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.

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

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

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