Building a Social-Media Toolkit

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THOMSON REUTERS 2011
HEALTHCARE ADVANTAGE CONFERENCE

KATE GREY
DIRECTOR OF MARKETING
SAINT MARY’S RENO

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BUILDING A HEALTH CARE
SOCIAL MEDIA TOOLKIT

Why are you here?

• No, not an existential question, a show of hands
©2011 Thomson Reuters

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lanyrd.com/scxbz 2011 HEALTHCARE THE
#trhc ADVANTAGE CONFERENCE WAY
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Note about jargon

• HCSM = Health Care Social Media
• From Twitter hashtag

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Plan to Tweet?

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Yes, there is literally a toolkit

• lanyrd.com/scxbz

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About presenter

• Director of Marketing, Saint Mary’s Reno
• 14 years healthcare marketing experience
• MBA student – graduation May 2013

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HCSM background

• Intro to digital marketing, 1996 – hospital website
• Former Director of e-Communications,
University of Nevada, Reno
• Early adopter
– Facebook – 2005 via .edu address
– Twitter – 2007

• MBA class, 2010 – Personal Branding with Dr. Bret
Simmons

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About Saint Mary’s

• Health system in Reno, Nev.
– Saint Mary’s Regional
Medical Center
– Saint Mary’s Health Plans
– Saint Mary’s Medical Group

• Founded 1908 by Dominican Sisters of San Rafael
• A member of Catholic Healthcare West
• www.saintmarysreno.org

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Saint Mary’s Medical Group

• 8 locations in Reno-Sparks
• 6 primary-care offices
• 4 urgent-care locations
• 2 Clinic at Walmart locations
• 14 physicians, 39 total practitioners
• www.saintmarysmedicalgroup.org

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About Catholic Healthcare West or CHW

• 40-hospital system in California, Arizona and Nevada
• One of nation’s largest not‐for-profit healthcare systems
• Largest private hospital system in California
• Headquarters in San Francisco
• www.chwHEALTH.org

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Caveat Emptor

• This presentation is already outdated
• Use toolkit resources and learn for yourself
– See lanyrd.com/scxbz

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I’m not the HCSM guru

• Become your own expert with these tools
• What works for others may work differently for you
– My HCSM point of reference: community hospital

• Saint Mary’s is not the Mayo Clinic
– Your organization may not be either

• The vision: Lead the way yourself

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Presentation Goals

• Understand the marketing value of HCSM
• See how crmView identified target audiences
• Learn about HCSM toolkit and resources

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UNDERSTAND THE
MARKETING VALUE

So what IS social media?

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Mobile matters

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Different than old-style marketing

• HCSM is management issue, not a marketing one
• A major focus of HCSM – just listen
• No one’s going to abandon traditional media any
time soon

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Analyst Esteban Kolsky recommends this loop

• Listen
• Learn
• Grow
• Improve

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What about ROI?

• ROI = return on [capital] investment
• If we spend $100 million on a new plant, we expect
a 15% return
• HCSM not capital improvement, it’s operational

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TARGET-AUDIENCE
RESEARCH

Target audience report, Thomson Reuters

• Starters, Achievers and Mids all viable prospects
for social media
• Seniors 65+ – low internet utilization. Not a focus at
this time, although obviously high healthcare
utilizers.

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HCSM target audience:
Focus on Starters & Achievers
Starters 18-34
– Highly likely both to have internet access and participate
in social media/networking – in fact, they are up to 3 times
more likely than other segments to use social media. All
Starter groups indexed above 100 for social network use.
All Starter segments except Soccer Dad use internet to
research health information.
Achievers 35-54
– … 19 out of the 21 segments show more than average
propensity to utilize social networking such as Facebook.
All Achiever groups except 2 indexed above 100 for social
network use. Achievers are very likely to use the internet
to research healthcare … Achievers high utilizers of

Urgent Care Services.
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Final target audiences via Thomson Reuters

Phase I
• Starters 18-34
• Achievers 35-54
Begin with these demos, then broaden from there

