The Social Business of Healthcare

Jamey ShielsDirector Social Media & Digital Communications

Aurora Health Care

Adjunct Instructor – Social MediaUniversity of Wisconsin Milwaukee

Our Journey

The evolving patient journey

Content as strategy

Social business emerges

New Environment

Multi-touchpointconsumer journey

3Forrester Customer Experience Touch Points

Zero Moment of Truth

4Google ZMOT eBook

In the beginning… patients depended on what thewere told

1990's: patients find information

2000's: information finds patients

Today: patients find each other

Evolution of Social Health

The journey starts online:• 4 in 5 internet users search for health information

• 2 in 5 have read someone's commentary on social platform

• 1 in 4 have consulted rankings of hospitals and physicians

• 1 in 5 have signed up for updates about health

Of those who did a health related search

• 6 in 10 say the data found affected a decision

• 1 in 2 say it lead them to ask new questions

• 1 in 3 say it affected a visitPew Internet Life & California Healthcare Study

Patient Journey

Google/Compete Hospital Study

Relevant Content

Google/Compete Hospital Study

Word of Mouth

Our Journey

The evolving patient journey

Content as strategy

Social business emerges

Planning for Patients

• Objectives– Awareness of Aurora, services,

physicians and patient experience– Acquisition of patients through

appointments, events, and wellness activities

– Retention through easy to use, integrated systems

• Strategies – Deliver exceptional digital experiences– Create a robust content strategy– Know your patients and deliver the

right message an the right time

10

Technology

Content

Planning

Content Strategy

A content strategy is a plan of action that defines:• Who the audience is and their content requirements• The content delivery and interaction model• The structure and composition of content• The methodologies for access and retrieval

Patient Profiles

Aurora Health Care Persona & Style Guide

Content Delivery

13Google New Multi-screen World

Content Delivery

14

Consider your platforms!• Blogs• Twitter• Facebook• LinkedIn• Google+• YouTube• Pinterest

Strategic Approach

• Centralized strategy, governance and measurement with distributed teams for category support

• Content partners provide content production and platform distribution

• Programs provide targeted engagement and adhere to brand umbrella

Service Line

AuroraSocial Media

Program

CancerServices

Marketing Campaign

AHC Foundation

Surgical Weight Loss

Service Line

Service LinePR

Stakeholder Comm

Service line

Team Approach

• Content Strategy – Planning, governance and management– Brand standards that target and engage core audiences

• Content Production– Sourcing, development, syndication– Creation versus curation– Integration with PR, Marketing– Syndication– Lifecycle

• Content and Community Engagment– Real-time community management– Introduction of innovative tactics for audience

participation– Timely resolution to web and social network inquiries

• Analytics– Metrics– Insights

Strategy & ProgramManagement

(25%)

Content Networking, Sourcing & Production

(40%)

Content & Community Management

(25%)

Analytics(10%)

Objectives• Position St. Luke’s Regional Epilepsy

Center as a destination for epilepsy treatment

• Demonstrate the expertise and clinical coordination provided by the neuro-services team

• Create awareness for epilepsy surgery as a treatment option

Audiences • Epilepsy patients and family members • Medical professionals, students and

associations/academies• Medical journals and other similar

publications• Epilepsy organizations, associations,

foundations, etc.• Media outlets

Twitter Surgery

Patient Education

• Opportunity to empower epilepsy patient to share his story

• Educate other patients to possible treatment options

• Personal perspective rather than medical

Creating Conversations

Our Journey

The evolving patient journey

Content as strategy

Social business emerges

Social Business Emerges

A social business is one that leverages three key elements:• People: embraces employees and their social behavior• Technology: leverages technology to capture and facilitate

information sharing • Process: drives collaboration by connecting individuals and

information

An opportunity to integrate social tools into business to drive value

Driving Social Adoption

• Empower the individual– Connect and engage– Personalized and relevant– Tools to improve access and efficiency

• Leverage social technologies– Content/document management– Knowldedge capture, workflow and

search– Frameworks (IA), heirarchy systems

• Activate the Community– Manage the community– Reward transformational behavior– Recognize and promote leaders

22

Identity

Connections

Sharing

Collaboration

BroadcastingStatus

Content

Conversations

7Summits

• Profiles: managing identities (organizational and individual)

• Connections: following/ connecting with others

• Status: knowing with others are available

• Reputation: identifying experts and advocates

People Places Content / Context

• Types: e.g. Blogs, discussions, documents

• Experience: personalized and relevant

• Access: Browsing, Searching, serving

• Web 2.0 Effects: Sharing, Liking, Tagging, Rating, etc.

• Spaces: recommended for persistent content, libraries, reference materials

• Teams: recommended for organizing members; appropriate for more dynamic behaviors

• Projects: recommended for fostering collaboration around specific initiatives

Community Design

7Summits

A Digital Health Partnership

• Patients– Personalized care– Access to clinical expertise– Improved support

• Providers– Improved outcomes– Investment in managed care– Healthy community

• Technology– Empowers interactions– Improves access to experts and information– Captures shared knowledge for research

and innovation 24

patient

providertechnology

Thank Youtwitter.com/jameyshiels

linkedin.com/in/jameyshiels