Reaching Key Patient Groups Through New Media: Onslow Success Stories

Onslow Success Stories

Reaching Key PatientGroups ThroughNew Media

Who We AreTim Strickland, APR, FACHESr. VP, Director, PR/MarketingOnslow Memorial Hospital@onslowhospital

Theckla M. SterrettVP, Director of New MediaSaturday Brand Communications@heysaturday

Presentation OverviewOur goal for today:Present case studies that demonstrate how a community hospital uses new media and other online properties to connect with key patient groups to improve perceptions of quality within their community.

About the HospitalOnslow Memorial Hospital (OMH):• 162-bed acute care, community hospital• Located in Jacksonville, NC• Nationally accredited• Two recent expansions include:

• New State of the Art ER and Surgical Pavilion• Radiation Oncology Center

The Situation - 2009OMH losing market share:• Perception of quality: 58.4%• Preference: 26.7%

Patients often looked outside the community for “quality care”

Previous Marketing Efforts

• Traditional marketing had failed to create a connection with community and increase perception scores.

• Media focused on: TV, cinema, radio, outdoor & limited print.

Something had to change…

New GoalsMarketing set several 2010 goals:• Reinforce excellent care available locally• Improve perception of quality• Enhance word of mouth promotion• Become the hospital of choice

How?

Reaching GoalsDecision was made to focus on enhancing engagement with the community.

OMH’s definition of engagement:Become a meaningful part of the lives of the residents of the Onslow community.

Where to Begin?Any solid new media plan starts with a solid strategy, grounded in research.• Understand your target• Identify key service lines and/or patient

groups• SWOT analysis• Research is key

OMH CommunityVery unique local community:• Lowest median age in the U.S. (23)• Military community• Lots of young families with access to

technology• Disproportionate share of mothers with

children still at home

Healthcare Decision Makers

According to the PRC, Inc. Consumer Assessment Study for Onslow County:• In 76% of households, women are the primary

decision makers for themselves and their families

Identifying Key Patient Groups

After consideration of goals, local demographics and influencers, our target group was clear:

Expanding the Strategy

Determine how to reach moms.• Secondary research was critical

Additional considerations:• Hospital had limited staffing resources for

social media management • Budget was a consideration

Reaching Moms• “Women’s community was the most visited and

fastest growing internet category, tied with politics. The number of unique visits to women’s community sites jumped 35% to almost 70 million…”

• 88% of mothers say the internet has helped them stay connected to the world

• 85% believe technology has made their life as a mother easier

• 66% said they rely more on technology since they have become a parent

Reaching Local Moms• Transient population and steady

deployment of troops means there are many temporary one-parent families in the area

• Connection with other moms is critical for spouses of deployed troops

• Younger moms often look online for advice

The Opportunity for Onslow

Create a social network that facilitates interaction between moms in the community and the hospital.

Not Just Another Mommy Blog

Onslow’s unique value proposition for moms:• Focus on the local

community• Keep content anchored in

healthcare information• Connect local moms easily

with other local moms

MomTalk: The ToolsMoms are active, savvy web users; we needed to reach them via multiple channels:• Community site• Blogs• Facebook• Twitter• YouTube• Email marketing• Website updates for Onslow.org

MomTalk: Community Site•The “mothership” of our program.

•A network of moms connecting, conversing and learning.

•Focus on discussions and forums, as well as health articles.

MomTalk: Blogs•A place for real women to share their stories and discuss relevant issues

•Relevant healthcare information provided through a Community Manager

MomTalk: Facebook•A place for local women to connect

•Initially used to funnel moms to more content-rich areas

•Excellent driver of word of mouse

MomTalk: Twitter•Important for moms on the go

•Another means of driving traffic to more content-rich areas of the program

MomTalk: YouTube•A place for moms to connect with the hospital and interact with rich content

•A means for moms to upload and share their own videos

MomTalk: Email Marketing

•A way for the hospital to share timely and relevant healthcare information

•Facilitates word of mouth by sharing information affecting the entire family

MomTalk: Website Integration

•Social media integration recommended to connect hospital brand to social media program

•Live feeds and new content blocks promote relevant content

Rethinking Our TargetOur initial target: new/expectant moms

We quickly realized we needed to reach ALL moms with children in the home.• This led to development of 4 “cohorts” and

content targeted to specific age ranges

Cohorts

TummyTime

For expectant and new

moms

CuddleBugs

For moms of infants

and toddlers

TweenBeat

For moms of “tweens”

(ages 5 – 12)

RealiTeen

For moms of teens (13 – 18)

Immediate SuccessMomTalk launched late 2009, with media campaign in 2010

Immediate SuccessPRC February 2010 showed positive gains for the first time in 5 years:• Overall perception of quality rose to 63.4• Overall preference rose from 26.7 to 28.7

Additionally, births at the hospital reached record numbers by July 2010. All time record set in September 2010.

What Drove Success?Effective local strategy:• Local bloggers hired to create genuine

content• Popular topics included:

• Single parenting during deployment• Being a stay-at-home mom• Becoming a new mom• Raising children in a transient community• Local news and its impact on families

• Community Forums became additional areas for support

What Drove Success?Traditional marketing support• Mixed media campaign launched in January

2010• Call to action: Onslow.org

Media was critical in successfully driving moms to social media sites and promoting MomTalk.• It is important to remember that social does

not equal viral

What Drove Success?Health Information/OMH brand supported instead of interfered:• Health information pushed only when

relevant; relied mainly on “pull” strategy• Limited branding• Limited extraneous/irrelevant hospital

content

Focus: sites were by moms, for moms, about moms above all else.

What Drove Success?Responsive, flexible program was evolved over time to better suit moms:• Redesigned the blogs to improve the user-

experience• Addressed a concern that “TweenBeat” was too

broad• Renamed and refocused “TweenBeat” for middle

schoolers• Add a fifth blog for parents of elementary-aged

children• Redesigned community site, focusing on forums• Created a new MomTalk “hub” page• Rethought the role of health-care information• Improved the Facebook experience by creating a

MomTalk page

What Drove Success?

What Drove Success?

What Drove Success?

Phase II: Expanding Engagement

Hospital needed to engage the larger community.

The solution?

Lighten Up Onslow: The Tools

LUO: Website Integration

•Website was a key promotion tool and enabled OMH to promote ongoing registration

•Live news feed promotes “team of the week”

Phase II SuccessLUO added extra boost in online traffic:

Phase II SuccessPRC February 2011 study results:• Overall perception of quality rose to 66.4• Overall preference rose from 28.7 to 30.7

Two year increase in perception: 8 pts

ConclusionsSocial media has allowed OMH to:• Connect with existing patients in key

patient groups• Reach new patients in key patient groups• Create a personal connection with the

community • Provide useful information to our targets• Offer exclusive content• Promote the hospital’s brand and reinforce

quality in a non-intrusive, interruptive way• Increase word of mouth/mouse

Things to Remember• Don’t just dive into social media• Get to know your target• Research is critical• Measurement is critical, and

possible• Be transparent

Things to Remember• Maintain a dialogue with your

target• Be prepared to evolve and adjust• Use traditional media• Don’t be afraid to ask for help!• HAVE FUN!

THANK YOU!