Health Care Communications - Engaging Audiences in a Rapidly Changing World

Health Care CommunicationsEngaging Audiences in a Rapidly Changing World

Holly PotterVice President, Brand Communication

About Kaiser Permanente

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Nonprofit, integrated health care provider

9 million members

Eight states and D.C.

Large, diverse workforce

172,000 employees

16,600 physicians

611 medical offices and other facilities

37 hospitals

What We Present Advertising/Marketing Facility design and environment Logo, brochures, materials

What We Influence Public Relations Community Involvement Word of Mouth Online

The Experience We Provide Physician and employee engagement On the phone In our facilities

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Building Brand Reputation

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As a service industry, our brand is experienced in three ways:

Digital Engagement: Edelman Health Barometer

The Pew Research Center’s for Excellence in JournalismThe State of the News Media 2012 http://stateofthemedia.org/

Media Consumption is Changing

• Factoring in all media sources, everyone is bombarded with the equivalent of 174 newspapers of data per day.

• We now receive five times as much information as we did in 1986.

Source: Dr. Martin Hilbert, University of Southern California

Resulting in Information Overload

• “A picture is worth a thousand words.”

• 90 percent of information transmitted to the brain is visual.

• Infographics are 30 times more likely to be read than a text article.

• Infographics increase search engine optimization.

To Break Through: Need to Simplify Information Processing

New Data: The Power of Word of Mouth

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Fewer and Fewer Reporters

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If you don’t like the news,

go out and make some of your own.

-Scoop Nisker

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Brand Journalism – share.kp.org

Final Design – Homepage Responsive Design

Desktop | Laptop

Tablet – Vertical Orientation

Handset

Handset - Navigation System

Tablet - Navigation System

Responsive Design

Integrated Communications: ONE TACTIC, MULTIPLE POINTS OF ENTRY

Care Stories (kp.org/carestories)

Strategy: Demonstrate the value of KP care through the voice of the member

First-person stories from patients, physicians and staff

Updated monthly

Integrated Communications

Thrive Advertising

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Employee Communications

Facebook Engagement

Media Coverage

Member Newsletter Drives Engagement

50+ requests for colon cancer screening kits

4,500 views in four days

15,000 blog views 267,000 “opens” of emailed article

Extending Engagement through TweetChats

USING SOCIAL TO EXTEND LEGACY STRATEGIES

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Viva Bien Launch

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Service via Twitter: @kpmemberservice

• Launched in May 2010

• Four-member team, M-F business hours

• Actively monitor and triage member concerns on Twitter

• Engage and take conversation offline

• Share helpful hints with members

• Approved by California regulators

Amplifying KP’s Presence at Events

Center for Total Health Blog: 11 posts highlighting KP's activities

Twitter: 1,873,006 impressions of #kpcth and #tedmed

Facebook: Four posts, totaling 17,000 views and “talked about” more than 100 times

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Media Coverage as a Powerful Starting Point

Print circulation: 731,000 Online subscribers: 1.3 million #3 “Most Emailed” story Twitter: The story reached 7.8

million Twitter accounts with a total of 10.7 million impressions.

Facebook: The FB post garnered 28,352 views of the story on our Facebook page (facebook.com/kpthrive), 551 likes, 70 shares, and 46 comments

LinkedIn: 91 likes, four comments 28

Thank you

Holly Potter | share.kp.org | @htpotter

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