from integration to syndicationcontent is everyone’s responsibility coming up with new ideas and...

From Integrationto Syndication:How to make the most

of your resources

Who is Kaiser Permanente?

Nonprofit integrated health system (care + coverage)

Hospitals Clinics Pharmacies Labs

17,000 physicians and

180,000 employees,

including 48,000 nurses

8 states and

District of Columbia

more than

10 million

members

Recognized as one of the nation’s leading health care providers

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Beyond the stats

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Brand Communications and MarketingCirca June 2014

Executive Vice President

Marketing, Sales, Service & Administration

Senior Vice President

Marketing & Internet Services


Brand Communication

Public

Relations

Corporate

Communications

Issues

ManagementMarketing

Digital

Marketing

Advertising &

Brand Strategy

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Our Challenges

Significant budget reduction

Significant headcount

reduction

Multiple people and

departments addressing

similar content

Silos between national and

regional Marketing and

PR/Communications

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PR/Communications and MarketingCirca October 2014

Executive Vice President

Marketing, Sales, Service & Administration


Marketing & Internet Services

SVP

Government

Relations

Issues

Management

PR &

Communications (National & Regional)

Marketing &

Advertising

Digital

Marketing

Integrated Marketing &

Communications Leadership Team

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Now Identifying and Prioritizing WorkAcross Marketing and CommunicationsIntegrated Marketing Guiding Principles

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Dramatic changes to program prioritization and integration

Leader Role Definitions

Pilot

Define program:

Scope

Work Plan

Timelines

Stakeholders

Success metrics

Regional and LOB Engagement

Track and report on program success and progress

Escalate issues to sponsor

Co-Pilot

Be an engaged thought partner

Help drive the program work

May execute material components of the program

Sponsor

Provide guidance on defining strategy, execution and

engagement models

Monitor progress

Be point of escalation

…And opportunities for greater content alignment and syndication

Content

Community

Content Teams

Agencies/

Vendors

Marketing

PR &

Internal

Comms

Executive

CommunicationsPublic

RelationsNews

Media

Influencers

Direct

MarketingEmail

Mail

IVR

DRTV

Social

Facebook

Twitter

LinkedIn

YouTube

Internal

Communications

Digital

AdvertisingRadio

TVOOH

OLA

Social

Mobile

Native

Print

Events

F2F

Virtual

Strategy

Business

Brand

Audience

Channel

Content

Themes

Messaging

Strategy

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How We Work Together

Strategic plans/editorial calendars

Editorial Huddles – Daily, Weekly, and Monthly

Content Summits

Share technology

Syndicating, Leveraging and Sharing Content

Mother’s Day 2014 = One Story

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Mother’s Day 2015 = An Evolution

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Syndicating, Leveraging, and Sharing Content

Breastfeeding Awareness Month

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Kaiser Permanente 70th Anniversary

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How Do We Know Our Content Is Successful:Measuring Our Success: An Outcomes-based Approach

Establish Target

Business Outcome and

Metrics

Diagnose Barriers to

Audience Behavior

Identify Associated

Audience Behaviors and

Metrics

Determine

Communications

Activities and Metrics

Target Business

Outcome:

Improve health of

workforce.

Business Metrics:

Costs associated with

employee illness and

chronic conditions.

Target:

Decrease by 10%

Desired Audience

Behavior:

Employees adopt

healthier behaviors.

Behavioral Metrics:

Reduce smoking,

obesity, and high blood

pressure

Target: Meet the goals

of the Total Health

Incentive Plan.

Behavioral Barrier:

Employees are not

motivated to change

behaviors and/or they

don’t know what to

change.

Communications

Activities:

Promote taking Total

Health Assessment and

associated incentive

Communications

Metrics:

Percentage of

employees taking the

assessment by

deadline.

Target: 80%

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We Shifted From Counting Activity to Measuring Outcomes

Counting Articles Posted An Article’s Measured Outcomes*

Tweeted 1,037 times

73 Facebook Shares

521 Facebook Likes

10,344 views of the article

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122 comments about the article

*example stats

Measurement: Key driver of planning process

Measurement and audience play key roles in planning

Greater and earlier emphasis on audience analysis(characteristics, barriers)

What behaviors would support goal?

What would it look like if…?

What metrics are important to business partners/clients/leaders?

Use business outcomes to determine communications metrics

Start with business metrics stakeholders care about, then determine

audience behaviors and plan activities, instead of planning activities

first and measuring after24

Key Learnings

Content is everyone’s responsibility

Coming up with new ideas and generating content

Thinking more broadly on how to “spread” the content

Build processes to enable sharing content across the organization

to build and support a community of practice for syndication

Measure, Measure, Measure

Identify what kind of content is resonating with which audiences

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Q & A

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