Explains the evolution of Social Media, Conceptual viewpoint of digital Activities and healthcare Gamification. For more information visit: http://www.transformhealth-it.org/

1. Social Media Planning for
Hospitals
Vishwanand GovindRaju ( aka Vishy)

2. Conceptual viewpoint of digital
activities

3. Healthcare Gamification
 Hospitals and physician practices are starting to use
social media to incentivize patients to lead healthier
lifestyles through integrated online and mobile games.
 This approach to healthcare is called gamification, and is
picking up in popularity among patients and
organizations.
 Rather than telling people that they should exercise or
eat more vegetables, gamification gives healthy
choices a purpose and more immediate gratification.

4. Zombies, Run

5. Zombies, Run ( Cont...)
 Zombies, Run! is an immersive running game. Players
act as the character through a series of missions, during
which they run and listen to various audio narrations to
uncover the story. While running, the player collects
supplies such as ammunition, medicine and batteries,
which can be used to build and expand their base.
 The app can record the distance, time, pace, and calories
burned on each mission through the use of the phone's
GPS or accelerometer.

6. Nike+

7. Nike+ (Cont...)
 This app allows people to track their everyday activities,
such as running, yoga, and hiking, set goals, and
compete with friends. Nike+ also shares training tips from
coaches, and rewards your successes with badges and
ribbons that you can then share on social networks with
your friends.

8. CDPHP Life Points
 An online rewards program allowed members to create
an online profile, take a personal health assessment, and
then log points for every healthy choice they make. For
example, members can earn points for joining a gym,
getting an annual physical, logging the number of steps
they take, or joining an adult intramural sports team.
Once points have accumulated, members can cash them
in for up to $365 a year in gift cards for shopping, travel,
dining, or entertainment.

9. Baby Blocks Mobile App:

10. Baby Blocks
 The UnitedHealthcare Baby Blocks program is an
interactive incentive program designed to encourage
expectant moms to make and keep prenatal
appointments and to complete well child visits for the first
two years of their baby's life. Baby Blocks is available to
all pregnant members and members with children under
15 months of age who are enrolled in a UnitedHealthcare
insurance plan. UnitedHealth said that in 2012, 2,296
women used the app.

11. Healthcare Gamification
 Hospitals and physician practices are starting to use
social media to incentivize patients to lead healthier
lifestyles through integrated online and mobile games.
This approach to healthcare is called gamification, and is
picking up in popularity among patients and
organizations. Rather than telling people that they should
exercise or eat more vegetables, gamification gives
healthy choices a purpose and more immediate
gratification.

12. Case Study on Food Hero (US)
 Developed for US First Lady Michelle Obama’s 'Apps for
Health Kids' competition, Food Hero is a virtual game for
children whose goal is to become a ‘Food Hero’ by eating
right and completing a set of running, biking and
swimming challenges.
 By eating right, the child also earns virtual gold, which
can be used to purchase props that help to complete the
challenges.
 Eating too much makes the player sluggish and the
sports challenges become harder.

13. Getmovingindia.com

14. AllaboutH1N1flu.com

15. Population Health Management
Copyrights –
VitreosHealth

16. PHM ( Cont...)
 “Population Health Management" - An approach to
providing affordable, quality healthcare and reduce the
healthcare cost.
 The aim of population health management (PHM) is to
keep the patient population healthy, minimizing their
encounter with emergency department, hospitalizations,
and procedures. It helps to redefine care delivery
paradigm from a disease-specific approach to
patient-centric approach. To meet its objective, PHM
requires automation across the continuum of care to
access population needs and stratifying risk based on
patient risk arrived by analyzing clinical and non-clinical
data.

17. Predictive and Prescriptive Analytics
Copyrights – VitreosHealth

18. Copyrights –
VitreosHealth

19. Copyrights –
VitreosHealth

20. Copyrights –
VitreosHealth

21. Copyrights –
VitreosHealth

22. Listening to the voices of the people
Social Media is becoming increasingly more dominant in
healthcare. Healthcare organizations are using Social
Media to engage with patients.

23. Sickweather

24. How they do it ?
An online social health network that collects data from
Facebook, Twitter, and other social networks to show what
illnesses are going around your area. Sickweather forecasts
and maps sickness.
Sickweather tracks keywords on social networks like
“pneumonia” and “flu” to monitor where symptoms are
showing up in the country

25. Developing a Social Media Plan

26. Introduction to social media
 Social media is a group of Internet –based application
that helps to build highly interactive platform, allowing the
creation and exchange of user-generated content. Social
media is used by individuals and communities to create ,
share and exchange ideas

27. Introduction to social media
 Social media can be actively used for communication
campaigns and activities to promote participations , and
discussion. These activities can help spread important
messages, influence judgement and encourage change
in behaviour.

