Increase healthcare social media engagement with content strategy (Geisinger Case Study)

Focusing your Content
on the Patient Experience (PX)
May 23 2015
Wendy Wilson
Vice President
Media and Digital Content
Strategy
Geisinger Health System
Ahava Leibtag
President
Aha Media Group

Geisinger Health System
• Founded in 1915 – celebrated centennial last year
• 12 hospital campuses serving more than 3 million residents
in Pennsylvania and now southern New Jersey
• Physician-led system
• 30,000 employees
• 510,000-member health plan

From this …..
• “Transforming Healthcare through
Innovation”
• Bundled payment model
(ProvenCare – aka “surgery with a
warranty”)
• Patient-centered medical home
• Population health
• Value-driven quality
• Big data analysis

To this…
• Dr. David Feinberg named
CEO May 2015
• From (gasp!) L.A.
• His focus? “Patients,
patients, patients.”

Context on Content
1. Dr. David Feinberg becomes CEO
2. Introduces new focus and new brand
3. Walking the walk versus talking the talk
4. Geisinger care delivery innovation replaced by innovation in
the patient experience = ProvenExperience aka The Refund

The
Washington
Post
www.ahamediagroup.com

How can we turn
the brand to be
truly patient focused?

Today
I. How we started: Challenges with content strategy
II. How we solved our challenges
• Discovery
• Content Strategy (editorial/messaging strategy)
• Training
III. Our Results

How we Started:
Challenges with Content
Strategy

Challenge #1:
Content not engaging or
resonating on social media
channels (no traffic)

Posts considered “massively
successful” with 70 and 59 “likes”

Challenge #2:
Feeding the content beast with
wellness stories and info-
graphics

Wellness Section
Before = 519 per
month on average

Challenge #3:
No strategy or direction to
repurpose and recycle content
we had
already created

How can we learn to create
content that is interesting,
engaging, motivational?

Discovery
1. Stakeholder calls
2. Competitive landscape analysis
3. Analysis of data

“How do you get 30,000 employees up for being
the best in the nation?”

“Geisinger has gotten a reputation for being all
about money and efficiency. It’s lost its
touchy/feely reputation … that sense that we’re
going to take care of you.”

“What content do patients and employees want and
need to reinforce a great patient experience?” How
do they want to interact with doctors and participate
in their care?

Challenges with Content
• Very diverse opinions on how to produce PX content and what
to share
• Content by committee
• Measure content effectiveness
• Messaging noise: cut through “nice to know” vs. “need to
know”
• Digital content producers need editorial and imagery training

Questions & Recommendations
1. What content do we create—for both patients and employees—to
support existing, in-person patient experience efforts? (i.e,. what content
will same-day appointments require?). At what point in the conversation
do you talk about PX?
2. How do we create new opportunities to serve the patient with online
content? (i.e., brand journalism newsroom? Patient experience app?)
3. How do we use voice and tone to infuse ALL our content with the spirit of
outstanding patient experience?

Content Strategy:
• Align with business objectives
• Support users in accomplishing tasks
Business
Goals
User
Tasks

Content Strategy Has 3 Parts
1. External Messaging: Answer the 5 essential questions
2. Internal Workflow: How do we create a repeatable,
sustainable content lifecycle?
3. Technological Delivery of Content: How do we control the
display and delivery of content?

#1: Editorial/Brand
All organizations need to know:
1. To whom are you talking?
2. Who are you?
3. What are you trying to say?
4. How do you say it?
5. Where and where do you say it?

#2: Workflow
They also need to know:
Internally who is responsible for all the different phases of a
content strategy?
• Plan
• Create
• Publish
• Distribute
• Analyze
• Govern

#3: Technical Display/Delivery of Content
• XML
• DITA
• Metadata
• Structured content
• Adaptive content
• Content modeling

5 Essential Questions Associated Tools
All organizations need to know:
1. To whom are you talking?  Personas
2. Who are you?  Identity Pillars
3. What are you trying to say?  Messaging Architecture
4. How do you say it?  Voice and Tone
5. Where and where do you say it?  Editorial Calendar

My journey so far (or, what I’ve already done to solve
this problem)
I know the firm needs outstanding outside help
because they don’t have the resources to bring in an
internal IT employee. I want an extremely reliable,
reputable company that will help anticipate the firm’s
needs.
So far I’ve looked at X places and talked to X people
because I found them through an online search. I was
frustrated by the experience at X place but really
intrigued by X. I had almost made up his mind, but then
I started thinking about AMG because a friend
recommended them.
Age: 38
Geography: Bethesda, MD
Education: Georgetown Law School
Work: Patient Prosecution Attorney
HH Income: 250K (+50K)
Marital Status: Married
Family: 2 young kids
Race: white
What you should know about me:
“I’m super busy and very dedicated to
moving up at my job.
Because I want to maintain the trust I’ve
earned and make my boss look good, I
always really do my homework when it
comes to selecting vendors. I appreciate
real talk and a good deal.”
Devices & Channels
(where and how I like to engage)
iPhone, iPad, laptop and desktop
Adam likes going straight to a company’s
website to check them out. Sometimes
he’ll look on LinkedIn or Yelp, depending on
the company.
Questions I really need to answer
• What kind of IT support do you provide?
• How much experience do you have with the
legal industry?
• Do you have after business hours and
weekend technical support? How responsive
are you during those times?
• Is there an assigned primary technical
consultant?
• Will you recommend and purchase
hardware and software products for my law
firm?
Adam J. [Initiative-taker]: “We need professional help with our IT.”

