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Presentation title
National Hispanic Corporate Council | October 21, 2009
Social Media: The Ultimate Word of MouthHolly Potter, Vice President of Public Relations
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About Kaiser Permanente
• Integrated care delivery
• 8.6 million members
• 167,638 employees
• Serving 9 states and the District of Columbia
• 14,641 physicians
• Nation’s largest nonprofit health plan
•Nation’s largest non-university-affiliated health research institute
• 2,607 residents• 36 hospitals
• 430+ medical offices
•$40.3 billion annual revenues (2008)
• 40,451 nurses
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Thrive Campaign: Imagine Health
“Mural”Kaiser Permanente YouTube Channel
http://www.youtube.com/kaiserpermanenteorg
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Online Services – kp.org
English and Spanish content
My Health Manager
• 3,307,533 registered users
• Act for family: 321,142 children and 22,904 adults
Through Q2 2009• 5,438,930 lab test results viewed online • 2,104,131 secure emails sent to doctors• 1,631,490 prescriptions refilled• 453,618 appointments scheduled online
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Why Social Media?
1. Protect and promote the brand
2. Extend the impact of traditional media
3. Improve organic search results
4. And ultimately, create brand champions
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News and Features
On Twitter: @KPNewsCenter
@KPThrive
@KPVivaBien
Also:
@KPColorado
@KPNorthwest
@KPHawaii
@KPGANews
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Blogs
kp.org/history
On Twitter: @KPHistory
kp.org/farmersmarketrecipes
On Twitter: @PrestonMaring
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You Tube & Facebook
facebook.com/kpthrive
youtube.com/kaiserpermanenteorg
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Conversations & Champions
1. Monitoring
2. Responding
3. Pitching
4. Participating
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Monitoring
•Weekly blog report since 2007
•Conducted baseline audit of multiple platforms June-December of 2008
•Begun real-time monitoring and database tracking 2009
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Responding: Service Recovery
All of the above leads me to believe that Kaiser does not care one bit if I thrive or shrivel up and die. …, regardless of how many happy, shiny commercials they air on television.
I … cannot believe that Kaiser not only saw my post, but decided to act upon it. I am extremely grateful that they chose to call…. I love things like this. They help to restore my faith in this world.
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Participating
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Pitching: Health Disparities
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The Full Spectrum of Engagement
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Thank You
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Caring for Everyone: Internet
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Caring for Everyone: Mobile