 weeks § Cues to action / triggers • We published 3-5x daily • Content focus: 5 areas of well-being § Low effort • Small steps and tweaks • Like, comment, share • “Healthy selfies” • Check-ins § Rewards for action • Daily prize and grand prize
- 12. FletcherAllen.org 12 Small, relatable, actionable Media: § Videos § Photos § Graphics § Memes
- 13. FletcherAllen.org 13 And, we had fun with it!
- 14. FletcherAllen.org 14 Results § 1 million impressions generated over 4 weeks. § 10.3 percent increase in the size of our Facebook community, which now distributes our wellness messages to a total network of 1.5 million people § 219 percent growth in engagement through “likes,” comments and shares § 320 percent increase in web traffic to brand website. § An outpouring of personal wellness stories from our community – and people offering other social support via Facebook
- 17. FletcherAllen.org 17 Participant feedback § “…I knew it was information I could trust because it came from such a respectful and reliable source.” § “It is such an amazing motivator that an employer encourages healthy habits and provides tips/tricks to make it happen.” § “A sense of community with others trying to make the right choices. I loved the tips and definitely learned some new things.” § “The giveaways were a bonus but the advice was well worth looking for your postings each day.” § “Loved it especially the sarcastic spin.” § “Will be watching for it again.”
- 21. FletcherAllen.org 21 Awareness and engagement Campaign Impressions (Awareness) Likes (Engagement) New Fans Healthy New You 875,000 8,500 800 (+11%) Share Your Heart 690,000 2,500 235 (+5%) June Jumpstart 3.9M 9,850 790 (+10%) TOTAL 5.47M 20,850 1,820 (20% of audience)
- 23. FletcherAllen.org 23 Best practices § Incentives work § Creativity is critical § Keep it simple § Tap into expertise § Make it sustainable • Paid, owned, earned media • Internal and external communications channels