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Social Media & Patient Satisfaction Aurora Health Care June 8, 2010 (v1.0) Jamey Shiels Director Social Media  & Digital C...
<ul><li>Can Twitter save a life? </li></ul>
Approach <ul><li>Align </li></ul><ul><li>Identify </li></ul><ul><li>Integrate </li></ul><ul><li>Develop </li></ul><ul><li>...
Align Consumer Needs & Brand Wants Consum er Needs Engage Interact Transact Long term strategy Patient Experience Best in ...
Identify <ul><li>Listen </li></ul><ul><ul><li>Where are consumers talking </li></ul></ul><ul><ul><li>What are they talking...
Integrate <ul><li>External Communications </li></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Brand awareness </li>...
Develop <ul><li>Social media policy </li></ul><ul><ul><li>Cross functional teams </li></ul></ul><ul><ul><li>Manage expecta...
Evolve <ul><li>Monitor </li></ul><ul><ul><li>Track content and conversations  </li></ul></ul><ul><ul><li>on relevant platf...
Case Study <ul><li>Social media as a strategic way to deliver on patient experience, satisfaction and loyalty </li></ul>
Our Approach Goals/Objectives Patient Satisfaction Growth Strategies Develop content strategies that deliver the right mes...
Health Information Seekers 72% of health information seekers begin their health journey with a  search engine 60% say info...
Keyword Analysis
Target Health Information Seekers - Video Google Health Research
Target Health Information Seekers - Video Google Health Research
Social Media Policy
Why Social Media
Our Strategic Approach <ul><li>“ We don’t have a choice on whether we  DO  social media, the question is,  </li></ul><ul><...
Content Strategy <ul><li>Engages patients with Aurora’s health care content </li></ul><ul><li>Provide relevant health care...
Twitter <ul><li>Usage </li></ul><ul><ul><li>75 Million Users </li></ul></ul><ul><ul><li>1.3 Million Tweets per hour </li><...
Facebook <ul><li>Usage </li></ul><ul><ul><li>Over 400M registered users </li></ul></ul><ul><ul><li>200M check in daily </l...
YouTube <ul><li>YouTube Usage </li></ul><ul><ul><li>300 million users upload 24 hours of video every minute </li></ul></ul...
<ul><li>Questions/Answers </li></ul>
<ul><li>Thank You </li></ul><ul><li>[email_address] </li></ul><ul><li>LinkedIn: linkedin.com/in/jameyshiels </li></ul><ul>...
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Integrating Social Media into Healthcare Communications

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This presentation was given at the 2010 Premier Breakthroughs Conference in Washington DC. The presentation covers a strategic framework for how to Align, Identify, Integrate, Develop and Evolve a social media strategy. This is applicable inside and outside healthcare

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Integrating Social Media into Healthcare Communications

