Unsolicited Marketing Advice

Al Maruggi of Provident Partners and The Marketing Edge podcast (iTunes link) has posted a video of his presentation, "Storytelling Using the New Media," to the Minnesota Healthcare Strategy and Communication Network annual conference on July 20, 2007. In the presentation, he covers use of podcasting, videocasting and social media for hospital marketing, physician relations and public relations (Full disclosure: yours truely is one of the interviewees). Here is a detailed outline of the topics he hits upon (full video, 24 min.):

• Use of podcasting for CME and physician relations
• Leveraging the investment existing community education classes through podcasting classes How Johns Hopkins is using podcasting extensively, including an innovative use to reach the families of Alzheimer's patients
• A description of how new patients can arrive at a doctor's appointment with a high degree comfort due to what they've learned through that physician's podcast and its supporting resources
• How the theory and impact behind social media springs from individual's desire to be a) recognized and b) part of a group
• Evidence that society is getting used to viewing and using video and social tools as shown by the recent YouTube candidate debates
• Use of audio and video to enhance news releases in the same way the New York Times is extending their content online
• The importance of budging for at least some video to convey emotional aspects of treating the human condition
• RealSavvyMoms.com as an example of creating credibility by combining peer-to-peer communication with expert commentary in a co-branded opportunity for hospitals (iTunes link)
• Why, because of the importance of branding for hospitals, the quality of video is more important than quantity of programs
• How patient and family blogs are more than just a convenient communication tool, they are also an emotional and cathartic service that hospitals can provide
• Three steps for identifying where to look for podcasting opportunities at your hospital

Labels: Healthcare Marketing, Podcasting

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© 2007 Warren Allan Johnson
Posted by Warren Allan Johnson @ 7:00 PM | Permalink | |

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