Health Care CommunicationsEngaging Audiences in a Rapidly Changing World
Holly PotterVice President, Brand Communication
About Kaiser Permanente
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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
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
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Building Brand Reputation
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As a service industry, our brand is experienced in three ways:
Digital Engagement: Edelman Health Barometer
The Pew Research Center’s for Excellence in JournalismThe State of the News Media 2012 http://stateofthemedia.org/
Media Consumption is Changing
• 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
• “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
New Data: The Power of Word of Mouth
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Fewer and Fewer Reporters
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If you don’t like the news,
go out and make some of your own.
-Scoop Nisker
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Brand Journalism – share.kp.org
Final Design – Homepage Responsive Design
Desktop | Laptop
Tablet – Vertical Orientation
Handset
Handset - Navigation System
Tablet - Navigation System
Responsive Design
Integrated Communications: ONE TACTIC, MULTIPLE POINTS OF ENTRY
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
Integrated Communications
Thrive Advertising
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Employee Communications
Facebook Engagement
Media Coverage
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
Extending Engagement through TweetChats
USING SOCIAL TO EXTEND LEGACY STRATEGIES
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Viva Bien Launch
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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
Amplifying KP’s 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
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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
Thank you
Holly Potter | share.kp.org | @htpotter
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