Download - Hive Marketing - ISHMPR Presentation
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Hive Marketing: Using Social Media to Activate Brand Advocates
ISHMPR Annual Conference
Mark Shelley & Dan DunlopTuesday, November 9, 2010
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Why does your hospital use social media to communicate with constituents?
To engage and inform them. But to what end? What’s the strategy behind the engagement?
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Hive Marketing & Social Media• Based on an article by
Mark Shelley and Dan Dunlop for Healthcare Marketing Advisor, January 2010.
• A subsequent article by Marianne Aiello is available on the HealthLeaders website
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Hive Marketing Defined
• What first looks like an unorganized collection of individuals buzzing around, upon closer inspection becomes the foundation of a movement with focus and direction
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Hive Marketing Defined• Bringing together individuals with a shared
interest• Allowing them to share their passion• In the case of brand advocates, giving them a
forum to express their support• Feeding them information that confirms their
decision to support the brand• Activating them when needed
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Social Networks & Psychology• Social Networks: The supreme hive marketing tools• A gift (and a potential curse) to healthcare marketers• The psychology of social networking:
– The importance of connecting; sense of community– Allows one to create a more vivid, accessible personal brand– Sense of empowerment– A negative outcome can be digital narcissism; the negative
side of giving someone a voice!– The 7 A’s of social media: Acknowledgement, Attention,
Approval, Appreciation, Acclaim, Assurance/Affirmation, and to be “A Part of something” bigger than they are.
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The Power of Community• Oxytocin hormone – The generosity-trust chemical
(also called the “cuddle drug”)• Dr. Paul Zak, Neuroeconomist at Claremont Graduate
University• Studies have shown that the brain reacts to social
networking interaction as if they were in-person interactions
• Social media users get that same emotional benefit• Heightened feeling of trust, empathy and generosity
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The Hive: Social Media Vehicles
• Examples:– Facebook pages– Hospital blogs– Patient communities– LinkedIn Groups– Twitter Groups (Yes, Twitter Groups!)– YouTube
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• A natural medium for hive marketing• Friendly, supportive tone• People “like” things• Designed for people to show their support• Pages vs. Groups• How you know you’re being successful:
engagement
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LinkedIn Groups• Groups can be open or private;
members opt-in to communication• Daily/weekly eblast for
distributing news and discussions• Ideal for communicating with
employees and alumni, medical students and friends of the hospital
• Easy to create and maintain• Post event notices and press
releases to the group
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Twitter & Twitter Groups• www.twittgroups.com• Allows individuals to
follow a conversation stream
• Establishes a common #hashtag for the group
• Sense of community• Constant flow of
information
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Twitter/Facebook/Blog Trifecta
• Power of using these in tandem• Twitter’s ability to reach out• Facebook’s storytelling ability and group
building capacity• Blog: long-form storytelling; ability to establish
a brand voice/personality
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Hospital Blogs
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Hospital Blogs
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Hospital Blogs
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Patient Online Communities• PatientsLikeMe.com• Medhelp.org• DailyStrength.org• Organizedwisdom.com• Everydayhealth.com• Revolutionhealth.com• ACOR.org• HealthAngle.com
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Patient Communities
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Cultivating Your Supporters
• Truly a community building activity• The care and feeding of the community:– Post regularly– Encourage engagement– Reward engagement– Keep things interesting– Vary your outputs– Don’t make it all about you
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Building Up Equity for a Rainy Day
• “Green Stamps” analogy• Social networks for crisis
communications and issue management
• Circumvent traditional media when necessary
• Take messaging directly to audience, unfiltered
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Ways To Use The Hive• Countering negative news• Correcting misinformation• Sharing news directly with constituents • Announcing events• Managed care negotiation• Issue management• Weigh public opinion• Health education
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Lexington Medical Center
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LMC Background• West Columbia, South Carolina• 414-bed metropolitan medical complex• Comprehensive, county-wide healthcare
network• More than 5,000 employees• Affiliated physician practices, community
medical centers, extended care facility• NRC Consumer Choice Award winner• Press Ganey Summit Award winner
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LMC Heart Timeline• The 10 year timeline:• August 2000 – LMC’s Board approves the submission of a CON
application for a diagnostic cath lab.• January 2001 – LMC receives CON approval from DHEC.• February 2002 – LMC opens diagnostic cath lab. Calendar Year 2003
– Cath lab performs 1,210 diagnostic catheterizations.• April 2004 – LMC files CON to provide comprehensive cardiac
services including open heart surgery and elective therapeutic cardiac caths.
• October 2004 – CON denied.• February 2006 – LMC appeals DHEC’s denial of their open heart CON
in administrative court.
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LMC Heart Timeline• April 2006 – The SC House and Senate each pass a bill that
would have allowed LMC to perform open heart surgery.• May 2006 – Governor Mark Sanford vetoes the bill.• September 2006 - Administrative Law Court determines
that a Lexington heart program would cause volumes to drop at Palmetto Health Richland and Providence Hospitals and should be denied for that reason.
• January 2008 – SC Supreme Court agrees to review and hear LMC’s appeal.
• November 2008 – LMC withdraws its appeal and submits a new CON for renovations, which includes the relocation of the Diagnostic Cath Lab Department, addition of a second cath lab and provision of emergency PCI services.
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LMC Heart Timeline• February 2009 – LMC reaches an agreement with Providence
Hospital to de-license one of their cardiac suites, allowing LMC to add a new suite.
• April 2009 – Both houses of the SC Legislature pass a Joint Resolution commending LMC and Providence Hospitals.
