rush university medical center: optimizing health and wellness content for social media, presented...
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Member Meeting 2October 25, 2016New York City
Learn more about Member Meetingshealth.socialmedia.org/meetings
Rush University Medical CenterThurston Hatcher
Optimizing health and wellness content for social media
Optimizing Health and Wellness Content for Social Media
Oct. 25, 2016
Thurston Hatcher thurston_hatcher@rush.edu
Rush University Medical Center
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• 664-bed academic medical center on Chicago’s near West Side
• a.k.a. Gaffney Chicago Medical Center on “Chicago Med”
• 57,000+ Facebook followers
• 15,500+ Twitter followers
What to Post?
• Launched social media in 2009
• Initially, content was heavily reliant on – Photography – News releases – External content – Rush InPerson blog – Rush News Blog
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2009-2012
• Rush InPerson was content hub: Strong first-person stories from doctors, patients
• Effective for engagement, brand awareness • Not driving traffic to Rush consumer website • Dated, unattractive website
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Rush InPerson Blog
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Rush InPerson features first-person stories by doctors, nurses, patients, faculty members and other staff
Content Marketing
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The rise of content
In Plain Sight
• Discover Rush: Quarterly newsletter distributed to 150,000+ households
• Discover Rush Online: Monthly e-newsletter with 3,280 subscribers
• Rush Generations: Quarterly e-newsletter for older adults
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In Plain Sight
8 We had the content, but weren’t taking advantage of it for social
Health Info on Facebook
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• Health content gradually became a key source of Facebook, Twitter content.
• Problem: posts limited by dated website, inability to adjust metadata
Content Adjustments • More high-engagement
content with broader appeal (dog-walking injuries, health benefits of coffee, relationships)
• More evergreen content • More lists (“5 Facts About …” • Improved recipe presentation • Balanced with focus on key
service lines
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Discover Health (new & improved)
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• New website launched Sept. 2014 • More reader-friendly • Easy to add Open Graph, Twitter Card info • Still, limited engagement on rush.edu
Discover Health 2.1
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New Health & Wellness section launched in May 2016
Discover Health 2.1
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More calls to action: o Appointment
requests o Doctor profiles o Related stories o Related videos o Trending stories o Email signup o Prominent,
clingy social share icons
Redesigned Recipes
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Optimizing with Rich Pins metadata for Pinterest
15 Increasing frequency of Facebook posts
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• Increasing frequency of tweets, 8-10 daily, including weekends.
Social Media Referrals
0
5000
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25000
30000
35000
40000
45000
50000
1-Jan 1-Mar 1-May 1-Jul 1-Sep 1-Nov 1-Jan 1-Mar 1-May 1-Jul 1-Sep 1-Nov 1-Jan 1-Mar 1-May 1-Jul 1-Sep 1-Nov 1-Jan 1-Mar 1-May 1-Jul 1-Sep
Monthly referrals to rush.edu from leading social media sites
Google+
YouTube
17 Source: Google Analytics
Trending Alzheimer’s post on Facebook
Social Media Referrals
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2000
4000
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12000
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1-Jan 1-Mar 1-May 1-Jul 1-Sep 1-Nov 1-Jan 1-Mar 1-May 1-Jul 1-Sep 1-Nov 1-Jan 1-Mar 1-May 1-Jul 1-Sep 1-Nov 1-Jan 1-Mar 1-May 1-Jul 1-Sep
Monthly referrals to rush.edu from top social media sites*
Google+
YouTube
18 *Excluding January 2016; source: Google Analytics
Top Health Stories on rush.edu Rank Story Pageviews
1 What is a Healthy Weight? 5,867,000 4 5 Facts About Chest Pain 158,825 8 Losing Belly Fat 94,756
10 How the Body Regulates Heat 81,042 14 Eating for a Healthy Colon 43,854 17 New Year, New Start 33,388 23 Keeping Your Lungs Healthy 30,706 24 5 Blood Pressure Facts 30,662 25 5 Facts About Shoulder Injuries 30,330 30 Jumpstart Your Weight Loss 20,920
19 Google Analytics, Oct. 1, 2015-Sept. 30, 2016
Height-Weight Chart
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Height-weight chart: 5.8 million views, Oct. 1, 2015-Sept. 30, 2016 (43.6% of all rush.edu traffic)
Discover Health Email vs. Social
Story Email Social
Views Bounce Views Bounce
10 Early Signs of Alzheimer’s 412 66.77% 2,244 94.75%
Your Aching Feet 449 62.54% 337 66.96%
The Truth About Toxins 599 92.75% 2,806 89.23%
Health Benefits of Cleaning 337 57.25% 486 90.78%
Does Your Relationship Need a Checkup?
258 67.12% 898 91.29%
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Social drives traffic, but email has lower bounce rate, more time on page
Sharing
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Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16
Social/email shares from rush.edu
AddThis
Socialicons(Health &Wellness)
22 Source: Google Analytics/AddThis
Social Conversions
2015 2016
Appointments 7 7
Newsletter sign-ups
29 100
Event sign-ups 1 0
Ask an Expert 0 1
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Discover Health articles
Room for improvement
Next Steps
• Increased focus on Pinterest • More $ for boosts, page followers • Increase email subscriptions • Improved content calendar/coordination • Quicker turnaround to capitalize on trending
stories
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health.socialmedia.org/meetings
Member Meeting 2October 25, 2016New York City
Learn more about Member Meetingshealth.socialmedia.org/meetings
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