Social Media Planning for Hospitals

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Social Media Planning for Hospitals

• Vishwanand GovindRaju ( aka Vishy)

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Conceptual viewpoint of digital activities
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Healthcare Gamification

• Hospitals and physician practices are starting to
  use social media to incentivize patients to lead
  healthier lifestyles through integrated online
  and mobile games.
• This approach to healthcare is called
  gamification, and is picking up in popularity
  among patients and organizations.
• Rather than telling people that they should
  exercise or eat more vegetables, gamification
  gives healthy choices a purpose and more
  immediate gratification.

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Zombies, Run
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Zombies, Run ( Cont...)

• Zombies, Run! is an immersive running game.
  Players act as the character through a series of
  missions, during which they run and listen to
  various audio narrations to uncover the story.
  While running, the player collects supplies such
  as ammunition, medicine and batteries, which can
  be used to build and expand their base.
• The app can record the distance, time, pace, and
  calories burned on each mission through the use
  of the phone's GPS or accelerometer.

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Nike
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Nike (Cont...)

• This app allows people to track their everyday
  activities, such as running, yoga, and hiking,
  set goals, and compete with friends. Nike also
  shares training tips from coaches, and rewards
  your successes with badges and ribbons that you
  can then share on social networks with your
  friends.

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CDPHP Life Points

• An online rewards program allowed members to
  create an online profile, take a personal health
  assessment, and then log points for every healthy
  choice they make.  For example, members can earn
  points for joining a gym, getting an annual
  physical, logging the number of steps they take,
  or joining an adult intramural sports team.  Once
  points have accumulated, members can cash them in
  for up to 365 a year in gift cards for shopping,
  travel, dining, or entertainment.

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Baby Blocks Mobile App
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Baby Blocks

• The UnitedHealthcare Baby Blocks program is an
  interactive incentive program designed to
  encourage expectant moms to make and keep
  prenatal appointments and to complete well child
  visits for the first two years of their baby's
  life. Baby Blocks is available to all pregnant
  members and members with children under 15 months
  of age who are enrolled in a UnitedHealthcare
  insurance plan. UnitedHealth said that in 2012,
  2,296 women used the app.

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Healthcare Gamification

• Hospitals and physician practices are starting to
  use social media to incentivize patients to lead
  healthier lifestyles through integrated online
  and mobile games. This approach to healthcare is
  called gamification, and is picking up in
  popularity among patients and organizations.
  Rather than telling people that they should
  exercise or eat more vegetables, gamification
  gives healthy choices a purpose and more
  immediate gratification.

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Case Study on Food Hero (US)

• Developed for US First Lady Michelle Obamas
  'Apps for Health Kids' competition, Food Hero is
  a virtual game for children whose goal is to
  become a Food Hero by eating right and
  completing a set of running, biking and swimming
  challenges.
• By eating right, the child also earns virtual
  gold, which can be used to purchase props that
  help to complete the challenges.
• Eating too much makes the player sluggish and the
  sports challenges become harder.

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Getmovingindia.com
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AllaboutH1N1flu.com
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Population Health Management
Copyrights VitreosHealth
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PHM ( Cont...)

• Population Health Management" - An approach to
  providing affordable, quality healthcare and
  reduce the healthcare cost.
• The aim of population health management (PHM) is
  to keep the patient population healthy,
  minimizing their encounter with emergency
  department, hospitalizations, and procedures. It
  helps to redefine care delivery paradigm from a
  disease-specific approach to patient-centric
  approach. To meet its objective, PHM requires
  automation across the continuum of care to access
  population needs and stratifying risk based on
  patient risk arrived by analyzing clinical and
  non-clinical data.

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Predictive and Prescriptive Analytics
Copyrights VitreosHealth
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Copyrights VitreosHealth
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Copyrights VitreosHealth
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Copyrights VitreosHealth
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Copyrights VitreosHealth
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Listening to the voices of the people

• Social Media is becoming increasingly more
  dominant in healthcare. Healthcare organizations
  are using Social Media to engage with patients.

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Sickweather
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How they do it ?
An online social health network that collects
data from Facebook, Twitter, and other social
networks to show what illnesses are going around
your area. Sickweather forecasts and maps
sickness. Sickweather tracks keywords on social
networks like pneumonia and flu to monitor
where symptoms are showing up in the country
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Developing a Social Media Plan
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Introduction to social media

• Social media is a group of Internet based
  application that helps to build highly
  interactive platform, allowing the creation and
  exchange of user-generated content. Social media
  is used by individuals and communities to create
  , share and exchange ideas

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Introduction to social media

• Social media can be actively used for
  communication campaigns and activities to promote
  participations , and discussion. These
  activities can help spread important messages,
  influence judgement and encourage change in
  behaviour.

