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.

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. 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. 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. Get influencer data
blogpulse.com
technorati
twitter search
research companies
publications/white papers
observations
peer data
influencer data
(also known as “Opinion Leaders”)

5. Creating a Buzz
Old Methods
✴Word-of-mouth
✴Event flyers
✴Websites
✴Telemarketing
✴TV Commercials
✴Radio spots
✴Print Ads
✴Marketing

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. Standards

8. Standards
Babies

9. Standards
Babies
Puppies

10. Standards
Babies
Puppies
Pretty women

11. Standards
Babies
Puppies
Pretty women

12. Standards
Babies
Puppies
Pretty women

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. Viral and innovative
marketing

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. Entertainment Value
News Simulation
The Onion: Feed Bags
Comedic
Carlton Draft’s BIG AD
Contraversial
Hyundai

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. Don’t Just Talk -- Listen
Feedback loops (example, TSA)
Blogswarms
AOL Accounts
Project Dogfood
What happens without feedback
Diebold

19. Ideas
(tested & untested)

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/
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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. 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. 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. 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/
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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. Thank you for allowing us to present to you today!
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27. Thank you for allowing us to present to you today!
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