Connecting the People of the World to the People of Johns Hopkins Medicine, presentation given at Ragan Mayo Social Media Conference.

1. Connecting the people of the
world to the people of Johns
Hopkins Medicine
Healthcare Social Media Summit, Mayo Clinic, Rochester, MN, October 21-23
1
Aaron Watkins, Director of Internet Strategy
Therese Lockemy, Internet Marketing Manager

2. Aaron Watkins
Director of Internet Strategy
@aaronwatkins
Therese Lockemy
Internet Marketing Manager
@tlockemy
Let’s get started!
2
#MayoRagan

3. Research Teaching
Patient Care
We connect the people of the world
with the people of Johns Hopkins
Medicine
3
#MayoRagan
The Internet Strategy Team
What We Do

4. The Internet Strategy Team
What We Do
4
Create opportunities for
meaningful interactions and
access to a complex
organization.
– Provide the right
information at the
right time.
– Connect the right
people at the right
time.
#MayoRagan

5. Johns Hopkins Medicine
Who We Are
• 6 academic & community
hospitals
• 40 suburban health care &
surgery centers
• Regional primary/specialty
care network
• Home care service
• Managed care plans for military
& employers
• Johns Hopkins Medicine
International
• School of Medicine

6. Connecting People to People
Cohesive Digital Strategy
#MayoRagan

7. #MayoRagan
Connecting People to People
Cohesive Digital Strategy

8. Connecting People to People
Cohesive Digital Strategy
hopkinsmedicine.org
We are Better Together
2008
2009
2010
2011
2012
2013
2014
Source: Google Analytics
150% more visits
since 2012
#MayoRagan

9. 3rd most
visited
hospital or
AMC web site
in the US
-- Experian Hitwise
Connecting People to People
Cohesive Digital Strategy
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#MayoRagan
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10. Connecting People to People
Cohesive Digital Strategy
• Overview of JHM
• Hospitals & Social Media
• JHM Social Media Strategy
Build community. Engage community.
Beyond our walls, web site, and channels.

11. Connecting People to People
Seven Keys to Success
1. Align Strategy with Organization’s Mission, Vision
and Values
2. Content Comes First
3. Know Your Audience
4. Engagement = Meaning + Volume
5. Measure What Matters
6. Social Media Is Not Just a Destination
7. Know What Matters To Your Audience. Know
What Matters To You
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#MayoRagan

12. 12
#MayoRagan
1. Align Strategy with Organization’s
Mission, Vision and Values

13. 1. Align Strategy with Organization’s
Mission, Vision and Values
13
Industry average for healthcare
Satisfaction score of visitors to
hopkinsmedicine.org
72
77
Scores are on a
0-100 scale
Assess Performance that Matters
#MayoRagan
R

14. 1. Align Strategy with Organization’s
Mission, Vision and Values
Build values into
the experience.
#MayoRagan

16. 1. Align Strategy with Organization’s
Mission, Vision and Values
We unite specialists around
a multi-disciplinary approach
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#MayoRagan

17. 1. Align Strategy with Organization’s
Mission, Vision and Values
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Embrace the role of educator.

18. 18
“Could somebody explain how
this happened?”
“I thank everyone who acted on
our concerns. My sister’s surgery
date is now set…Thank you!”
Listening is the most important part
of communication.
1. Align Strategy with Organization’s
Mission, Vision and Values

19. 1. Align Strategy with Organization’s
Mission, Vision and Values
A Foundation for Growth
• Connect people – listen, respond
• Customer service & service recovery
• Real-time monitoring & communications
• Build an audience that we can serve
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#MayoRagan

20. 1. Align Strategy with Organization’s
Mission, Vision and Values
Serve a Wider Audience
• Health information & patient education
• Present a human side
• Engage and understand our audiences as people
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#MayoRagan

21. The Payoff
Social Media Metrics
259% In Audience Growth
73% In Engagement
73% Social Referral Traffic
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#MayoRagan

22. 2. Content Comes First
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#MayoRagan

23. 2. Content Comes First
Leverage Existing Content
23
#MayoRagan

24. 2. Content Comes First
Leverage Existing Content
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#MayoRagan

25. 2. Content Comes First
Educate and Guide
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• Who is your Target
Audience?
• Brand voice and
how it translates to
social
• Insights: What
metrics matter?
• Best practices
• Process on
submitting content.
#MayoRagan

26. 2. Content Comes First
Setting up systems for integration
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• Micro Post • Strategic Priority
• Long Form Post • Target Audience
• URL • Larger Effort
#MayoRagan

27. 27
2. Content Comes First
Show Them What’s Working
WIIFM: What’s In it for me?
Message Reach Engagement
No Brainer: New book by Hopkins doc shows that
patients with adult hydrocephalus are often
misdiagnosed with dementia. http://ow.ly/zpk6f 5984 289
Do you have a bum thumb? Learn the symptoms and
treatment options for thumb #arthritis.
http://ow.ly/AaMoJ 1624 61
Your skin plays an important role in your health.
A Johns Hopkins expert offers 4 tips for how to care for
it. http://ow.ly/AfsqP 2734 277
#MayoRagan