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Social media marketing
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Social Media Marketing

• Social media marketing is a novel way of
  marketing. Unlike traditional marketing which is
  company-focused and product-based, and intends
  only to increase the visibility of the company
  and its brand, social media marketing is
  consumer-focused and in sync with consumer's
  interest. The messages in traditional marketing
  are company controlled and motivated, whereas the
  messages in social media marketing are
  transparent, sincere, engaging and inclusive.

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Challenge

• The challenge with social media marketing is that
  there are so many channels, so many people and so
  many conversations that it becomes difficult to
  decide on what channels to use, what people to
  engage, and what conversation to join.

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Step 1- Listen to yourself

• Listening is the first and foremost skill
  required in social media planning. Listen to
  yourself and examine what messages the social
  media channel convey and does it reflect your
  mission, and your brand. Determine who your
  target audience are and assess if you are really
  able to reach them.
• Do a critical analysis of what the social media
  channels are missing on and what are the
  shortcomings. Assess if the online users are
  passive participants or active engagers.
• These questions may force you to think about who
  you are and who you want to be. It also indicates
  how social media can be used to complement your
  overall mission.

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Step 2- Listen to others

• It is important to update yourself on what people
  around you are talking about. Keep a tab on
• Key public figures and celebrities
• Mention of your organization
• Popular industry/ advocacy sites
• Newsgroups
• Blog comments
• Similar organizations

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Step 2- Listen to others ( Cont)

• You can do this by using the following tools that
  keep you abreast of
• Latest happenings in online media
• Google alerts
• Twilert
• Technorati
• Google trends
• Socialmention
• Addictomatic
• Pipes

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Step 2- Listen to others ( Cont)

• The following points can be researched to know
  more about social media
• The attitudes and issues that characterize you or
  your organization
• The channel that has the maximum activity related
  to your site
• The kind of users do most of the postings
• The popular organization and issue related to
  them
• The kind of negative comments posted most

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Step 2- Listen to others ( Cont...)

• The research will help you in better
  understanding of your brand presence and the
  brand values you should be promoting on social
  media networks. It also gives insight about the
  relevant online networks that you should join to
  target your intended group. You will also learn
  about the negative attitudes in you that should
  changed.

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Step 3- Create personas

• Persona, in Latin means 'theatrical mask'.
  Personas in social media marketing means a
  fictional representation of a user type within a
  targeted demography, attitude or behaviour set
  that tend to use a site, brand or product in a
  similar way.
• The personas are created by marketing team, based
  on research and interview. The objective is to
  identify character traits, buying behaviour,
  interaction type and attitudes of your target
  audience.
• Personas can be used by the marketing team to
  focus their efforts or customize their approach
  to better engage the potential customers.

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Step 3- Create personas ( Cont)

• The following points can help in creating a
  persona that reflects the particular segment of
  customer
• The best way to reach them- To communicate well
  with your customers, its important to know how
  much time they spend on web and what are their
  proffered channels. It is also important to know
  whom they go to for advice and how big is their
  social and professional network. Their online
  behaviour and interaction with various tools may
  also indicate their attitude and preference
  towards written or verbal communications.

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Step 3- Create personas ( Cont)

• Attracting and keeping them interested- Once you
  identify which channels are frequented by your
  target audience, you need to find what activity
  interests them and how to keep them engaged.
• Providing value- You should always try to add
  value to the interactions and conversations.
  Determine their pain areas and the problems they
  are trying to solve. It would also be helpful to
  know what they are expecting from the
  conversation with you.

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Step 3- Create personas ( Cont)

• Knowing their decision making process- To convert
  the lead into sales, you need to know how the
  customers make decision, so that you can guide
  them and help them in the process. It is good to
  know the driving factors in a purchasing
  decisions and the customer's role in it. The time
  required for making a decision and whether they
  research before purchasing are also worth knowing.

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Step -4 Map your assets

• Time is the most important resource that can be
  invested in social media. Therefore, it is
  important to determine the number of hours and
  the number of people needed to implement a social
  media plan.
• It would help to make the social media plan
  realistic, manageable, achievable and efficient.
• Points to be considered
• Size and technical experience of staff
• Volunteer base
• Time team can devote to social media

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Step -5 Define your goals

• For developing any plan, it is essential to
  define your goals and then proceed in the
  direction. The goals of any social media plan can
  be any or all the following
• Build better relationship
• Raise awareness about your cause
• Increase website traffic
• Build up your base
• Inspire people to action
• Increase donations

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Step -5 Define your goals (Cont..)

