Presentation to the Kaiser Permanente Center for Health Research in Portland, OR.

1. Social and Digital Media
The Opportunities and the Risks of New Modes of Communication
Holly Potter
Vice President, Brand Communication

2. 2
Five Questions for Discussion
What is the relevance of social and digital media?
How is Kaiser Permanente using social media?
What are the opportunities for KP Research to use social media?
What are the potential risks/pitfalls of social media?
Where can we learn more?

3. Digital Engagement: Edelman Health Barometer

4. Media Consumption is Changing
The Pew Research Center’s for Excellence in Journalism
The State of the News Media 2012 http://stateofthemedia.org/

5. New Data: More Mobile, More News
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6. Social MEDIA at KP

7. Some Examples
 Communicating Across Multiple Platforms
 Amplifying Events
 Extending Media Coverage
 Introducing share.kp.org
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8. 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

9. Integrated Communications

10. Employee Communications

11. Facebook Engagement

12. Media Coverage

13. 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

14. Extending Engagement through TweetChats

15. 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
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16. 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
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17. New Data: The Power of Word of Mouth
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18. 18
Introducing share.kp.org

19. Research and SOCIAL MEDIA

20. Some Ways to Consider
 Research as a brand proof point
 Study of social media
 Recruitment of research subjects
 Mining “Social Exhaust”
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21. Syndicating Research Findings

22. Studying Social Media Use
 Increasing interest in
examining social
interaction on digital
platforms
 Measuring legitimacy and
credibility of online and
peer-to-peer content
 Note of caution: Focus on
specific platforms may be
limiting
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23. Recruitment of Research Subjects
 Highly sophisticated targeting mechanisms via Google and
Facebook
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24. Mining Social Exhaust: #AVA4H
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25. RISKS AND PITFALLS

26. The Four Questions
1. Are you ready to talk about the good and the bad?
2. Are you willing to engage in direct 1:1 conversations?
3. Are you ready for everyone (literally) to view those conversations?
4. Are you willing to show that your organization can and will adapt to
the feedback received in those conversations?
26 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.June 13, 2013

27. Member Concerns and Complaints Are Public
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28. Privacy of Data Sets
28 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.June 13, 2013

29. Additional Resources

30. Recommended Reading
 Social Media and the Health System
http://www.thepermanentejournal.org/issues/2011/winter/445-social-
media-and-the-health-system.html
 Social Business at Kaiser Permanente: Using Social Tools to Improve
Customer Service, Research and Internal
Collaborationhttp://sloanreview.mit.edu/feature/kaiser-permanente-
using-social-tools-to-improve-customer-service-research-and-internal-
collaboration/
 Integrating Social Media into PR Plans http://bit.ly/hpinprsa
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