The ROI for Incorporating Social Media

Twittering today? Our hashtag is: #BBMTEHC

Welcome. The presentation will begin shortly.

The ROI for Incorporating Social Media
into Healthcare Web Properties

Presented by BigBad, Inc.
www.bigbad.com

Twittering today? Our hashtag is: #BBMTEHC


www.bigbad.com

© 2009 BigBad, Inc. www.bigbad.com

Welcome

About the sponsor: BigBad, Inc.
Webinar format
– Discussion-style presentation
– Robust Q+A period
Twittering? Our hashtag is: #BBMTEHC
Follow-up with recording and related information


Meet the Experts

Ed Bennett
– University of Maryland
Medical System
Lee Aase
– Mayo Clinic
Jennifer Texada
– M. D. Anderson Cancer Center
Brian Charlonis
– Danbury Health System
Jeff Johnson
– BigBad, Inc.


Ed Bennett

Director of Web Strategy at the
University of Maryland
Medical System (UMMS)
Has run UMMS Web program since 1999, developing
content-rich sites focused on patient recruitment
Areas of interest include SEO, and SEM
– which have made umm.edu one of the top visited hospital
Web sites in the U.S.
Motto – “There’s no such thing as bad site traffic.”


Lee Aase

Manager, Syndication and
Social Media, Mayo Clinic
Original focus media relations
and syndicated content, evolving
to social media emphasis
Chancellor, Social Media University, Global (SMUG)
Google SMUG U to audit classes


Jennifer Texada

Communications Program Manager,
Digital and New Media at
M. D. Anderson Cancer Center
Started as: Internet Marketing Manager
(SEM) in the internet services department
Transferred to: external communications department to focus
on social media
Soapbox: “Often, doctors say the internet is not a good place to
find accurate health care content. Perhaps if they helped to
create more of it the content we would have more accurate
health content on the internet.”


Brian Charlonis

Manager, Internet Marketing for
Danbury Hospital, Danbury Health System
Professional experience spans 12+ years
with large and small marketing agencies in CT and
NYC for nationally recognized client brands
MBA, BFA


How We Got Here


Jeff Johnson


Background on UMMS Efforts

1999 - 2001 Lots of Search
Engine friendly text content
2002 Added ADAM library

www.umm.edu

Ed Bennett



2003 Patient success stories

www.umm.edu

Ed Bennett



2004 Embedded videos

www.umm.edu

Ed Bennett



2005 Ask the Expert

www.umm.edu

Ed Bennett



2005 Ask the Expert
2006 Podcasts, RSS feeds
2007 Page level ratings
and feedback

www.umm.edu

Ed Bennett


Now That We’re Here


Jeff Johnson


Hospitals Using Social Media Tools

Primary Four:
Facebook
YouTube
Twitter
Blogs

Ed Bennett


Hospitals Using Social Media Tools

Ed Bennett


Why Should Hospitals Care?


Jeff Johnson


The New Web Landscape

This is Not Your Father’s Oldsmobile

Ed Bennett


Social Media Landscape

This is Not Your Father’s Internet

Ed Bennett



People Spend Time in These Communities

Ed Bennett



Health Care Values Web / Health 2.0 Values

Risk Adverse Risk Taking
Information from authoritative Information from trusted networks
sources

Long deployment lead times Quick deployment

Intellectual Property is closely Uses licenses with few restrictions
guarded

Web / Health 2.0 as a Disruptive Force*

*John Sharp - http://bit.ly/QiMdo

Ed Bennett



Source – www.emarketer.com

Ed Bennett



Jeff Johnson


Mayo Clinic’s Road to Social Media

Key factors in Mayo Clinic patient preference:
– Word of Mouth (WoM)/Physician Recommendation
– Stories in the news media

Lee Aase


Mayo Clinic’s Road to Social Media

Key factors in Mayo Clinic patient preference:
– Word of Mouth (WoM)/Physician Recommendation
– Stories in the news media
Natural evolution to social media
– Medical Edge syndicated mainstream media resources
– First offered Medical Edge DTC, then tailored to “fit”
– Increasingly interactive
YouTube channel, Podcast Blog, News Blog
Facebook “fan” page
Sharing Mayo Clinic

Lee Aase


Audience Alignment


Jeff Johnson


Identifying your Audience?

