#powerofpr › wp-content › uploads › 2015 › 05 › ch… · cdc’s social media toolkit...
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@christinesenke @jacksonhealth #PowerOfPR
Health Care Industry Data
72% users who looked for health
info online in 2013
health seekers who 1st looked to a search engine for info
77%
# of U.S. adults using online/mobile to track a health
indicator for self or other
7 in 10
30-64
1/5
only53%
age of women in largest demographic of smartphone owners getting health texts
people have at least one health app on their phone (exercise, diet, & weight are most popular)
hospitals that have a formal digital strategy in place
*Pew Internet Research
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@christinesenke @jacksonhealth #PowerOfPR
Company & Team Overview
About Jackson Health System
• Nonprofit academic medical system
• Governed by the Public Health Trust, tax-supported
• Treat all residents of Miami-Dade County regardless of their ability to pay
• System centerpiece is Jackson Memorial Hospital, home of Ryder Trauma Center
• Roughly 10K employees
Communications & Outreach
VP, directors, PM & office manager
Marketing, digital, & community outreach
Media relations & internal communications
Extension of team: agency, consultant & county’s web dept
6
7
4
≈8
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@christinesenke @jacksonhealth #PowerOfPR
Our Social & Web Audience Twitter Facebook
66% of total landscape
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Patients, employees
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Most impressions, leads,
traffic (paid campaigns)
28% of total landscape
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Political figures, media, networking, activists
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Most engagement & volume
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Website
2.84 million views in last year
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@christinesenke @jacksonhealth #PowerOfPR
Social Listening Goals, Tools & Industry Best Practices
Multi-Phase Strategy
• Relevance to brand
• Influence
• Messaging
• ----
• Who & what
• Resources
• Impact
CDC’s Social Media Toolkit
• Personalization
• Presentation
• Participation
Mayo Clinic Center for SM
• Behavior change
• Attitude change
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@christinesenke @jacksonhealth #PowerOfPR
Transplant Scenario Proactive & Reactive Approach
Tactics The Wrenches Strategies
Donate Life
Month
Outreach event
Media-worthy story
Ongoing marketing
Promoted posts
Trending hashtags
“Doc Talk” Press
conference
Facebook algorithm
Scheduling
HIPAA
No blog
Unit of competitor
closed
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@christinesenke @jacksonhealth #PowerOfPR
Campaign Branding
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Elements
Needed
Web & Social • Landing page • Sliders • Infographic • Posts • Video from media • Bit.ly • Illustration of procedure for
press conference • Copy
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@christinesenke @jacksonhealth
Listening
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@christinesenke @jacksonhealth #PowerOfPR
Instant Audience Feedback
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@christinesenke @jacksonhealth #PowerOfPR
Digital Data for Stakeholders
Gather Results
Web traffic, clicks
Impressions
Mentions
Leads generated
Disseminate Summary
Internal department staff meeting & email
Service line meeting & email
Weekly media report to C-suite
Monthly KPIs
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@christinesenke @jacksonhealth #PowerOfPR
Silo audience & tailor
message
Engage with reporters on-
& offline
Determine measurables
& stock content
Integrate &
repurpose
Promote if timely, media-worthy
Follow-through
& engage
#PowerOfPR
@ Jackson
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