Year In Review

Looking Back at My 2014

Every year at this time I take a look back at the year that just ended. For me, it is important to stop and reflect upon accomplishments and challenges. (I recommend this practice to every professional.) Failing to do so means I’m at risk of having the months and years blend together. Each year I set out to achieve in a number of areas: Driving innovation in the way we approach healthcare marketing; adding new clients to our roster; bringing new ideas and marketing concepts to our clients; securing speaking engagements (for myself and our clients); writing articles for industry publications; and securing press coverage of the work we do for our clients.

In collaboration with my colleagues at Jennings and our many clients, what was I able to achieve in 2014?

  • Innovations:
    • Digital physician relations pilot program for MD Anderson. Physician liaisons actively used social media, primarily Twitter, to reach out to referring physicians, physician extenders and office staff.
    • Online “pediatric health” community for Lowell General Hospital and Floating Hospital for Children at Tufts Medical Center.
    • Launched an online patient support community for Signature Healthcare. This has amazing potential as a storytelling platform. We also developed a marketing program to promote the community to employees, patients and family members.
    • Developed a groundbreaking primary care campaign for Signature Healthcare that included the use of street teams. Elements of the campaign included signage and collateral in salons, coasters in local restaurants and bars, floor clings in pharmacies and drug stores, imprinted coffee sleeves distributed in local coffee shops, and direct mail using variable printing technology.
    • Live Twittercast from a radial cardiac procedure that reached roughly 145,000 Twitter accounts with a total of 712,000 impressions. The Twittercast led to extensive press coverage for the client’s cardiovascular program. It was also accompanied by a direct mail series targeting referring physicians.
    • The development of an amazing video series featuring hospice physicians.
  • The marketing programs we produced for our clients were recognized with a number of industry awards:
    • 32 Lamplighter Awards from the New England Society for Healthcare Communications, recognizing work for six different hospitals. This included 10 Gold Awards.
    • 22 Healthcare Advertising Awards (Healthcare Marketing Report) representing work for 7 different hospital clients. The awards included a Best in Show!
    • 36 National Aster Awards, including Best in Show for the Pediatric Hospitalist Campaign we produced for Signature Healthcare and Floating Hospital for Children at Tufts Medical Center.
    • 5 Wallie Awards from the Carolinas Healthcare Public Relations & Marketing Society; 7 Service Industry Advertising Awards (healthcare categories); 2 Web Health Awards; 1 Cardiovascular Advertising Award.
  • Milestones and Highlights:
    • My firm, Jennings, launched a partnership with Hive Strategies and CareHubs to build and maintain online patient support communities for healthcare organizations.
    • We launched a new agency website: http://jenningshealthcaremarketing.com.
    • My “Healthcare Marketer” blog was recognized with a Gold Aster Award and and Bronze Web Health Award.
    • I was honored once again to serve on the judging panels of the National Health Information Awards, the Web Health Awards, and the Pelican Awards (Louisiana Society for Healthcare Public Relations & Marketing).
    • We developed a new Moms, Dads & Docs blog for Lawrence General Hospital and Floating Hospital for Children at Tufts Medical Center.
  • In my spare time, I wrote a number of articles for healthcare industry publications:
    • “Understanding ‘Return on Community’: Why this new buzzword could catch on in health care marketing,” Ragan’s Health Care Communication News, October 2014
    • “The Connected Patient: Information as Currency in Online Communities,” eHealthcare Strategy & Trends, August 2014
    • “Digital Physician Relations: A New Model for Marketing to Referring Physicians,” EndoEconomics, August 2014
    • “Nine Opportunities to Enrich Most Healthcare Marketing Programs,” Healthcare Marketing Report, March 2014
