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“Like” Wellness? How to Use Social Media to Drive
Healthy Behaviors Alexandra Tursi, Social Media Strategist,
Fletcher Allen Health Care in alliance with the University of Vermont
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Where it started
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I’m not alone
§ Vermont’s obesity rate is 23.7% • Up from 19.6% in 2003 and 10.7% in 1990
§ Chronic disease is on the rise • Diabetes affects 55,000 Vermonters or 8.7% • Heart disease accounts for 24% of deaths in Vermont • 25% of Vermonters report having high blood pressure
§ Leading causes of death • Diseases of the heart • Cancer • Stroke
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Risk factors are rising
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Moving to a system of wellness
§ Vermont is at the forefront of health care reform. § We are focusing on population health.
• Statewide accountable care organization – OneCare § Our role as a hospital:
• Raise consciousness of the importance of wellness > To employees > To patients > To community
• Inspire action and behavior change • Speak from a position of authority and expertise
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How do we engage people to pay attention and
make change?
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Meet people where they are
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#Fitspiration is trending
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#HealthyNewYou Facebook Campaign
§ Resolutions are more sustainable when shared.
§ Peer support is
amplified on Facebook.
§ Individual participation and accomplishment may go viral within a network.
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Viral wellness?
§ Imagine what could happen when multiple “wellness moments” are shared in the social media environment?
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Nuts and bolts
§ Fixed term experience • 4 weeks
§ Cues to action / triggers • We published 3-5x daily • Content focus: 5 areas of
well-being § Low effort
• Small steps and tweaks • Like, comment, share • “Healthy selfies” • Check-ins
§ Rewards for action • Daily prize and grand prize
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Small, relatable, actionable
Media: § Videos § Photos § Graphics § Memes
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And, we had fun with it!
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Results
§ 1 million impressions generated over 4 weeks. § 10.3 percent increase in the size of our Facebook
community, which now distributes our wellness messages to a total network of 1.5 million people
§ 219 percent growth in engagement through “likes,” comments and shares
§ 320 percent increase in web traffic to brand website. § An outpouring of personal wellness stories from our
community – and people offering other social support via Facebook
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Employees as advocates
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Community engagement
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Participant feedback
§ “…I knew it was information I could trust because it came from such a respectful and reliable source.”
§ “It is such an amazing motivator that an employer encourages healthy habits and provides tips/tricks to make it happen.”
§ “A sense of community with others trying to make the right choices. I loved the tips and definitely learned some new things.”
§ “The giveaways were a bonus but the advice was well worth looking for your postings each day.”
§ “Loved it especially the sarcastic spin.” § “Will be watching for it again.”
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Driving behavior change
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Since then…
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Since then…
#JuneJumpstart
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Awareness and engagement
Campaign Impressions (Awareness)
Likes (Engagement)
New Fans
Healthy New You 875,000 8,500 800 (+11%)
Share Your Heart 690,000 2,500 235 (+5%)
June Jumpstart 3.9M 9,850 790 (+10%)
TOTAL 5.47M 20,850 1,820 (20% of audience)
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Driving behavior change
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Best practices
§ Incentives work § Creativity is critical § Keep it simple § Tap into expertise § Make it sustainable
• Paid, owned, earned media
• Internal and external communications channels
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What’s Next?
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Be in touch
Facebook /AlexandraTursiOfficial
Twitter @tursita
LinkedIn /alexandratursi
Email [email protected]
