National Hispanic Corporate Council Think Tank
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Transcript of National Hispanic Corporate Council Think Tank
Presentation title
National Hispanic Corporate Council | October 21, 2009
Social Media: The Ultimate Word of MouthHolly Potter, Vice President of Public Relations
About Kaiser Permanente
• Integrated care delivery
• 8.6 million members
• 167,638 employees
• Serving 9 states and the District of Columbia
• 14,641 physicians
• Nation’s largest nonprofit health plan
•Nation’s largest non-university-affiliated health research institute
• 2,607 residents• 36 hospitals
• 430+ medical offices
•$40.3 billion annual revenues (2008)
• 40,451 nurses
Thrive Campaign: Imagine Health
“Mural”Kaiser Permanente YouTube Channel
http://www.youtube.com/kaiserpermanenteorg
Online Services – kp.org
English and Spanish content
My Health Manager
• 3,307,533 registered users
• Act for family: 321,142 children and 22,904 adults
Through Q2 2009• 5,438,930 lab test results viewed online • 2,104,131 secure emails sent to doctors• 1,631,490 prescriptions refilled• 453,618 appointments scheduled online
Why Social Media?
1. Protect and promote the brand
2. Extend the impact of traditional media
3. Improve organic search results
4. And ultimately, create brand champions
News and Features
On Twitter: @KPNewsCenter
@KPThrive
@KPVivaBien
Also:
@KPColorado
@KPNorthwest
@KPHawaii
@KPGANews
Blogs
kp.org/history
On Twitter: @KPHistory
kp.org/farmersmarketrecipes
On Twitter: @PrestonMaring
You Tube & Facebook
facebook.com/kpthrive
youtube.com/kaiserpermanenteorg
Conversations & Champions
1. Monitoring
2. Responding
3. Pitching
4. Participating
Monitoring
•Weekly blog report since 2007
•Conducted baseline audit of multiple platforms June-December of 2008
•Begun real-time monitoring and database tracking 2009
Responding: Service Recovery
All of the above leads me to believe that Kaiser does not care one bit if I thrive or shrivel up and die. …, regardless of how many happy, shiny commercials they air on television.
I … cannot believe that Kaiser not only saw my post, but decided to act upon it. I am extremely grateful that they chose to call…. I love things like this. They help to restore my faith in this world.
Participating
13
Pitching: Health Disparities
The Full Spectrum of Engagement
Thank You
3
Caring for Everyone: Internet
4
Caring for Everyone: Mobile