The roi for incorporating social media

The ROI for Incorporating Social Media into Healthcare Web Properties

Presented by BigBad, Inc.www.bigbad.com

Twittering today? Our hashtag is: #BBMTEHC

Welcome. The presentation will begin shortly.

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Twittering today? Our hashtag is: #BBMTEHC

© 2009 BigBad, Inc. www.bigbad.com

Welcome

About the sponsor: BigBad, Inc.

Webinar format

– Discussion-style presentation

– Robust Q+A period

Twittering? Our hashtag is: #BBMTEHC

Follow-up with recording and related information


Meet the Experts

Ed Bennett

– University of Maryland Medical System

Lee Aase

– Mayo Clinic

Jennifer Texada

– M. D. Anderson Cancer Center

Brian Charlonis

– Danbury Health System

Jeff Johnson

– BigBad, Inc.


Ed Bennett

Director of Web Strategy at the University of Maryland Medical System (UMMS)

Has run UMMS Web program since 1999, developing content-rich sites focused on patient recruitment

Areas of interest include SEO, and SEM

– which have made umm.edu one of the top visited hospital Web sites in the U.S.

Motto – “There’s no such thing as bad site traffic.”


Lee Aase

Manager, Syndication and Social Media, Mayo Clinic

Original focus media relations and syndicated content, evolving to social media emphasis

Chancellor, Social Media University, Global (SMUG) Google SMUG U to audit classes


Jennifer Texada

Communications Program Manager, Digital and New Media at M. D. Anderson Cancer Center

Started as: Internet Marketing Manager (SEM) in the internet services department

Transferred to: external communications department to focus on social media

Soapbox: “Often, doctors say the internet is not a good place to find accurate health care content. Perhaps if they helped to create more of it the content we would have more accurate health content on the internet.”


Brian Charlonis

Manager, Internet Marketing for Danbury Hospital, Danbury Health System

Professional experience spans 12+ years with large and small marketing agencies in CT and NYC for nationally recognized client brands

MBA, BFA


How We Got Here

Jeff Johnson



Background on UMMS Efforts

1999 - 2001 Lots of Search Engine friendly text content

2002 Added ADAM library

www.umm.edu

Ed Bennett





2003 Patient success stories

www.umm.edu

Ed Bennett






2004 Embedded videos

www.umm.edu

Ed Bennett







2005 Ask the Expert

www.umm.edu

Ed Bennett







2005 Ask the Expert

2006 Podcasts, RSS feeds

2007 Page level ratings and feedback

www.umm.edu

Ed Bennett


Now That We’re Here

Jeff Johnson



Hospitals Using Social Media Tools

Primary Four:

Facebook

YouTube

Twitter

Blogs

Ed Bennett


Hospitals Using Social Media Tools

Ed Bennett


Why Should Hospitals Care?


Jeff Johnson


The New Web Landscape

This is Not Your Father’s Oldsmobile

Ed Bennett


Social Media Landscape

This is Not Your Father’s Internet

Ed Bennett



People Spend Time in These Communities

Ed Bennett



Web / Health 2.0 as a Disruptive Force*

Uses licenses with few restrictionsIntellectual Property is closely guarded

Quick deploymentLong deployment lead times

Information from trusted networksInformation from authoritative sources

Risk TakingRisk Adverse

Web / Health 2.0 ValuesHealth Care Values

*John Sharp - http://bit.ly/QiMdo

Ed Bennett



Source – www.emarketer.com

Ed Bennett



Jeff Johnson


Mayo Clinic’s Road to Social Media

Key factors in Mayo Clinic patient preference:

– Word of Mouth (WoM)/Physician Recommendation

– Stories in the news media

Lee Aase


Mayo Clinic’s Road to Social Media

Key factors in Mayo Clinic patient preference:

– Word of Mouth (WoM)/Physician Recommendation

– Stories in the news media

Natural evolution to social media

– Medical Edge syndicated mainstream media resources

– First offered Medical Edge DTC, then tailored to “fit”

– Increasingly interactive

YouTube channel, Podcast Blog, News Blog

Facebook “fan” page

Sharing Mayo Clinic

Lee Aase


Audience Alignment


Jeff Johnson


Identifying your Audience?

