building a social-media toolkit

LEADLEADTHE THE WAYWAY

THOMSON REUTERS 2011 HEALTHCARE ADVANTAGE CONFERENCE

KATE GREYDIRECTOR OF MARKETINGSAINT MARY’S RENO

LEADTHE WAY


BUILDING A HEALTH CARE SOCIAL MEDIA TOOLKIT

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lanyrd.com/scxbz#trhc

Why are you here?

• No, not an existential question, a show of hands

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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• This presentation is already outdated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

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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

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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

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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

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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

6262,461

4,3456,692 7,976

11,386

16,23418,089

27,336

0

5,000

10,000

15,000

20,000

25,000

30,000

SaintMary'sReno

EdibleRenoTahoe

NevadaMuseumof Art

RenoRodeo

FreightHouseDistrict

City ofReno

RenoAces

RenoTahoeUSA

NevadaWolfPack

Like

s

As of April 10, 2011

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As of April 10, 2011

37 114 140

626

988 1,004

2,061

3,627

0

500

1000

1500

2000

2500

3000

3500

4000

EmployersInsurance

Renow nHealth

WesternBariatric

Saint Mary'sReno

The Summit BuildersAssn.

RenoGazette-Journal

U-Sw irlReno

Like

sStrong Facebook presences in Reno, NV

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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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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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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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Our Measures

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Twitter Following - @StMarysReno

-

5 0

10 0

15 0

2 0 0

2 5 0

3 0 0

3 5 0

4 0 0

4 5 0

5 0 0

5 5 0

6 0 0

6 5 0

7 0 0

7 5 0

8 0 0

8 5 0

9 0 0

9 5 0

1, 0 0 0

Month

# of

Fol

low

ers

FY11 147 180 246 300

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

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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

building a social-media toolkit

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