Post on 17-May-2015
description
Social Media Measurement & ROI for HealthCare
Pkids Webinar
Connie Bensen
March 22, 2011
Agenda
• Healthcare IS Social• Social Media Challenges• The Business Case• Social Media Strategy• Calculating ROI in 5 Steps
• Case Study
Healthcare is social
National Research Corporation
23,000 Americans were surveyed in February of 2011
Demographics: Avg age = 41; Household income of $75,000 or more were more likely to use social media sites
20 % use social media sites to make healthcare decisions
1 in 4 say the info is ‘likely’ or ‘very likely’ to influence them
32 % had a ‘very high’ trust in social media
Only 7 % had ‘very low’ trust
Pew Internet & American Life Project, 2008
60% agree "The internet is full of misinformation and propaganda that too many voters believe is accurate."
31% know someone that was helped by internet info
75-80% of U.S. adult Internet users sought health information online
75% with chronic condition turned to the internet
59% of newly diagnosed search the internet
57% of newly diagnosed are eager to share
Mapping Engagement & Investment by Condition
Examples of Health Organizations Using Social Media
Objections by C Suite
• Fear• Change• Waste of time• Risk• Can't measure return
How to Overcome:• Speak their language• Inventory of communication assets• What behavior change is needed of the
culture? Ie: what’s the point? (hat tip to Phil Baumann)
The Business Case for Social
Set Goals to Measure
• Increase brand visibility• Increase patient loyalty• Increase effectiveness of marketing campaigns• Improve public relations effectiveness• Ensure core competency of hospital/services is aligned
with ailment conversations (geography specific)• Increase customer satisfaction
Pharma specific• Document problems with drugs • Improve product success ratios
Tip – Choose 1 or 2 to start with
A Prescription for Measuring Social Success
1. Plan
2. Listen
3. Engage
4. Measure & Report
5. Refine
1. Plan Based on Objective(s)
Choose One that Meets your Business Goals• % Increase in New Patients• % Increase in Brand Visibility• % Reduced spend on PR, Marketing & Advertising• % Increase in Leads from Campaign• % Reduction in Customer Complaints• % Increased SEO Presence
Note that the objectives drive the metrics which need to be measureable.
2. Listen to the Social Web
• Choose toolsFree – Google Alerts– HootSuite, Tweetdeck– SocialMention
Paid (aggregate results and – Trackur– Alterian SM2– Radian6
• Decide on keywords• Document
Google Alerts
• Set up searches http://www.google.com/alerts
• Search for:– Organization name, acronym– Prominent staff– Campaigns
• Create a rule in email to
corral them
Hootsuite is a dashboard that simplifies using Twitter
Sign up for an Account at http://hootsuite.com
Setting up HootSuite
• Create columns to filter topics.• Tabs can be set up to organize the columns• Ability to post to monitor & post to multiple platforms
Everything is Measurable
Your SiteWeb Analytics
TwitterBlogs Wikis
Message Boards
YouTube
Collect
Alterian SM2 indexes the entire social media universe, across the globe and across all platforms.
StoreAlterian’s Social Media WarehouseSM, created in 2007, contains over 5 billion social media mentions, blogs, tweets, posts, images and conversations.
UnderstandAn incredibly powerful and intuitive tool, the AlterianSM2 User Interface enables clients to visualize, analyze, communicate and share findings. Turn content into actionable insight.
The SM2 Technology Components
Over 5 Billion Results
Daily Volume
How much are
people talking
about your
brand?
Since 3/1/2010
14888 mentions
Trending avg: 149/day
Volume: Social Channels
Where are they talking?
Where are conversations taking place online?
Focus on places consumers are most active.
Plan your strategy.
Where does your audience reside?
Identify new stakeholder groups. Grow membership base.
How do consumers feel about your brand?
Find out what they do or don’t like...
and who’s letting you know.