    • “The Best Way to Be an Effective Storyteller in This Digital Age,” Strategic Healthcare Marketing, February 2014
  • Through my relationship with industry publishers and editors, the work we do for our clients was featured in a number of industry articles. My firm was also sought out by reporters for expert insights on healthcare marketing stories:
    • “The Hospitalist and the Healthcare Marketer,” Healthcare Marketing Report, October 2014.
    • “Engaging HCPs: Inhospitable,” Larry Dobrow, Medical Marketing & Media, October 31, 2014
    • “Best of Show: Pediatric Hospitalist Campaign,” Marketing Healthcare Today, Volume 12, Issue 3, June 2014
    • “Powerful Cancer Ad Omits Some Key Details,”Marianne Aiello, HealthLeaders Media , May 28, 2014
    • “Can University of Illinois Hospital Save Its Brand?” HealthLeaders Media, March 19, 2014
    • “Pediatric Hospitalist Marketing Campaign,” Campaign Spotlight, HealthLeadersMedia, February 2014
  • One area I plan to cut down on in 2015 is speaking at conferences. In 2014, I was once again very active speaking at national and regional conferences, and leading webinars:
    • Presenter, Webinar, “Using Social Media to Engage Patients & Grow Your Practice,” Progressive Healthcare Conferences, Wednesday, December 10, 2014 1:00 p.m.
    • Moderator, Jennings/Hive Strategies Webinar – “Look Before You Leap: 5 Things You Must Know Before You Launch an Online Patient Community,” November 12, 2014 (Dan Hinmon presenter)
    • Presenter, Annual Pelvic Health Conference, Chicago, Spirit of Women, October 29, 2014
    • Presenter, “Healthcare Marketing as Community Building,” American Marketing Association Meeting, Tampa Florida, September 25, 2104
    • Presenter, CMO Group Webinar, “The Digital Future of Physician Relations,” September 11, 2014
    • Presenter, “Blogging Basics for Physicians and other Healthcare Professionals,” Society of Hospital Medicine, July 31, 2014
    • Presenter, “Integrating Social and Digital Media into Physician Relations,” American Association of Physician Liaisons (AAPL), Wednesday, June 18, from 4:15 pm – 5:00 pm, 2014, Seattle, WA, Westin Hotel
    • Presenter, Pelvic Health Conference, Spirit of Women, June 11-13, 2014, Orlando, Florida
    • Presenter, “Connecting With Referring Physicians: Best Practices for Reaching Your Most Important Audience,” Ohio Hospital Association Annual Meeting, Columbus, Ohio, June 10, 2014
    • Presenter, “Healthcare Marketing as Community Building,” Jennings/Medicom Webinar, May 22, 2014.
    • Presenter, “Engaging patients and consumers through the use of digital technologies,” DigiHealth Pulse Virtual 2014 (Digital Health Conference), May 19-21, 2014.
    • Presenter/Moderator, “Connected Patient Panel: Exploring the Role of Online Patient Support Communities, Twitter Chats and Patient Advocacy,” New England Society for Healthcare Communications Spring Conference, May 15, 2014
    • “Once Upon a Niche: Using Storytelling to Build Online Healthcare Communities” PRSA Health Academy, Washington, DC, May 9, 2014, 10:30am
    • Presenter, “A New Vision of Healthcare Marketing as Community Building,” 2014 New England MGMA Conference, Hyatt Goat Island, Newport, RI, May 8, 2014, 11:30am
    • Presenter, “Make Room for Video in Physician Strategies,” with an all-star line-up of co-presenters: Marie Gross, Gabrielle DeTora and Mark Shelley, Healthcare Marketing and Physician Strategies Summit, Friday, May 2, 2014, 11am – 12:15pm
    • Presenter, “The Digital Future of Physician Relations,” Healthcare Marketing and Physician Strategies Summit, Orlando, FL, April 30 – May 2, 2014
    • Presenter, “Tuning In: Why Online Video is a Must for the Modern Academic Medical Center,” AAMC GIA Professional Development Conference, Salt Lake City, March 26-29, 2014
    • Webinar, “Healthcare Marketing as Community Building,” New England Society for Healthcare Communications, February 27, 2014, 9am eastern time
    • Webcast, “Content Creation,” with Cynthia Manley of Vanderbilt University Medical Center, HealthLeaders Media, January 23, 2014
    • Presenter, “Social Media for the Medical Practice,” New Hampshire Medical Group Management Association (NHMGMA), January 8, 2014

That’s it! As I publish this post 2015 is already racing along.

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