1:50 - 2:10 pmSunday, September 7
LK 130
"Like" wellness? How to use social media to drive healthy behaviors
LK 130
"Like" wellness? How to use social media to drive healthy behaviors
Social Media Strategist, Fletcher Allen Health Care
BackgroundForty-two percent of Americans use the Internet to search for wellness-related information, specifically on the topics of diet, exercise, and chronic disease management. Fletcher Allen Health... Read more

Description

Background

Forty-two percent of Americans use the Internet to search for wellness-related information, specifically on the topics of diet, exercise, and chronic disease management. Fletcher Allen Health Care, a Level 1 Trauma Center and health system serving 1 million patients in Vermont and Upstate New York leveraged social media tools (Facebook, Twitter, Pinterest, Instagram and its own brand blog) to not only provide wellness content, but to engage patients and community in a month-long behavior change campaign titled the “Healthy New You Tip-a-Day” Facebook Program. The program also supplemented Fletcher Allen Health Care’s employee workplace wellness initiative.

The program used expert information and financial incentives to inspire positive health behaviors. The program goals were to: 1) Promote Fletcher Allen Health Care as an authority and expert in health and wellness among its patient population and throughout the community; 2) Promote primary care and community health teams; and 3) Grow, expand, and increase engagement among the hospital’s current social media audience.

Methods

From January 10, 2014-January 31, 2014, Fletcher Allen Health Care ran the program. We published 3-5 unique social media updates per day per social media channel. Content focus ranged from motivation, to food, fitness, social connectivity, and stress management. It was critical to include all five dimensions of wellbeing. Content was delivered via text, visual/photo, memes, and video content.

Participants were asked to like, comment, or share the postings, tag themselves using the hashtag “#HealthyNewMe,” or post a “healthy selfie,” an image of them engaging in a healthy activity. Daily prizes in the amount of $10 gift cards were awarded. At the end of the program period, two $500 gift cards were awarded to one employee and one non-employee. All prizes were awarded through a random process.

Results

Fletcher Allen Health Care generated 875,100 impressions and 8,506 Facebook likes during the program period. It also reached audiences across its territory in Vermont (84%) and Upstate New York (16%). Data show that the campaign saw the most engagement among women, ages 24-35, in Burlington, Vermont. Facebook brand page likes increased by 10.48% and “People Talking,” a Facebook virality measure, increased by 219.22%. Finally, brand website traffic increased by 320%. We also gathered qualitative data from program participants, who were overwhelmingly positive in their feedback about the program, indicating trust in the hospital and success in behavior change.

Conclusions

Overall, the program was a success. Fletcher Allen intends to run a similar program later in 2014. It also is now developing campaigns around other wellness-related topics as well as population health areas including screenings and chronic disease prevention and management. Fletcher Allen’s social media strategist Alexandra Tursi would be delighted to share key learnings and best practices from this program – including, content effectiveness, channel effectiveness, and engagement trends – so other health care organizations may learn how to implement a similar program in their own setting. 

Alexandra Tursi (@tursita) is social media strategist at Fletcher Allen Health Care where she manages a social media program for Vermont’s largest employer that includes blogs, Facebook, Twitter, LinkedIn, Google+, YouTube, Pinterest, Instagram and Vine. Most recently, she was a presenter at the Mayo Clinic Social Media Summit where she spoke about social media as a communications vehicle for wellness. Tursi is the former Director of Social Media at Kelliher Samets Volk, a marketing communications agency where she partnered with clients in energy, education, public health, and sustainability. She regularly appears on WCAX-TV (Channel 3) for the social media segment "Trending Thursday." She is also the former social media columnist for the Burlington Free Press. Tursi has taught workshops at Cornell University, University of Vermont, Champlain College, Burlington Social Media Day, Burlington School District, Intervale Center, Vermont Specialty Food Association, and Vermont Fresh Network. She is a 2005 graduate of Cornell University and currently a graduate student at the University of Vermont. 

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