AHIP Communications Conference | November 18, 2009

Social Media Case StudyHolly 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

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

The Full Spectrum of Engagement

Why Twitter? One Example

It starts with good old-fashioned PR work)

400 media stories about the study

Estimated 800 Tweets/RTs (in 8 languages), including LA Times, Washington Post, CNN, Huffington Post

Reached @ 2,000,000 via Twitter

Thank You