1. Can You Hear Me Now?
Thriving in the Digital World
Laura Dunn, MA (@CUgirl481)
Kaiser Permanente

2. About Kaiser Permanente
• Largest integrated health care organization in the United States
with more than 9.1 million members
• Insurer and provider, offering health coverage and
facilities/clinicians
• Biggest non-governmental electronic health record system in the
world

3. A Look at Kaiser Permanente’s Digital Media

4. Why Digital Media?
• Protect and promote the brand
• Extend the impact of traditional media
• Improve organic search results
• And ultimately, create brand champions

5.  Consumers have demonstrated the desire to engage with health care
digitally:
Consumers Are Ready
7,895
18,491HEALTH INFORMATION +134%
15,221
28, 537
6,250
11,356
13,056
23,480
13,789
24,358
11,794
20,570
19,992
34,859
16,971
29,164
13,908
23,675
9,803
16,593
ONLINE RETAIL
MEN’S MAGAZINE CONTENT
ELECTRONIC PAYMENT
GAMING INFORMATION
JOB LISTINGS
GENERAL REFERENCE
CLASSIFIEDS
AUCTION SITES
KIDS/FAMILY ENTERTAINMENT
+87%
+82%
+80%
+77%
+74%
+74%
+72%
+70%
+69%
Top Mobile Categories By Growth In Audience (In Thousands)
December 2010 December 2011

6. Primary Social Media Platforms
•News Center as the “hub” of public
relations
•45+ Twitter handles, 26,000 total
followers
• 100-plus doctors, execs,
communicators on Twitter
•Facebook KPThrive, 17,300 fans
•YouTube channel – 500 videos,
800K views
•Six topic-specific blogs, inc. Care
Stories video blog

7. Agenda
Every Body Walk!
Weight of the Nation
Customer Service and Twitter
Care Stories Blog
Healthy Chats

8. Every Body Walk!

9. Every Body Walk!
 2010 World Economic Forum in Switzerland
- Prevalence of diabetes discussion
- Importance of walking in preventing and treating diseases
 Create documentary on the benefits of walking
- Air on broadcast and cable television

10. Health Care in the United States
 Health conditions account for 80 percent
of $2.5 trillion spend annually in the U.S.
 Most chronic conditions can be prevented
or treated through regular exercise
 The most accessible exercise is walking

11. Amazing Benefits of Walking
 Research shows dramatic effects of walking in primary and secondary
prevention of:
– Heart Disease
– Diabetes
– Strokes
– Depression

12. The Magic Formula
 30 minutes a day, five days a week
 OR
 Two 15-minute walks
 Goal = 150 minutes of walking per week

13. Digital Recommendation
 Create a campaign about walking to build up to a documentary
 Develop an online hub for walking that becomes a destination on the
topic
 Integrate with social media
 Produce video content that tells a story about the importance of
walking
 Make walking fun and easy

14. Creating the Every Body Walk! Movement

15. Make Walking The Easy Thing
 Neighborhood factors can increase walking:
– Physical features such as sidewalks, crosswalks, traffic controls
– Perceived safety from traffic and crime
– Places to walk: retail, jobs, schools, other services
– Access to public open space, parks, and recreation areas
– Locating dense housing close to walking areas
– Access to public transit

16. Every Body Walk!
A Public Awareness Campaign
 Designed to start a national conversation about walking through
series of short, compelling, inspiring videos
 Online walking hub at www.everybodywalk.org with information to get
people walking regularly
– Introduction to walking groups across the country
– Interactive maps featuring hundreds of safe walking routes
– Calendar of organized walking events
– Resources from partner organizations
 A 30-minute documentary on the health benefits of walking

17. Every Body Walk! Website
 Rich, interactive, shareable
video content
 Frequently refreshed
content
 Vast scientific and medical
information
 Interactive maps with
walking safe routes
 Calendar of organized
walking events
 Social media promotion

18. Take the Pledge
The pledge for
encourages people to
walk 30 minutes a day,
5 days a week.
It captures contact
information from visitors
allowing us to build an
online community of
walkers.