• November 2009 - LMC receives CON approval from DHEC for the relocation of the Diagnostic Cath Lab Department, the addition of a second cath lab and provision for emergency PCI services.
• December 2009 – LMC and Providence Hospitals file a joint CON (the first in the history of DHEC) for the development of an open heart surgery program at LMC.
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LMC Heart Timeline• January 2010 - LMC relocates the Diagnostic Cardiac
Cath Department and opens the second cardiac cath lab and makes provisions for emergency PCI services.
• April 2010 – LMC and Palmetto Health reach an agreement where LMC’s open heart program can proceed. Palmetto agrees not to contest LMC’s application.
• June 2010 – DHEC approves Lexington Medical Center’s CON to provide comprehensive cardiovascular services, including open heart surgery and elective therapeutic cardiac catheterizations.
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The Need for Hive Marketing• Contentious relationship with The State
Newspaper• Strong base of support in Lexington• Need to put those supporters to work on behalf
of the brand• Need to get LMC’s story out without “spin”• Need to communicate with and activate
supporters without going through conventional media
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Countering a Sea of Negative Publicity
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Countering a Sea of Negative Publicity
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Countering a Sea of Negative Publicity
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Countering a Sea of Negative Publicity
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Putting Social Media to Work
We put our hive to work!
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Putting Social Media to Work
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Putting Social Media to Work
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Lexington Wins Approval
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Lexington Wins Approval
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Coming Full Circle
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Tufts Medical Center & BCBSMA
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About Tufts Medical Center• Academic Medical Center• 415-beds• Boston’s Theater District• The oldest permanent medical facility in the
country• Led by dynamic CEO Ellen Zane• Also home to Floating Hospital for Children• Teaching hospital for Tufts University School of
Medicine
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About Tufts Medical Center• Competitive Boston Metro• Partners Healthcare – Teaching affiliate of Harvard Medical
School– Brigham and Women’s Hospital– Massachusetts General Hospital– Another 6 or more community hospitals
• Beth Israel Deaconess Hospital• Dana Farber Cancer Institute• Children’s Hospital Boston (Harvard affiliate)• New England Baptist Hospital• Boston Medical Center
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Tufts Medical Center & BCBS MA
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Tufts Medical Center & BCBS MA
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Managed Care Negotiation Breakdown
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Bloggers Voice Support & Concern
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Bloggers Voice Support & Concern
Authentic voices join the conversation
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Bloggers Voice Support & Concern
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Dedicated Microsite
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Facebook for Organizing Support
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Dedicated Blog
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Countering Misperceptions
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The Power of One Individual’s Network
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The Power of One Individual’s Network
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Supporter Comments On News Sites
Wall Street JournalHealth Blog
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Supporter Comments On News Sites
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Merrimack Valley Moms
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Merrimack Valley Moms Blog
• How do we engage busy moms?• Lowell General Hospital decided to start a
mommy blog for the Merrimack Valley Region of Massachusetts and Southern NH.
• Recruiting bloggers via a Facebook contest• The contest’s impact on Twitter and Facebook• Building community: Mommy Blogger Brunch
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Merrimack Valley Moms
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Merrimack Valley Moms
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Merrimack Valley Moms
Spreading the word via area Facebook groups
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Merrimack Valley MomsContest submissions from prospective mommy bloggers
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Merrimack Valley MomsExamples of engagement on Facebook
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Merrimack Valley Moms
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Merrimack Valley Moms
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Merrimack Valley Moms
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Merrimack Valley Moms
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Scott and White Hospital• Fort Hood shootings (November 2009)• Prominent example of social media for crisis communication• Used Twitter to tweet updates to direct news media to official
statements (43 tweet in 3 days)• Used social media to dispel rumors and correct
misinformation• Tweets updated community of status of their ED (closed to all
but Ft. Hood patients)• Tweets asking for blood donations; led to more than 1,000
units being donated• Posted hospital press conference on YouTube• Videos of people donating blood
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Scott and White Hospital
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Tips for Getting Started• Build your communities proactively, in
anticipation of a need• Nurture the community and its members
(regular care and feeding)• Participate, engage. Don’t just push information• Don’t let the community languish• Have some personality• Reward engagement
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Tips For Getting Started• Cross promote between platforms• Find community #hashtags (in Columbia, SC the
most popular tag is #famouslyhot)• Use hashtags to build followers• RT good information relevant to your followers• Follow local news media and community orgs• Share links to your blog posts on Twitter and
Facebook• Use tags and categories for blog posts and YouTube
videos
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Tips For Getting Started
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Social Networks & Crisis Communication• Build social media tools into the plan; part of an integrated
approach• Ramp up “membership” before the need arises• Consider the different constituents: news media, your employees,
general public, patients and families, influentials, business leaders• Assign monitoring and posting responsibilities• Proactive listening, identify problems or miscommunication,
define resolution, then engage with information (open and transparent communication)
• Often diffuse visible predicaments before they become full-blown crises
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Social Networks for Healthcare Marketers
Healthcare Marketing LinkedIn Groups
http://www.linkedin.com/home?myGroups=&trk=hb_side_grps
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Social Networks for Healthcare Marketers
http://twittgroups.com/group/hcmktg
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Contact Information• Mark Shelley– Email: [email protected]– Twitter: @LexMedCtr
• Dan Dunlop – Email: [email protected]– Blog – http://thehealthcaremarketer.wordpress.com– Community – http://heathcaremarketing.ning.com– Twitter - @dandunlop