Research Report - Winter 2015 BYU COMMS 318 PR Research and - - PowerPoint PPT Presentation

Research Report - Winter 2015 BYU COMMS 318 PR Research and Measurement

Preview ❖ Background Research ❖ Social Media Analysis ❖ Focus Groups ❖ Survey ❖ Summary

Background Research

“Helping People Live the Healthiest Lives Possible”

Intermountain’s Social Media

❖ Engagement, not followers ❖ Twitter & Google+ for national branding ❖ Currently reaching younger mothers and women

External Factors

❖ HIPAA ❖ “Healthcare is as complex an industry as any… [with] failure to tie costs to quality.”

• Becker’s Hospital Review

Social Media Platforms

Facebook

❖ 71% of adults ❖ Reviews ❖ 79% trust ❖ A positive online reputation is crucial

Public Perception of Intermountain

❖ Conflicting research ❖ Qualitative data

Recommendations

❖ Capitalize on two-way communication ➢ Hootsuite ➢ Positive perception and affordability ➢ Customer retention tool

❖ Used for quick image sharing ❖ Obtaining health information is difficult ❖ Even competition struggles

Instagram

Google+ and YouTube

❖ SEO ❖ Supplemental Material

Twitter

❖ Searchability ❖ Sharability ❖ Engagement ❖ Focus

Pinterest

❖ Compatibility ❖ Sharability ❖ Reliability

Overall Suggestions

Research Questions

❖ Who would follow a hospital? ➢ Why would someone follow a hospital? ➢ What are points of engagement on a hospital’s social media site? We conducted four focus groups and a survey to help answer our research questions.

Social Media Analysis

Overview

Keywords:

❖ “@intermountain” ❖ “@intermtnMedCtr” ❖ “Intermountain health care” ❖ “intermountain hospitals” ❖ “inter mountain hospitals” ❖ “intermountain medical” ❖ “utah valley maternity” ❖ “orem community hospital” ❖ “American Fork hospital” ❖ “Utah Valley Regional Medical Center”

Reach and Spread

Reach: 326,438 Spread: 88,574

Sentiment

❖ Mostly positive sentiment ❖ All five positive sentiment users were affiliated with Intermountain ❖ Top two negative sentiment users were affiliated with Intermountain

Spike

Influencers

Trends

One of the top trending keywords was “sorenson,” which referred to Intermountain’s president and CEO.

Conversations

From the top six conversations shared, two of them contained keywords and were shared by influencer Modern Healthcare.

Location

Canada United States United Kingdom

Recommendations

❖ Have a greater presence on Twitter by tweeting more and interacting with your public ❖ Use the keyword “@intermountain” more when posting ❖ When posting, include relevant doctor names and titles ❖ Interact with top influencers ❖ Recognize Intermountain employees as a key public ❖ Be aware that employees are a large portion of followers and those interacting

Focus Group Research

4 focus groups, 2 engaged, 2 non-engaged

Insights - Reasons for Engagement

❖ Events ❖ Self-interest ❖ Giveaways ❖ Personal experiences with Intermountain

Insights - What Worked Well

❖ Intermountain’s overall positivity “I like when they’re more positive instead of, like, ‘oh, this is gonna kill you.’” ❖ Updates on local events ❖ Human Interest stories

Insights - What Worked Well

❖ Specific medical articles “...if there’s an interesting study, like they find

• ut that women carry the genetics of their children

throughout their lives.” ❖ Health tips ❖ Giveaways

Recommendations

❖ Doctor, services and hospital information “Introduction of staff…. [it would be] nice just to know where they are coming from.” ❖ Interaction and recommendations “It would be nice to see that there are also real people behind those sites.” “It would be nice if they said that you could go to this site for the most current information...so that we don’t feel like we’re fishing for information.”

Recommendations

❖ Medical Information and “news” “I would love to see more medical things like, we just hired a surgeon who’s performed...I would love to see more medical things because that is going to make me respect them more as a medical provider.” “Sometimes you can't trust what's on Wikipedia, but if a hospital or somebody like a doctor put that content on… or current research…”

Recommendations

Interaction stems from personal experience.

❖ Make the Most of Hospital Experiences: ➢Intermountain Moms ➢Brochures ➢Appointment cards ➢Referrals

Capitalize on personal experience.

Recommendations

❖ Consolidate social sites

Orem Community Facebook American Fork Facebook Utah Valley Regional Utah Valley Intermountain Healthcare Facebook

Reasons for NOT Engaging

❖ Social media has a lack of credibility ❖ Hospitals are not relevant ❖ Trust is found in others with similar experiences

Lack of Credibility

❖ Social media gives a voice to millions ❖ Health information isn’t the first thing people think to follow on social media ❖ Not aware of all social media platforms

Lack of Credibility

“You have to know who to follow and that’s difficult because you don’t know who the authority is that you should listen to. And…there’s always going to be competing voices on any piece of research.” “I’ve had a hard time with [social media] because there is conflicting information and I don’t know what’s credible and what’s not.”

Hospitals are not a Relevant Source

❖ Not perceived as a reliable source of fitness tips ❖ Prefer to follow a gym to get health information ❖ Don’t care about medical information until the moment it’s needed

Hospitals are not a Relevant Source

“I don’t know if [a hospital] would be a bad source, but I just don’t think it’d be the source I’d go to. If I’m looking for fitness information, I’d go to a place dedicated to fitness, like a fitness center or a website, whatever it might be.”

Trust in Similar Experiences

❖ Lack of personal touch in general messages ❖ More likely to engage with others who share similar experiences ❖ Forming own communities of interaction

Trust in Similar Experiences

“When I was pregnant, there’s something called hyperpronosis and people who had that knew things that I could try and stuff that would be safe. Like always lay on one side and I was like okay because it would hurt me

• therwise. I found it credible because it worked for them, and I know

them so I can trust them.” “I saw lots of different people’s experiences and their opinions and it’s along the same lines that I was feeling so that backs up what I was thinking that I need to do. So it’s good experience.”

Recommendations

❖ Focus the vast majority of efforts on women ➢ Men show little to no interest at following a hospital, therefore your efforts would be largely wasted. ➢ Your “love” group and “swing” group consist primarily of women, this is where your biggest opportunity lies. ❖ Provide an opportunity for patients and social media followers to connect ➢ Patients are looking for a way to connect with others who have had similar experiences. ➢ Greater trust is established in personal conversations. It’s a great

• pportunity for Intermountain to facilitate those conversations.

Survey

Why would you follow a hospital on social media?

Who did we survey?

Conclusions

Engaging with social content

Conclusions

Why do they follow?

Conclusions

Credibility

4.2

Conclusions

Males vs. Females

Which forms of social media do you use?

Recommendations

❖ Address employees and volunteers

Recommendations

❖ Address women

Recommendations

❖ Cite credible sources

Summary