Posts Tagged ‘western new england healthare marketing symposium’

If you’re on Twitter tomorrow, my team and I, along with many others, will be Tweeting from the Western New England Healthcare Marketing Symposium in Northampton, Massachusetts. The hashtag for the event is #HCMSymposium; please follow along. If you’re in New England, please consider joining us. With our expanded space this year, the event has not yet sold out!

At 9:30am Eastern, I’ll be sharing my vision for how hospitals and health systems should integrate digital communication tools into physician relations programs. I’ll review case studies from Tufts Medical Center, Cooper University Health Care, and MD Anderson Cancer Center. Each of these organizations used a unique blend of tactics to engage referring physicians through the use of digital tools and platforms. Interestingly, the approaches varied significantly and there are things to learn from each example. As always, I’ll share the good, the bad and the ugly.

The speakers for the event are all top notch and I love the range of topics we’ll be covering – from physician relations to persona development to brand journalism to content marketing with video. If it is anything like last year’s Symposium, it will be a great day of learning for all of us. Here’s the speaker lineup:

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One of my pet peeves with conferences is that the educational content is rarely captured and curated. So much great information is lost because the sessions are not recorded on video. If you missed a given session, you are out of luck. This practice is based on an antiquated notion – one that sees content as the domain of the organization with value coming in the form of providing limited access to that information (those who pay to attend the conference). Generally speaking, I see value coming from a spirit of generosity and a willingness to share content. By doing so, you establish yourself as a high quality resource of relevant content. But I can see both sides of that argument.

Screen Shot 2016-06-13 at 12.09.11 PMBack in April, I was the keynote speaker at the Western New England Healthcare Marketing Symposium. It was a terrific, sold out event. For that conference, we recorded every presentation on video and have posted them to the website. Below is my presentation, in it entirety, from the Symposium. The topic is the narcissistic nature of most healthcare marketing and advertising. My message is that the marketing needs to be more relevant to the target audience; we need to make them part of the marketing rather than just marketed “at” them. In that regard, we need to stop spewing content about our organizations (our doctors, procedures and technology) and, moving forward, focus on having conversations with consumers. To do that, we need to create online environments that invite conversation and dialogue.

Enjoy the video. It is 45 minutes long. Consider yourself forewarned.

Narcissism in Healthcare Marketing


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The first annual Western New England Healthcare Marketing Symposium was an unequivocal success. The presenters were terrific, presenters were on point, and attendees were engaged. There was an incredible sense of community among those in attendance. We will definitely do this again next year. So please let me know if you would like to be on our email list for notifications and updates.

Now, a review of the Twitter metrics! For a sold out, one day event with a capacity of 50 attendees, we had terrific Twitter activity at last Friday’s Western New England Healthcare Marketing Symposium. The data from Symplur shows more than 400 Tweets and 680,000+ impressions! (See charts below from Symplur.)

Congratulations to the teams from Jennings and Market Street Research who made it all possible.

The Numbers

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#HCMSymposium Influencers

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I’m excited to share that on Friday, April 8, 2016, my firm (Jennings) and our friends at Market Street Research, are sponsoring the first ever Western New England Healthcare Marketing Symposium. It’s a one day event taking place in Northampton, Massachusetts, and it will be packed with informative presentations from healthcare marketers. Our presenters include well know industry marketing consultants and practitioners from area institutions including Lawrence General Hospital, Baystate Health, Cooley Dickinson Healthcare, and Lahey Health.

Jill McDonald, APR
Chief Marketing and Communications Officer, Lawrence General Hospital

Jeff Steblea
Vice President, Research Analysis & Management, Market Street Research

Suzanne Hendery
Vice President – Marketing & Public Affairs, Baystate Health

Julia Sorensen
Chief Marketing and Communications Officer, Cooley Dickinson Healthcare

John Looney
Executive Director of Marketing and Communications, Lahey Health

John Bidwell
Director – Marketing & Digital Strategy, Baystate Health

Dan Dunlop (Yes, they’re letting me present!)
Principal, Jennings Healthcare Marketing

This is a great opportunity to learn from your peers, without breaking the bank. The registration fee for the entire day is only $65. That includes breakfast and lunch. As sponsors of the event, our goal was to make this as cost effective as possible.

In my keynote, I plan to kick things off by challenging our notion of healthcare marketing. So much of healthcare marketing today is narcissistic and inwardly focused. So how do we break the mold? And what does the future of healthcare marketing look like? I’ll introduce my notion of healthcare marketing as online community building. It’s a model that works extremely well with our impending shift in focus to population health management. And it impact digital marketing, social media and traditional advertising. My hope is you’ll leave the presentation looking at your role (and perhaps our industry) in a different way. My presentation is based on an article I published in the November 2015 issue of eHealthcare Strategy & Trends magazine. I promise to give you $65 worth of content in my presentation alone! The rest of the day will be value added in a big way. You won’t be disappointed.

Here’s a quote I pulled from my Narcissism in Healthcare Marketing article:

“Patients value reliable, high quality health information. Marketers argue, aren’t we satisfying an important need with our marketing messages? Not exactly. Context matters. It is the difference between marketing “at” the individual versus marketing “with” the individual.

Healthcare marketing reminds me of that friend who only talks about himself. He never asks about you and how things are going in your life. Every time you get together it is all about him. Do you find people like that interesting? Yet this is how hospitals and health systems frequently come across in their marketing. Your content is far more likely to engage people if it invites conversations, questions, and sharing.” (eHealthcare Strategy & Trends, November 2015)

To review the agenda for the day, and to register for the event, use this link. Feel free to contact me if you have any questions. I hope to see you at the symposium!

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