19. Every Body Walk! Mobile App
Free mobile app for
iPhones, Androids and
tablets.
App tracks time and
distance walked and
calories burned; it is also
integrated with social
media and allows for video
distribution.

20. Building Stakeholder Relationships
 Identify like-minded community partners
 Create opportunities to work together
– Serve as venue for events
– Showcase as community gather place, centerpiece
 Seek access to subject-matter experts
 Engage elected officials and community leaders
 Involve traditional media and social media
 Be creative

21. Promoting Partnerships
 Leverage partner communication vehicles
 Engage with local walking groups to share info about your park, trails,
events, etc.
 Tap into social media to spread the word about importance of walking
and events
 Walking vacations are becoming very popular
 Fundraising events are a great way to engage people in walking

22. Digital Media In Action

23. Going Digital
 Active and aggressive social media campaign that spans multiple
platforms.
 Join us:
– Everybodywalk.org
– Facebook.com/everybodywalk
– Twitter.com/everybodywalk
– Tumblr.com/everybodywalk
– Youtube.com/everybodywalk
– Pinterest.com/everybodywalk

24. Twitter

25. Facebook
The power of online
partnerships.
The American Heart
Association supports
the campaign, sending
a shout out to their
online community.
These mentions drive
significant traffic to
Every Body Walk!
content.

26. YouTube Channel
All Every Body Walk! videos
are available on You Tube.
This is yet another way to
extend the reach of our
message.

27. Physician Engagement

28. Walking Prescription

29. Bob Sallis page

30. Weight of the Nation

31. Partnerships for Common Good #WeightOfTheNation
• 2M Twitter impressions
driven by KP handles
• Screenings in 20 cities
• Live-streaming post-
movie Q&As
• PR/metrics support
• Expert counsel
•52M Twitter impressions in 60 days
•42K Facebook likes since launch 3/30/12
•7.5K Twitter followers since 3/30/12
•20K GetGlue check-ins

32. @KPMemberService

33. Reaching Members on 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
• Trial Status With State
Regulators

34. Reaching Members on Twitter - @KPMemberService

35. @KPMemberService – 26 Months and 16,000 Tweets
Later
• Team actively monitors Twitter and looks for
opportunities to engage
• Members are engaged offline (after initial
contact) to protect PHI
• Permanent status is pending with Calif.
Department of Managed Health Care
•Team shares issues with regional Member
Services execs upon finding them
• Nine percent of member service
contacts become biz opportunities
• Team also tweets helpful information about
member benefits, etc.

36. Care Stories Blog

37. Care Stories – Using Social Media to Show, Not Tell
 Challenge:
– Overcome common misconceptions
about Kaiser Permanente
– Allow prospective members to
experience the organization before
joining
 Solution:
– Care Stories video blog
– Members’ stories in their own words
– Showcase our expert medicine/top docs
– Show coordinated care in action
– Uses the power of video
kp.org/carestories

38. Care Stories
• Promotes the benefits of
Kaiser Permanente care
via first-person stories
from patients, physicians
and staff
• Updated monthly
• Averages more then
2,000 visits per month

39. eNewsletter + Video Blog = Success
50-plus requests for colon
cancer screening kits
4,500 views in four days
15,000 blog views
267,000 “opens” of emailed article

40. Care Stories Promotion Opportunities

41. Healthy Chats: #KPHealthyChat

42. Healthy Chats
– Online, real-time chats with
Kaiser Permanente
physicians, #kphealthychat
– Focused on specific health
topics
– Provides the public with an
opportunity to meet and learn
from Kaiser Permanente
physicians
– Hosted on the Care Stories
blog (www.kp.org/carestories)

43. Questions, Discussion, and Thank YOU
Laura Dunn, MA
Kaiser Permanente
@CUgirl481
laura.c.dunn@kp.org