@christinesenke @jacksonhealth #PowerOfPR

Health Care Industry Data

72% users who looked for health

info online in 2013

health seekers who 1st looked to a search engine for info

77%

# of U.S. adults using online/mobile to track a health

indicator for self or other

7 in 10

30-64

1/5

only53%

age of women in largest demographic of smartphone owners getting health texts

people have at least one health app on their phone (exercise, diet, & weight are most popular)

hospitals that have a formal digital strategy in place

*Pew Internet Research

@christinesenke @jacksonhealth #PowerOfPR

Company & Team Overview

About Jackson Health System

• Nonprofit academic medical system

• Governed by the Public Health Trust, tax-supported

• Treat all residents of Miami-Dade County regardless of their ability to pay

• System centerpiece is Jackson Memorial Hospital, home of Ryder Trauma Center

• Roughly 10K employees

Communications & Outreach

VP, directors, PM & office manager

Marketing, digital, & community outreach

Media relations & internal communications

Extension of team: agency, consultant & county’s web dept

6

7

4

≈8

@christinesenke @jacksonhealth #PowerOfPR

Our Social & Web Audience Twitter Facebook

66% of total landscape

──────

Patients, employees

──────

Most impressions, leads,

traffic (paid campaigns)

28% of total landscape

──────

Political figures, media, networking, activists

──────

Most engagement & volume

───────────────────────────────────────────────────────────────────────────

Website

2.84 million views in last year

@christinesenke @jacksonhealth #PowerOfPR

Social Listening Goals, Tools & Industry Best Practices

Multi-Phase Strategy

• Relevance to brand

• Influence

• Messaging

• ----

• Who & what

• Resources

• Impact

CDC’s Social Media Toolkit

• Personalization

• Presentation

• Participation

Mayo Clinic Center for SM

• Behavior change

• Attitude change

@christinesenke @jacksonhealth #PowerOfPR

Transplant Scenario Proactive & Reactive Approach

Tactics The Wrenches Strategies

Donate Life

Month

Outreach event

Media-worthy story

Ongoing marketing

Promoted posts

Trending hashtags

“Doc Talk” Press

conference

Facebook algorithm

Scheduling

HIPAA

No blog

Unit of competitor

closed

@christinesenke @jacksonhealth #PowerOfPR

Campaign Branding

Elements

Needed

Web & Social • Landing page • Sliders • Infographic • Posts • Video from media • Bit.ly • Illustration of procedure for

press conference • Copy

──────

──────

@christinesenke @jacksonhealth

Listening

@christinesenke @jacksonhealth #PowerOfPR

Instant Audience Feedback

@christinesenke @jacksonhealth #PowerOfPR

Digital Data for Stakeholders

Gather Results

Web traffic, clicks

Impressions

Mentions

Leads generated

Disseminate Summary

Internal department staff meeting & email

Service line meeting & email

Weekly media report to C-suite

Monthly KPIs

@christinesenke @jacksonhealth #PowerOfPR

Silo audience & tailor

message

Engage with reporters on-

& offline

Determine measurables

& stock content

Integrate &

repurpose

Promote if timely, media-worthy

Follow-through

& engage

#PowerOfPR

@ Jackson