My team and I work on a variety of marketing engagements each year. One assignment that really captured my imagination was a live Twittercast we orchestrated for Signature Healthcare to promote their cardiovascular services. We promoted the Twittercast to area physicians in advance of the event, and contacted local news outlets to secure coverage. We also promoted the Twittercast on social media. This intricate event was an incredible success. Here’s digital engagement specialist, Kate Gillmer, talking about the promotion – from advanced planning to script writing to execution and authoring the Storify to curate all the coverage.
The planning for the Twittercast and related marketing initiatives took place over a 6-month period. Once the chief of cardiology signed off on the initial plan, a script was drafted for the Twittercast. It told the story of the cardiac cath and radial stent placement in short 140-character statements. Each Tweet contained the #transradial hashtag. The script was developed from extensive interviews with the interventional cardiologists. Following the interviews, the marketing team viewed a live procedure as part of the learning process, and viewed several radial stent placements on YouTube. From these experiences the initial script was prepared. The script was then submitted to the chief of cardiology who edited the narrative. A final draft was then completed.
Prior to the live Twittercast, teaser Tweets were scheduled several times each day for the two weeks leading up to the event. A press release was drafted, sent to local media, placed on Signature Healthcare’s website, and posted on several online news services (PR Log, PitchEngine). A direct mail piece was sent to area referring physicians, inviting them to follow the live Twittercast. The mailing included a copy of the press release.
During the Twittercast, two members of Jennings’ social media team Tweeted live from the event. One member posted Tweets from the prepared script with the onsite guidance of the chief of cardiology. The second member shot photos and video of the transradial procedure, and shared those via Twitter. Posts from Twitter, Facebook and Google+ were curated on a Storify created just for this event, and the Storify feed was shared (and still is) on Signature’s interventional cardiology webpage.
A post-Twittercast direct mail piece was sent to referring physicians. A digital marketing campaign was launched to leverage the unique nature of this promotion, and it drove additional traffic to the interventional cardiology webpage.
Elements of the campaign included:
- Pre-Twittercast social media promotion (Facebook, Twitter, Google+)
- Pre-Twittercast press release to local media
- Pre-Twittercast direct mail to referring physicians: mailing of press release with invitiation to attend the Twittercast
- Storify curation of the Twittercast
- Post-Twittercast direct mail to physicians
- Post-Twittercast social media
- Post-Twittercast digitial marketing
- Final archiving of the Storify on the hospital’s Cardiology homepage
The Twittercast led to some terrific press coverage, including a four-page spread in the area’s Sunday paper. The reprint of that article appears below.