walking the digital gangplank to find buried treasure: social, mobile, apps and more
TRANSCRIPT
Walking the digital gangplank to find buried treasure:
Social, Mobile, Apps and more…
Please turn on all digital devices…
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Follow along at #NCIPAN
Okay, where exactly is Sarasota?
[Not exactly the digital capital of the world.]
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• One of THE 10 Largest Public Hospitals in U.S.
• 800 Beds and 8 Outpatient Centers
• 4,000 Staff, 800 Physicians, 1,000 Volunteers
• 25,000 Inpatient visits annually
• 750,000 Outpatient/Physician Visits annually
• 100,000 Emergency Visits annually
• 20,000 Surgeries annually
• 3,000 Births annually
• Magnet Nursing Designation
• Top Hospital for Low # of Readmissions
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LITTLE BIT ABOUT SARASOTA MEMORIAL HEALTH CARE SYSTEM
Cancer Care at Sarasota Memorial• High Quality, Patient Centered Care
– Nationally recognized with commendation from the American College of Surgeons Commission on Cancer
– Cancer Registry to track every cancer patient treated and monitor their health throughout their lifetime, treating more than 1,500 a year
– Oncology certified nurses, genetic counselors, and oncology pharmacists
• Unique Services– Women’s Cancer Specialty Program, directed by Dr. James Fiorica– Breast Health Center, offering latest diagnostic and screening technology
– SMH offers the only Genetic Education and Counseling program in region– Currently offering seven clinical trials
• Supportive Care– Multidisciplinary medical team supported by Social Workers, Case
Managers, Oncology Care Coordinator, Clinical Educator, Certified Tumor Registrars, Mental Health professionals, and Spiritual Care
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Everything we do, we do in-house. - no agencies, no consultants, etc.
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“MARKETING”DEPARTMENT STRUCTURE
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• Account Executive & Media
• Call Center
• Community Relations
• Designer
• External PR & Communications
• Internal PR & Government Relations
• Marketing Assistant
• Research & Planning
• Traffic & Production
• Webmaster
• Physician Liaisons
WHAT WE DOStrategy: Strategic Plan development, execution and reconciliation (@ direction of leadership team)
Research: Coordinate, monitor and disseminate patient satisfaction, physician survey, employee engagement, market share, consumer perception & focus group information
Planning: Maintain and update hospital license and AHCA requirements, CON filing, AHA surveys, etc.
Brand ID: Establish and enforce corporate brand “look & feel” and other guidelines
Marketing Content Development: Both offline and online, with information shared across multiple platforms
Paid Media: Planning, negotiating, buying and reconciliation
Advertising: Concept, development and production of campaigns, promotions(TV, radio, print, billboard, Internet)
Collateral Development: Brochures, flyers, posters, rack cards, maps
Website: Hosting, maintaining, content updates, technological improvements, analytics
Social Media: Education, planning, development, execution
PR: Managing of daily media requests and situations, PR pitches, special events, reputation development
Government Relations: Leverage legislative delegation relationships and meetings, community benefits,position papers
Community Relations: Corporate Volunteer Program, neighborhood interest groups, event planning and participation
Employee Communications: Newsletter, communication updates, presentations, bulletin boards
HealthLine: Consumer Q&A, physician referrals, community calendar event RSVPs, LiveChat
Public Affairs: Serve as PIO (Public Information Officer) during countywide emergencies and drills
Physician Liaisons: Responsible for 800+ on-staff physicians plus new physician recruitment
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DEPARTMENT MANTRA
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Digital/Social Media Experts/Professionals/Gurus?
NOT!But Heavy Users?
YES!
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HOWEVER, NATIONAL PRESS EXPOSURE
NEW YORK (AdAge.com) -- Earlier this year, Sarasota Memorial Hospital live-tweeted a kidney surgery, trading more than 1,900 tweets among followers during the procedure.
NEW YORK (AdAge.com) -- Earlier this year, Sarasota Memorial Hospital live-tweeted a kidney surgery, trading more than 1,900 tweets among followers during the procedure.
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PRESENTATION FORMAT
1. Why do we care so much about digital?
2. How did we get started?
3. What did we actually do?
4. How did it work out?
5. Top 10 Do’s and Don’ts
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WHY?
Marketing world is evolving from “interrupt me” to “engage me.” There is a fundamental shift in the way marketers approach consumers with their message.
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REALITY
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Brands have to be more creative because customers are getting smarter. They don’t want to be bludgeoned with marketing in an obvious way.
We have not run a 30-second TV commercial in 5 years.FACT
• Participation
• Openness
• Conversation
• Community
• Connectedness
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CONSUMERS TODAY VALUE:
THE DIGITAL SHIFT
From:
Who is our target?
What is our insight?
What is our message?
Where do we reach them?
How do we measure success?
To:
Who is our community?
Where do they hang out?
What value can we add?
How will people get involved?
What platforms, tech, APIsshould we use?
What will make it ongoing?
How will we measure success?
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REALITY CHECK
Nobody has to listen. [Marketers] can keep on prattling to the audience exactly as they always have. The only problem is, the people in the supposed audience aren’t listening to you. They’re listening to one another talk about you.
Bob Garfield, Advertising Age columnist
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Healthcare marketing faces an even bigger challenge
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OUR SHARED DILEMMA
Typically people seek us out when sick, injured, or dying, and make decisions under duress. We want to reach out to them before they need us, so they feel comfortable when they really need us. Opportunity to promote “wellness” before “sickness” – fundamental to meaningful healthcare reform.
