Junto ("june-toe") is sponsored by Franklin Street, a branding and full service advertising agency specializing in health and wellness. We call the blog Junto in homage to Benjamin Franklin, who created the first "Junto" brainstorming group, which established the first American public hospital.
In the race to drive new volume, marketers must help grow referrals from physicians.
This can be achieved by targeting splitters and developing an assertive outreach program. But marketers often report that physicians see them as lackeys – believing the title “PR” stands for “Party Planners.” As a consequence, referrals wane and marketers don’t feel they have a seat at the table with their physicians.
To drive cardiac volume, we partnered with Memorial Health Care System to film an open-heart surgery procedure and broadcast it on the web with a live chat hosted by the lead surgeon. Response externally was tremendous. (The hospital is considering an encore performance because of the demand.)
But response internally was even more remarkable. Physicians once apathetic to the hospital’s marketing campaigns are now eager to be part of future campaigns. Referrals flow when physicians trust their hospitals for high quality care. The same goes for their perceptions of the hospitals’ high quality marketing campaigns.
Here is the complete 30-minute video, broken into three segments, along with screen grabs of the live event.
Screen Shot #1: Prior to Webinar
Screen Shot #2: During Webinar
Screen Shot #3: During Webinar
Online Advertising Promotion
Open Heart Surgery Video (segment one)
Open Heart Surgery Video (segment two)
Open Heart Surgery Video (segment three)
Lisa McCluskey, VP of Marketing at Memorial, and I are speaking at the 2010 Illinois Society for Healthcare Marketing and Public Relations (ISHMPR) annual conference on Nov. 9 at Starved Rock Lodge in Utica, IL. Our topic is How to Make Your PhysiciansAdvocatesof Both Your Hospital & Your Marketing Campaign.
Email me at smoegling at franklinstreet dot com for a copy of the presentation deck.
In a previous post, I talked about the 7 most common arguments against developing social media programs in healthcare. By knowing the objections, we can find ways to add social media to our healthcare organizations and create internal advocates in the process.
I recently presented this topic at the Georgia Society for Healthcare Marketing and Public Relations and offered a variety of ways to respond to these objections using a balance of facts, case studies and common sense. But it’s one thing to be among like-minded peers at a conference and feel bold about where the organization should invest its time and resources. It’s another to be on the proverbial “hot seat,” staring down a tough administrator.
I prepared a series of intro videos for answering the seven social media objections, featuring a tongue-in-cheek portrayal of a healthcare administrator, A.K.A. “Doubting Thomas.”
Following are the videos. Use them to test your mettle. What do you say in response to, say, Thomas’s belief that if social media sites were made available to view in the hospital, then all the nurses would stop caring for patients and play Farmville all day?
These are tongue-in-cheek, but not far off from the objections and commentary I’ve heard in boardrooms across the country.
Feel free to use these videos for your internal presentations and share with your teams. And, if you’d like a copy of my rebuttal to these seven objections, email me at smoegling at franklinstreet dot com.
#1: “No Control”
Doubting Thomas, CFO, explains that social media is bad for healthcare because too many people will post bad things about the brand.
#2: Patient Confidentiality
Social media will violate HIPAA and PHI.
#3: No ROI
There’s no ROI in social media.
#4: No One Uses the Web to Choose Healthcare Providers
Doubting Thomas, CFO, explains that people don’t use social media – or the web in general – to choose providers.
#5: Doctors Don’t Care About Social Media
Doctors don’t see the value in web-based marketing or social media in particular.
#6: Social Media is a Waste of Time. Period.
According to Doubting Thomas, CFO, any time spent developing social media programs will be a boondoggle.
#7: Everyone Will Be On Facebook Instead of Working
If hospitals allowed employees access to social media sites, nurses would spend all their time on Facebook instead of workling.