28. 28
2. Content Comes First
Show Them What’s Working
10.9% x our
average
engagement
#MayoRagan

29. 3. Know Your Audience
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#MayoRagan

30. 1/17/2015 30
Who is already
engaged with our
content
Who do we want to
reach and where
are they engaged?
3. Know Your Audience
Deep Dive

31. 1/17/2015 31
General Health
and Wellness
3. Know Your Audience
Deep Dive
• 49% are 25-44
• 62% are women
• Well Educated
• Upper to Middle Income
• Pages Liked:
• Shape Magazine
• Fitness Magazine
• Dr. Mehmet Oz
• Jillian Michaels
• Location: Chicago, New York, Los
Angeles
• Liked 38 pages, 27 posts and 15 ads.
• 68% accessed by mobile in the last 30
days.

32. 1/17/2015 32
3. Know Your Audience
Deep Dive
Baby Boomer
Audience
• 48% are 45-54
• 71% are women
• Apple Pie Families
• Upper to Middle Class
• School Age Children
• Mini Van Drivers
• Home Owners
• Pages Liked:
• 12 Tomatoes
• Dusty Old Thing
• American Overlook
• GodVine
• Location: Jacksonville, FL; San Antonio,
TX; Miami, FL, San Diego, CA.
• Liked 29 page, 22 posts and clicked on
14 ads.
• 67% accessed by mobile in the last 30
days.

33. 4. Engagement = Meaning + Volume
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#MayoRagan

34. 34
4. Engagement = Meaning +Volume
Create Core Focus and Test
Content Type
Photo
Link
Status
Content Type 2
Video
Quote
Question
Health Drill Down
Cancer Diabetes
Recipes Sleep
Heart Health Nutrition
#MayoRagan

35. 35
4. Engagement = Meaning +Volume
Create Core Focus and Test
Quotes consistently perform well
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0.20
0.40
0.60
0.80
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1.20
1.40
1.60
1.80
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Content Type
Video Quote Question
Quote
#MayoRagan

36. 1/17/2015 36
4. Engagement = Meaning +Volume
Rinse and Repeat
8.7 x more engaging
then our average post

37. 37
Women Only
45+
High Performing
Check & Balances
4. Engagement = Meaning +Volume
Create Focus and Schedule
#MayoRagan

38. 38
4. Engagement = Meaning +Volume
Targeted Preforms Better
1.9% CTR 4.7% CTR
147%
#MayoRagan

39. 39
4. Engagement = Meaning +Volume
New Content Efforts

40. 40
4. Engagement = Meaning +Volume
New Content Efforts
5.5% CTR
Average CTR for our
sponsored posts:
3.7% CTR
49%
#MayoRagan

41. 41
4. Engagement = Meaning +Volume
New Content Efforts
#MayoRagan

42. 42
52% of our
existing
audience
are 18-44
Grow our
Baby
Boomer
audience.
4. Engagement = Meaning +Volume
Adapt Audience When Needed
8.2% CTR
Benchmark for
Sponsored Like Ad:
2.3% CTR
257%
#MayoRagan

43. 43
4. Engagement = Meaning +Volume
Better Targeting
When targeted
we saw a 64%
in Engagement
#MayoRagan

44. 5. Measure What Matters
44
#MayoRagan

45. 45
5. Measure What Matters
Variance vs. Trends
#MayoRagan

46. 1/17/2015 46
0
50
100
150
200
250
300
Thousands
Chart Title
Twitter Facebook
213%
Growth
259%
Growth
5. Measure What Matters
Trends Show True Change in Growth
#MayoRagan

47. 47
5. Measure What Matters
Trends Show True Change in Engagement
73% from 2013
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.90
Facebook Engagement
Johns Hopkins Medicine
#MayoRagan

48. 48
5. Measure What Matters
Trends Show True Change in Engagement
0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
January February March April May June July August September
Twitter Engagement
Johns Hopkins Medicine
#MayoRagan

49. 6. Social Media Is Not Just A Destination
49
#MayoRagan

50. Feb to May = 769
May to Aug = 1186
54%
50
6. Social Media Is Not Just A Destination
Social Media As A Distribution Channel
e-News Subscribers
#MayoRagan

51. 51
6. Social Media Is Not Just A Destination
Social Media As A Distribution Channel
151 Webinar
Registrations
81% Driven by
Facebook
#MayoRagan

52. 52
6. Social Media Is Not Just A Destination
Driving Traffic to Owned Properties
73%Social Referrals
103%Facebook
101%Twitter
#MayoRagan

53. This is not a competition for who is first.
53
7. Know What Matters To Your
Audience. Know What Matters To You.
#MayoRagan

54. Connecting People to People
Seven Keys to Success
1. Align Strategy with Organization’s Mission, Vision
and Values
2. Content Comes First
3. Know Your Audience
4. Engagement = Meaning + Volume
5. Measure What Matters
6. Social Media Is Not Just a Destination
7. Know What Matters To Your Audience. Know
What Matters To You
54
#MayoRagan

55. Aaron Watkins
Director of Internet Strategy
@aaronwatkins
Therese Lockemy
Internet Marketing Manager
@tlockemy
Thank You!
55
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