Jennifer Texada


Engaging your AudienceFacebook 91.2M users Twitter 21.9M users

Jennifer Texada


Engaging your Audience

What Web sites are your users already using?

What content is most popular with your current Web site users?

What are the information and links you want to share with your audience?

Twitter22%

Facebook51%

Digg4%

MySpace5%

Youtube4%

Delicious3%

Linkedin11%

M. D. Anderson Social Media Web Traffic

Jennifer Texada


Social Media Channeling

Jeff Johnson



Danbury Hospital’s Social Media Presence

Brand Site - DanburyHospital.org– SM promotion

links to our social media presence on home page

Twitter - @danburyhospital– One branded twitter account

– Growing multiple personal accounts from DHS

Facebook – Danbury Hospital Page– One brand Facebook page

– Multiple Facebook groups

– Multiple profiles

Brian Charlonis


How Danbury Hospital Uses Social Media

Communication and Activation Channel

– Two-way dialog, listening and responding, with the community

– Emergency response channel

– Building awareness of calendar events

– Attracting attendees to events

– Soliciting volunteers for events

– Distributing press releases and hospital news

– Driving traffic to brand site

Brian Charlonis


How Danbury Hospital Uses Social Media

Building a Communication Network– Reaching out and making ‘friends’ with fans of pages and

members of groups

– Reaching out to coworkers – Health Systems generally have many employees

Alignment with the Community– Opportunity to listen and learn about what is important to

the community

– Insight of where to focus marketing efforts and community investment needs

– Opportunity for growing and building advocacy awareness

Brian Charlonis


Measuring Success

Social Media MetricsWeb traffic to brand site

– Compared to previous year not including expected annual growth

Attendees to events

– Compared to event attendance previous year not including expected annual growth

Call center reports

– Callers crediting the web for how they heard about something

Brand research reports

– Lift in brand and service line awareness compared to previous year

Brian Charlonis


Measuring Success

Easy Social Media Metrics

Fans and members of brand Facebook pages and groups

Followers on Twitter brand account

Direct messages and mentions on Twitter

Brian Charlonis


The Agency Vantage Point

Significant increase in thoughtful social media strategies that integrate with overall marketing and web initiatives

Key insights map to foundation for measurable success, particularly with:

– Alignment with measurable business outcomes

– Brand building and feedback

– Target audience engagement

– CMS/platform

Jeff Johnson


The Agency Vantage Point

New meaning to Brand research – Powerful tools at your fingertips

– Makes Google look like child’s play

Examples– Twitter search

– Aggregators, such as

IceRocket

Spezify

– Analytics, insights, demographics

Compete, Quantcast,

Jeff Johnson



Jeff Johnson


What to Expect. How to be Prepared.

What to expect:

These services will continue to grow and grab attention (time spent on site).

Expectation that your organization will be available where they “live”.

Expectation that feedback, commenting, mash-ups, and sharing of your content will be integrated into their community.

The end of traditional “Push-only”Web sites.

Ed Bennett



Q. Where’s the ROI?

A. What’s the ROI of your hospitals Pastoral Care department? Your front desk staff, groundskeepers, housekeeping staff, call center, etc.?

What’s the ROI for putting your pants on in the morning?*

*David Scott - http://bit.ly/hSzIi

Ed Bennett



“This ‘telephone’ has too many shortcomings to be

seriously considered as a means of communication.

The device is inherently

of no value to us.”

-Western Union Co.Internal Memo - 1876

Ed Bennett



“Why would I want a Web Site?

