A copy of the presentation that I gave this morning for the NESCHO/MHA conference in Boston. In this presentation, I outlined the need for wellness marketing in hospitals, how social media works well for wellness communications and then I highlighted Inova Health System's (www.inova.org) FitFor50 program (which you can find at www.fitfor50.org).

1. Wellness Marketing
and Social Media
Inova’s Fit for 50 program
www.FitFor50.org
www.inova.org

2. About me
• Director, Digital Marketing and
Communications, Inova
• Advisory Board Member,
Mayo Clinic Center for Social Media
• Worked with more than 100
hospitals/physician practices
• www.christopherboyer.com
• @chrisboyer
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3. Our changing business...
• Tightening insurance reimbursements
• Public reporting of outcome data
• Shared-risk model:
• Hospitals
• Patients
• Physicians
• “Go big or go home”

4. Not that this is a bad thing!
• Our goal is to improve health
• We want to provide access to high-quality care
• We do this because we want to help people
• Preventative health is part of our mission

5. Why wellness?
• Aligned with our mission or brand promise
• It’s the right thing to do
• Can compliment our population health initiatives
• Traditional hospital marketing isn’t relevant:
• Service-lines
• Awards
• Technology

6. “No one wants to think about being sick.
The majority of consumers don’t need a
hospital or physician, so they really don’t
care about your typical services. Hospitals
should connect with consumers about
health, something everyone is interested
in, instead of healing.”
- Chris Bevolo, www.chrisbevolo.com

7. “Wellness is good business. It
“Wellness is good business. It
improves health and generates
improves health and generates
other business for the hospital in
other business for the hospital in
the community.”
the community.”
- Steven K. Jones, president and CEO of
- Steven K. Jones, president and CEO of
Robert Wood Johnson University Hospital
Robert Wood Johnson University Hospital
in New Brunswick, NJ
in New Brunswick, NJ
http://www.healthleadersmedia.com/page-1/MAG-255311/
http://www.healthleadersmedia.com/page-1/MAG-255311/
Wellness-Service-Lines-Boost-Hospital-Revenue
Wellness-Service-Lines-Boost-Hospital-Revenue

8. Why
social media
& wellness?

9. Social media makes sense
for wellness
• Social media is part of our lives
• It’s more relevant
• Easy to build engagement
• Social networks influence positive behavior

10. The cornerstone

11. 57% of people say a social
media connection with a
hospital has a strong impact
on their decision to seek
Consumers’ Use, Preference and Expectations of Hospital Social Media
- YouGov Research, July 2011

12. Continuum of “I-Don’t-Care”
Don’t Care Care somewhat
Care deeply
(not engaged) (kinda engaged)
g Opi nions
Sharin
esearching
R
iscovering
D

13. Social media provides relevant
messages at the right time
Facebook
Pinterest
Forums
Twitter Flickr
SMM UStream Yelp!
Digg
SlideShare LinkedIn Local Angie’s List
Wordpress Tumblr Listings
Microsites g Op inions
Foursquare Google+ S harin
YouTube esearching
R
Blogs
iscovering
D

14. Social networks are
how we connect.
Communities of interest are
why we connect.

15. “The desire to be part of a group that
shares, cooperates, or acts in concert is a
basic human instinct.” - Clay Shirky

16. The concept:
• Utilize existing relationship with local celebrity
(Darrell Green) for a preventative program
• A structured program - 50 days (FitFor50)
• Use social tools to build engagement and
interest
• Run in “stealth” mode

17. Fit for 50 goals
• Deliver on brand promise
• Promote physicians/specialists as
subject matter experts
• Engage men/women (initial target: age 50)
in preventative health
• Provide awareness of breadth of hospital
wellness services

19. Structure of campaign
• Primary communication through website
• Additional social elements:
• Darrell Green Blog (on site)
• Fitfor50 Twitter
• Fitfor50 Facebook page
• YouTube video promos
• Use giveaway (pedometer) to “opt-in”
• Link records to our CRM
• Other promotion:
• Radio, TV, outdoor, community events, in-hospital

23. • Daily tips from Darrell Green:
• Inspirational
• Fun
• Educational
• Self-shot

24. • Clinical tips:
• Relevant
• Informal
• Related to their specialty

25. • Include video on blogs

26. User feedback drove change
• Integrated playbook
• Actionable check-lists
• Nutrition & fitness focused
• Tighter integration with Facebook
• Weekly, seasonal tips
• Use email to promote awareness

27. • Seasonal based:
• Move away from “50”
• Transition to weekly tips
• Thematic change to program

28. Integrate playbook
with weekly tips
“Save to Facebook”
“Gamification”
increased clicks

29. • Aligned with community partnerships

30. • Utilize all departments to promote wellness

31. • Doctors are now fully involved

32. "To measure is
Importance of measurement:
to know."
“If you can not
measure it,
you can not
improve it.”
Lord William Thompson Kelvin

33. Current enrollment
• 7,500 registrants
• 600 Facebook followers
• ~5,000 updated CRMrecords)
(~2,300 entirely new
records
• 500 cross-promoted intoLink2Pink, etc.)
programs (SmartHearts,
other engagement

34. With wellness, is it really
no margin, no mission?

35. Revenue through program
• 2,650 participants enrolled in fitness events
(ROI: $22 x 2,650 = $58,300)
• Life-to-date utilization (contribution margin):
• “New” patient CM: ~$110,000
• “Former” patient CM: ~$370,000
• Total CM: ~$480,000
Correlated vs. Causal ROI

36. FitFor50 demographics
Age range

37. Web Analytics

38. Is wellness worth it?
“worth it”: informal sufficiently good, enjoyable,
or successful to repay any effort, trouble, or expense

45. Common questions/concerns
• Do I need a celebrity?
• It’s not a strategic priority
• Long-term investment and return
• Everyone can do it (and they do!)

46. Future focus of wellness
• Employee wellness programs (aligned with insurance premiums)
• B2B opportunities (“white-labeled” online fitness program)
• Wellness integration across all marketing/communications
• Coordinated, enterprise “wellness” council

47. Questions?
Chris Boyer
@chrisboyer
www.christopherboyer.com

48. Wellness Marketing Rag by Chris Boyer
Wellness marketing - my o my
It’s something we all should try
Be more relevant
Build engagement
Wellness marketing has ROI
It’s hard to measure, but we should try
Drive conversions
Be cost effective
And don’t forget your CRM
Make it fun
And you’re halfway done
Act like an ACO
It’s the only way to go
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