This presentation was given at the 2010 Premier Breakthroughs Conference in Washington DC. The presentation covers a strategic framework for how to Align, Identify, Integrate, Develop and Evolve a social media strategy. This is applicable inside and outside healthcare

1. Social Media & Patient Satisfaction Aurora Health Care June 8, 2010 (v1.0) Jamey Shiels Director Social Media & Digital Communications

4. Align Consumer Needs & Brand Wants Consum er Needs Engage Interact Transact Long term strategy Patient Experience Best in class Customer Service Q & A Access Brand Wants

10. Our Approach Goals/Objectives Patient Satisfaction Growth Strategies Develop content strategies that deliver the right message and the right time to the right audience Twitter to support patient education, promote services Facebook to support patient experience YouTube to position Aurora as a thought leader in healthcare Support Communication efforts in Marketing, Public Affairs, and Internal Communications Approach

11. Health Information Seekers 72% of health information seekers begin their health journey with a search engine 60% say info found online affected a decision about how to treat an illness or condition 56% say online info changed their approach to maintaining their health And that of someone they help take care of 53% say online info lead them to ask a doctor questions, or to get a second opinion Pew Internet Life & California Health Study, Google Health Survey

12. Keyword Analysis

13. Target Health Information Seekers - Video Google Health Research

14. Target Health Information Seekers - Video Google Health Research

15. Social Media Policy

16. Why Social Media