1. Social Media
ROI Reform
Measuring the success of your
hospital’s social media efforts

2. About me
• Director, Digital Marketing and
Communications, Inova Health System
• Advisory Board Member,
Mayo Clinic Center for Social Media
• Worked with more than 100
hospitals/physician practices
• www.christopherboyer.com
• @chrisboyer
• www.inova.org/socialmedia

3. I feel sorry for traditional media

4. I feel sorry for traditional media
• Badthe news in the NYT is at least a day old”
“All
timing

5. I feel sorry for traditional media
• Badthe news in the NYT is at least a day old”
“All
timing
• One-way conversation

6. I feel sorry for traditional media
• Badthe news in the NYT is at least a day old”
“All
timing
• One-way conversation
• Very expensive
$114,174

7. I feel sorry for traditional media
• Badthe news in the NYT is at least a day old”
“All
timing
• One-way conversation
• Very expensive
$114,174
• Not personal

8. I feel sorry for traditional media
• Badthe news in-the NYT is at least a day old”
“All
timing
• Very expensive -
$114,174
• Not personal -
• Broadcast
4

9. Social media
makes sense
for patients
and for us

10. But why?

11. How social media is different
"A group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, and
that allow the creation and exchange of user-generated
content."
- Andreas Kaplan & Michael Haenlin

12. How social media is different
"A group of Internet-based applications that build on
the ideological and technological foundations of Web 2.0,
and that allow the creation and exchange of user-
generated content."
- Andreas Kaplan & Michael Haenlin

13. How social media is different
"A group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, and
that allow the creation and exchange of user-
generated content."
- Andreas Kaplan & Michael Haenlin

14. How social media is different
"A group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, and
that allow the creation and exchange of user-
generated content."
- Andreas Kaplan & Michael Haenlin

15. How social media is different
"A group of Internet-based applications that build on the
ideological and technological foundations of Web
2.0, and that allow the creation and exchange of user-
generated content."
- Andreas Kaplan & Michael Haenlin

16. How social media is different
"A group of Internet-based applications that build on the
ideological and technological foundations of Web
2.0, and that allow the creation and exchange of user-
generated content."
- Andreas Kaplan & Michael Haenlin

17. How I define social media

18. How I define social media
• Two-way participation

19. How I define social media
• Two-way participation
• Transparency

20. How I define social media
• Two-way participation
• Transparency
• Credibility

21. How I define social media
• Two-way participation
• Transparency
• Credibility
• Trust

22. How I define social media
• Two-way participation
• Transparency
• Credibility
• Trust
• Humanizes us

23. How I define social media
• Two-way participation
• Transparency
• Credibility
• Trust
• Humanizes us
• “Communities of Interest”

24. There’s no room
for crappy products
(or service)
with social media...

25. There’s no room
for crappy products
(or service)
with social media...
That’s transparency

27. The cornerstone

28. Continuum of “I-Don’t-Care”
Don’t Care Care somewhat
Care deeply
(not engaged) (kinda engaged)

29. Continuum of “I-Don’t-Care”
Don’t Care Care somewhat
Care deeply
(not engaged) (kinda engaged)

30. Continuum of “I-Don’t-Care”
Don’t Care Care somewhat
Care deeply
(not engaged) (kinda engaged)
g Opi nions
Sharin
esearching
R
iscovering
D

31. Continuum of “I-Don’t-Care”
Don’t Care Care somewhat
Care deeply
(not engaged) (kinda engaged)
g Opi nions
Sharin
esearching
R
iscovering
D

32. Social media is relevant
Pinterest
Facebook
Forums
Twitter Flickr
SMM UStream Yelp!
Wordpress Angie’s List
SlideShare LinkedIn Local
Listings
Foursquare
Tumblr Microsites g Op inions
Google+ S harin
YouTube esearching
R
Blogs
iscovering
D

33. Social networks are
how we connect.

34. Social networks are
how we connect.
Communities of interest are
why we connect.

38. • 1500 “Find a Doctor” searches
• 800 eNewsletter subscribers

39. Our business is changing...
• Tightening insurance reimbursements
• Public reporting of outcome data
• Shared-risk model:
• Hospitals
• Patients
• Physicians
• “Go big or go home”

40. Not that this is a bad thing!

41. Not that this is a bad thing!
• Our goal is to improve health

42. Not that this is a bad thing!
• Our goal is to improve health
• We want to provide access to high-quality care

43. Not that this is a bad thing!
• Our goal is to improve health
• We want to provide access to high-quality care
• We do this because we want to help people

44. Not that this is a bad thing!
• Our goal is to improve health
• We want to provide access to high-quality care
• We do this because we want to help people
• Preventative health is part of our mission

45. Not that this is a bad thing!
• Our goal is to improve health
• We want to provide access to high-quality care
• We do this because we want to help people
• Preventative health is part of our mission
BUT we need to be financially profitable!

