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
Instagram ❖ Used for quick image sharing ❖ Obtaining health information is difficult ❖ Even competition struggles
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 out 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 Capitalize on personal personal experience . experience . ❖ Make the Most of Hospital Experiences: ➢ Intermountain Moms ➢ Brochures ➢ Appointment cards ➢ Referrals
Recommendations ❖ Consolidate social sites Utah Valley Regional Orem Utah Valley Intermountain Healthcare Community Facebook Facebook American Fork 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 “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.” “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.”
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 “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.” “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 otherwise. I found it credible because it worked for them , and I know them so I can trust them.”
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 ➢ opportunity 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
Recommend
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