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Social Media Planning for Hospitals


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Title: Social Media Planning for Hospitals

Social Media Planning for Hospitals
  • Vishwanand GovindRaju ( aka Vishy)

Conceptual viewpoint of digital activities
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.

Zombies, Run
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.

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

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.

Baby Blocks Mobile App
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.

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.

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
  • 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.

Population Health Management
Copyrights VitreosHealth
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.

Predictive and Prescriptive Analytics
Copyrights VitreosHealth
Copyrights VitreosHealth
Copyrights VitreosHealth
Copyrights VitreosHealth
Copyrights VitreosHealth
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.

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
Developing a Social Media Plan
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

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

Social media marketing
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.

  • 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.

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.

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

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

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
  • The kind of negative comments posted most

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

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
  • Personas can be used by the marketing team to
    focus their efforts or customize their approach
    to better engage the potential customers.

Step 3- Create personas ( Cont)
  • The following points can help in creating a
    persona that reflects the particular segment of
  • 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.

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.

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.

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

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

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.

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.

Step 7 Select channels
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.

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.

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

Strategy for Social Media
  • There are primarily three strategies for social
  • Broadcasting
  • Engagement
  • Interaction

  • 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.

  • 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.

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.

  • 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

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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