The Thought Leaders Project : Hospital Marketing

HOSPITAL MARKETINGBrian Bierbaum

Vice President of Digital Strategy

BlueSpire

ABOUT THE THOUGHT LEADERS PROJECT

Our Simple Goal: Provide practical, and detailed advice

from thought leaders.

Core beliefs:

• Exceptionally high quality best practices and tips, created by

those working in the trenches

•Ideas packaged with urgency and action in mind. There is no room

for filler.

•Powerful ideas and works spread. Create content that is

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www.thoughtleadersproject.org

•Powerful ideas and works spread. Create content that is

invaluable when spread, and then package it so it’s easy to for

others to share and grow from.

•Reward those who stand up and spread these ideas and

experiences.

•Different products for different readers. A variety of pricing

options and formats to match each person’s needs and desires.

Next Book in the series: The Thought Leaders Project :

Telemedicine

A LITTLE ABOUT THE POWER OF THE CROWD

None of the contributors to The Thought Leaders Project are financially

compensated.

WHY WOULD THEY PARTICPATE?

• Hospitals are consolidating across the United States

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• Hospitals are consolidating across the United States

• Marketing budgets are being slashed

• Technology is allowing everyone to share effortlessly

• US economy is growing slower than in decades past

A LITTLE HISTORY OF “CROWDSOURCING”

Anyone know what happened this day?Who is James Murray?

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James Murray in the “Scriptorium”

Term first coined by Jeff Howe in a June

2006 Wired magazine article "The Rise of

Crowdsourcing“

A FEW SIMPLE WAYS TO START USING

CROWDSOURCING IN YOUR MARKETING TODAY

1. Use social networks to

create content

2. Use social networks to

gather business

intelligence

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intelligence

3. Leverage the crowd for

your fundraising efforts

(Think of GiveMN) Crowdsourcing platform: Napkin Labs

CROWDSOURCED CONTENT ON THE FLY

Poll: What is most

essential in managing

your organization's

health care costs?

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Email

Web

COPY THE THOUGHT LEADERS PROJECT

1. Source content from

your physicians

2. Determine a focus that

aligns with your

hospital’s brand

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hospital’s brand

position

3. Publish in an article

format and distribute as

an Ebook

Dr. Donald D. Hensrud , Dr. Brent A. Bauer

Mayo Clinic Physicians

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“Brands live in the minds of the

consumer and take on life

through their conversation.

Thus, your brand is whatever

your stakeholders believe and

say about your hospital – how

they perceive and value your

organization.“

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-Debra Stevens

From the article Brand Building

for Hospitals

Campaign: Debra Stevens and the Phoenix Children’s Hospital Team

THE RESULTS

•Phoenix Children’s Hospital dominated in all measures of brand endorsement, including performance on medical center choice factors, recommendation and consideration rates, and specialty care.

•PCH received its highest marks on its reputation for being able to handle the most complex cases as well as incorporating the latest advances in medicine.

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as incorporating the latest advances in medicine.

•Perhaps it’s no surprise that the target market feels that PCH outperforms competitors in treating a number of specific health conditions and cases.

•PCH also demonstrated an ability to project softer characteristics such as being caring, friendly, and considerate.

“For this campaign we enhanced our

banner in Q4 to focus on video and the

CTR doubled to four times the standard

for health care marketing campaigns

nationally.”

MARKETING “WITH” RATHER THAN MARKETING “TO”

“The healthcare marketer’s

role is already transitioning

from a corporate storyteller—

who at one time almost

exclusively pushed service line

information out to consumers—

to a facilitator who creates

spaces where conversations

take place between constituents

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take place between constituents

of shared interest.”

- Dan Dunlop

From the article The Evolution &

Future State of Branded Service

Line Marketing

Campaign: Dan Dunlop (@DanDunlop) and Signature Healthcare Team

HOW IT IS BEING PROMOTED

Posted contest announcement to

Facebook Wall:•Looking for 8 local moms to serve as

bloggers

•$250 prize and a position as a

mommy blogger

4 to 6 week long promotion

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•4 to 6 week long promotion

•Entries: write on the Facebook Wall

and tell us why you’d be a great

mommy blogger; or submit a video

•Selected 7 local moms and one

employee of Signature

EARLY STATS

•Remember, they started with no social

media presence at all

• 204 Facebook fans in first 6 week

(contest period)

•25,160 post views, 252 post comments

•256 twitter followers in first 6 weeks

•375 updates

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•375 updates

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Campaign: The Lexington Medical Center Team and Dan Dunlop (@DanDunlop)

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• 60,000+ people liked the video on Facebook

(and won the national contest)

•160,000+ views on YouTube

•543 Likes and Comments for the month

•Monthly Active users rose from 808 to 1,161

(includes fans and non-fans who either viewed

THE RESULTS

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(includes fans and non-fans who either viewed

or interacted with your page or a News Feed

Post)

•127 new Fans or Likes

•1,222 total Likes/Fans

•25,959 post views – The number of times fans

have read a News Feed Story posted by your

Page.

The Thought Leaders Project : Hospital Marketing

Education

Transcript of The Thought Leaders Project : Hospital Marketing