Jennifer Texada


Engaging your Audience
Facebook 91.2M users Twitter 21.9M users

Jennifer Texada


Engaging your Audience

What Web sites are your M. D. Anderson Social Media Web Traffic
users already using? Linkedin
11%
What content is most Delicious Twitter
3% 22%
popular with your current
Youtube
Web site users? 4%
MySpace
What are the information 5%
and links you want to share Digg
with your audience? 4%

Facebook
51%

Jennifer Texada


Social Media Channeling


Jeff Johnson


Danbury Hospital’s Social Media Presence

Brand Site - DanburyHospital.org
– SM promotion
links to our social media presence on home page
Twitter - @danburyhospital
– One branded twitter account
– Growing multiple personal accounts from DHS
Facebook – Danbury Hospital Page
– One brand Facebook page
– Multiple Facebook groups
– Multiple profiles

Brian Charlonis


How Danbury Hospital Uses Social Media

Communication and Activation Channel
– Two-way dialog, listening and responding, with the
community
– Emergency response channel
– Building awareness of calendar events
– Attracting attendees to events
– Soliciting volunteers for events
– Distributing press releases and hospital news
– Driving traffic to brand site

Brian Charlonis


How Danbury Hospital Uses Social Media

Building a Communication Network
– Reaching out and making ‘friends’ with fans of pages and
members of groups
– Reaching out to coworkers – Health Systems generally have
many employees
Alignment with the Community
– Opportunity to listen and learn about what is important to
the community
– Insight of where to focus marketing efforts and community
investment needs
– Opportunity for growing and building advocacy awareness

Brian Charlonis


Measuring Success

Social Media Metrics
Web traffic to brand site
– Compared to previous year not including expected annual growth
Attendees to events
– Compared to event attendance previous year not including
expected annual growth
Call center reports
– Callers crediting the web for how they heard about something
Brand research reports
– Lift in brand and service line awareness compared to previous year

Brian Charlonis


Measuring Success

Easy Social Media Metrics
Fans and members of brand Facebook pages
and groups
Followers on Twitter brand account
Direct messages and mentions on Twitter

Brian Charlonis


The Agency Vantage Point

Significant increase in thoughtful social media
strategies that integrate with overall marketing and
web initiatives
Key insights map to foundation for measurable
success, particularly with:
– Alignment with measurable business outcomes
– Brand building and feedback
– Target audience engagement
– CMS/platform

Jeff Johnson


The Agency Vantage Point

New meaning to Brand research
– Powerful tools at your fingertips
– Makes Google look like child’s play
Examples
– Twitter search
– Aggregators, such as
IceRocket
Spezify
– Analytics, insights, demographics
Compete, Quantcast,

Jeff Johnson


What to Expect. How to be Prepared.

What to expect:
These services will continue to grow and grab
attention (time spent on site).
Expectation that your organization will be available
where they “live”.
Expectation that feedback, commenting, mash-ups,
and sharing of your content will be integrated into
their community.
The end of traditional “Push-only” Web sites.

Ed Bennett



Q. Where’s the ROI?
A. What’s the ROI of your
hospitals Pastoral Care
department? Your front desk
staff, groundskeepers,
housekeeping staff, call
center, etc.?

What’s the ROI for putting your
pants on in the morning?*

*David Scott - http://bit.ly/hSzIi

Ed Bennett



“This ‘telephone’ has too many shortcomings to be
seriously considered as a means of communication.
The device is inherently
of no value to us.”

-Western Union Co.
Internal Memo - 1876

Ed Bennett



“Why would I want a Web Site?
My customers can find me in
the Yellow Pages”

-Typical Business Owner - 1997

Ed Bennett



Instead of ROI, 1. Positive Word of Mouth
Think ROC: 2. Service Recovery
Return On Connections 3. Message Influence
(not control)
4. Brand Monitoring
5. Instant Feedback

Ed Bennett



Jeff Johnson


Mayo Clinic Mainstream Media Results

Made resources available to journalists
through News Blog
– JAMA study video on WSJ Health Blog
– Anthrax audio and CBS Radio Network
– Niemann-Pick Type C and CBS Evening News
Octogenarian Idols on Sharing Mayo Clinic
Implications:
– Use tools to do your current job better
– Get wins that enable you to expand scope

