Service, Storytelling and Social at the 2014 Healthcare Internet Conference
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The document summarizes the digital strategy of Johns Hopkins Medicine to build relationships with patients through service, storytelling and social media. It discusses a three-pronged approach: 1) Aligning digital strategy with the organization's mission to educate; 2) Creating engaging health content for specific audiences; 3) Knowing the target audiences and spreading content through various channels. Metrics showed the strategy led to increased traffic, engagement, and value for the organization.
Service, Storytelling and Social at the 2014 Healthcare Internet Conference
- 1. 1 Service, Storytelling and Social A Multi-Faceted and Multimedia Approach to Building the Patient Relationship Aaron Watkins, Director of Internet Strategy Stacia Jesner, Senior Content Strategist Therese Lockemy, Internet Marketing Manager Healthcare Internet Conference, Scottsdale, AZ, November 3-5, 2014
- 2. Aaron Watkins | Director of Internet Strategy @aaronwatkins Stacia Jesner | Senior Content Strategist linkedin.com/in/staciajesner Therese Lockemy | Internet Marketing Manager @tlockemy #hcic14 2 Lets get started!
- 3. Research Teaching Patient Care We connect the people of the world with the people of Johns Hopkins Medicine 3 The Internet Strategy Team What We Do #hcic14
- 4. The Internet Strategy Team What We Do 4 Create opportunities for meaningful interactions and access to a complex organization. Provide the right information at the right time. Connect the right people at the right time.
- 5. Johns Hopkins Medicine Who We Are ≒ 6 academic & community hospitals ≒ 40 suburban health care & surgery centers ≒ Regional primary/specialty care network ≒ Home care service ≒ Managed care plans for military & employers ≒ Johns Hopkins Medicine International ≒ School of Medicine
- 6. Connecting People to People Cohesive Digital Strategy #hcic14
- 7. Connecting People to People Cohesive Digital Strategy #hcic14
- 8. Connecting People to People Cohesive Digital Strategy hopkinsmedicine.org We are Better Together 2008 2009 2010 2011 2012 2013 2014 Source: Google Analytics 150% more visits since 2012 #hcic14
- 9. 3rd most visited hospital or AMC web site in the US -- Experian Hitwise Connecting People to People Cohesive Digital Strategy 9 R #hcic14
- 10. Connecting People to People Three Keys to Service, Storytelling and Social 1. Align Strategy with Organizations Mission, Vision and Values 2. Content Comes First 3. Know Your Audience 10 #hcic14
- 11. VISITOR SATISFACTION Average visitor satisfaction score for the industry Overall visitor satisfaction score for hopkinsmedicine.org 72 77 Scores are on a 0-100 scale #hcic14
- 12. 1. Align Strategy with Organizations Mission, Vision and Values 12 Embrace the role of educator.
- 13. 13 #MayoRagan Health: The Big Picture
- 14. 14 STAGE 1: BUILD AN ONLINE HEALTH REFERENCE The spinal column of hopkinsmedicine.org ≒ SEO gateway ≒ Generates 1/3 of all traffic ≒ Connects to people & services ≒ Both licensed and custom Hopkins content #hcic14
- 15. VISITOR SATISFACTION Average visitor satisfaction score for the industry Overall visitor satisfaction score for hopkinsmedicine.org Satisfaction of visitors who visited at least one Health Information page 72 77 82 Scores are on a 0-100 scale #hcic14
- 16. THE PURSUIT OF HEALTH: AS PART OF INSTITUTIONAL STRATEGIC PRIORITIES ≒ Identified as action item for the strategic priority of Patient & Family Centered Care ≒ Connects consumers to our research and expertise in accessible, digestible ways ≒ Seeks to improve consumers health as well as increase understanding of contributions of JHM to biomedical science and healthcare in relation to the life of the individual. #hcic14
- 17. THE PURSUIT OF HEALTH: AS A BUSINESS OBJECTIVE ≒ Develop engaged relationships ahead of diagnosis to increase likelihood of Johns Hopkins Medicine as first choice for advanced care ≒ Maintain or improve brand equity in an increasingly content-driven marketplace #hcic14
