245097 Cleveland Clinic and partners employ social media to excite community members about fitness and nutrition campaign

Monday, October 31, 2011: 9:06 AM

Kevin Ziegler , Department of Corporate Communications, Cleveland Clinic, Cleveland, OH
Alison Gutai , Department of Public Health & Research, Cleveland Clinic, Cleveland, OH
Erinne Dyer, MEd , Department of Corporate Communications, Cleveland Clinic, Cleveland, OH
Katherine Nagel, MPH , Department of Public Health & Research, Cleveland Clinic, Cleveland, OH
Megan Pruce , Department of Corporate Communications, Cleveland Clinic, Cleveland, OH
go!FIT Greater Cleveland is a public health initiative of Cleveland Clinic, YMCA of Greater Cleveland, Dave's Markets, City of Cleveland, Cuyahoga County, Curves, and the American Heart Association. go!FIT participants were provided free three-month memberships at Curves and YMCA locations, discount coupons for healthy foods at Dave's Markets, and access to nutrition and exercise events at Cleveland Recreation Centers. Participants were required to exercise at least three times a week and complete regular health assessments. With a nominal budget for program communications, Cleveland Clinic leveraged online channels to maintain contact with participants to keep them motivated and connected to each other as they completed the challenge. A bi-weekly e-newsletter became a regularly scheduled outreach tool exclusive to participants that was used to build an initial wellness community through social media channels. Social media accounts were syndicated and provided value-added content throughout the campaign, including video profiles of participants, tips from Cleveland Clinic experts, direct response from program administrators, wellness events and information, as well as interaction with fellow participants. RESULTS: The social media paged average over 100 visits per day, and expert videos and success stories were viewed over 1000 times during the program. The bi-weekly email newsletter averaged open rate of more than 30%. 72% of respondents to program survey reported they were “very satisfied” or “somewhat satisfied” with go!FIT communications. While the timeframe for the goFIT! program has ended, the social media page has been maintained, allowing participants to continue this unique on-line community.

Learning Areas:
Communication and informatics
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs

Learning Objectives:
Discuss the role of social marketing in Cleveland Clinic’s public health initiatives. Demonstrate the engagement in a community-based public health initiative achieved through inexpensive social media outreach.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I oversee Corporate Communications at Cleveland Clinic and was directly involved in the social media strategy and execution of the go!FIT campaign.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.