Social Media Club Milwaukee's September 2012 meeting at Aurora Healthcare - The Social Business of Healthcare

1. The Social Business
of Healthcare
Jamey Shiels
Director Social Media and Digital Communications
Aurora Health Care
www.aurorahealthcare.org
Instructor
Social Media Certificate Program
University of Wisconsin Milwaukee
www.sce-social.uwm.edu

2. • Digital immigrant
• Start in traditional ad agency
• Grew into digital
• Digital Marketer
• CPG, Retail, Engine & Oil
• Global Non-Profit
• Healthcare Marketer
• Patient facing websites
• Employee/medical professionals
intranets
• Social media and social business
design

3. Jamey’s Not Here
Dr. Phil Gerbyshak
Filling in for Jamey
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4. 4

5. • Integrated Health System
• SE Wisconsin & N.Illinois
• 30,000 employees
• 1,500 employed physicians
• 15 hospitals
• 225 clinics
• 75 retail pharmacies
• Integrated Care System
• Complete offering of health services
• Focused on patient experience as
growth driver

6. Discussion Topics
• Social Health
• Evolution of Social Health
• Social media at Aurora
• Developing a Strategic Approach
• Building the program
• Creating a scalable model
• Case Study: Twitter Surgery
• Patient Experience
• Education and Empowerment
• Aurora Expertise

7. Evolution of Social Health
In the beginning…
patients depended on what the
were told
1990's: patients find information
2000's: information finds patients
Today: patients find each other

8. Social Media and Research
The journey starts online:
• 4 in 5 internet users search for health information
• 2 in 5 have read someone's commentary: blog
• 1 in 4 have consulted rankings of hospitals and physicians
• 1 in 5 have signed up for updates about health
Of those who did a health related search
• 6 in 10 say the data found affected a decision
• 1 in 2 say it lead them to ask new questions
Pew Internet Life & California Healthcare Study
• 1 in 3 say it affected a visit

9. “We don’t have a choice on
whether we DO social media, the
question is, how well we DO it.”
- Erik Qualman – Author Socialnomics

10. Building a Program w/ Purpose
2008 Social is born
First dedicated
team member
We start with
YouTube
2009 Platforms: Big
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Live Surgery:
What?
Open Access
Syndication
Content
2010 Strategy
Redefined
production
model
and
community
managment
Purpose
2011 driven team
grows
Content
performance
Measurement
and insights
2012 Business
integration
Content
optimization
Rise of social
business 10

11. Challenges
Multi-touchpoint
consumer journey Multi-screen world
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12. Our Approach
 Planning (1)
 Project Management
 Analytics and insight
 Process improvement Planning
 Content (4)
 Website
 SEO Content
 Social
Technology
 Technology (3)
 Platforms
 Development
 Testing & maintenance
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13. Need to Scale
 Improve strategy,
governance and
measurement
 Support for target audience
and content areas such as
Brand, Service lines
Foundation, Customer
Service, Recruiting
 Ability to innovate and
explore emerging trends
 Outsource publishing and
community management

14. Social Business Program
 Goal:
Formalize a centralized social communications program tasked with
the strategic planning, management, and integration of social
communications into business functions and processes that support
Aurora’s long-term goals
 Objectives:
 Deliver improved planning and management of Aurora’s social
communications programs and profiles
 Integrate social communications into business areas to drive brand
management, growth and patient experience
 Provide measurement and insights that inform business decisions

15. And Dr. Jonathan Brewer
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16. Social Communications
Program Focus
 High-level content strategy
 Listening, responding and brand monitoring
 Strategic alignment and long term planning
 Application of social insights to product roadmap
 Success metrics and program reporting
 Policies and governance
 Social communications policy
 Platform guidelines and caregiver participation
 Response and resolution frameworks
 Research and Innovation
 Emerging platforms
 New technology implementation
 Training, education and support
 Service line content distributed content teams
 Explore opportunities with Internal Communications
 Social channel toolkits and strategic overviews