46. Which brings me
to pants

47. Which brings me
to pants
Contrary to popular belief,
there is ROI in everything

48. Which brings me
to pants
Contrary to popular belief,
there is ROI in everything
...including social media.

49. Why does the
discussion of social
media ROI sometimes
make me feel like this?
23

50. What’s the controversy?
We all should strive to:

51. What’s the controversy?
We all should strive to:
• provide the best care

52. What’s the controversy?
We all should strive to:
• provide the best care
• build strong relationships with patients

53. What’s the controversy?
We all should strive to:
• provide the best care
• build strong relationships with patients
• be fiscally responsible with marketing

54. What’s the controversy?
We all should strive to:
• provide the best care
• build strong relationships with patients
• be fiscally responsible with marketing
Simple.

55. Is it really – NO MARGIN, NO MISSION?

56. Where’s the
Talking about financial return seems cold and callous

57. Is ROI truly “ROI”?

58. Is ROI truly “ROI”?
• Return on Results (ROR)

59. Is ROI truly “ROI”?
• Return on Results (ROR)
• Return on Opportunity (ROO)

60. Is ROI truly “ROI”?
• Return on Results (ROR)
• Return on Opportunity (ROO)
• Return on Engagement (ROE)

61. Is ROI truly “ROI”?
• Return on Results (ROR)
• Return on Opportunity (ROO)
• Return on Engagement (ROE)
• Return on Action (ROA)

62. Is ROI truly “ROI”?
• Return on Results (ROR)
• Return on Opportunity (ROO)
• Return on Engagement (ROE)
• Return on Action (ROA)
• Likes Accumulated from Facebook Followers (LAFF)

63. Is ROI truly “ROI”?
• Return on Results (ROR)
• Return on Opportunity (ROO)
• Return on Engagement (ROE)
• Return on Action (ROA)
• Likes Accumulated from Facebook Followers (LAFF)
• Time We Invest in Twitter Spam (TWITS)

64. What can (or do) you measure?
• Friends, fans & followers
• Reach, relationship & reputation
• Strength, sentiment & passion
• 100 ways to measure:
http://bit.ly/100ways

65. What can (or do) you measure?
• Friends, fans & followers
• Reach, relationship & reputation
• Strength, sentiment & passion
• 100 ways to measure:
http://bit.ly/100ways
(R OI)?

66. ROI should always be tied to $$$
“Social Media ROI reflects any other marketing-related ROI:
the net financial revenue to the organization from the effort,
after having accounted for the effort's costs.
FI-NAN-CIAL
money
dough
bottom line
coin
or, as I like to call it,
ROI”
- Chris Bevolo @intervalchris

67. ROI = (financial gain/savings - cost)
cost

68. Three ways
to measure
ROI

69. 1
Profitable services
Profitable patient revenue
Three ways
to measure
ROI

70. Driving growth
• Use social media to lead to other marketing:
• Websites
• Seminars
• Use tools to measure attribution
• Lead social media fans to convert
• Opt-in or provide information
• Measure your results

71. Promoting bariatric growth
• Identify Facebook audience in No.VA interested in
weight-loss
• Create two ads promoting bariatric seminars
• Direct ads to landing page
• $479 monthly spend

72. The results (from just 3 months):
• 296 clicks/month
• 30 seminar registrations
• 23% seminar registration/surgery conversion rate
• Average $3,000 contribution margin from surgery
• $20,700 profit originated from campaign

73. Calculating ROI
ROI = (gain - cost)/cost

74. Calculating ROI
ROI = (gain - cost)/cost
Gain: $20,700

75. Calculating ROI
ROI = (gain - cost)/cost
Gain: $20,700
Cost: $479 x 3 = $1,437

76. Calculating ROI
ROI = (gain - cost)/cost
Gain: $20,700
Cost: $479 x 3 = $1,437
ROI = (20,700 - 1,437)/(1437) = 13.4 or 1340%

77. Wait a second...
you didn’t tell me there
was going to be any math!

79. 2 Lower costs
Improve results

80. Lowering costs
• Aggregate & populate content to many sites
• Compliment or replace traditional methods
with low-cost social media means
• Train others to assist with your social media efforts
• Encourage patients to tell their story
• Measure the money you save

81. Mission Health blog

82. ROI through cost savings

83. ROI through cost savings
• 14,000 page views/mo
• 5 pages/visit
• 3:52 avg time on page

84. ROI through cost savings
Higher engagement, too!
• 14,000 page views/mo
• 5 pages/visit
• 3:52 avg time on page

86. 3 How do we
measure this?!?!?

