Measurement and ROI for Social Media for the Health Care Industry

1. Social Media Measurement & ROI for HealthCare Pkids Webinar Connie Bensen March 22, 2011

2. Agenda Healthcare IS Social Social Media Challenges The Business Case Social Media Strategy Calculating ROI in 5 Steps Case Study

3. Healthcare is social National Research Corporation 23,000 Americans were surveyed in February of 2011 1 in 4 saytheinfois ‘likely’ or ‘verylikely’ toinfluencethem 20 % use social media sites to make healthcare decisions 32 % had a ‘veryhigh’ trust in social media Only 7 % had ‘verylow’ trust Demographics: Avgage = 41; Household income of $75,000 or more were more likely to use social media sites

4. Pew Internet & American Life Project, 2008 75% with chronic condition turned to the internet 75-80% of U.S. adult Internet users sought health information online 59% of newly diagnosed search the internet 57% of newly diagnosed are eager to share 31% know someone that was helped by internet info 60% agree "The internet is full of misinformation and propaganda that too many voters believe is accurate."

5. Mapping Engagement & Investment by Condition

7. Examples of Health Organizations Using Social Media

9. Inventory of communication assets

10. What behavior change is needed of the culture?Ie: what’s the point? (hat tip to Phil Baumann)

11. The Business Case for Social

13. Increase effectiveness of marketing campaigns

14. Improve public relations effectiveness

15. Ensure core competency of hospital/services is aligned with ailment conversations (geography specific)

17. Improve product success ratios Tip – Choose 1 or 2 to start with

18. A Prescription for Measuring Social Success Plan Listen Engage Measure & Report Refine

19. 1. Plan Based on Objective(s) Choose One that Meets your Business Goals % Increase in New Patients % Increase in Brand Visibility % Reduced spend on PR, Marketing & Advertising % Increase in Leads from Campaign % Reduction in Customer Complaints % Increased SEO Presence Note that the objectives drive the metrics which need to be measureable.

20. 2. Listen to the Social Web Choose tools Free Google Alerts HootSuite, Tweetdeck SocialMention Paid (aggregate results and Trackur Alterian SM2 Radian6 Decide on keywords Document

21. Google Alerts Set up searches http://www.google.com/alerts Search for: Organization name, acronym Prominent staff Campaigns Create a rule in email to corral them

22. Hootsuite is a dashboard that simplifies using Twitter Sign up for an Account at http://hootsuite.com

23. Setting up HootSuite Createcolumns to filter topics. Tabs can be set up to organize the columns Ability to post to monitor & post to multiple platforms

24. Everything is Measurable

25. Wikis Blogs Twitter Facebook Message Boards Your Site Web Analytics YouTube LinkedIn

26. Collect Alterian SM2 indexes the entire social media universe, across the globe and across all platforms. Store Alterian’sSocial Media WarehouseSM, created in 2007, contains over 5 billion social media mentions, blogs, tweets, posts, images and conversations. Understand An incredibly powerful and intuitive tool, the AlterianSM2 User Interface enables clients to visualize, analyze, communicate and share findings. Turn content into actionable insight. The SM2 Technology Components Over 5 Billion Results

27. Daily Volume How much are people talking about your brand? Since 3/1/2010 14888 mentions Trending avg: 149/day

28. Volume: Social Channels Where are they talking?

29. Where are conversations taking place online? Focus on places consumers are most active. Plan your strategy.

30. Where does your audience reside? Identify new stakeholder groups. Grow membership base.

31. How do consumers feel about your brand? Find out what they do or don’t like... and who’s letting you know.

32. Listen to Find Communities Evangelists Advocates Influencers

34. 3. Engaging is like a Transfusion Social Web offers opportunity to: Infuse new life into content Spread healthy content Encourage sharing

35. Build a holistic online presence LinkedIn Twitter RSS Feeds website Slide Share Corp blog YouTube ET-TV Facebook Ybc/VIP Player Customer Community

36. Write Once - Publish many times Tweet key takeaways Repackage as presentation Start a discussion Add voice for video Chop into episodic blog posts Deploy as formal release Repurposing content opens new points of distribution and has a compounding effect on reach

37. Best Practices Participate in social networks Build relationships on Twitter, Facebook & LinkedIn groups Comment on blogs and contribute links to your content Content Marketing Create content that is educational & provides value Remember that people learn in different ways so use a variety of formats: blog post, pdf, slide decks, podcasts, videos Place on shareable sites such as YouTube, Slideshare Syndicate to LinkedIn, Facebook Share on Twitter Remember to set information free. The desired behavior will happen after the trust and relationship is built.

39. Items to Measure Activity and Engagement (remember! % increase) Members, number of followers Number of mentions Number of comments (ratio of comments to post) Tags, votes, bookmarks Inbound links Reach number of views on YouTube, Slideshare, Flickr, etc Number of retweets Referrals

40. Calculating ROI Decide on the objective (it needs to be measurable). 2. What is the % increase or decrease change in behavior that is wanted. (Need to know the value of increment) 3. Measure the baseline. After a given period (or campaign time) take the measurement Calculate the ROI based on the cost * Remember! It’s about building relationships.

41. Monthly Reporting Report on Objectives established from goals of the position Qualitative (Intangible) Trends in topics, sentiment, insight & specific quotes. discovery of new communities Quantitative (Linked to Objectives) Benchmark based on previous report Daily Volume (% increase or decrease) Share of Voice – Brand across channels Share of Voice for Brand & Competitors Compare Dates – (% increase or decrease) Web Analytics Recommendations Based on interactions with customers

42. 5. Refine & Repeat Fail Fast Learn from Mistakes Build on What Worked Grow the Engagement Get More Teams Involved Train Willing Teams

43. Case Study - Increasing Customer Engagement by Listening 9 sites across Texas 18,000 staff, 90,000 patients www.mdanderson.org Started monitoring in 2007 using free tools Monitored online conversations about: Cancer experiences Online discussion of their treatment Their brand and cancer related topics The communications they were creating

44. ROI of Patient Referral at MD Anderson Campaign goal: To increase the number of doctors who registered with the hospital’s online electronic medical records system and in turn increase the number of patients referred. Tracked spread of campaign using SM2 and web analytics “This was a real eye-opener to how social media could benefit the business,” Texada said. “We could see which activity made most impact and which spread fastest.” Noted a 9.5% increase in patient referrals in 3 months

45. Evaluating Public Education Strategy planning Used SM2 to review historical data Decided to not run the same Prostate Cancer Awareness program They ran a more general campaign on men’s health Healthy eating Eating on a budget Exercise Resulted in significantly more traffic

46. Resources Series of 10 white papers on Social Media ROI http://socialmedia.alterian.com/resources/roi Healthcare Wiki, case studies http://www.doseofdigital.com/healthcare-pharma-social-media-wiki/ Beth Kanter, social media for non-profits http://www.bethkanter.org Phil Baumann http://healthissocial.com Albert Maruggi http://www.providentpartners.net/healthcare/

47. Thank you! Questions? Connie Bensen Director of Social Media & Community Strategy, Alterian @cbensen ConnieBensen@gmail.com http://conniebensen.com