Health Care Communications in a changing media environment. Presentation to School of Information at UC Berkeley

1. Health Care Communications
Engaging Audiences in a Rapidly Changing World
Holly Potter
Vice President, Brand Communication

2. About Kaiser Permanente
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 Nonprofit, integrated health care provider
 9 million members
 Eight states and D.C.
 Large, diverse workforce
 172,000 employees
 16,600 physicians
 611 medical offices and other facilities
 37 hospitals

3. What We Present
 Advertising/Marketing
 Facility design and environment
 Logo, brochures, materials
What We Influence
 Public Relations
 Community Involvement
 Word of Mouth
 Online
The Experience We Provide
 Physician and employee engagement
 On the phone
 In our facilities
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Building Brand Reputation
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As a service industry, our brand is experienced in three ways:

6. Digital Engagement: Edelman Health Barometer

7. The Pew Research Center’s for Excellence in Journalism
The State of the News Media 2012 http://stateofthemedia.org/
Media Consumption is Changing

8. • Factoring in all media sources,
everyone is bombarded with
the equivalent of 174
newspapers of data per day.
• We now receive five times as
much information as we did in
1986.
Source: Dr. Martin Hilbert, University of Southern
California
Resulting in Information Overload

9. • “A picture is worth a
thousand words.”
• 90 percent of information
transmitted to the brain is
visual.
• Infographics are 30 times
more likely to be read
than a text article.
• Infographics increase
search engine
optimization.
To Break Through: Need to Simplify
Information Processing

10. New Data: The Power of Word of Mouth
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11. Fewer and Fewer Reporters
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12. If you don’t like the news,
go out and make some of your own.
-Scoop Nisker
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13. Brand Journalism – share.kp.org

14. Final Design – Homepage Responsive Design
Desktop | Laptop
Tablet – Vertical Orientation
Handset
Handset - Navigation System
Tablet - Navigation System
Responsive Design

15. Integrated Communications: ONE
TACTIC, MULTIPLE POINTS OF
ENTRY

16. Care Stories (kp.org/carestories)
 Strategy:
Demonstrate the
value of KP care
through the voice of
the member
 First-person stories
from patients,
physicians and staff
 Updated monthly

17. Integrated Communications

18. Thrive Advertising
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19. Employee Communications

20. Facebook Engagement

21. Media Coverage

22. Member Newsletter Drives Engagement
50+ requests for colon cancer
screening kits
4,500 views in four days
15,000 blog views
267,000 “opens” of emailed article

23. Extending Engagement through TweetChats

24. USING SOCIAL TO EXTEND LEGACY
STRATEGIES
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25. Viva Bien Launch
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26. Service via Twitter: @kpmemberservice
• Launched in May 2010
• Four-member team, M-F
business hours
• Actively monitor and triage
member concerns on Twitter
• Engage and take conversation
offline
• Share helpful hints with members
• Approved by California regulators

27. Amplifying KP’s Presence at Events
 Center for Total Health
Blog: 11 posts highlighting
KP's activities
 Twitter: 1,873,006
impressions of #kpcth and
#tedmed
 Facebook: Four posts,
totaling 17,000 views and
“talked about” more than
100 times
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28. Media Coverage as a Powerful Starting Point
 Print circulation: 731,000
 Online subscribers: 1.3 million
 #3 “Most Emailed” story
 Twitter: The story reached 7.8
million Twitter accounts with a total
of 10.7 million impressions.
 Facebook: The FB post garnered
28,352 views of the story on our
Facebook page
(facebook.com/kpthrive), 551 likes,
70 shares, and 46 comments
 LinkedIn: 91 likes, four comments
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29. Thank you
Holly Potter | share.kp.org | @htpotter
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