87. What is the
lifetime value
of a patient?
Photo courtesy Ted Eytan, MD, www.tedeytan.com

88. Change the way we measure

89. Change the way we measure
• Adopt inbound vs. outbound tactics

90. Change the way we measure
• Adopt inbound vs. outbound tactics
• Build & measure engagement instead of growth

91. Change the way we measure
• Adopt inbound vs. outbound tactics
• Build & measure engagement instead of growth
• Adopt a CRM to measure patient & physician behavior

92. Change the way we measure
• Adopt inbound vs. outbound tactics
• Build & measure engagement instead of growth
• Adopt a CRM to measure patient & physician behavior
• Focus on building the lifetime value of the patient

93. Increasing satisfaction & loyalty
• Provide relevant information to “non-patients”
• Utilize clinical staff/doctors/nurses to build trust
• Assist with patient education and compliance
• When measuring ROI, think correlation vs. causation

94. Promoting wellness
• 7,300 registrants
• 575 Facebook followers
• 5,000 updated CRM records (2,300 entirely new records)

95. FitFor50 demographics
Age range

96. Results

97. Results
• 500 cross-promoted into other wellness newsletters

98. Results
• 500 cross-promoted into other wellness newsletters
• Engaged more than 100 physicians/clinical specialists as SME’s

99. Results
• 500 cross-promoted into other wellness newsletters
• Engaged more than 100 physicians/clinical specialists as SME’s
• Used as part of B-2-B corporate wellness program

100. Results
• 500 cross-promoted into other wellness newsletters
• Engaged more than 100 physicians/clinical specialists as SME’s
• Used as part of B-2-B corporate wellness program
• Life-to-date utilization (contribution margin):

101. Results
• 500 cross-promoted into other wellness newsletters
• Engaged more than 100 physicians/clinical specialists as SME’s
• Used as part of B-2-B corporate wellness program
• Life-to-date utilization (contribution margin):
• “New” patient CM: $38,000

102. Results
• 500 cross-promoted into other wellness newsletters
• Engaged more than 100 physicians/clinical specialists as SME’s
• Used as part of B-2-B corporate wellness program
• Life-to-date utilization (contribution margin):
• “New” patient CM: $38,000
• “Former” patient CM: $274,000

103. Results
• 500 cross-promoted into other wellness newsletters
• Engaged more than 100 physicians/clinical specialists as SME’s
• Used as part of B-2-B corporate wellness program
• Life-to-date utilization (contribution margin):
• “New” patient CM: $38,000
• “Former” patient CM: $274,000
• Total CM: $305,600

104. Results
• 500 cross-promoted into other wellness newsletters
• Engaged more than 100 physicians/clinical specialists as SME’s
• Used as part of B-2-B corporate wellness program
• Life-to-date utilization (contribution margin):
• “New” patient CM: $38,000
• “Former” patient CM: $274,000
• Total CM: $305,600
Correlated vs. Causal ROI

108. Social Media ROI Reform
Don’t Care Care somewhat
Care deeply
(not engaged) (kinda engaged)

109. Social Media ROI Reform
Don’t Care Care somewhat
Care deeply
(not engaged) (kinda engaged)
Referral to other svcs
Discharge compliance
Fitness & community classes Preparing for encounter
Physicians building trust Shift to low-cost marketing
Wellness messaging Promote “patient choice” care

110. Social Media ROI rag by Chris Boyer
Social Media ROI
If you’re not gonna measure it
Then why you even doin’ it?
It’s easy if you try
Just like your marketing
You should be measuring everything
Use CRM to help you out
It’s simple, so let’s cry out:
“Social Media ROI”
Impress your CFO
It’s the only way to go

111. Questions?
Chris Boyer
@chrisboyer
www.christopherboyer.com