Connecting the People of the World to the People of Johns Hopkins Medicine

Connecting the people of the

world to the people of Johns

Hopkins Medicine

Healthcare Social Media Summit, Mayo Clinic, Rochester, MN, October 21-23

1

Aaron Watkins, Director of Internet Strategy

Therese Lockemy, Internet Marketing Manager

Aaron Watkins Director of Internet Strategy

@aaronwatkins

Therese Lockemy Internet Marketing Manager

@tlockemy

Let’s get started!

2 #MayoRagan

Research Teaching

Patient Care

We connect the people of the world

with the people of Johns Hopkins

Medicine

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The Internet Strategy Team What We Do

The Internet Strategy Team What We Do

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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.

#MayoRagan

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

Connecting People to People Cohesive Digital Strategy

#MayoRagan

#MayoRagan



hopkinsmedicine.org

We are Better Together

20082009

20102011

20122013

2014Source: Google Analytics

150% more visits

since 2012

#MayoRagan

3rd most

visited

hospital or

AMC web site

in the US

-- Experian Hitwise


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• Overview of JHM

• Hospitals & Social Media

• JHM Social Media Strategy

Build community. Engage community.

Beyond our walls, web site, and channels.

Connecting People to People Seven Keys to Success

1. Align Strategy with Organization’s Mission, Vision

and Values

2. Content Comes First

3. Know Your Audience

4. Engagement = Meaning + Volume

5. Measure What Matters

6. Social Media Is Not Just a Destination

7. Know What Matters To Your Audience. Know

What Matters To You

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1. Align Strategy with Organization’s

Mission, Vision and Values



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Industry average for healthcare

Satisfaction score of visitors to

hopkinsmedicine.org

72

77

Scores are on a

0-100 scale

Assess Performance that Matters

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Build values into

the experience.

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We unite specialists around

a multi-disciplinary approach

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Embrace the role of educator.

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“Could somebody explain how

this happened?”

“I thank everyone who acted on

our concerns. My sister’s surgery

date is now set…Thank you!”

Listening is the most important part

of communication.





A Foundation for Growth

• Connect people – listen, respond

• Customer service & service recovery

• Real-time monitoring & communications

• Build an audience that we can serve

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Serve a Wider Audience

• Health information & patient education

• Present a human side

• Engage and understand our audiences as people

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The Payoff Social Media Metrics

259% In Audience Growth

73% In Engagement

73% Social Referral Traffic

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2. Content Comes First Leverage Existing Content

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2. Content Comes First Leverage Existing Content

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2. Content Comes First Educate and Guide

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• Who is your Target

Audience?

• Brand voice and

how it translates to

social

• Insights: What

metrics matter?

• Best practices

• Process on

submitting content.

#MayoRagan

2. Content Comes First Setting up systems for integration

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• Micro Post • Strategic Priority

• Long Form Post • Target Audience

• URL • Larger Effort

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2. Content Comes First Show Them What’s Working

WIIFM: What’s In it for me?

Message Reach Engagement

No Brainer: New book by Hopkins doc shows that

patients with adult hydrocephalus are often

misdiagnosed with dementia. http://ow.ly/zpk6f 5984 289

Do you have a bum thumb? Learn the symptoms and

treatment options for thumb #arthritis.

http://ow.ly/AaMoJ 1624 61

Your skin plays an important role in your health.

A Johns Hopkins expert offers 4 tips for how to care for

it. http://ow.ly/AfsqP 2734 277

#MayoRagan

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2. Content Comes First Show Them What’s Working

10.9% x our

average

engagement

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1/17/2015 30

Who is already

engaged with our

content

Who do we want to

reach and where

are they engaged?

3. Know Your Audience Deep Dive

1/17/2015 31

General Health

and Wellness


• 49% are 25-44

• 62% are women

• Well Educated

• Upper to Middle Income

• Pages Liked:

• Shape Magazine

• Fitness Magazine

• Dr. Mehmet Oz

• Jillian Michaels

• Location: Chicago, New York, Los

Angeles

• Liked 38 pages, 27 posts and 15 ads.

• 68% accessed by mobile in the last 30

days.

1/17/2015 32


Baby Boomer

Audience • 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.

• Liked 29 page, 22 posts and clicked on

14 ads.

• 67% accessed by mobile in the last 30

days.


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4. Engagement = Meaning + Volume Create Core Focus and Test

Content Type

Photo

Link

Status

Content Type 2

Video

Quote

Question

Health Drill Down

Cancer Diabetes

Recipes Sleep

Heart Health Nutrition

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4. Engagement = Meaning + Volume Create Core Focus and Test

Quotes consistently perform well

0.00

0.20

0.40

0.60

0.80

1.00

1.20

1.40

1.60

1.80

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2-S

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14-S

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ep

28-S

ep

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ep

2-O

ct

4-O

ct

6-O

ct

Content Type

Video Quote Question

Quote

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1/17/2015 36

4. Engagement = Meaning + Volume Rinse and Repeat

8.7 x more engaging

then our average post

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Women Only

45+

High Performing

Check & Balances

4. Engagement = Meaning + Volume Create Focus and Schedule

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4. Engagement = Meaning + Volume Targeted Preforms Better

1.9% CTR 4.7% CTR

147% #MayoRagan

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4. Engagement = Meaning + Volume New Content Efforts

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5.5% CTR

Average CTR for our

sponsored posts:

3.7% CTR

49%

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#MayoRagan

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52% of our

existing

audience

are 18-44

Grow our

Baby

Boomer

audience.

4. Engagement = Meaning + Volume Adapt Audience When Needed

8.2% CTR Benchmark for

Sponsored Like Ad:

2.3% CTR

257%

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4. Engagement = Meaning + Volume Better Targeting

When targeted

we saw a 64%

in Engagement

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5. Measure What Matters Variance vs. Trends

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1/17/2015 46

0

50

100

150

200

250

300

Th

ou

sa

nd

s

Chart Title

Twitter Facebook

213%

Growth

259%

Growth

5. Measure What Matters Trends Show True Change in Growth

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5. Measure What Matters Trends Show True Change in Engagement

73% from 2013

0.000.100.200.300.400.500.600.700.800.90

Facebook Engagement

Johns Hopkins Medicine

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5. Measure What Matters Trends Show True Change in Engagement

0

0.02

0.04

0.06

0.08

0.1

0.12

0.14

January February March April May June July August September

Twitter Engagement

Johns Hopkins Medicine

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6. Social Media Is Not Just A Destination

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Feb to May = 769

May to Aug = 1186

54%

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6. Social Media Is Not Just A Destination Social Media As A Distribution Channel

e-News Subscribers

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6. Social Media Is Not Just A Destination Social Media As A Distribution Channel

151 Webinar

Registrations

81% Driven by

Facebook

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6. Social Media Is Not Just A Destination Driving Traffic to Owned Properties

73% Social Referrals

103% Facebook

101% Twitter

#MayoRagan

This is not a competition for who is first.

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7. Know What Matters To Your

Audience. Know What Matters To You.

#MayoRagan

Connecting People to People Seven Keys to Success

1. Align Strategy with Organization’s Mission, Vision

and Values





6. Social Media Is Not Just a Destination

7. Know What Matters To Your Audience. Know

What Matters To You

54 #MayoRagan

Aaron Watkins Director of Internet Strategy

@aaronwatkins

Therese Lockemy Internet Marketing Manager

@tlockemy

Thank You!

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