Presentation from Europäischer Gesundheitskongress, Munich, Germany http://www.gesundheitskongress.de/2012/programm.htm (October 12, 2012)

1. Engaging Audiences Through Social Media
Holly Potter (@htpotter)
Vice President, Brand Communication

2. About Kaiser Permanente
Nation’s largest nonprofit health plan
• Serving 9 states and the District of Columbia
•9 million members
•$49 billion revenue
Integrated care delivery
•16,658 physicians
•172,997 employees
•37 hospitals and 611 medical offices
Improving health
•$1.8 billion in community benefit
• 900 peer-reviewed studies per year

3. Digital Engagement: Edelman Health Barometer

4. My Health Manager – 4 Million Users
 59 million online visits
(11.4 million via mobile
devices)
 16.6 million test results
viewed online
 6.7M emails to care
providers
 5.6 million prescriptions
refilled
 300,000 app downloads
4 Copyright © 2011 Kaiser Permanente 4

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

6. Facebook, You Tube and Twitter

7. Talking with Consumers:
Care Stories Video Blog

8. Building Relationships

9. Mixing Media
267,000 “opens” of emailed article
15,000 blog views
50+ requests for colon cancer
screening kits
4,500 views in four days

10. 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
• Trial status with California
regulators

11. Addressing Member Concerns

12. EveryBody Walk!
• Online videos
and social media
• 635,400 visitors
• 29,000 mobile
app downloads
• 30,700Twitter
followers
• 6,200 Facebook
followers
• Partnered with
“Funny or Die”

13. Weight of the Nation
• 2-Time Emmy
nominated series
• 8,500 Twitter followers
• 44,000 Facebook
followers

14. Recommended Reading
 Kaiser Permanente Social Media Policy http://bit.ly/kpsmplcy
 Social Media and the Health System
http://www.thepermanentejournal.org/issues/2011/winter/445-social-
media-and-the-health-system.html
 Social Business at Kaiser Permanente: Using Social Tools to Improve
Customer Service, Research and Internal
Collaborationhttp://sloanreview.mit.edu/feature/kaiser-permanente-
using-social-tools-to-improve-customer-service-research-and-internal-
collaboration/
 Integrating Social Media into PR Plans http://bit.ly/hpinprsa