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The power of the story: Using patient testimonials and stories to drive marketing efforts

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Nothing drives a message home like a well-told story. And an increasing number of healthcare organizations are making patient testimonials a central part of their marketing strategy, harnessing the power of a compelling story to build loyalty, highlight compelling cases and showcase their best work. In this session, experts will share best practices—and common pitfalls—to keep in mind when using patient testimonials.

Published in: Marketing
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The power of the story: Using patient testimonials and stories to drive marketing efforts

  1. 1. of a Patient Story Lily Vautour, Senior Social Media Specialist Boston Children’s Hospital @LilyVautour | @BostonChildrens THE
  2. 2. Why Cover Patient Stories? Objectives: Relationship Building Care Discovery
  3. 3. Identify a compelling and/or innovative patient story Pitch and place story, publish blogs, publish video/photo assets Research Share earned media story, blog, video on social media Plan content development and deployment Utilize social advertising, influencer outreach, additional media pick-up 1 Strategize 2 Execute 3 Promote 4 Amplify 5 External Communications Process
  4. 4. Best Practices ISSUE SOLUTION Identify compelling stories Efficiently move through an approval process Lack of coordination in sharing a multimedia story Forge relationships with clinical and administrative staff Work with families and clinicians who are genuinely invested in doing a story Consistent team story huddles
  5. 5. • Highlight incredible innovation and care team work through an authentic lens • Best-performing social media content • Stories can be repurposed Patient Stories Case Study Content
  6. 6. Making Connections Everywhere they went they were told surgery would be a death sentence. But Jen remembered a story she had read before Owen was born, an article about boy whose encephalocele was removed at Boston Children’s Hospital. “ ”
  7. 7. Violet CONCEPT Violet is unique but not alone at Boston Children’s. We have seen this before. New Craniofacial Anomalies Program Rare, priority condition Cute kid Great family Traveled for care Coordinated care Simulation/3D printing innovation
  8. 8. AmplifyPromoteExecuteStrategizeResearch Concept 3D printing angle, NYT given exclusive 3D angle crafted specifically for NYT Blogs mirrored video series Blogs developed as campaign progressed Blogs advertised through Facebook Video SERIES to cover the 4 angles Video series developed 1 video shared each week on social in January Videos advertised through TrueView, Facebook Strongest emphasis on the video series. NYT piece + blogs excellent support. 2 month campaign. Content calendar schedule – appropriately spaced Content also pushed through Cleft Facebook page All posts included targeted Facebook advertising Intro copy developed for videos + earned + blogs cohesively 1 video published each week of January Blogs publish throughout January NYT feature video/piece publishes Blogs shared on social media Feature was advertised through Facebook Feature was shared social media channels Coordinated Campaign: Violet/Cranofacial Video Series
  9. 9. Results 2,576,226+ reached 49,191+ likes 3,792+ comments 3,978+ shares 56,769+ web visits 638,255+ video views 21 days, 8+ hours of watching time
  10. 10. Violet’s Journey
  11. 11. THANK YOU Lily Vautour @LilyVautour Lillian.albin@childrens.harvard.edu

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