Health Care Communications - Engaging Audiences in a Rapidly Changing World
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The document outlines Kaiser Permanente's approach to health care communications, emphasizing the importance of engaging diverse audiences through integrated communications and brand journalism. It highlights the impact of information overload on media consumption, the effectiveness of visual content, and the strategies utilized to enhance member engagement across various platforms. Key initiatives include storytelling through patient experiences, active social media management, and leveraging media coverage to amplify their presence and reach.
Health Care Communications - Engaging Audiences in a Rapidly Changing World
- 1. Health Care Communications Engaging Audiences in a Rapidly Changing World Holly Potter Vice President, Brand Communication
- 2. About Kaiser Permanente 2 Nonprofit, integrated health care provider 9 million members Eight states and D.C. Large, diverse workforce 172,000 employees 16,600 physicians 611 medical offices and other facilities 37 hospitals
- 3. What We Present Advertising/Marketing Facility design and environment Logo, brochures, materials What We Influence Public Relations Community Involvement Word of Mouth Online The Experience We Provide Physician and employee engagement On the phone In our facilities 1 2 3 Building Brand Reputation 3 As a service industry, our brand is experienced in three ways:
- 6. Digital Engagement: Edelman Health Barometer
- 7. The Pew Research Center’s for Excellence in Journalism The State of the News Media 2012 http://stateofthemedia.org/ Media Consumption is Changing
- 8. • Factoring in all media sources, everyone is bombarded with the equivalent of 174 newspapers of data per day. • We now receive five times as much information as we did in 1986. Source: Dr. Martin Hilbert, University of Southern California Resulting in Information Overload
- 9. • “A picture is worth a thousand words.” • 90 percent of information transmitted to the brain is visual. • Infographics are 30 times more likely to be read than a text article. • Infographics increase search engine optimization. To Break Through: Need to Simplify Information Processing
- 10. New Data: The Power of Word of Mouth 10
- 11. Fewer and Fewer Reporters 11
- 12. If you don’t like the news, go out and make some of your own. -Scoop Nisker 12
- 13. Brand Journalism – share.kp.org
- 14. Final Design – Homepage Responsive Design Desktop | Laptop Tablet – Vertical Orientation Handset Handset - Navigation System Tablet - Navigation System Responsive Design
- 15. Integrated Communications: ONE TACTIC, MULTIPLE POINTS OF ENTRY
- 16. Care Stories (kp.org/carestories) Strategy: Demonstrate the value of KP care through the voice of the member First-person stories from patients, physicians and staff Updated monthly
- 21. Media Coverage
- 22. Member Newsletter Drives Engagement 50+ requests for colon cancer screening kits 4,500 views in four days 15,000 blog views 267,000 “opens” of emailed article
- 23. Extending Engagement through TweetChats
- 24. USING SOCIAL TO EXTEND LEGACY STRATEGIES 24
- 26. Service via Twitter: @kpmemberservice • Launched in May 2010 • Four-member team, M-F business hours • Actively monitor and triage member concerns on Twitter • Engage and take conversation offline • Share helpful hints with members • Approved by California regulators
- 27. Amplifying KP’s Presence at Events Center for Total Health Blog: 11 posts highlighting KP's activities Twitter: 1,873,006 impressions of #kpcth and #tedmed Facebook: Four posts, totaling 17,000 views and “talked about” more than 100 times 27
- 28. Media Coverage as a Powerful Starting Point Print circulation: 731,000 Online subscribers: 1.3 million #3 “Most Emailed” story Twitter: The story reached 7.8 million Twitter accounts with a total of 10.7 million impressions. Facebook: The FB post garnered 28,352 views of the story on our Facebook page (facebook.com/kpthrive), 551 likes, 70 shares, and 46 comments LinkedIn: 91 likes, four comments 28
- 29. Thank you Holly Potter | share.kp.org | @htpotter 29