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

Facebook

LinkedIn

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

Twitter

Slide Share

Facebook

LinkedIn

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