the social business of health care - jamey shiels prsm summit
DESCRIPTION
The Social Business of Healthcare presented by Jamey Shiels at the PRSM Summit at Marquette University on Wednesday, October 10, 2012 provides an overview of how an integrated health system is leveraging social media to improve the patient experience and advance the business. Topics include the evolution of how patients search for health information, the role of content strategy and the evolution of social business in the healthcare environment. www.linkedin.com/in/jameyshielsTRANSCRIPT
The Social Business of Healthcare
Jamey ShielsDirector Social Media & Digital Communications
Aurora Health Care
Adjunct Instructor – Social MediaUniversity of Wisconsin Milwaukee
Our Journey
The evolving patient journey
Content as strategy
Social business emerges
New Environment
Multi-touchpointconsumer journey
3Forrester Customer Experience Touch Points
Zero Moment of Truth
4Google ZMOT eBook
In the beginning… patients depended on what thewere told
1990's: patients find information
2000's: information finds patients
Today: patients find each other
Evolution of Social Health
The journey starts online:• 4 in 5 internet users search for health information
• 2 in 5 have read someone's commentary on social platform
• 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
• 1 in 3 say it affected a visitPew Internet Life & California Healthcare Study
Patient Journey
Google/Compete Hospital Study
Relevant Content
Google/Compete Hospital Study
Word of Mouth
Our Journey
The evolving patient journey
Content as strategy
Social business emerges
Planning for Patients
• Objectives– Awareness of Aurora, services,
physicians and patient experience– Acquisition of patients through
appointments, events, and wellness activities
– Retention through easy to use, integrated systems
• Strategies – Deliver exceptional digital experiences– Create a robust content strategy– Know your patients and deliver the
right message an the right time
10
Technology
Content
Planning
Content Strategy
A content strategy is a plan of action that defines:• Who the audience is and their content requirements• The content delivery and interaction model• The structure and composition of content• The methodologies for access and retrieval
Patient Profiles
Aurora Health Care Persona & Style Guide
Content Delivery
13Google New Multi-screen World
Content Delivery
14
Consider your platforms!• Blogs• Twitter• Facebook• LinkedIn• Google+• YouTube• Pinterest
Strategic Approach
• Centralized strategy, governance and measurement with distributed teams for category support
• Content partners provide content production and platform distribution
• Programs provide targeted engagement and adhere to brand umbrella
Service Line
AuroraSocial Media
Program
CancerServices
Marketing Campaign
AHC Foundation
Surgical Weight Loss
Service Line
Service LinePR
Stakeholder Comm
Service line
Team Approach
• Content Strategy – Planning, governance and management– Brand standards that target and engage core audiences
• Content Production– Sourcing, development, syndication– Creation versus curation– Integration with PR, Marketing– Syndication– Lifecycle
• Content and Community Engagment– Real-time community management– Introduction of innovative tactics for audience
participation– Timely resolution to web and social network inquiries
• Analytics– Metrics– Insights
Strategy & ProgramManagement
(25%)
Content Networking, Sourcing & Production
(40%)
Content & Community Management
(25%)
Analytics(10%)
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
Twitter Surgery
Patient Education
• Opportunity to empower epilepsy patient to share his story
• Educate other patients to possible treatment options
• Personal perspective rather than medical
Creating Conversations
Our Journey
The evolving patient journey
Content as strategy
Social business emerges
Social Business Emerges
A social business is one that leverages three key elements:• People: embraces employees and their social behavior• Technology: leverages technology to capture and facilitate
information sharing • Process: drives collaboration by connecting individuals and
information
An opportunity to integrate social tools into business to drive value
Driving Social Adoption
• Empower the individual– Connect and engage– Personalized and relevant– Tools to improve access and efficiency
• Leverage social technologies– Content/document management– Knowldedge capture, workflow and
search– Frameworks (IA), heirarchy systems
• Activate the Community– Manage the community– Reward transformational behavior– Recognize and promote leaders
22
Identity
Connections
Sharing
Collaboration
BroadcastingStatus
Content
Conversations
7Summits
• Profiles: managing identities (organizational and individual)
• Connections: following/ connecting with others
• Status: knowing with others are available
• Reputation: identifying experts and advocates
People Places Content / Context
• Types: e.g. Blogs, discussions, documents
• Experience: personalized and relevant
• Access: Browsing, Searching, serving
• Web 2.0 Effects: Sharing, Liking, Tagging, Rating, etc.
• Spaces: recommended for persistent content, libraries, reference materials
• Teams: recommended for organizing members; appropriate for more dynamic behaviors
• Projects: recommended for fostering collaboration around specific initiatives
Community Design
7Summits
A Digital Health Partnership
• Patients– Personalized care– Access to clinical expertise– Improved support
• Providers– Improved outcomes– Investment in managed care– Healthy community
• Technology– Empowers interactions– Improves access to experts and information– Captures shared knowledge for research
and innovation 24
patient
providertechnology
Thank Youtwitter.com/jameyshiels
linkedin.com/in/jameyshiels