Listen to Find Communities
• Evangelists • Advocates• Influencers
Tips for Tracking Social Media Campaigns
Monitoring a brand or campaign is sometimes challenging
• Tips to make tracking easier– Use a hash tag– Use a tag line– Use bit.ly links – Use shorter Tweets so that they can easily be retweeted
• Tips for making measuring easier– Isolate your social campaign so response can be measured
• Create a microlanding page
– Don’t run another campaign concurrently
3. Engaging is like a Transfusion
Social Web offers opportunity to:
• Infuse new life into content
• Spread healthy content
• Encourage sharing
website
Corp blog
ET-TV
Slide Share
YouTube
Ybc/VIP Player
RSSFeeds
CustomerCommunity
Build a holistic online presence
Write Once - Publish many times
Repurposing content opens new points of distribution and has a
compounding effect on reach
Start a discussion
Chop into episodic blog posts
Deploy as formal release
Repackage as presentation
Add voice for video
Tweet key takeaways
Best Practices
• Participate in social networks– Build relationships on Twitter, Facebook & LinkedIn groups– Comment on blogs and contribute links to your content
• Content Marketing – Create content that is educational & provides value
• Remember that people learn in different ways so use a variety of formats: blog post, pdf, slide decks, podcasts, videos
– Place on shareable sites such as YouTube, Slideshare• Syndicate to LinkedIn, Facebook• Share on Twitter
Remember to set information free. The desired behavior will happen after the trust and relationship is built.
4. Measure what makes sense for the Objective:
• % Increase in New Patients– Survey incoming: How did you hear about us?
• % % Increase in Brand Visibility– Amount of increased conversation
• % Reduced spend on PR, Marketing & Advertising– Compare previous quarter to present
• % Increase in Leads from Campaigns– Count number of leads (track social campaign separtely)
• % Reduction in Customer Complaints– Compare previous quarter to present– Increased customer satisfaction - qualitative
• % Increased SEO Presence– Google your brand/product!
Items to Measure
Activity and Engagement (remember! % increase)• Members, number of followers • Number of mentions• Number of comments (ratio of comments to post)• Tags, votes, bookmarks• Inbound links
Reach• number of views on YouTube, Slideshare, Flickr, etc• Number of retweets
• Referrals
Calculating ROI
1. Decide on the objective (it needs to be measurable).
2. What is the % increase or decrease change in behavior that is wanted. (Need to know the value of increment)
3. Measure the baseline.
4. After a given period (or campaign time) take the measurement
5. Calculate the ROI based on the cost
* Remember! It’s about building relationships.
Monthly Reporting
• Report on Objectives– established from goals of the position
• Qualitative (Intangible)– Trends in topics, sentiment, insight & specific quotes. discovery of
new communities
• Quantitative (Linked to Objectives)– Benchmark based on previous report– Daily Volume (% increase or decrease) – Share of Voice – Brand across channels– Share of Voice for Brand & Competitors – Compare Dates – (% increase or decrease)
• Web Analytics • Recommendations
– Based on interactions with customers
5. Refine & Repeat
• Fail Fast• Learn from Mistakes• Build on What Worked • Grow the Engagement• Get More Teams Involved• Train Willing Teams
Case Study - Increasing Customer Engagement by Listening
• Started monitoring in 2007 using free tools• Monitored online conversations about:
– Cancer experiences– Online discussion of their treatment– Their brand and cancer related topics– The communications they were creating
• 9 sites across Texas• 18,000 staff, 90,000 patients• www.mdanderson.org
ROI of Patient Referral at MD Anderson
Campaign goal:
To increase the number of doctors who registered with the hospital’s online electronic medical records system and in turn increase the number of patients referred.
Tracked spread of campaign using SM2 and web analytics
“This was a real eye-opener to how social media could
benefit the business,” Texada said. “We could see which
activity made most impact and which spread fastest.”
Noted a 9.5% increase in patient referrals in 3 months
Evaluating Public Education
• Strategy planning• Used SM2 to review historical data
– Decided to not run the same Prostate Cancer Awareness program
– They ran a more general campaign on men’s health• Healthy eating• Eating on a budget• Exercise
Resulted in significantly more traffic
Resources
• Series of 10 white papers on Social Media ROI– http://socialmedia.alterian.com/resources/roi
• Healthcare Wiki, case studies– http://www.doseofdigital.com/healthcare-pharma-social-media-wiki/
• Beth Kanter, social media for non-profits– http://www.bethkanter.org
• Phil Baumann http://healthissocial.com
• Albert Maruggi– http://www.providentpartners.net/healthcare/
Thank you!Questions?
Connie Bensen
Director of Social Media & Community Strategy, Alterian
@cbensen
ConnieBensen@gmail.com
http://conniebensen.com