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.
Sieu thi dien may Viet Long - www.vietlongplaza.com.vn

www.bigbad.com
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 Audience
Facebook 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?
Twitter
22%
Facebook
51%
Digg
4%
MySpace
5%
Youtube
4%
Delicious
3%
Linkedin
11%
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 Metrics
Web 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

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
CONVERSION
Physician registers
for MyMDAnderson
for Physicians
and creates
an account
ENGAGEMENT
Physician clicks
on a link on
Social Media
Web Site
REVENUE
Physician refers a
patient, at this point
revenue generated
per patient can be
measured

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 Bennett
University 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 Texada
M. D. Anderson Cancer Center
– Web: http://jennifersreport.blogspot.com/
Brian Charlonis
Danbury Health System
– Twitter: http://twitter.com/danburyhospital
– Facebook: http://www.facebook.com/pages/Danbury-
Hospital/61213229520?ref=s
Jeff Johnson
BigBad, Inc.
– Web: http://www.bigbad.com/
– Twitter: http://twitter.com/bigbadinc
– Facebook: http://www.facebook.com/pages/Boston-
MA/BigBad-Inc/9068064490?ref=s

www.bigbad.com
321 Summer Street, Boston, MA 02210
twitter.com/bigbadinc
Thank You

The roi for incorporating social media

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