• Keep goals that can be measured. For e.g.
• We want 20 positive comments per week on Twitter.
• We want Rs. 2 lacs from our charity mall
• We want 4th page rank by next quarter.
• We want 15,000 fans on Facebook.
• We want 2000 people to sign our petition.

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Step 6 Clarify your message

• Define your organization or brand in a single,
  simple phrase and have all your social media
  content reflect the same. This will make your
  messages focused and to the point. Preferably
  have a simple theme which has relevance for the
  group, and which can be effortlessly understood
  by people with short attention spans.

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Step 7 Select channels
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Step 8- Join the conversation

• Join the conversation by writing effective
  content and commenting on other postings.
• Be non-ambiguous- People like to interact with
  transparent people. therefore, always offer your
  full name, your title and your organization. f
  there are any vested / personal interests, be the
  first one to admit it.
• Use conversational tone- Keep the tone friendly
  and conversation, as you would write to a friend.
  Ask a question or for opinion of others.

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Step 8- Join the conversation

• Write what you know- It is better to write on
  issues you are familiar with or are specialized
  in. Stick to issues relating to your
  organization. Your writings should add value to
  the conversation, not just mere opinion.
• Admit mistakes- If you do any mistake, take its
  responsibility, admit it and then rectify it. Do
  not forget to thank people for bringing it into
  your notice, as it gives you an opportunity to
  improve yourself.
• Problems are opportunities- Do not ignore the
  negative comments, it could be an opportunity to
  turn your critics into supporters. Understand the
  concerns of your readers and answer their
  questions. All negative comments should be
  responded to sender kindly and respectfully.

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Step-9 Listen and re-strategize

• Continue to use the latest tools to find
  conversation to join, track responses to your
  social media activity and discover what messaging
  works, what doesn't. Based on the inputs, devise
  a strategy that works best.
• The following tools may help
• Google alerts
• Twilert
• Technorati
• Google trends
• Socialmention
• Addictomatic
• Pipes

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Strategy for Social Media

• There are primarily three strategies for social
  media
• Broadcasting
• Engagement
• Interaction

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Broadcasting

• The broadcasting strategy involves deciding what
  to convey and writing it up in a press release.
  The link to the press release web page is then
  tweeted, so that the reader can view the
  information in press release. The response to the
  broadcasted tweet may be monitored, but the
  feedback does not determine the future actions to
  be taken.
• The objective of using social media is simply to
  broadcast your information. For an organization,
  the person who broadcasts the information is
  always anonymous to the readers. The brand is
  associated with the company and not the
  individual team member.

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Interaction

• This strategy involves a transactional approach
  to social media. It is very similar to basic
  customer service. The contact is limited to the
  transaction happening, the relation ends when the
  transaction finishes. Someone posts something
  about you, your organization or your company and
  you reactively respond. Once you address the
  concern, that's the end of the relationship.

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Interaction (Cont)

• People who use the interaction strategy for
  social media tend to keep a log of the
  transaction types, and watch out for trending
  topics and issues. This information is then used
  to start and continue a conversation, or bring
  about an improvement in the business process,
  product/ services price or corporate
  communication. However, the strategy is not
  customer centric and does not involve putting
  effort in understanding the customer's intentions
  and concerns. The organization may choose for or
  against associating a team member with company's
  social media brand.

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Engagement

• Engagement, as the name suggests, is a strategy
  that focuses on building mutually beneficial
  associations. The social media user may try to
  understand the motives of the readers, identify
  readers who promote the brand, and turn
  unsatisfied customers into happy brand promoters.
  
• These audiences can drive more traffic the brand,
  give their opinion on improving service processes
  and the quality of your product. The engagement
  strategy involves an efficient team who become
  the face of the brand and is well known to the
  readers.

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Broadcasting Interaction Engagement
Investment Less More More than broadcasting and interaction
Resources Fewest resources. The process can be automated where a tweet is delivered as soon as you post a press release. Requires good resources. A specific person or team is assigned to keep a tab on social media stream, to identify opportunities to respond, and take action if required. Requires an efficient and dedicated team.
Description The rules of conventional public relation apply. A mechanism can be automated and established The team aggregates and analyzes the posts, and provides a summary to the senior management. A customer service team should be in place to service client's requests. The social media approach is the reflection of the organizational culture. The organization is promotes by a group of enthusiasts who are well known by the readers. They may provide valuable input on the future direction of your social media efforts.
Process The feedback is sought but not worked upon. Should be in place to service client's requests. is promotes by a group of enthusiasts who are well known by the readers. They may provide valuable input on the future direction of your social media efforts.
Who uses the strategy? News organizations Visionary companies Mayo Clinic
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