28. Social media marketing

29. Social Media Marketing
 Social media marketing is a novel way of marketing.
Unlike traditional marketing which is company-focused
and product-based, and intends only to increase the
visibility of the company and its brand, social media
marketing is consumer-focused and in sync with
consumer's interest. The messages in traditional
marketing are company controlled and motivated,
whereas the messages in social media marketing are
transparent, sincere, engaging and inclusive.

30. Challenge
 The challenge with social media marketing is that there
are so many channels, so many people and so many
conversations that it becomes difficult to decide on what
channels to use, what people to engage, and what
conversation to join.

31. Step 1- Listen to yourself
 Listening is the first and foremost skill required in social
media planning. Listen to yourself and examine what
messages the social media channel convey and does it
reflect your mission, and your brand. Determine who your
target audience are and assess if you are really able to
reach them.
 Do a critical analysis of what the social media channels
are missing on and what are the shortcomings. Assess if
the online users are passive participants or active
engagers.
 These questions may force you to think about who you
are and who you want to be. It also indicates how social
media can be used to complement your overall mission.

32. Step 2- Listen to others
 It is important to update yourself on what people around
you are talking about. Keep a tab on:
Key public figures and celebrities
Mention of your organization
Popular industry/ advocacy sites
Newsgroups
Blog comments
Similar organizations

33. Step 2- Listen to others ( Cont…)
 You can do this by using the following tools that keep you
abreast of
Latest happenings in online media:
 Google alerts
 Twilert
 Technorati
 Google trends
 Socialmention
 Addictomatic
 Pipes

34. Step 2- Listen to others ( Cont…)
 The following points can be researched to know more
about social media:
 The attitudes and issues that characterize you or your
organization
 The channel that has the maximum activity related to
your site
 The kind of users do most of the postings
 The popular organization and issue related to them
 The kind of negative comments posted most

35. Step 2- Listen to others ( Cont...)
The research will help you in better understanding of your
brand presence and the brand values you should be
promoting on social media networks. It also gives insight
about the relevant online networks that you should join to
target your intended group. You will also learn about the
negative attitudes in you that should changed.

36. Step 3- Create personas
 Persona, in Latin means 'theatrical mask'. Personas in
social media marketing means a fictional representation
of a user type within a targeted demography, attitude or
behaviour set that tend to use a site, brand or product in
a similar way.
 The personas are created by marketing team, based on
research and interview. The objective is to identify
character traits, buying behaviour, interaction type and
attitudes of your target audience.
 Personas can be used by the marketing team to focus
their efforts or customize their approach to better engage
the potential customers.

37. Step 3- Create personas ( Cont…)
The following points can help in creating a persona that
reflects the particular segment of customer
The best way to reach them- To communicate well with
your customers, its important to know how much time they
spend on web and what are their proffered channels. It is
also important to know whom they go to for advice and how
big is their social and professional network. Their online
behaviour and interaction with various tools may also
indicate their attitude and preference towards written or
verbal communications.

38. Step 3- Create personas ( Cont…)
 Attracting and keeping them interested- Once you
identify which channels are frequented by your target
audience, you need to find what activity interests them
and how to keep them engaged.
 Providing value- You should always try to add value
to the interactions and conversations. Determine their
pain areas and the problems they are trying to solve. It
would also be helpful to know what they are expecting
from the conversation with you.

39. Step 3- Create personas ( Cont…)
 Knowing their decision making process- To convert
the lead into sales, you need to know how the
customers make decision, so that you can guide them
and help them in the process. It is good to know the
driving factors in a purchasing decisions and the
customer's role in it. The time required for making a
decision and whether they research before purchasing
are also worth knowing.

40. Step -4 Map your assets
Time is the most important resource that can be invested in
social media. Therefore, it is important to determine the
number of hours and the number of people needed to
implement a social media plan.
It would help to make the social media plan realistic,
manageable, achievable and efficient.
Points to be considered:
 Size and technical experience of staff
 Volunteer base
 Time team can devote to social media

41. Step -5 Define your goals
For developing any plan, it is essential to define your goals
and then proceed in the direction. The goals of any social
media plan can be any or all the following:
Build better relationship
Raise awareness about your cause
Increase website traffic
Build up your base
Inspire people to action
Increase donations

42. Step -5 Define your goals (Cont..)
Keep goals that can be measured. For e.g.
 We want 20 positive comments per week on Twitter.
 We want Rs. 2 lacs from our charity mall…
 We want 4th page rank by next quarter.
 We want 15,000 fans on Facebook.
 We want 2000 people to sign our petition.

