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

Focusing your Content on the Patient Experience (PX)

May 23 2015

Wendy WilsonVice PresidentMedia and Digital Content StrategyGeisinger Health System

Ahava LeibtagPresident

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 Content1. Dr. David Feinberg becomes CEO2. Introduces new focus and new brand3. 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

NPR



How can we turn the brand to be

truly patient focused?

TodayI. How we started: Challenges with content strategyII. 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

YAWN

Wellness SectionBefore = 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?

How we Solved our Challenges

Step #1:Discovery

Discovery1. Stakeholder calls2. Competitive landscape analysis3. 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 & Recommendations1. 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?

Step #2:Content Strategy

What is content strategy?

Content Strategy:• Align with business objectives• Support users in accomplishing tasks


Business Goals User Tasks

Content Strategy Has 3 Parts1. 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: WorkflowThey 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? Personas2. Who are you? Identity Pillars3. What are you trying to say? Messaging Architecture4. How do you say it? Voice and Tone5. 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: 38Geography: Bethesda, MDEducation: Georgetown Law SchoolWork: Patient Prosecution AttorneyHH Income: 250K (+50K)Marital Status: MarriedFamily: 2 young kidsRace: 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 desktopAdam 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

• 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


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

• 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


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>



Step #3:Training

Training1. How to use the new brand to support content creators in

their decision making2. Using the new content strategy we had developed3. Thinking about the real story and not burying the lede4. Writing with the audience in mind

STARTJust 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.

ENDJust 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 GSWB25 Church StreetWilkes-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.”

http://www.geisinger.org/events

Our Results





SOLVED

Geisinger’s Social Community Reach5/1/2015 – 5/1/2016

Channel Growth

Facebook 27%

LinkedIn 33%

Twitter 18%

Instagram 2825% (started April 2015)

All 30%

Facebook Increase in Engagement & Reach

Total LikesPage

EngagementWeekly Total

Reach Apr-15 27,622 961 26,291 Apr-16 35,333 3,975 38,110

Increase 28% 314% 45%

Facebook Increase in Engagement & Reach

Total LikesPage

EngagementWeekly 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

#GeisingerStories

#GeisingerStories





SOLVED

Wellness SectionBefore = 519 per month on average

Wellness Section

• After – 3,319 per week

Increase=539%

Challenge #3: Had no way to repurpose and

recycle content we had already created

Challenge #3: Had no way to repurpose and

recycle content we had already created

SOLVED



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 WilsonVice President Media & Digital Content [email protected]

Ahava LeibtagAha Media Group, LLC

[email protected]

@ahavaL @ahavaleibtag

mailto:[email protected]

mailto:[email protected]

Questions?

Health & Medicine

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