  1. 1. Social Media & Patient Satisfaction Aurora Health Care June 8, 2010 (v1.0) Jamey Shiels Director Social Media & Digital Communications
  2. 2. <ul><li>Can Twitter save a life? </li></ul>
  3. 3. Approach <ul><li>Align </li></ul><ul><li>Identify </li></ul><ul><li>Integrate </li></ul><ul><li>Develop </li></ul><ul><li>Evolve </li></ul>
  4. 4. Align Consumer Needs & Brand Wants Consum er Needs Engage Interact Transact Long term strategy Patient Experience Best in class Customer Service Q & A Access Brand Wants
  5. 5. Identify <ul><li>Listen </li></ul><ul><ul><li>Where are consumers talking </li></ul></ul><ul><ul><li>What are they talking about </li></ul></ul><ul><ul><li>What conversations should you monitor </li></ul></ul><ul><li>Research </li></ul><ul><ul><li>Market data </li></ul></ul><ul><ul><li>Keyword analysis </li></ul></ul><ul><ul><li>Twitter search </li></ul></ul><ul><ul><li>Video search </li></ul></ul>
  6. 6. Integrate <ul><li>External Communications </li></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Brand awareness </li></ul></ul><ul><li>Internal Communications </li></ul><ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Collaboration </li></ul></ul><ul><ul><li>Brand advocates </li></ul></ul><ul><li>Technology Integration </li></ul><ul><ul><li>Organizational systems </li></ul></ul><ul><ul><li>Web site </li></ul></ul><ul><ul><li>Social media platforms </li></ul></ul>marketing social media public relations internal communications
  7. 7. Develop <ul><li>Social media policy </li></ul><ul><ul><li>Cross functional teams </li></ul></ul><ul><ul><li>Manage expectations </li></ul></ul><ul><li>Strategic approach </li></ul><ul><ul><li>Integrated messaging </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Platforms </li></ul></ul><ul><li>Measure </li></ul><ul><ul><li>Define success early </li></ul></ul><ul><ul><li>Build to your metrics </li></ul></ul><ul><ul><li>Actionable items </li></ul></ul>
  8. 8. Evolve <ul><li>Monitor </li></ul><ul><ul><li>Track content and conversations </li></ul></ul><ul><ul><li>on relevant platforms </li></ul></ul><ul><ul><li>Engage with key influencers </li></ul></ul><ul><li>Respond </li></ul><ul><ul><li>Open transparent conversation </li></ul></ul><ul><ul><li>Public and private when appropriate </li></ul></ul><ul><ul><li>Structure to manage hand-offs </li></ul></ul><ul><li>Measure </li></ul><ul><li>Adapt </li></ul>
  9. 9. Case Study <ul><li>Social media as a strategic way to deliver on patient experience, satisfaction and loyalty </li></ul>
  10. 10. Our Approach Goals/Objectives Patient Satisfaction Growth Strategies Develop content strategies that deliver the right message and the right time to the right audience Twitter to support patient education, promote services Facebook to support patient experience YouTube to position Aurora as a thought leader in healthcare Support Communication efforts in Marketing, Public Affairs, and Internal Communications Approach
  11. 11. Health Information Seekers 72% of health information seekers begin their health journey with a search engine 60% say info found online affected a decision about how to treat an illness or condition 56% say online info changed their approach to maintaining their health And that of someone they help take care of 53% say online info lead them to ask a doctor questions, or to get a second opinion Pew Internet Life & California Health Study, Google Health Survey
  12. 12. Keyword Analysis
  13. 13. Target Health Information Seekers - Video Google Health Research
  14. 14. Target Health Information Seekers - Video Google Health Research
  15. 15. Social Media Policy
  16. 16. Why Social Media
  17. 17. Our Strategic Approach <ul><li>“ We don’t have a choice on whether we DO social media, the question is, </li></ul><ul><li>how well we DO it .” </li></ul><ul><li>- Erik Qualman – Author Socialnomics </li></ul>
  18. 18. Content Strategy <ul><li>Engages patients with Aurora’s health care content </li></ul><ul><li>Provide relevant health care information on & off website </li></ul><ul><li>Promote access to Aurora’s physicians and services </li></ul><ul><li>Supports Aurora’s integrated care model </li></ul>Mayo Clinic
  19. 19. Twitter <ul><li>Usage </li></ul><ul><ul><li>75 Million Users </li></ul></ul><ul><ul><li>1.3 Million Tweets per hour </li></ul></ul><ul><ul><li>10 Billionth Tweet on March 30 </li></ul></ul><ul><li>Aurora’s Audience </li></ul><ul><ul><li>Aurora has 7,014 Followers </li></ul></ul><ul><ul><li>Patients, health professionals, health systems </li></ul></ul><ul><ul><li>32% of posts are shared for overall reach of 27,598 </li></ul></ul><ul><ul><li>1,284 links back to Aurora’s website in April </li></ul></ul><ul><li>Approach </li></ul><ul><ul><li>Aurora in the news </li></ul></ul><ul><ul><li>Classes and events </li></ul></ul><ul><ul><li>Aurora’s community impact </li></ul></ul><ul><ul><li>Consumer health education </li></ul></ul><ul><ul><li>Customer Service </li></ul></ul>
  20. 20. Facebook <ul><li>Usage </li></ul><ul><ul><li>Over 400M registered users </li></ul></ul><ul><ul><li>200M check in daily </li></ul></ul><ul><ul><li>Average user has 130 friends </li></ul></ul><ul><ul><li>connected to 60 pages/groups </li></ul></ul><ul><li>Aurora’s Audience </li></ul><ul><ul><li>Over 2,000 total fans </li></ul></ul><ul><ul><li>79% female </li></ul></ul><ul><ul><li>49% aged 25 – 44 </li></ul></ul><ul><ul><li>Fastest growing groups </li></ul></ul><ul><ul><li>moms and 55+ </li></ul></ul><ul><li>Approach </li></ul><ul><ul><li>Patient experience stories </li></ul></ul><ul><ul><li>Wellness information </li></ul></ul><ul><ul><li>Health care Q&A </li></ul></ul><ul><ul><li>Integrated campaign support </li></ul></ul>
  21. 21. YouTube <ul><li>YouTube Usage </li></ul><ul><ul><li>300 million users upload 24 hours of video every minute </li></ul></ul><ul><ul><li>Fastest growing audience on YouTube is 35 – 49 years old </li></ul></ul><ul><ul><li>20% of YouTube audience is 55+ </li></ul></ul><ul><ul><li>50% of consumers rely on video while searching for health info </li></ul></ul><ul><li>Aurora’s Audience </li></ul><ul><ul><li>110 videos uploaded </li></ul></ul><ul><ul><li>52 Subscribers </li></ul></ul><ul><ul><li>2,701 channel views </li></ul></ul><ul><ul><li>22,107 video views </li></ul></ul><ul><li>Approach </li></ul><ul><ul><li>Patient experience stories </li></ul></ul><ul><ul><li>Patient testimonials </li></ul></ul>
  22. 22. <ul><li>Questions/Answers </li></ul>
  23. 23. <ul><li>Thank You </li></ul><ul><li>[email_address] </li></ul><ul><li>LinkedIn: linkedin.com/in/jameyshiels </li></ul><ul><li>Twitter: @jameyshiels </li></ul>

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