Motivations
• Find an IT company
that will be a good fit
for his firm
Primary Questions
legal industry?
Secondary Questions
• Is there an assigned primary technical consultant?
• Will you recommend and purchase hardware and
software products for my lawfirm?
• What is your pricing structure?
• Who are some of your clients? Can you provide
customer recommendations?
Actions
• Call with questions
• Schedule a meeting
Possible Encounters:
• Search online
• Referrals
Possible Content:
• Services
• Portfolio
• Support Hours
Possible Content:
• Products
• Pricing
• Customer Testimonials
Possible
Modes of
Engagement
Adam J. Seeking IT services: “We need professional help with our IT.”

Motivations
• Find an IT company
that will be a good fit
for his firm
Primary Questions
legal industry?
Secondary Questions
• Is there an assigned primary technical consultant?
• Will you recommend and purchase hardware and
software products for my lawfirm?
• What is your pricing structure?
• Who are some of your clients? Can you provide
customer recommendations?
Actions
• Call with questions
• Schedule a meeting
Possible Encounters:
• Search online
• Referrals
Possible Pages:
• Services
• Portfolio
• Support Hours
Possible Pages:
• Products
• Pricing
• Customer Testimonials
Possible
Modes of
Engagement
Adam J. Seeking IT services: “We need professional help with our IT.”

Identity Pillars
Current Identity Pillars  Future Identity Pillars





Messaging Architecture
Current Content
Pillars
Future Content
Pillars
Articulation Statement Messaging

Tone
Yes: Sounds like <example>
No!: Sounds like <example>

Training
1. How to use the new brand to support content creators in
their decision making
2. Using the new content strategy we had developed
3. Thinking about the real story and not burying the lede
4. Writing with the audience in mind

START
Just in time to kick off a healthy new school year, the staff at Geisinger South Wilkes-Barre
(GSWB), a campus of Geisinger Wyoming Valley Medical Center, are hosting a free health and
wellness fair for children and families. The Back to School Wellness Fair will be from 3 to 7
p.m., Wednesday, Aug. 19, in the main lobby of GSWB, 25 Church St., Wilkes-Barre.
The event will include screenings, games, activities and information booths staffed by health
experts designed to prepare families for the new school year. All ages are welcome. Healthy
refreshments will be served.
Screenings, games and activities include backpack checks, bean bag toss, bone twister game,
brain game, child abuse awareness, coloring, dental health, drunk vision simulator, giveaways,
hand washing demonstration, height and weight, hula hoops, jump ropes, Operation game,
puppets, poison prevention, SimMan CPR demonstration, sugar shock game, teddy bear clinic
and vision checks. The GSWB Gift Shop and Repeat Boutique resale shop will host special sales
during the event. A fire truck from the Wilkes-Barre Fire Department will be on display outside.

END
Just in time to kick off a healthy new school year, the staff at Geisinger South Wilkes-Barre (GSWB) are hosting a free health and wellness fair for children and families. The
event will include information booths staffed by health experts to help families prepare for the new school year.
All ages are welcome and healthy refreshments will be served. A fire truck from the Wilkes-Barre Fire Department will be on display outside
The fair will include:
• Screenings
• Games and activities including:
– Backpack checks
– Bean bag toss
– Bone twister game
– Brain game,
– Coloring
– Hand washing demonstration
– Height and weight checks
– Poison prevention
– SimMan CPR demonstration
– Teddy bear clinic and vision checks
The GSWB Gift Shop and Repeat Boutique resale shop will host special sales during the event.
The Back to School Wellness Fair
For: All ages welcome
When: Wednesday, August 19 from 3 to
7p.m.
Where:
The main lobby of GSWB
25 Church Street
Wilkes-Barre
Register:
To sign up for this interactive event, register
online at www.geisinger.org/events or call
1-800-275-6401 and say “CareLink.”

Geisinger’s Social Community Reach
5/1/2015 – 5/1/2016
Channel Growth
Facebook 27%
LinkedIn 33%
Twitter 18%
Instagram 2825%
(started April 2015)
All 30%

Facebook Increase in Engagement & Reach
Total Likes
Page
Engagement
Weekly Total
Reach
Apr-15 27,622 961 26,291
Apr-16 35,333 3,975 38,110
Increase 28% 314% 45%

Some Examples
• #30Patient30Days
• #MeetDavid

Wellness Section
• After – 3,319 per week
Increase=
539%

Challenge #3:
Had no way to repurpose and
recycle content we had
already created

Lyme Disease | GHS Facebook page

Lyme Disease | Hazleton Standard Speaker

Lyme Disease | Happenings Magazine

Lyme Disease | WNEP TV Healthwatch segment

Lyme Disease | Times Shamrock Native Ad Campaign

Lyme Disease | Direct Mail Newsletter

New employee messaging platform

Thank you
Wendy Wilson
Vice President Media &
Digital Content Strategy
wkwilson@Geisinger.edu
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
@ahavaL
@ahavaleibtag

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