1

Service, Storytelling and Social A Multi-Faceted and Multimedia Approach to Building the Patient Relationship

Aaron Watkins, Director of Internet Strategy Stacia Jesner, Senior Content Strategist Therese Lockemy, Internet Marketing Manager

Healthcare Internet Conference, Scottsdale, AZ, November 3-5, 2014

Aaron Watkins | Director of Internet Strategy @aaronwatkins

Stacia Jesner | Senior Content Strategist linkedin.com/in/staciajesner

Therese Lockemy | Internet Marketing Manager @tlockemy

#hcic14 2

Let’s get started!

Research Teaching

Patient Care

We connect the people of the world with the people of Johns Hopkins Medicine

3

The Internet Strategy Team What We Do

#hcic14

The Internet Strategy Team What We Do

4

Create opportunities for meaningful interactions and access to a complex organization.

–  Provide the right information at the right time.

–  Connect the right people at the right time.

Johns Hopkins Medicine Who We Are •  6 academic & community

hospitals •  40 suburban health care &

surgery centers •  Regional primary/specialty care

network

•  Home care service •  Managed care plans for military

& employers •  Johns Hopkins Medicine

International •  School of Medicine

Connecting People to People Cohesive Digital Strategy

#hcic14

Connecting People to People Cohesive Digital Strategy

#hcic14

Connecting People to People Cohesive Digital Strategy hopkinsmedicine.org

We are Better Together

2008 2009 2010 2011 2012 2013 2014 Source: Google Analytics

150% more visits since 2012

#hcic14

3rd most visited hospital or AMC web site in the US

-- Experian Hitwise

Connecting People to People Cohesive Digital Strategy

9

R

#hcic14

Connecting People to People Three Keys to Service, Storytelling and Social 1.  Align Strategy with Organization’s Mission, Vision

and Values 2.  Content Comes First 3.  Know Your Audience

10 #hcic14

VISITOR SATISFACTION

Average visitor satisfaction score for the industry

Overall visitor satisfaction score for hopkinsmedicine.org

72

77

Scores are on a 0-100 scale#hcic14

1. Align Strategy with Organization’s Mission, Vision and Values

12

Embrace the role of educator.

13 #MayoRagan

Health: The Big Picture

14

STAGE 1: BUILD AN ONLINE HEALTH REFERENCE

The spinal column of hopkinsmedicine.org

•  SEO gateway •  Generates 1/3 of all traffic •  Connects to people & services •  Both licensed and custom Hopkins content

#hcic14

VISITOR SATISFACTION

Average visitor satisfaction score for the industry

Overall visitor satisfaction score for hopkinsmedicine.org

Satisfaction of visitors who visited at least one Health Information page

72

77

82

Scores are on a 0-100 scale#hcic14

THE PURSUIT OF HEALTH: AS PART OF INSTITUTIONAL STRATEGIC PRIORITIES

•  Identified as action item for the strategic priority of “Patient & Family Centered Care”

•  Connects consumers to our research and expertise in accessible, digestible ways

•  Seeks to improve consumers’ health as well as increase understanding of contributions of JHM to biomedical science and healthcare in relation to the life of the individual.

#hcic14

THE PURSUIT OF HEALTH: AS A BUSINESS OBJECTIVE

•  Develop engaged relationships ahead of diagnosis to increase likelihood of Johns Hopkins Medicine as first choice for advanced care

•  Maintain or improve brand equity in an increasingly content-driven marketplace

#hcic14

18

STAGE 2: CREATE ENGAGING CONTENT

Identify Opportunity

•  Serve specific audiences in meaningful ways

•  Present humanity of faculty•  Increase engagement with

science

#hcic14

SEEKING A BIGGER SHARE OF SHARES

19 #hcic14

•  Over 10 thousand shares of content in targeted vertical.

•  67% longer time on page than the overall site average.

•  74% more pageviews per-page than existing consumer-focused health content.

