Marketing Media for Health
Disparity Issues
  Preparing for Media
  Basics of Marketing
  How to use it for good (or evil)...
What you need to know
Who is your target demographic?
   Current/Future
   Where do they hang out?
   Who influences them?
...
Who are you trying to
reach?
Define your target audience
  Onion on demographics
Brainstorm how to reach the audience
  Wri...
Get influencer data
blogpulse.com
technorati
twitter search
research companies
publications/white papers
observations
peer ...
Creating a Buzz
 Old Methods
 ✴Word-of-mouth
 ✴Event flyers
 ✴Websites
 ✴Telemarketing
 ✴TV Commercials
 ✴Radio spots
 ✴Pri...
Creating a Buzz
 Old Methods       NEW METHODS
 ✴Word-of-mouth    ✴BLOGGING
 ✴Event flyers      ✴BIZ CARD URLS
 ✴Websites  ...
Standards
Standards


Babies
Standards


Babies
Puppies
Standards


Babies
Puppies
Pretty women
Standards


Babies
Puppies
Pretty women
Standards


Babies
Puppies
Pretty women
Preparing for the media
Normal people don’t look
good on TV
Speak in 8-second sound
bytes
Control the context
You’re ALWAY...
Viral and innovative
marketing
The New Marketing
Target driven
   Social Media (Facebook, MySpace, Twitter,
   Squidoo)
Embedded
   Entertaining
   http:...
Entertainment Value
News Simulation
  The Onion: Feed Bags
Comedic
  Carlton Draft’s BIG AD
Contraversial
  Hyundai
Health Disparity online

Bulimia
  http://www.youtube.com/watch?v=VywJEankDXs
Smoking
  http://www.youtube.com/watch?v=bk7...
Don’t Just Talk -- Listen
Feedback loops (example, TSA)
Blogswarms
  AOL Accounts
  Project Dogfood
What happens without f...
Ideas
(tested & untested)
Become a source of expert information on social
concerns of Rochester
AVATAR CHAT t-Shirt give away
YouTube serial (60 sec...
Become a source of expert information on social
concerns of Rochester
AVATAR CHAT t-Shirt give away
YouTube serial (60 sec...
Become a source of expert information on social
concerns of Rochester
AVATAR CHAT t-Shirt give away
YouTube serial (60 sec...
Become a source of expert information on social
concerns of Rochester
AVATAR CHAT t-Shirt give away
YouTube serial (60 sec...
Become a source of expert information on social
concerns of Rochester
AVATAR CHAT t-Shirt give away
YouTube serial (60 sec...
Social Media for Dummies
Joomla build for your own social media site
  http://helpfuturepatients.org
Google Labs
  Site cr...
Thank you for allowing us to present to you today!




                                                     16
Thank you for allowing us to present to you today!




                                                     16
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Branding Marketing Lecture Spring2009

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Full lecture slides (Keynote) for medical students starting research programs for health disparity issues. Lecture is in 4 main parts - 1) basics of marketing, 2) preparing for a media interview 3) cheap/free ways to market, and 4) examples and untested ideas.

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  • Transcript of "Branding Marketing Lecture Spring2009"

