Walking the Digital Gangplank to Find Buried Treasure: Social, Mobile, Apps and more

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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FACEBOOK

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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TWITTER

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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PINTEREST

CEO, PINTEREST

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LINKEDIN

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 SystemPeter-Taylor@smh.com

www.smh.com@pjtaylor007

THANK YOU!

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