Can You Hear Me Now?Thriving in the Digital WorldLaura Dunn, MA (@CUgirl481)Kaiser Permanente

About Kaiser Permanente

• Largest integrated health care organization in the United States with more than 9.1 million members

• Insurer and provider, offering health coverage and facilities/clinicians

• Biggest non-governmental electronic health record system in the world

A Look at Kaiser Permanente’s Digital Media

Why Digital Media?

• Protect and promote the brand• Extend the impact of traditional media• Improve organic search results• And ultimately, create brand champions

Consumers have demonstrated the desire to engage with health care digitally:

Consumers Are Ready

7,89518,491HEALTH INFORMATION +134%

15,22128, 537

6,25011,356

13,05623,480

13,78924,358

11,79420,570

19,99234,859

16,97129,164

13,90823,675

9,80316,593

ONLINE RETAIL

MEN’S MAGAZINE CONTENT

ELECTRONIC PAYMENT

GAMING INFORMATION

JOB LISTINGS

GENERAL REFERENCE

CLASSIFIEDS

AUCTION SITES

KIDS/FAMILY ENTERTAINMENT

+87%

+82%

+80%

+77%

+74%

+74%

+72%

+70%

+69%

Top Mobile Categories By Growth In Audience (In Thousands)

December 2010 December 2011

Primary Social Media Platforms

•News Center as the “hub” of public relations

•45+ Twitter handles, 26,000 total followers

• 100-plus doctors, execs, communicators on Twitter

•Facebook KPThrive, 17,300 fans

•YouTube channel – 500 videos, 800K views

•Six topic-specific blogs, inc. Care Stories video blog

Agenda

Every Body Walk!

Weight of the Nation

Customer Service and Twitter

Care Stories Blog

Healthy Chats

Every Body Walk!

Every Body Walk!

2010 World Economic Forum in Switzerland- Prevalence of diabetes discussion

- Importance of walking in preventing and treating diseases

Create documentary on the benefits of walking- Air on broadcast and cable television

Health Care in the United States

Health conditions account for 80 percent of $2.5 trillion spend annually in the U.S.

Most chronic conditions can be prevented or treated through regular exercise

The most accessible exercise is walking

Amazing Benefits of Walking

Research shows dramatic effects of walking in primary and secondary prevention of:

– Heart Disease

– Diabetes

– Strokes

– Depression

The Magic Formula

30 minutes a day, five days a week

OR

Two 15-minute walks

Goal = 150 minutes of walking per week

Digital Recommendation

Create a campaign about walking to build up to a documentary Develop an online hub for walking that becomes a destination on the

topic Integrate with social media Produce video content that tells a story about the importance of

walking Make walking fun and easy

Creating the Every Body Walk! Movement

Make Walking The Easy Thing

Neighborhood factors can increase walking:– Physical features such as sidewalks, crosswalks, traffic controls

– Perceived safety from traffic and crime

– Places to walk: retail, jobs, schools, other services

– Access to public open space, parks, and recreation areas

– Locating dense housing close to walking areas

– Access to public transit

Every Body Walk!

A Public Awareness Campaign Designed to start a national conversation about walking through

series of short, compelling, inspiring videos Online walking hub at www.everybodywalk.org with information to get

people walking regularly– Introduction to walking groups across the country– Interactive maps featuring hundreds of safe walking routes– Calendar of organized walking events– Resources from partner organizations

A 30-minute documentary on the health benefits of walking

Every Body Walk! Website

Rich, interactive, shareablevideo content

Frequently refreshedcontent

Vast scientific and medicalinformation

Interactive maps withwalking safe routes

Calendar of organizedwalking events

Social media promotion

Take the Pledge

The pledge for encourages people to

walk 30 minutes a day, 5 days a week.

It captures contact information from visitors allowing us to build an online community of

walkers.

Every Body Walk! Mobile App

Free mobile app for iPhones, Androids and

tablets.

App tracks time and distance walked and

calories burned; it is also integrated with social

media and allows for video distribution.

Building Stakeholder Relationships

Identify like-minded community partners Create opportunities to work together

– Serve as venue for events

– Showcase as community gather place, centerpiece

Seek access to subject-matter experts Engage elected officials and community leaders Involve traditional media and social media Be creative

Promoting Partnerships

Leverage partner communication vehicles Engage with local walking groups to share info about your park, trails,

events, etc. Tap into social media to spread the word about importance of walking

and events Walking vacations are becoming very popular Fundraising events are a great way to engage people in walking

Digital Media In Action

Going Digital

Active and aggressive social media campaign that spans multiple platforms.

Join us:– Everybodywalk.org

– Facebook.com/everybodywalk

– Twitter.com/everybodywalk

– Tumblr.com/everybodywalk

– Youtube.com/everybodywalk

– Pinterest.com/everybodywalk

Twitter

Facebook

The power of online partnerships.

The American Heart Association supports the campaign, sending a shout out to their online community.

These mentions drive significant traffic to Every Body Walk! content.

YouTube Channel

All Every Body Walk! videos are available on You Tube.

This is yet another way to extend the reach of our

message.

Physician Engagement

Walking Prescription

Bob Sallis page

Weight of the Nation

Partnerships for Common Good #WeightOfTheNation

• 2M Twitter impressions driven by KP handles• Screenings in 20 cities• Live-streaming post-movie Q&As• PR/metrics support• Expert counsel

•52M Twitter impressions in 60 days•42K Facebook likes since launch 3/30/12

•7.5K Twitter followers since 3/30/12•20K GetGlue check-ins

@KPMemberService

Reaching Members on 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 State Regulators

Reaching Members on Twitter - @KPMemberService

@KPMemberService – 26 Months and 16,000 Tweets Later

• Team actively monitors Twitter and looks for opportunities to engage• Members are engaged offline (after initial contact) to protect PHI• Permanent status is pending with Calif. Department of Managed Health Care•Team shares issues with regional Member Services execs upon finding them• Nine percent of member service contacts become biz opportunities• Team also tweets helpful information about member benefits, etc.

Care Stories Blog

Care Stories – Using Social Media to Show, Not Tell Challenge:

– Overcome common misconceptions about Kaiser Permanente

– Allow prospective members to experience the organization before joining

Solution:

– Care Stories video blog

– Members’ stories in their own words

– Showcase our expert medicine/top docs

– Show coordinated care in action

– Uses the power of video

kp.org/carestories

Care Stories

• Promotes the benefits of Kaiser Permanente care via first-person stories from patients, physicians and staff

• Updated monthly

• Averages more then 2,000 visits per month

eNewsletter + Video Blog = Success

50-plus requests for colon cancer screening kits

4,500 views in four days

15,000 blog views

267,000 “opens” of emailed article

Care Stories Promotion Opportunities

Healthy Chats: #KPHealthyChat

Healthy Chats

– Online, real-time chats with Kaiser Permanente physicians, #kphealthychat

– Focused on specific health topics

– Provides the public with an opportunity to meet and learn from Kaiser Permanente physicians

– Hosted on the Care Stories blog (www.kp.org/carestories)

Questions, Discussion, and Thank YOU

Laura Dunn, MAKaiser Permanente

@CUgirl481laura.c.dunn@kp.org