Presentation title

National Hispanic Corporate Council | October 21, 2009

Social Media: The Ultimate Word of MouthHolly Potter, Vice President of Public Relations

About Kaiser Permanente

• Integrated care delivery

• 8.6 million members

• 167,638 employees

• Serving 9 states and the District of Columbia

• 14,641 physicians

• Nation’s largest nonprofit health plan

•Nation’s largest non-university-affiliated health research institute

• 2,607 residents• 36 hospitals

• 430+ medical offices

•$40.3 billion annual revenues (2008)

• 40,451 nurses

Thrive Campaign: Imagine Health

“Mural”Kaiser Permanente YouTube Channel

http://www.youtube.com/kaiserpermanenteorg

Online Services – kp.org

English and Spanish content

My Health Manager

• 3,307,533 registered users

• Act for family: 321,142 children and 22,904 adults

Through Q2 2009• 5,438,930 lab test results viewed online • 2,104,131 secure emails sent to doctors• 1,631,490 prescriptions refilled• 453,618 appointments scheduled online

Why Social Media?

1. Protect and promote the brand

2. Extend the impact of traditional media

3. Improve organic search results

4. And ultimately, create brand champions

News and Features

On Twitter: @KPNewsCenter

@KPThrive

@KPVivaBien

Also:

@KPColorado

@KPNorthwest

@KPHawaii

@KPGANews

Blogs

kp.org/history

On Twitter: @KPHistory

kp.org/farmersmarketrecipes

On Twitter: @PrestonMaring

You Tube & Facebook

facebook.com/kpthrive

youtube.com/kaiserpermanenteorg

Conversations & Champions

1. Monitoring

2. Responding

3. Pitching

4. Participating

Monitoring

•Weekly blog report since 2007

•Conducted baseline audit of multiple platforms June-December of 2008

•Begun real-time monitoring and database tracking 2009

Responding: Service Recovery

All of the above leads me to believe that Kaiser does not care one bit if I thrive or shrivel up and die. …, regardless of how many happy, shiny commercials they air on television.

I … cannot believe that Kaiser not only saw my post, but decided to act upon it. I am extremely grateful that they chose to call…. I love things like this. They help to restore my faith in this world.

Participating

13

Pitching: Health Disparities

The Full Spectrum of Engagement

Thank You

3

Caring for Everyone: Internet

4

Caring for Everyone: Mobile