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Posts Tagged ‘dan dunlop presentation’

On April 7, I had the honor of delivering the opening keynote at the 2017 Western New England Healthcare Marketing Summit. Within a few days we will have videos of each of the presentations from the Summit available on the WNEHMS landing page. Until then, I thought I would share the video of my presentation in this forum. My topic was physician relations and digital physician marketing. The video below contains all 49 minutes of my talk with only a few minor edits. If you’re interested in the potential for using digital platforms to reach referring physicians, I hope you’ll carve out the time to watch this video. Enjoy!

 

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Screen Shot 2015-05-15 at 2.54.38 PMThis week I will be Tweeting and Blogging from the 2015 Conference of the New England Society for Healthcare Communications. The conference is taking place at the Seaport Hotel in Boston.

If you’re attending the conference, I’ll be presenting on two different topics, with two different co-presenters.

On Thursday, May 21, I present at 3pm with Laura Pierce of Tufts Medical Center and Floating Hospital for Children. Our topic is: The Referring Physician Marketing Tool Kit. We’ll share details from the referring physician marketing program we develop for Tufts Medical Center and Floating Hospital for Children.

On Friday, May 22 at 9:30am, I present with Brooke Hynes of Tufts Medical Center. Together we’ll share a contemporary vision of integrated marketing and share many of the metrics we track as part of the process. Our vision of integrated marketing includes blogs, social media digital advertising, SEM, video and online patient communities. We work to integrate traditional tools (don’t throw the baby out with the bath water) with new media. What we love about many of the new tools is that they are so targeted and measurable.

This is going to be a great conference. As I’ve mentioned in a previous post, the line up of national presenters is impressive.

If you attend the conference, please come up and say hello. If you’re not there, feel free to follow my Tweets beginning this evening. The conference hashtag is #NESHCo2015. I’ll also crank out a few blog posts along the way.

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Screen Shot 2015-01-31 at 4.39.25 PMLast week I led a webinar on the topic of “Healthcare Marketing as Online Community Building.” My message was that healthcare marketing is facing a crisis of relevance. The healthcare environment is “undergoing radical transformation.” Meanwhile, the world of marketing is being transformed by the adoption of new digital platforms and technologies. Yet, most healthcare organizations continue to market as they always have.

Traditional service line marketing cannot meet the challenges we face within the new healthcare ecosystem. And the traditional model of healthcare marketing, where we primarily push content in the direction of the consumer, is not sustainable. The traditional model is short on value and holds little relevance for patients and consumers.

Healthcare marketing could benefit greatly from a “community building” mindset. What a dramatic shift that would be away from our current content production and distribution mindset! Here’s one quick example: A community building frame-of-mind would positively impact the ways in which we use social media to engage patients and prospective patients. Currently, most of us use social media the same way we’ve always used print, radio or TV advertising: It is one way communication. We use these amazing listening and engagement platforms to simply push out content. Moving forward, that will not prove to be a viable practice.

Based on consumer behavior and the success of online patient support communities (for example, inspire.com and PatientLikeMe), we should look to online community development as a foundational element of any engagement strategy. We need to build niche online communities of shared interest, organized around specific topics, conditions or diseases, that our patients can join and where they can interact with others facing similar health challenges. Moving forward, community building needs to be a significant focus for healthcare marketers, understanding that an investment in community should lead to a significant return for the organization.

Check out the presentation video below:

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Here’s my presentation from the 2013 Pelvic Health Conference in Denver, Colorado. My goal was to share with the attendees a vision of marketing that perhaps differs from their current view. I challenged these executives and administrators to go back to their hospitals and ask their marketing people what they are doing to build communities of shared interest.

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Today I am presenting at the Spring Conference of the Virginia Society for Healthcare Marketing and Public Relations (VSHMPR). I’ll be discussing the use of blogs and social media to engage female healthcare consumers – particularly busy moms. A copy of the PowerPoint presentation is embedded below. It includes case studies from Lowell General Hospital in Lowell, Massachusetts and Signature Healthcare in Brockton, Massachusetts.

 

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