Leveraging Social Media for Real Business Impact · Leveraging Social Media for Real Business...

Leveraging Social Media for Real Business Impact Healthcare Financial Management Association – Texas Gulf Coast Chapter October 13, 2013

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What is social media?

The means of interactions among people in which they create, share, and/or exchange information and ideas in virtual communities and networks.

Source: http://webcomm.tufts.edu/social-media-overview13/


Social media and healthcare Social media has changed the face of patient to patient and patient to provider communications Real time communication platforms allow open and honest dialogue Opportunities to capitalize on patient feedback and build a trusted support community to actively engage with Social media can also be used to address negativity, concerns and complaints as part of service recovery

Source: http://www.healthcareitnews.com/blog/social-media-and-healthcare-navigating-new-communications-landscape


A growing number of today’s patients are increasingly using

digital tools as part of their overall health maintenance.

Sources: http://www.healthcareitnews.com/blog/social-media-and-healthcare-navigating-new-communications-landscape

1 in 3 American adults have used the web to figure out a medical issue

http://www.pewinternet.org/Reports/2013/Health-online/Summary-of-Findings.aspx

51% of patients say they’d feel more valued

as a patient via digital health communications

41% of people said social media would affect their choice of healthcare provider

Surprisingly, still only 26% of all hospitals in the US participate in social media

http://www.televox.com/downloads/technology-beyond-the-exam-room/ http://thesparkreport.com/branding/infographic-social-mobile-healthcare


Healthcare: Struggle to demonstrate ROI Ownership of social media is often dispersed across channels

Disease Center

Public Relations

Marketing

Social Media Without a long-term strategy to

leverage this high volume channel into core business

functions, hospitals and healthcare systems will continue

to struggle demonstrating a return on investment for social-

based initiatives.

LONG TERM SOCIAL MEDIA STRATEGY

Social Media

Social Media


Why is this so difficult?

Decentralized Structure

1. Social program structure and integration

Pros Cons Greater coverage of the channel in terms of listening, responding and engaging social communities

Measuring the effectiveness of the collective efforts across the healthcare organization

Greater overall coverage by subject matter experts – Individual departments focus on their domain

Lack of ability to coordinate and collaborate activities across the organization

Centralized Structure Pros Cons

Clarity of message due to control over the channel

Typically have limited resources available; allocated to more tactical activities like listening and monitoring rather than higher value activities May lack conversational communication and subject matter expertise


Why is this so difficult?

2. Social program goals and metrics

Biggest challenge for demonstrating ROI for social-based

initiatives is the natural tendency to focus on the channel and not

what happens within the channel.

Many focus on:

Instead of:

Likes Followers Retweets

Linking a social conversation to patient acquisition


Collaboration is key With limited resources or business constraints, tying program objectives to business objectives may seem out of reach Programs stop short of setting goals based on financial outcomes and focus on softer, nonfinancial goals Without linking to financial outcomes, demonstrating real ROI is just not possible This is what leads to stagnant or slow growth of many social programs in hospitals and healthcare systems

Collaboration across the organization is key to building a program capable of demonstrating business impact


Evolution of social programs

As a social program evolves it passes through 5 major stages:

Establish Social Presence and Basic Policy

Reputation & Crisis

Management

Integration & Coordination of

Activities

Centralization & Consolidation of

Tools

The Social Enterprise

1 2 3 4 5

GREATER INTEGRATION ACROSS THE INSTITUTION

INCREASED ABILITY TO DEMONSTRATE ROI


• Social media recognized as important • Want to establish a presence • Social media policy developed • Efforts may be singular and/or uncoordinated • Simple goals (i.e. simply having a presence) • Activities focused on managing that presence • Metrics consist of likes, followers, etc.


Reputation & Crisis

Management


Activities

Centralization & Consolitdation

of Tools


1 2 3 4 5



Reputation & Crisis

Management


Activities


of Tools


1 2 3 4 5

• Expand efforts into social learning • A program within a program is created • Goals may extend to now also include measuring sentiment • Goals still largely based on nonfinancial measures • One department may be accountable for “listening”, with

other efforts being dispersed and managed individually across the institution

• Experimentation with different media and monitoring tools



Reputation & Crisis

Management


Activities


of Tools


1 2 3 4 5

• Begin to incorporate operations into social media • Tend to be more centralized • May build relationships and ad hoc workflows for overlapping

responsibilities (i.e. processing dissatisfied community members) • Unofficial coordination between departments • May see editorial calendars to manage communications across multiple

presences • Metrics can begin to relate to financial outcomes resulting from service

recovery activities related to the social channel



Reputation & Crisis

Management


Activities


Tools


1 2 3 4 5

• Social programs become more operationally organized • Relationships with other departments are formalized • Information is shared more freely • Coordination of service recovery and other workflows across departments • Social program is primarily centralized • Generally an increase in budget initiates consolidation • Listening expanded to actively involve competitors • Social media used to make data-driven decisions • Decision tree in place to ensure responses and reactions to negative

conversations are resolved quickly and consistently • Program activities can be linked to financial and nonfinancial outcomes



Reputation & Crisis

Management


Activities


Tools


1 2 3 4 5

• Social program becomes the hub for collecting and sharing information related to social media

• Seamless workflows between departments • Social deeply engrained in core business functions • Social communities become a source for business intelligence • Offers customers seamless experience across channels • Have conversation liaisons who are subject matter experts and actively

engage communities on a regular basis • Messages become conversations, which become relationships • Customers feel connected to the brand • More advanced measurement • Return on investment is the key metric for program success


Social media will continue to grow in importance. Managing this high volume channel requires a clear vision far enough into the future to keep pages with a media that changes at the speed of light. Social program goals that support core business functions like customer support, PR and physician relations require organizational coordination and collaboration but yield financial outcomes. Accelerating your social program requires removal of barriers that impede integration with the organization


Accelerating your evolution from social program to social enterprise

Know the channel but focus on how the people engage one another within the channel. 1 Identify how social media supports business functions within your organization. 2 Monitor what your customers say about your competition and their experience with your competitors. 3

Let the tools do your work.4 Be the voice of your community within your organization. 5 Use social media to have conversations – do not push messages. 6 Analyze, analyze, analyze.7 Start small but be strategic. 8 Service recovery is big. 9 Brand advocacy is huge. 10


In summary…

While most healthcare organizations have a social media strategy in place, many still find it difficult to evolve and innovate as fast as social technology does.

This can make social media strategy obsolete before it can be fully executed.

Developing a long-term strategy focused on integrating this channel into operations can ensure your program can keep pace and create business impact.

Endeavor Management is a management consulting firm that leads clients to achieve real value from their strategic transformational initiatives. Endeavor serves as a catalyst by providing the energy to maintain the dual perspective of running the business while changing the business through the application of key leadership principles and business strategy. The firm’s 40 year heritage has produced a substantial portfolio

of proven methodologies, enabling Endeavor consultants to deliver top-tier transformational strategies, operational excellence, organizational change management, leadership development and decision support. Endeavor’s deep

operational insight and broad industry experience enables our team to quickly understand the dynamics of client companies and markets. Combined with our Gelb Consulting experience (founded in 1965) we also offer clients unique capabilities that focus their marketing initiatives by fully understanding and shaping the customer experience through proven strategic frameworks to guide marketing strategies, build trusted brands, deliver exceptional customer experiences and launch new products. Our experienced consultants and analysts use advanced marketing research techniques to identify customer needs and spot high potential market opportunities.

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Leveraging Social Media for Real Business Impact · Leveraging Social Media for Real Business...

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