This presentation was given at the 2010 Premier Breakthroughs Conference in Washington DC. The presentation covers a strategic framework for how to Align, Identify, Integrate, Develop and Evolve a social media strategy. This is applicable inside and outside healthcare
Integrating Social Media into Healthcare Communications
1. Social Media & Patient Satisfaction Aurora Health Care June 8, 2010 (v1.0) Jamey Shiels Director Social Media & Digital Communications
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4. Align Consumer Needs & Brand Wants Consum er Needs Engage Interact Transact Long term strategy Patient Experience Best in class Customer Service Q & A Access Brand Wants
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10. Our Approach Goals/Objectives Patient Satisfaction Growth Strategies Develop content strategies that deliver the right message and the right time to the right audience Twitter to support patient education, promote services Facebook to support patient experience YouTube to position Aurora as a thought leader in healthcare Support Communication efforts in Marketing, Public Affairs, and Internal Communications Approach
11. Health Information Seekers 72% of health information seekers begin their health journey with a search engine 60% say info found online affected a decision about how to treat an illness or condition 56% say online info changed their approach to maintaining their health And that of someone they help take care of 53% say online info lead them to ask a doctor questions, or to get a second opinion Pew Internet Life & California Health Study, Google Health Survey
Let’s start w/ a story How Twitter saved a patients life Monitoring process Response Action Resolution Follow-up
Definition: to bring into cooperation or agreement with Organizational goals – Brand wants Long term strategy Communication goals Consumer Needs
Why Social Media Content Strategy Strategic Approach Twitter Patient Education Customer Service Facebook Patient Experience YouTube Though leadership Patient Experience Stories
Twitter Stats 65 million users Facebook Stats Over 400 million users Half check in daily Would be third largest country in the world YouTube Stats 2 nd largest search engine More videos watched then webmd for healthcare Mobile Apple had 1 billion downloads in 9 months