Engaging Audiences Through Social MediaHolly Potter (@htpotter)Vice President, Brand Communication

About Kaiser Permanente

Integrated care delivery

• 16,658 physicians

• 172,997 employees

• 37 hospitals and 611 medical offices

Nation’s largest nonprofit health plan

• Serving 9 states and the District of Columbia

• 9 million members

• $49 billion revenue

Improving health

• $1.8 billion in community benefit

• 900 peer-reviewed studies per year

Digital Engagement: Edelman Health Barometer

My Health Manager – 4 Million Users

59 million online visits (11.4 million via mobile devices)

16.6 million test results viewed online

6.7M emails to care providers

5.6 million prescriptions refilled

300,000 app downloads

4 Copyright © 2011 Kaiser Permanente 4

Media Consumption is Changing

The Pew Research Center’s for Excellence in JournalismThe State of the News Media 2012 http://stateofthemedia.org/

Facebook, You Tube and Twitter

Talking with Consumers: Care Stories Video Blog

Building Relationships

Mixing Media

50+ requests for colon cancer screening kits

4,500 views in four days

15,000 blog views

267,000 “opens” of emailed article

Service via Twitter: @kpmemberservice

• Launched in May 2010• Four-member team, M-F

business hours• Actively monitor and triage

member concerns on Twitter• Engage and take conversation

offline• Share helpful hints with members• Trial status with California

regulators

Addressing Member Concerns

EveryBody Walk!

• Online videos and social media

• 635,400 visitors

• 29,000 mobile app downloads

• 30,700Twitter followers

• 6,200 Facebook followers

• Partnered with “Funny or Die”

Weight of the Nation

• 2-Time Emmy nominated series

• 8,500 Twitter followers

• 44,000 Facebook followers

Recommended Reading

Kaiser Permanente Social Media Policy http://bit.ly/kpsmplcy Social Media and the Health System

http://www.thepermanentejournal.org/issues/2011/winter/445-social-media-and-the-health-system.html

Social Business at Kaiser Permanente: Using Social Tools to Improve Customer Service, Research and Internal Collaborationhttp://sloanreview.mit.edu/feature/kaiser-permanente-using-social-tools-to-improve-customer-service-research-and-internal-collaboration/

Integrating Social Media into PR Plans http://bit.ly/hpinprsa