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 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 Demographics: Avg age = 41; Household income of $75,000 or more were more likely to use social media sites Pew Internet & American Life Project, 2008 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 31% know someone that was helped by internet info 60% agree "The internet is full of misinformation and propaganda that too many voters believe is accurate." 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 tools Free – 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 Blogs Wikis Twitter Facebook Message Your Site Boards Web Analytics LinkedIn YouTube The SM2 Technology Components Collect Store Understand Alterian‟s Social Media An incredibly powerful and Alterian SM2 indexes the entire WarehouseSM, created in 2007, intuitive tool, the AlterianSM2 User social media universe, across the contains over 5 billion social Interface enables clients to globe and across all platforms. media mentions, blogs, tweets, visualize, analyze, communicate posts, images and and share findings. Turn content conversations. into actionable insight. 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 Build a holistic online presence LinkedIn Twitter RSS Feeds website Slide Share Corp blog YouTube ET-TV Facebook Ybc/VIP Player Customer Community Write Once - Publish many times Tweet key takeaways Repackage as presentation Start a discussion Add voice for video Chop into episodic blog posts Deploy as formal release Repurposing content opens new points of distribution and has a compounding effect on reach 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 • 9 sites across Texas • 18,000 staff, 90,000 patients • www.mdanderson.org • 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 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 Noted a 9.5% increase in patient referrals in 3 months “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.” 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 [email protected] http://conniebensen.com .