- 18. 18 STAGE 2: CREATE ENGAGING CONTENT Identify Opportunity ≒ Serve speci鍖c audiences in meaningful ways ≒ Present humanity of faculty ≒ Increase engagement with science #hcic14
- 19. SEEKING A BIGGER SHARE OF SHARES 19 #hcic14
- 20. ≒ Over 10 thousand shares of content in targeted vertical. ≒ 67% longer time on page than the overall site average. ≒ 74% more pageviews per-page than existing consumer-focused health content. 20 HIGH-QUALITY CONTENT = HIGH ON-PAGE ENGAGEMENT #hcic14
- 21. STAGE 2: DEVELOP RICH, CONSUMER-ORIENTED LIFESTYLE CONTENT 21 #hcic14
- 22. Keys to Our Content Strategy ≒ Identify Desired Audience ≒ Focus on High-Appeal Topics ≒ Keep It Simple (but Smart) ≒ Give Them Something to Talk About 22 #hcic14
- 23. SPEAKING TO POTENTIAL PATIENTS AND KEY CO-DECIDERS Targeted to reach growing demographic of 50+ adults with interest in: ≒ Disease prevention/health preservation ≒ Family caregivers* ≒ Living with health conditions *Per PewInternet.org, 50% more caregivers use health content online than non- caregivers. http://www.pewinternet.org/2013/06/20/family-caregivers-are-wired-for- health/ 23 #hcic14
- 24. COVERING HOT TOPICS ≒ Bone & joint health (Top two articles overall; most popular condition) ≒ Brain health (Two of top seven articles) ≒ Sleep (Fifth most popular article; second most popular condition) Plus: Mood & mental health; staying strong; caregiver content and more. 24 #hcic14
- 25. MARRYING SMART AND ACCESSIBLE 25 #hcic14
- 27. HIGH SOCIAL APPEAL = HIGH TRAFFIC PERFORMANCE ≒ Social and digital efforts drove over 75% of the traffic. ≒ Social efforts alone drove over 49% of the traffic. ≒ e-newsletter signups by 54% in total and 146% for those between 45 and 65. ≒ Drove over 200 attendees to Healthy Aging webinar. 27 #hcic14
- 28. 28 MULTI TOUCH-POINT DIGITAL STRATEGY Content Syndication Post- Sharing Our Content Share Content on Our Social Channels Promoted Posts for Caregivers Guide E- Newsletter Sign-up Webinar #hcic14
- 29. SPREADING THE WORD: CONTENT SYNDICATION ≒ Opportunity: Publish content onto premier healthy lifestyle types of publications in headline format as recommended readings. ≒ Why: Larger reach, targeting them while they are already in consumption mode with other relevant publications. 29 #hcic14
- 30. 30 SPREADING THE WORD: CONTENT SYNDICATION #hcic14
- 31. 1/17/15 31 ENGAGING YOUR AUDIENCE BUILDING YOUR COMMUNITY ≒ 48% are 45-54 ≒ 71% are women ≒ Apple Pie Families ≒ Upper to Middle Class ≒ School Age Children ≒ Mini Van Drivers ≒ Home Owners ≒ Pages Liked: ≒ 12 Tomatoes ≒ Dusty Old Thing ≒ American Overlook ≒ GodVine ≒ Location: Jacksonville, FL; San Antonio, TX; Miami, FL, San Diego, CA.
- 32. 1/17/15 32 8.2% CTR Benchmark for Sponsored Like Ad: 2.3% CTR 257% ENGAGING YOUR AUDIENCE BUILDING YOUR COMMUNITY
- 33. 33 ENGAGING YOUR AUDIENCE DELIVERING ON THE PROMISE #hcic14
- 34. 34 5.5% CTR ENGAGING YOUR AUDIENCE PROVIDING MEANINGFUL CONTENT Average CTR for our sponsored posts: 3.7% CTR 49% #hcic14
- 35. 35 When Targeted We Saw A 64% in Engagement ENGAGING YOUR AUDIENCE STAYING TARGETED #hcic14
- 36. 36 25% Open Rate 36% Click to Open Rate CREATING MULTIPLE TOUCH POINTS FEATURED E-NEWSLETTER #hcic14
- 37. E-News Subscribers Age 45 65: 146% 54% 37 CREATING MULTIPLE TOUCH POINTS CAREGIVERS GUIDE e-News Subscribers #hcic14
- 38. 38 Increase in valuable content returns increased trust and higher engagement with efforts that are geared towards this audience. CREATING MULTIPLE TOUCH POINTS WEBINARS Attendees: 200 #hcic14
- 39. 1/17/15 39 BACK TO VALUES
- 40. Faculty Support: PRICELESS 40 RETURN ON INVESTMENT #hcic14
- 41. Aaron Watkins | Director of Internet Strategy @aaronwatkins Stacia Jesner | Senior Content Strategist linkedin.com/in/staciajesner Therese Lockemy | Internet Marketing Manager @tlockemy 1/17/15 41 Lets be friends! left-nav.blogs.hopkinsmedicine.org