1. Social Done the Right Way:
How Baylor Health Care Systems
Engages With Its Audience While
Managing Perceptions
Presented to:
2012 The Conference Board

2. It's not the strongest of the species
that survive, nor the most intelligent,
but the one most responsive to
change.
+ Charles Darwin

3. The situation
+ Metroplex is among the We don t just want one
most competitive markets of the best websites in
for healthcare the health care industry
+ Tired website experience —we want one of the
out of step with user best websites on the
needs, business internet.
requirements and brand - Baylor Executive, 2007
+ Successful CRM,
advertising and
organizational shifts
+ Leadership saw the
writing on the wall

4. Getting from there to here
1. Website – Rethink family of public
facing sites from the ground up
2. Social Marketing – Identify where
to be and what to do

5. Key insight 1
Patients not
customers!

6. Key insight 2
Focus on
the 80%

7. Key insight 3
Continuity +
consistency

8. Key insight 4
Think big,
plan in stages

9. Key insight 5
Our brand
is our brand no
matter where

11. Getting from there to here
1. Website – Rethink family of public
facing sites from the ground up
2. Social Marketing – Identify where
to be and what to do

12. An open door to humanity online
“We follow our mission
“statement and our values from
“the top to the bottom. Social
“media tools would allow
“Baylor to show this–to be
“more personal with people in
“the community and to
“communicate our human
“touch manner.”
–Stakeholder Interview

13. Key insight 1
Not all
social media
is equal

14. Key insight 2
Wherever you
go, be there with
purpose

15. Key insight 3
It’s about
engagement,
not publishing

16. Key insight 4
It’s a process,
not a project

17. Key insight 5
Always
connect
the dots

20. The top 5 things we learned
+ Ask your audience what they want
+ Give your audience what they value
+ Make it easy for your audience to engage with you
+ Keep it fresh. Surprise them when you can
+ Remain true to your brand strategy

21. Thank you.
Thomas Mueller
Global Director, Customer Experience
Siegel+Gale
625 Avenue of the Americas
New York, NY 10011
tmueller@siegelgale.com
Twitter: @tmuellernyc