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Engaging Audiences Through Social Media Holly Potter (@htpotter) Vice President, Brand Communication
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Presentation from Europäischer Gesundheitskongress, Munich, Germany http://www.gesundheitskongress.de/2012/programm.htm (October 12, 2012)
Transcript of Munich potter 10112012_final
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