43. Step 6: Clarify your message
 Define your organization or brand in a single, simple
phrase and have all your social media content reflect the
same. This will make your messages focused and to the
point. Preferably have a simple theme which has
relevance for the group, and which can be effortlessly
understood by people with short attention spans.

44. Step 7: Select channels

45. Step 8- Join the conversation
Join the conversation by writing effective content and
commenting on other postings.
 Be non-ambiguous- People like to interact with
transparent people. therefore, always offer your full
name, your title and your organization. f there are any
vested / personal interests, be the first one to admit it.
 Use conversational tone- Keep the tone friendly and
conversation, as you would write to a friend. Ask a
question or for opinion of others.

46. Step 8- Join the conversation
 Write what you know- It is better to write on issues you
are familiar with or are specialized in. Stick to issues
relating to your organization. Your writings should add
value to the conversation, not just mere opinion.
 Admit mistakes- If you do any mistake, take its
responsibility, admit it and then rectify it. Do not forget to
thank people for bringing it into your notice, as it gives
you an opportunity to improve yourself.
 Problems are opportunities- Do not ignore the negative
comments, it could be an opportunity to turn your critics
into supporters. Understand the concerns of your readers
and answer their questions. All negative comments
should be responded to sender kindly and respectfully.

47. Step-9 : Listen and re-strategize
Continue to use the latest tools to find conversation to join,
track responses to your social media activity and
discover what messaging works, what doesn't. Based on
the inputs, devise a strategy that works best.
The following tools may help:
 Google alerts
 Twilert
 Technorati
 Google trends
 Socialmention
 Addictomatic
 Pipes

48. Strategy for Social Media
There are primarily three strategies for social media:
 Broadcasting
 Engagement
 Interaction

49. Broadcasting
 The broadcasting strategy involves deciding what to
convey and writing it up in a press release. The link to the
press release web page is then tweeted, so that the
reader can view the information in press release. The
response to the broadcasted tweet may be monitored,
but the feedback does not determine the future actions to
be taken.
 The objective of using social media is simply to broadcast
your information. For an organization, the person who
broadcasts the information is always anonymous to the
readers. The brand is associated with the company and
not the individual team member.

50. Interaction
 This strategy involves a transactional approach to social
media. It is very similar to basic customer service. The
contact is limited to the transaction happening, the
relation ends when the transaction finishes. Someone
posts something about you, your organization or your
company and you reactively respond. Once you address
the concern, that's the end of the relationship.

51. Interaction (Cont…)
 People who use the interaction strategy for social media
tend to keep a log of the transaction types, and watch out
for trending topics and issues. This information is then
used to start and continue a conversation, or bring about
an improvement in the business process, product/
services price or corporate communication. However, the
strategy is not customer centric and does not involve
putting effort in understanding the customer's intentions
and concerns. The organization may choose for or
against associating a team member with company's
social media brand.

52. Engagement
 Engagement, as the name suggests, is a strategy that
focuses on building mutually beneficial associations. The
social media user may try to understand the motives of
the readers, identify readers who promote the brand, and
turn unsatisfied customers into happy brand promoters.
 These audiences can drive more traffic the brand, give
their opinion on improving service processes and the
quality of your product. The engagement strategy
involves an efficient team who become the face of the
brand and is well known to the readers.

53. # Broadcasting Interaction Engagement
Investment Less More More than broadcasting
and interaction
Resources Fewest resources. The process
can be automated where a tweet
is delivered
as soon as you post a press
release.
Requires good resources. A specific
person or team is assigned to keep
a tab on social media stream, to
identify opportunities to respond,
and take action if required.
Requires an efficient
and dedicated team.
Description The rules of conventional public
relation apply. A mechanism can
be
automated and established
The team aggregates and analyzes
the posts, and provides a summary
to the senior management. A
customer service team should be in
place to service client's requests.
The social media approach is
the reflection of the
organizational culture. The
organization is promotes by
a group of enthusiasts who
are well known by the readers.
They may provide valuable
input on the future direction
of your social media efforts.
Process The feedback is sought but not
worked upon.
Should be in place to service
client's requests.
is promotes by a group of
enthusiasts who are well
known by the readers. They
may provide valuable input
on the future direction of your
social media efforts.
Who uses the
strategy?
News organizations Visionary companies Mayo Clinic

54. Thank you