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Community Outreach in the Digital Age - WHPRMS Webinar Follow-up
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Community Outreach in the Digital Age - WHPRMS Webinar Follow-up

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A presentation for participants in the WHPRMS webinar, "Community Outreach in the Digital Age". This presentation is a summary of results.

A presentation for participants in the WHPRMS webinar, "Community Outreach in the Digital Age". This presentation is a summary of results.

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  • 1. Community Outreach in the Digital Age A follow-up summary of results 4/5/10
  • 2. Holly Winn: Black River Memorial Internal implementation, policy adoption Mike Milligan: Legato Campaign integration, traditional media, media relations Craig Gagnon: Gagnon Partnership Strategic planning, research, social media
  • 3. Black River Memorial Hospital
    • Critical Access hospital in rural Wisconsin
  • 4. Black River Memorial Hospital
    • Planning process identified Urology as a priority
  • 5. Urology campaign challenges:
    • Embarrassing problem, lack of understanding
    • Little awareness of hospital capabilities
    • Privacy concerns, particularly in a small town
  • 6. Solution: Integrated marketing campaign
    • Traditional media (newspaper/radio/mail)
      • Drive awareness and acknowledge sensitivity
      • Drive traffic to video introduction for community event
    • Social media to educate and facilitate participation
      • Facebook, Twitter, YouTube
    • Community outreach event featuring physicians
    • Live Twitter feed to reach reluctant participants
    • Video summary posted to YouTube
      • Promoted via Facebook and Twitter
    • Media relations to reinforce brand position
  • 7. Traditional media with call to action:
  • 8. Direct mail newsletter:
  • 9. Promotional video:
    • Physician video posted to YouTube/website with links from Facebook and Twitter
  • 10. Live Tweets from event:
  • 11. Results – increasing involvement:
    • Facebook fans grow steadily prior to event
  • 12. Results – attendance exceeds goal:
    • 84 people attend event
  • 13. Results – Video summary posted to YouTube:
    • Links to video summary posted to Facebook and Twitter
  • 14. Results - media coverage:
  • 15. Learn with us:
    • Tweet questions or comments to #BRMH prior to 6 pm, 4/5/10
      • If not on Twitter, email to
        • Mike Milligan ( [email_address] ) or
        • Craig Gagnon ( [email_address] )
    • Join Tweet chat on 4/5/10 from 7-8 pm
        • Follow conversation on Twitter at #BRMH
  • 16. Thanks for joining the webinar and follow-up Tweet chat! See you online! Holly Winn: WinnH@brmh.net Mike Milligan: Mike@golegato.com Craig Gagnon: craig@gagnonpartnership.com