17. Strategic Initiatives:
What We Support
 Centralized Orthopedics
& Sports
strategy, governance Medicine
and measurement with
Choose Well
distributed teams for Cancer Care
category support
 Units provide content Primary
Care Women’s
production and platform Cancer
Services
Aurora Health
distribution Social Media
Program
 Programs provide Cardiac
Destination:
targeted engagement St. Luke’s
Services
and adhere to brand
umbrella
Surgical AHC
Weight Loss Foundation

18. Community Management
 Aurora Brand Profiles
 Facebook
 Twitter
 YouTube
 LinkedIn
 Google+
 Patient Experience Blog
 Aurora Targeted Communities
 Women’s Health: Facebook, Pinterest
 Wellness blogs: 7 independent blogs
 Service Categories: Rehab/Orthopedics, Pediatrics
 Distributed: Pharmacy, Physician Recruiting, CCCS 18

19. Roles and Responsibilities
 Content Strategy
 Weekly editorial meetings direct content production
 Analysis and recommendations
 Governance
 Adherence to brand standards with ability to target and engage core Strategy & Program
audiences
 Workflow
Management
(25%)
 Content Production
 Sourcing Content
 Training and support Networking, Content &
 Development Sourcing & Community
 Search engine optimization
Production Management
 Syndication
 Curation (40%) (25%)
 Workflow
 Lifecycle
Analytics
 Content and Community Engagment (10%)
 Real-time community management
 Introduction of innovative tactics for audience participation
 Timely resolution to web and social network inquiries
 Analytics
 Metrics
 Insights

20. Metrics
 Monthly Dashboard
 Community Vitality
 Conversion Rate
 Amplification Rate
 Applause Rate
 Economic Value
 Insights
 Google Analytics
 # of website visitors generated by
social media websites
 Top social media websites that are
bringing in traffic
 # of website conversions that
resulted from social media traffic
 Top website pages viewed by
visitors who were referred from
social media websites
 Inpire Blog
 Monthly visits
 Story submissions
 # of comments and shares
 Traffic to AHC.org

21. Community Intranet
 Leverage social models inside the organization
 Enable realtime collaboration
 Connect individuals to relevant personalized information
 Facilitate the capture and sharing of institutional knowledge
 Build rich user profiles
 Identify components that drive action
 Facilitiate interaction, content creation and sharing
 Establish connections that drive business outcomes
 Replace and retire
 Remove dated systems
 Activate new tools and resources

22. Twitter Surgery
 Objectives
• Position St. Luke’s Regional Epilepsy
Center as a destination for epilepsy
treatment
• Demonstrate the expertise and clinical
coordination provided by the neuro-
services team
• Create awareness for epilepsy surgery as a
treatment option
 Audiences
• Epilepsy patients and family members
• Medical professionals, students and
associations/academies
• Medical journals and other similar
publications
• Epilepsy organizations, associations,
foundations, etc.
• Media outlets

23. Patient Education

24. Creating Conversation
• Opportunity to empower
epilepsy patient to share
his story
• Educate other patients to
possible treatment
options
• Personal perspective
rather than medical

25. Generate Positive Word of Mouth
• Sharing with friends/family adds a level
of trust
• Option to share from website and
mobile device
• Highest level of sharing activity around
physician profiles

26. Review
 Building a strategic program
 Alignment with organizational goals
 Focus on consumer needs
 Flexibility for experimentation
 Identify opportunities and evaluate options
 Fail quickly, but strategically
 Strategic approach
 Policies and program that protects the organization
 Planning process that delivers direction and comfort
 Content strategy drives a social media program
 Plan for engagement
 Measure and report
 Establish baselines/benchmarks
 Do your best to show business value

27. And coming soon…
 Aurora is building an awesome community intranet
 Working with 7 Summits
 IBM Portal and Connections is the software
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28. Thank you
linkedin.com/in/jameyshiels
twitter.com/jameyshiels
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