Lee Aase


Jeff Johnson


Social Media ROI Model Example

ENGAGEMENT EDUCATION CONVERSION REVENUE
Physician registers Physician refers a
Physician clicks Link takes them to for MyMDAnderson patient, at this point
on a link on MyMDAnderson for Physicians revenue generated
Social Media Web page where and creates per patient can be
Web Site they can get an account measured
more information

Jennifer Texada


What is Working for Danbury Hospital

Web Traffic
– We’re starting to see good numbers from twitter.com
referrals but we really see traffic coming from facebook.com
– Traffic from twitter.com are generally spending more time
and viewing more pages on the brand site than a typical
visitor – almost double the time and pages
Events
– Facebook has been successful to build awareness of events
and increase attendance
– Facebook Chat has engaged FB friends to volunteer to help
at events

Brian Charlonis


What is Working for Danbury Hospital

Call Center and Brand Research Reports
– All data is not in yet for conclusions but we are seeing a lift in mid-
year metrics, forecasting a lift correlated with when we first began
building our social media presence
Facebook Friends and Twitter Followers
– We’ve seen steady growth since the beginning
– Largest lift has been when we added links on our brand site
homepage – social media promotion is becoming integrated in our
marketing mix
Target Audience Insights
– Most active Facebook friends are female
– Over 70% of our Facebook friends are female
– Over 40% are females 25-34

Brian Charlonis


Where Are We Headed?

Brand Site
– June 2009: Publishing organization's official social
media/blogging policy
– October 2009: Social bookmarking
Twitter
– July 2009: Release a directory of Danbury Hospital Twitter
accounts focused on discussion with the community, and
some specifically for physician to physician dialog
Facebook
– July 2009: Launching Facebook gift application

Brian Charlonis


Where to Start?

Jeff Johnson


UMMS on YouTube

Why Start with YouTube?
One of largest
Social Media sites
# 2 Search Engine
Easiest/Safest
for Hospitals
Good transition
between push and
collaborative models

www.youtube.com/ummc

Ed Bennett


The “Secret Sauce” for Getting Viewers

Detailed
descriptions

Ed Bennett


UMMS on YouTube

Results: 80,000

70,000 UMM Video
Our hospital Consumption
60,000 YouTube
site gets over
75,000 50,000

visitors/day 40,000
Umm.edu
30,000
1,500 watch a
20,000
video on
www.umm.edu 10,000

0
YouTube Videos Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09

are watched 600
times/day
These are new visitors – new exposure

Ed Bennett


Conclusion

Jeff Johnson


Conclusion

Start doing something
– Don’t wait to build out an entire social media strategy/plan
The landscape is moving too fast
Evolve an ongoing strategy

Try it
Track it
Try it some more

Jeff Johnson


Conclusion

Before opening up to Q+A…
– Resources after the Webinar
BigBad and the Experts
– Access to this Webinar recording

Jeff Johnson


Questions and Answers

Ed Bennett
– University of Maryland Medical
System
Lee Aase
– Mayo Clinic
Jennifer Texada
– M. D. Anderson Cancer Center
Brian Charlonis
– Danbury Health System
Jeff Johnson
– BigBad, Inc.


Connect with the Experts

Ed Bennett
University of Maryland Medical System
– Web: http://ebennett.org/
– Twitter: http://twitter.com/edbennett

Lee Aase
Mayo Clinic
– Web: http://social-media-university-global.org/
– Twitter: http://twitter.com/LeeAase

Jennifer Texada
M. D. Anderson Cancer Center
– Web: http://jennifersreport.blogspot.com/

Brian Charlonis
Danbury Health System
– Twitter: http://twitter.com/danburyhospital
– Facebook: http://www.facebook.com/pages/Danbury-
Hospital/61213229520?ref=s

Jeff Johnson
BigBad, Inc.
– Web: http://www.bigbad.com/
– Twitter: http://twitter.com/bigbadinc
– Facebook: http://www.facebook.com/pages/Boston-
MA/BigBad-Inc/9068064490?ref=s


Thank You

www.bigbad.com
321 Summer Street, Boston, MA 02210
twitter.com/bigbadinc

The ROI for Incorporating Social Media

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