20

HIGH-QUALITY CONTENT = HIGH ON-PAGE ENGAGEMENT

#hcic14

STAGE 2: DEVELOP RICH, CONSUMER-ORIENTED LIFESTYLE CONTENT

21 #hcic14

Keys to Our Content Strategy

•  Identify Desired Audience •  Focus on High-Appeal Topics •  Keep It Simple (but Smart) •  Give Them Something to Talk About

22 #hcic14

SPEAKING TO POTENTIAL PATIENTS AND KEY CO-DECIDERS

Targeted to reach growing demographic of 50+ adults with interest in: •  Disease prevention/health

preservation •  Family caregivers* •  “Living with” health conditions

*Per PewInternet.org, 50% more caregivers use health content online than non-caregivers. http://www.pewinternet.org/2013/06/20/family-caregivers-are-wired-for-health/

23 #hcic14

COVERING HOT TOPICS

•  Bone & joint health (Top two articles overall; most popular condition)

•  Brain health (Two of top seven articles)

•  Sleep (Fifth most popular article; second most popular condition)

Plus: Mood & mental health; staying strong; caregiver content and more.

24 #hcic14

MARRYING “SMART” AND “ACCESSIBLE”

25 #hcic14

SPARKING CONVERSATION, GENERATING SHARES

26 #hcic14

HIGH SOCIAL APPEAL = HIGH TRAFFIC PERFORMANCE

•  Social and digital efforts drove over 75% of the

traffic. •  Social efforts alone drove over 49% of the traffic. •  e-newsletter signups by 54% in total and

146% for those between 45 and 65. •  Drove over 200 attendees to Healthy Aging

webinar.

27 #hcic14

28

MULTI TOUCH-POINT DIGITAL STRATEGY

Content Syndication

Post-Sharing Our

Content

Share Content on Our Social Channels

Promoted Posts for

Caregiver’s Guide

E-Newsletter

Sign-up

Webinar

#hcic14

SPREADING THE WORD: CONTENT SYNDICATION

•  Opportunity: Publish content onto premier healthy lifestyle types of publications in headline format as recommended readings.

•  Why: Larger reach, targeting

them while they are already in consumption mode with other relevant publications.

29 #hcic14

30

SPREADING THE WORD: CONTENT SYNDICATION

#hcic14

1/17/15 31

ENGAGING YOUR AUDIENCE BUILDING YOUR COMMUNITY

•  48% are 45-54

•  71% are women •  Apple Pie Families

•  Upper to Middle Class •  School Age Children •  Mini Van Drivers •  Home Owners

•  Pages Liked:

•  12 Tomatoes •  Dusty Old Thing •  American Overlook •  GodVine

•  Location: Jacksonville, FL; San Antonio, TX; Miami, FL, San Diego, CA.

1/17/15 32

8.2% CTR

Benchmark for Sponsored Like Ad: 2.3% CTR

257%

ENGAGING YOUR AUDIENCE BUILDING YOUR COMMUNITY

33

ENGAGING YOUR AUDIENCE DELIVERING ON THE PROMISE

#hcic14

34

5.5% CTR

ENGAGING YOUR AUDIENCE PROVIDING MEANINGFUL CONTENT

Average CTR for our sponsored posts: 3.7% CTR

49%

#hcic14

35

When Targeted We Saw A 64% in Engagement

ENGAGING YOUR AUDIENCE STAYING TARGETED

#hcic14

36

25% Open Rate 36% Click to Open Rate

CREATING MULTIPLE TOUCH POINTS FEATURED E-NEWSLETTER

#hcic14

E-News Subscribers Age 45 – 65: 146%

54%

37

CREATING MULTIPLE TOUCH POINTS CAREGIVER’S GUIDE

e-News Subscribers

#hcic14

38

Increase in valuable content returns increased trust and higher engagement with efforts that are geared towards this audience.

CREATING MULTIPLE TOUCH POINTS WEBINARS

Attendees: 200

#hcic14

1/17/15 39

BACK TO VALUES

Build community. Engage community. Beyond our walls, web site, and channels.

Faculty Support: PRICELESS

40

RETURN ON INVESTMENT

#hcic14

Aaron Watkins | Director of Internet Strategy @aaronwatkins

Stacia Jesner | Senior Content Strategist linkedin.com/in/staciajesner

Therese Lockemy | Internet Marketing Manager @tlockemy

1/17/15 41

Let’s be friends! left-nav.blogs.hopkinsmedicine.org