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
Let’s 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
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9. 3rd most visited
hospital or AMC
web site in the US
-- Experian Hitwise
Connecting People to People
Cohesive Digital Strategy
9
R
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10. Connecting People to People
Three Keys to Service, Storytelling and Social
1. Align Strategy with Organization’s Mission, Vision
and Values
2. Content Comes First
3. Know Your Audience
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#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 Organization’s
Mission, Vision and Values
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Embrace the role of educator.

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#MayoRagan
Health: The Big Picture

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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.
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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
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STAGE 2:
CREATE ENGAGING CONTENT
Identify Opportunity
• Serve specific audiences in
meaningful ways
• Present humanity of faculty
• Increase engagement with
science
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19. SEEKING A BIGGER SHARE OF SHARES
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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.
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HIGH-QUALITY CONTENT =
HIGH ON-PAGE ENGAGEMENT
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21. STAGE 2: DEVELOP RICH,
CONSUMER-ORIENTED LIFESTYLE CONTENT
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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
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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/
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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.
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25. MARRYING “SMART” AND “ACCESSIBLE”
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26. SPARKING CONVERSATION,
GENERATING SHARES
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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.
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MULTI TOUCH-POINT DIGITAL STRATEGY
Content
Syndication
Post-
Sharing Our
Content
Share
Content on
Our Social
Channels
Promoted
Posts for
Caregiver’s
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.
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SPREADING THE WORD:
CONTENT SYNDICATION
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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

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ENGAGING YOUR AUDIENCE
DELIVERING ON THE PROMISE
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5.5%
CTR
ENGAGING YOUR AUDIENCE
PROVIDING MEANINGFUL CONTENT
Average CTR for our
sponsored posts:
3.7% CTR
49%
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When Targeted We Saw
A 64% in Engagement
ENGAGING YOUR AUDIENCE
STAYING TARGETED
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25% Open Rate
36% Click to Open Rate
CREATING MULTIPLE TOUCH POINTS
FEATURED E-NEWSLETTER
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37. E-News Subscribers
Age 45 – 65: 146%
54%
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CREATING MULTIPLE TOUCH POINTS
CAREGIVER’S GUIDE
e-News Subscribers
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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
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BACK TO VALUES

40. Faculty Support: PRICELESS
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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
Let’s be friends!
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