“Snapchart” — The new, secure way to store patient records, just delete

https://www.youtube.com/watch?v=EgTw3xKChdY

Twine is a healthcare technology company that helps healthcare providers coordinate the care of patients. The company was started at MIT, and it has been gaining traction in private practice settings. However, there is limited knowledge of it across the healthcare spectrum

For April Fools, the company had some fun and utilized the big hype around Snapchat to spread the word about their company. The idea is Snapchart… “If you want something really secure, you need to destroy it.” They show the concept of “Snapchart”, deleting patient records instantly, “very secure.” They are making fun of how many people view Snapchat as secure since the photos are “destroyed.”

While this was a fun video, Twine Health should actually use tools to measure the success of this campaign. Was it really helping them to achieve their goal, to spread brand awareness of the company? Did it help to engage customers, in other words to attract new customers? In order to answer these questions, management should measure the following:

Awareness:

o Measure views on YouTube

o Measure the number of new Twitter followers

o Measure the mentions of Twine and Snapchart on Twitter, conduct social listening

o Segment the new followers by type of profession — identify if more healthcare decision makers have started to follow. Twine wants to know if more potential customers are now aware of Twine

o Pole participants at professional events to see if they have heard of “Snapchart”

Engagement:

o Measure conversion to the Twine website from the Snapchart posts

o Measure sales calls about purchasing Twine

o Measure conversation to the Twine application

o Measure shares on Twitter

o Measure re-posts about the idea of “Snapchart”