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TOOLKIT RESOURCES

Saint Mary’s goals

• Lead search and enhance organic SEO
• Increase connections with our target audiences
• Increase 1:1 dialogue with our target audiences
• Capture an increasingly mobile device-based
audience

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What to read and who to follow

• #HCSM
– Weekly chat, 8 p.m. CST Sundays

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What to read and follow

• Mashable

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• Lee Aase and Mayo Clinic Center for Social Media
#mcssm

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Also #hcmktg, #socpharm, #healthcare, others

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Survey of HCSM in hospitals

• Found in Cache

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Policy, legal and HIPAA

• CHW Social Media Guidelines & Best Practices,
social media strategy approved by Board
• Mayo Clinic Center for Social Media 4-part series
on legal issues
• Bryan Vartabedian MD, practicing pediatric
gastroenterologist and prolific blogger:
– Discussion of patient-specific issues in public forums is off
limits; discussion of patient non-specific issues is
encouraged.

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More policy help

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Staffing

Tammy Krikorian Josh Charlebois

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Weekly content budget

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Why?

• Healthcare is a low-interest category
• Does the average 25-year-old really want to know
about open-heart surgery?
• Mediums are visual, therefore you need visuals

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Strong Facebook presences in Reno, NV

30,000 27,336

25,000

20,000 18,089
16,234
Likes

15,000 11,386
10,000 7,976
6,692
4,345
5,000 2,461
626
0
Saint Edible Nevada Reno Freight City of Reno Reno Nevada
Mary's Reno Museum Rodeo House Reno Aces Tahoe Wolf
Reno Tahoe of Art District USA Pack

As of April 10, 2011

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Strong Facebook presences in Reno, NV

4000
3,627
3500

3000

2500
Likes

2,061
2000

1500
988 1,004
1000
626
500
114 140
37
0
Employers Renow n Western Saint Mary's The Summit Builders Reno U-Sw irl
Insurance Health Bariatric Reno Assn. Gazette- Reno
Journal

As of April 10, 2011

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Facebook – Two pages

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Facebook – Two pages

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Content recap

• Historic Saint Mary’s
• Contests
– Heart Month
– Saint Patrick’s Day photo
– Easter photo

• Quality in Education Award photos

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Content recap
• Polls
– Shoe poll
– Reno Aces Fireworks Friday

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Frequency? Every weekday

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Lessons learned

• Growing is slow
– For existing Saint Mary’s
– For new Saint Mary’s Medical Group

• Watch what likers Like
• Contests can help you grow
– Be careful how you structure

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Spontaneous Conversation

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Twitter

• Be active
– Follow people – they’ll follow back
– Follow their lists
– Look for lists & hashtags

• Use HootSuite, TweetDeck or like

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Getting started on Twitter

• Go to my Twitter account + those you saw earlier
• Follow anyone relevant

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YouTube

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Blogs

• WordPress is tops

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How blogs move you up in Google – fast

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Foursquare aka Facebook Places (not really)

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Yelp

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Speaking of ratings/reviews

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Mobile sites & apps

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LinkedIn

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Groupon anyone?

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Patient Communities

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Measurement Tools

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Our Measures
Twitter Following - @StMarysReno

1, 0 0 0

950
900

850
800

750
700
# of Followers

650
600

550

500
450

400
350

300
250

200
15 0

10 0
50

-

Jul Aug Sep Oct Nov Dec Jan Feb M ar Apr M ay Jun

FY11 147 180 246 300

Month

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What we’ve learned so far

• Growing is work
– Low-interest category

• Making progress on measures
– Lead search and enhance organic SEO
– Increase connections with our target audiences
– Increase 1:1 dialogue with our target audiences
– Capture an increasingly mobile device-based audience

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“The only significant competitive advantage is your
organization’s ability to learn faster
than the competition.”
– Peter Senge

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Questions?

My info
lanyrd.com/scxbz
@KateEGrey
kate.grey@chw.edu

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Building a Social-Media Toolkit

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