    1. 1. Marketing Media for Health Disparity Issues Preparing for Media Basics of Marketing How to use it for good (or evil) SHONDA RANSON, MSL, MSMK, CNT ASSISTANT RESEARCH PROFESSOR RADIATION ONCOLOGY
    2. 2. What you need to know Who is your target demographic? Current/Future Where do they hang out? Who influences them? How do they communicate? What are their beliefs? (Onion Cancer Pt) Are you being effective? Testing your effectiveness Primary testing (focus groups) Ongoing data collection
    3. 3. Who are you trying to reach? Define your target audience Onion on demographics Brainstorm how to reach the audience Write a profile as a member of the target audience Day in the Life of...
    4. 4. Get influencer data blogpulse.com technorati twitter search research companies publications/white papers observations peer data influencer data (also known as “Opinion Leaders”)
    5. 5. Creating a Buzz Old Methods ✴Word-of-mouth ✴Event flyers ✴Websites ✴Telemarketing ✴TV Commercials ✴Radio spots ✴Print Ads ✴Marketing
    6. 6. Creating a Buzz Old Methods NEW METHODS ✴Word-of-mouth ✴BLOGGING ✴Event flyers ✴BIZ CARD URLS ✴Websites ✴SOCIAL MEDIA ✴Telemarketing ✴TEXT MESSAGING ✴TV Commercials ✴YOUTUBE VIDEO ✴Radio spots ✴PODCASTING ✴Print Ads ✴PUBLIC RELATIONS ✴BRANDING ✴Marketing
    7. 7. Standards
    8. 8. Standards Babies
    9. 9. Standards Babies Puppies
    10. 10. Standards Babies Puppies Pretty women
    11. 11. Standards Babies Puppies Pretty women
    12. 12. Standards Babies Puppies Pretty women
    13. 13. Preparing for the media Normal people don’t look good on TV Speak in 8-second sound bytes Control the context You’re ALWAYS on camera -- always Don’t be afraid to ask to take a break Thank the media for future contact Build your media network
    14. 14. Viral and innovative marketing
    15. 15. The New Marketing Target driven Social Media (Facebook, MySpace, Twitter, Squidoo) Embedded Entertaining http://www.youtube.com/watch?v=33v7rIhOonE Unique Will it Blend Information/Expert Specialty sites (Wired) Wiki’s
    16. 16. Entertainment Value News Simulation The Onion: Feed Bags Comedic Carlton Draft’s BIG AD Contraversial Hyundai
    17. 17. Health Disparity online Bulimia http://www.youtube.com/watch?v=VywJEankDXs Smoking http://www.youtube.com/watch?v=bk74ct4U6ww Cancer Screening http://www.theonion.com/content/video/ courageous_man_refuses_to_believe
    18. 18. Don’t Just Talk -- Listen Feedback loops (example, TSA) Blogswarms AOL Accounts Project Dogfood What happens without feedback Diebold
    19. 19. Ideas (tested & untested)
    20. 20. Become a source of expert information on social concerns of Rochester AVATAR CHAT t-Shirt give away YouTube serial (60 second project updates) Pass along offer -- Facebook widgit Blog unto to others as you would have others blog unto you Add some activity http://www.sp-studio.de/ 15
    21. 21. Become a source of expert information on social concerns of Rochester AVATAR CHAT t-Shirt give away YouTube serial (60 second project updates) Pass along offer -- Facebook widgit Blog unto to others as you would have others blog unto you Add some activity http://www.sp-studio.de/ 15
    22. 22. Become a source of expert information on social concerns of Rochester AVATAR CHAT t-Shirt give away YouTube serial (60 second project updates) Pass along offer -- Facebook widgit Blog unto to others as you would have others blog unto you Add some activity http://www.sp-studio.de/ 15
    23. 23. Become a source of expert information on social concerns of Rochester AVATAR CHAT t-Shirt give away YouTube serial (60 second project updates) Pass along offer -- Facebook widgit Blog unto to others as you would have others blog unto you Add some activity http://www.sp-studio.de/ 15
    24. 24. Become a source of expert information on social concerns of Rochester AVATAR CHAT t-Shirt give away YouTube serial (60 second project updates) Pass along offer -- Facebook widgit Blog unto to others as you would have others blog unto you Add some activity http://www.sp-studio.de/ 15
    25. 25. Social Media for Dummies Joomla build for your own social media site http://helpfuturepatients.org Google Labs Site creator Wired How-To TIP: Create a meaningful (& brief) URL, buy it as a DDNS (dynamic DNS) and point it to your site. DDNS prevents site hijacking DDNS allows temp site pointing to eliminate downtime Recommended site: ChangeIP.com
    26. 26. Thank you for allowing us to present to you today! 16
    27. 27. Thank you for allowing us to present to you today! 16
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