Case Study: Facebook: Doing it wrong -- and getting it right This case study will show how Cleveland Clinic, one of the largest health systems in the world, is leveraging custom content and flouting conventional wisdom on Facebook to engage healthcare consumers and grow its brand regionally and nationally. Presented by: Scott Linabarger, Senior Director, Digital Marketing & Creative Services, Cleveland Clinic www.bdionline.com

1. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Facebook:
Doing it Wrong,
Getting it Right
Scott Linabarger
Senior Director
Multichannel Content Marketing
Cleveland Clinic
April 17, 2013

2. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
$6.2 billion enterprise
43,000+ caregivers
National & Multi-national
No. 4 best hospital in the US
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub

3. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub

4. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Strategy
Generate engagement
and conversation
around health,
wellness and clinical
content that is unique
to Cleveland Clinic
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub

5. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Improve the everyday
health of our users
and help them make
smart healthcare
decisions

6. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Strive to make
a meaningful
difference in
people’s lives
while
expressing our
expertise,
empathy and
unique model
of medicine

7. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Distribute the
content in a
cohesive,
coordinated way
across digital
channels, including
Facebook

8. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
- Enterprise blog
about health,
wellness and
modern medicine
- 35+ expert
bloggers
- 3-5 posts per day,
covering a wide
range of topics
- Videos, articles,
listicles, slideshows

9. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
40% of Health
Hub traffic from
mobile devices
is mobile friendly

10. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
“Official” Enterprise Page
Children’s Hospital
Community
Facebook.com/clevelandclinic

11. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
What we were told:
Curate, don’t create: it’s better for
your brand

12. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
What we do:
We create. All of our content is
produced by Cleveland Clinic and
written or reviewed by our
doctors/experts.

13. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub

14. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub

15. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub

16. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub

17. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub

18. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub

19. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
What we were told:
Don’t post more than 1 or 2 times a
day -- you’ll annoy people
Don’t post in the evenings and
weekends – you’re wasting your time

20. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
What we do:
We post 6 times a day
Post at 1 a.m., 7:30 a.m. 10 a.m., Noon, 4
p.m., 8 p.m. during the week and a
similar schedule on the weekends

21. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Relevance
In the morning…
For when you are
planning your day

22. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Relevance
Late afternoon…
Healthful recipes
for when you are
thinking about
dinner

23. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Relevance
In the evening…
For when you’re
dreading
overnight.

24. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Relevance
Friday night…
For when you’re
feeling frisky.

25. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Relevance
March…
For when spring
has sprung

26. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Frequency of Posts
26
1% 6%
74%
17%
3%
Way too
frequently
Somewhat too
frequently
Just right Somewhat too
infrequently
Way too
infrequently
Opinions Towards the Frequency of Posts
n = 604
94 percent say
we post the right
amount … or not
enough

27. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
What we were told:
Your posts are too polished – they
need to feel more authentic

28. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
What we do:
Our posts are very polished and on-
brand. They are distinctive and unique
to Cleveland Clinic

29. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
White or
light
background
Vibrant,
simple,
colorful
image
Simple
message
that teases
Question
Answer CTA
1
2
3
4
6
5 Logo

30. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
What we were told:
Facebook is for engagement: you
should not use it to drive traffic to
your site. You’ll just turn people off
and, basically, won’t work.

31. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
What we do:
Traffic to our blog is our No. 1 metric.
Our posts and schedule are calibrated
to get clicks. Engagement on Facebook
– Likes, Comments and Shares -- is just
a means to that end.

32. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
- Facebook posts
never give away
too much
information
- We tease to get
people to click

33. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
What we were told:
Facebook advertising doesn’t work.
Building your fans through advertising is
merely accumulating a random
collection of individuals who won’t care
about your brand and won’t engage

34. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
What we do:
Advertise! And as it turns out our new
fans are far more engaged than our
baseline group

35. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Objectives
Enterprise Business Objective: Grow brand awareness
Grow number of fans
Grow likelihood to recommend
Grow visits to Health Hub

36. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Number of Fans
36
0
100
200
300
400
500
2009 2010 2011 2012 2013
Thousands
Added 100,000+ Fans in Q4 2012 and
250,000+ Fans in 1Q 2013 due to
advertising

37. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Number of Fans
37
- 131.06% growth
rate in 1Q was
tops in the
industry
- More than twice
the growth rate
of nearest
competitor

38. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Likelihood to Recommend
38
35%
56%
0%
10%
20%
30%
40%
50%
60%
Sept. 2011 Dec. 2012
21-point growth in
“Very Likely to
Recommend”

39. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Visits to Health Hub
39
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
More than 417,000 visits to
the Health Hub blog in March

40. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Visits to Health Hub
40
Facebook,
65%Twitter, 7%
Email, 5%
Direct /
Other, 13%
Organic
Search,
10%
- Facebook now
produces more
than 270,000
visits a month
- About 65% of all
traffic to Health
Hub

41. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Industry Comparisons: 1Q
41
- No. 3 in overall
size of fan count
- Behind two
children’s
hospitals
- Ahead of Mayo
Clinic

42. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Industry Comparisons: 1Q
42
- No. 1 in “Talking
About This”

43. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Final Thoughts
Be true to yourself
Focus on the right goals
Stay focused
Mine (and mind) your data
Serve your users

44. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Thank you
> ClevelandClinic.org
> ClevelandClinic.org/healthhub
> Facebook.com/clevelandclinic
> Twitter.com/clevelandclinic
> YouTube.com/clevelandclinic
> Pinterest.com/clevelandclinic
> Google.com/+clevelandclinic
> Linkedin.com/company/cleveland-clinic