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Health Care Communications - Engaging Audiences in a Rapidly Changing World

Date post:08-May-2015
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Health Care Communications in a changing media environment. Presentation to School of Information at UC Berkeley
  • 1.Health Care Communications Engaging Audiences in a Rapidly Changing World Holly Potter Vice President, Brand Communication

2. About Kaiser Permanente 2 Nonprofit, integrated health care provider 9 million members Eight states and D.C. Large, diverse workforce 172,000 employees 16,600 physicians 611 medical offices and other facilities 37 hospitals 3. What We Present Advertising/Marketing Facility design and environment Logo, brochures, materials What We Influence Public Relations Community Involvement Word of Mouth Online The Experience We Provide Physician and employee engagement On the phone In our facilities 1 2 3 Building Brand Reputation 3 As a service industry, our brand is experienced in three ways: 4. Digital Engagement: Edelman Health Barometer 5. The Pew Research Centers for Excellence in Journalism The State of the News Media 2012 http://stateofthemedia.org/ Media Consumption is Changing 6. Factoring in all media sources, everyone is bombarded with the equivalent of 174 newspapers of data per day. We now receive five times as much information as we did in 1986. Source: Dr. Martin Hilbert, University of Southern California Resulting in Information Overload 7. A picture is worth a thousand words. 90 percent of information transmitted to the brain is visual. Infographics are 30 times more likely to be read than a text article. Infographics increase search engine optimization. To Break Through: Need to Simplify Information Processing 8. New Data: The Power of Word of Mouth 10 9. Fewer and Fewer Reporters 11 10. If you dont like the news, go out and make some of your own. -Scoop Nisker 12 11. Brand Journalism share.kp.org 12. Final Design Homepage Responsive Design Desktop | Laptop Tablet Vertical Orientation Handset Handset - Navigation System Tablet - Navigation System Responsive Design 13. Integrated Communications: ONE TACTIC, MULTIPLE POINTS OF ENTRY 14. Care Stories (kp.org/carestories) Strategy: Demonstrate the value of KP care through the voice of the member First-person stories from patients, physicians and staff Updated monthly 15. Integrated Communications 16. Thrive Advertising 18 17. Employee Communications 18. Facebook Engagement 19. Media Coverage 20. Member Newsletter Drives Engagement 50+ requests for colon cancer screening kits 4,500 views in four days 15,000 blog views 267,000 opens of emailed article 21. Extending Engagement through TweetChats 22. USING SOCIAL TO EXTEND LEGACY STRATEGIES 24 23. Viva Bien Launch 25 24. Service via 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 Approved by California regulators 25. Amplifying KPs Presence at Events Center for Total Health Blog: 11 posts highlighting KP's activities Twitter: 1,873,006 impressions of #kpcth and #tedmed Facebook: Four posts, totaling 17,000 views and talked about more than 100 times 27 26. Media Coverage as a Powerful Starting Point Print circulation: 731,000 Online subscribers: 1.3 million #3 Most Emailed story Twitter: The story reached 7.8 million Twitter accounts with a total of 10.7 million impressions. Facebook: The FB post garnered 28,352 views of the story on our Facebook page (facebook.com/kpthrive), 551 likes, 70 shares, and 46 comments LinkedIn: 91 likes, four comments 28 27. Thank you Holly Potter | share.kp.org | @htpotter 29

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