My customers can find me in

the Yellow Pages”

-Typical Business Owner - 1997

Ed Bennett



Instead of ROI,

Think ROC:

Return On Connections

1. Positive Word of Mouth

2. Service Recovery

3. Message Influence (not control)

4. Brand Monitoring

5. Instant Feedback

Ed Bennett



Jeff Johnson


Mayo Clinic Mainstream Media Results

Made resources available to journalists through News Blog

– JAMA study video on WSJ Health Blog

– Anthrax audio and CBS Radio Network

– Niemann-Pick Type C and CBS Evening News

Octogenarian Idols on Sharing Mayo Clinic

Implications:

– Use tools to do your current job better

– Get wins that enable you to expand scope

Lee Aase


Jeff Johnson


Social Media ROI Model Example

Jennifer Texada

EDUCATION

Link takes them to MyMDAnderson Web page where

they can get more information

CONVERSIONPhysician registers for MyMDAnderson

for Physicians and creates an account

ENGAGEMENT

Physician clicks on a link on Social Media

Web Site

REVENUEPhysician refers a

patient, at this point revenue generated per patient can be

measured


Jeff Johnson


What is Working for Danbury Hospital

Web Traffic– We’re starting to see good numbers from twitter.com

referrals but we really see traffic coming from facebook.com

– Traffic from twitter.com are generally spending more time and viewing more pages on the brand site than a typical visitor – almost double the time and pages

Events– Facebook has been successful to build awareness of events

and increase attendance

– Facebook Chat has engaged FB friends to volunteer to help at events

Brian Charlonis


What is Working for Danbury Hospital

Call Center and Brand Research Reports

– All data is not in yet for conclusions but we are seeing a lift in mid-year metrics, forecasting a lift correlated with when we first began building our social media presence

Facebook Friends and Twitter Followers– We’ve seen steady growth since the beginning

– Largest lift has been when we added links on our brand site homepage – social media promotion is becoming integrated in our marketing mix

Target Audience Insights

– Most active Facebook friends are female

– Over 70% of our Facebook friends are female

– Over 40% are females 25-34

Brian Charlonis


Where Are We Headed?

Brand Site

– June 2009: Publishing organization's official social media/blogging policy

– October 2009: Social bookmarking

Twitter

– July 2009: Release a directory of Danbury Hospital Twitter accounts focused on discussion with the community, and some specifically for physician to physician dialog

Facebook

– July 2009: Launching Facebook gift application

Brian Charlonis


Where to Start?

Jeff Johnson


UMMS on YouTube

Why Start with YouTube?

One of largest Social Media sites

# 2 Search Engine

Easiest/Safest for Hospitals

Good transition between push and collaborative models

www.youtube.com/ummc

Ed Bennett


The “Secret Sauce” for Getting Viewers

Detailed descriptions

Ed Bennett


UMMS on YouTube

Results:

Our hospital site gets over 75,000 visitors/day

1,500 watch a video on www.umm.edu

YouTube Videos are watched 600 times/day

UMM Video Consumption

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09

Umm.edu

YouTube

These are new visitors – new exposure

Ed Bennett


Conclusion

Jeff Johnson


Conclusion

Start doing something

– Don’t wait to build out an entire social media strategy/plan

The landscape is moving too fast

Evolve an ongoing strategy

Try it

Track it

Try it some more

Jeff Johnson


Conclusion

Before opening up to Q+A…– Resources after the Webinar

BigBad and the Experts

– Access to this Webinar recording

Jeff Johnson


Questions and Answers

Ed Bennett

– University of Maryland Medical System

Lee Aase

– Mayo Clinic

Jennifer Texada

– M. D. Anderson Cancer Center

Brian Charlonis

– Danbury Health System

Jeff Johnson

– BigBad, Inc.


Connect with the Experts

Ed BennettUniversity of Maryland Medical System – Web: http://ebennett.org/

– Twitter: http://twitter.com/edbennett

Lee Aase Mayo Clinic– Web: http://social-media-university-global.org/

– Twitter: http://twitter.com/LeeAase

Jennifer TexadaM. D. Anderson Cancer Center– Web: http://jennifersreport.blogspot.com/

Brian CharlonisDanbury Health System– Twitter: http://twitter.com/danburyhospital

– Facebook: http://www.facebook.com/pages/Danbury-Hospital/61213229520?ref=s

Jeff JohnsonBigBad, Inc.– Web: http://www.bigbad.com/

– Twitter: http://twitter.com/bigbadinc

– Facebook: http://www.facebook.com/pages/Boston-MA/BigBad-Inc/9068064490?ref=s




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