We are brands peoplewould prefer not to use.
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In fact, most people don’t even want to talk about us.
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How do we engage “resistant” consumers before
they have no choice?
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Most promising option to date: Consumer Engagement Platform
created by social media
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Allows us to interact with consumers in a space they feel comfortable in and
can control.
(the antithesis of a medical visit)
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WHY?
IN THE BEGINNING . . .
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WHAT NOW?
– No Expertise (and I mean zero!)
– No Resources (not one extra dollar)
– No Support (people thought we were nuts and chasing a “pet rock”)
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GIVE IT TO THE “WEB GUY”
Sidebar: If you are going to fail, fail fast!
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PLAN A: CLASSIC BEGINNER’S MISTAKE
PLAN B (30 DAYS LATER)
NOT ABOUT THE TECHNOLOGY
BUT THE CONVERSATION
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DIVIDE & CONQUER APPROACH
CEO MEETING
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Source: Advisory Board Marketing and Planning Leadership Council
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Source: Advisory Board Marketing and Planning Leadership Council
“Creativity emerges through freedom, not control.”
MARCHING ORDERS
Empower people with autonomy within the overall brand strategy
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“LOOK MOM, NO HANDS” APPROACH
– Don’t care about
Metrics
ROI Vanity Metrics
Numbers
– Only care about making authentic connections!
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OVERALL GOAL
Create an online consumer engagement platform
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Sidebar: Word of caution
SO HOW DO YOU DO THIS?
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PTOLEMY VIEW OF THE WORLD
GALILEO VIEW OF THE WORLD
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Sidebar:
Use social media as a catalyst
WEB SITE
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MICROSITES
Sidebar:
Great for limited time offerings.
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DON’T FORGET TO BRAND YOUR SOCIAL MEDIA PRESENCE
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CEO, Facebook
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407 “Likes”57 comments and, most importantly, 34 “shares.”
FACEBOOK ENGAGEMENT WITH COMMUNITY
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FACEBOOK TABS
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CEO, Twitter
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Twitter as a tool in our new Customer Service Arsenal
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YOUTUBE
CEO, YouTube
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FOURSQUARE
CEO, Foursquare
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FLICKR
CEO, FLICKR
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CEO, Google+
GOOGLE+
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CEO, PINTEREST
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CEO, LINKEDIN
DELICIOUS
CEO, Delicious
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WIKIPEDIA
CEO, WIKIPEDIA
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BLOG HUB
CEO, BLOGS
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SMH EXTRA BLOG
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CEO BLOG (Internal)
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GUESTNET WELCOME SCREEN
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SMH FAMILY CONNECT
LIVE CHAT
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LIVE CHAT
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SARASOTA MEMORIAL MOBILE SITE
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SARASOTA MEMORIAL SMART PHONE APP
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QR CODE MANIA
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QR CODE AD
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MOBILE ADVERTISING
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PAID FACEBOOK ADVERTISING
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SPONSORED TWEETS
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GOOGLE NETWORK ADVERTISING
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YAHOO NETWORK ADVERTISING
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ONLINE EDITION ADVERTISING
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ONLINE REFERRAL SOURCES
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NEW CHANNELS – GREAT
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NEW CHANNELS – NOT SO GREAT
RADIAN6: DIGITAL “FOOTPRINT” MANAGEMENT
Listen, measure and engage with your customers across the entire social web.
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SHARE OF VOICE – 90-DAY PERIODVersus competition in Sarasota
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ROI
?
??
?
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WEBSITE 12-MONTH PERIOD
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MOBILE 12-MONTH PERIOD
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PAID FACEBOOK ADVERTISING
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ROI BIG PICTURE
Stabilized Inpatient Market Share
MARKET SHARE Dynamic Outpatient Growth
FY12 Truven Market Share
BRAND PREFERENCE – 18-45 years52.6% to 69.6% in just one year
FY11 Percy & Co. Consumer Study
SHARE OF VOICE (vs. competition) 74% Jan-Mar 2013 Radian6 Metrics
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LESSONS LEARNED
— External Engagement Relatively easy
— Internal Engagement Much more difficult
— Recommend the “Under the Radar” method
— Use external credibility to drive internal approval
— Avoid committees at all costs
— “Complementary” is more important than “consistency”
— 101 reasons not to do it, but one good reason why
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BACK TO THE FUTURE – CONSUMER ENGAGEMENT STORE @ MALL
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QUESTIONS?
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Top Ten Do’s & Don’ts
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1. Be authentic, real & transparent.
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2. Be current, topical & above all: don’t make it all about you.
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3. Have a strategy and a plan, but remain flexible.
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4. Perfection is overrated.
90% today is better than 100% tomorrow
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5. Ensure it is part of your overall marketing mix.
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6. Invite people to engage & participate.
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7. Forget about a 9 AM – 5 PM, Mon-Fri schedule. Response is everything.
NOTE: SITE MANAGER CALLED JULY 5 & RESOLVED ISSUE.
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8. Cross-pollinate amongst all your different social media platforms.
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9. Test, test & test (it’s cheap & hard to break) and measure, but don’t obsess.
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10. Have a sense of humor & fun. It’s contagious.
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Peter TaylorMarketing Director
Sarasota Memorial Health Care [email protected]
www.smh.com@pjtaylor007
THANK YOU!
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