2018 APRE Presentation: Building a Thought Leadership Content Marketing Program
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“Developing a Thought Leadership Content Marketing Strategy.” Allied Public Relations Executives (APRE) 2018 Annual Meeting, April 27, 2018, Boston, MA. In this presentation, Dan Dunlop shares the story of Renown Health's Thought Leadership Program that features the organization's charismatic CEO, Dr. Tony Slonim.
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2018 APRE Presentation: Building a Thought Leadership Content Marketing Program
- 1. Getting Executive Participation in a Thought Leadership Content Marketing Program Dan Dunlop, Jennings Health Friday, April 27, 2018
- 6. Developing a Thought Leadership Content Marketing Program: Generosity, not Arrogance.
- 7. Video: This Is What Thought Leadership Looks Like
- 8. Goals • Overall, grow stature and esteem for the Renown Health brand • Test and scale format for other Executive Leaders • Grow Dr. Slonim’s reputation regionally and nationally as the standard bearer of the Renown Brand. • Secure Dr. Slonim’s inclusion on top physician executive lists. • Increase in baseline on NRC Reno/Sparks “Best Image/Reputation” score among households $100+ • Increase in baseline on NRC State of Nevada Healthcare System “Best Image/Reputation” • Increase national recognition and press stories (online or traditional). • Increase Renown’s national net promoter score
- 9. Target Audience(s) • Industry “influentials” across the U.S. & International – Professional associations – Industry and national news media – Online physician, nursing, allied health support communities and bloggers – Patient support communities and patient bloggers – Physician leaders, health system executives, industry peers • Nevada “influentials” – Media (online and traditional) – Business leaders and partners – Legislators – Board members – Donors – Community and health care advocates – Regional health care providers – Renown employees – Renown “Best Medicine” fans (26,000 emails) – Regional consumer households, $100K+
- 10. Thought Leadership Tactics • Develop and leverage rich video content • Develop new storytelling platform: CEO Blog • Develop and enrich Dr. Slonim’s social media presence (Twitter, LinkedIn, Wiki) • Use PR outreach and paid media to amplify the Renown story • Publishing and presentations at national conferences
- 11. What Makes Dr. Slonim Special?
- 14. Video Content Paves the Way
- 15. Turning Your Executives into Vloggers
- 17. Introducing Renown Nursing Leaders
- 19. The Details Behind The Program • Video Captioning • Paid Digital Ads • USA Today Partnership/Branded Content
- 20. Program Results • Produced 32 CEO videos for blog posts • 14 CNO videos under production • Highest-performing post has 17,372 unique views. Average time with this post is 16 minutes. • The second highest-performing post has 11,973 unique views.
- 22. Speaking Engagements • Renown Health secured two speaking engagements at the Practical Playbook National Meeting • Live Periscope broadcast of Dr. Slonim’s presentation, “Approaching and Engaging Partners in Collaboration: • CEO blog post, “Hear Dr. Tony Slonim Speak at the 2017 Practical Playbook National Meeting in D.C.” featured Periscope video. Received 851 views. • Presented at the 2018 Healthcare Information Technology Marketing & PR Conference in New Orleans • Renown will present “Building a Thought Leadership National Brand Position” to an audience of national healthcare marketing leaders at the 2018 Healthcare Marketing & Physician Strategies Summit in Salt Lake City.
- 23. Publishing • “The Changing Role of Marketing in Healthcare Transformation, eHealthcare Strategy & Trends, 2017.
- 24. Results Continued • In 2017, Renown was the only health system in Nevada to show significant growth in their Quality/Image Profile over the prior three years (NRC). • Renown’s national Net Promoter Score grew to 13 from a baseline of 0. NPS range of -100 to +100, a “positive” score or NPS above 0 is considered “good”, +50 is “Excellent,” and above 70 is considered “world class.”
- 25. Results Continued • Dr. Slonim was included on the Becker’s Hospital Review List of 183 Non-Profit Hospital and Health System CEOs to Know on Oct. 31, 2017. • He was nominated for the Modern Healthcare List of 50 Most Influential Physician Executives and Leaders for 2017 and 2018.
- 26. Takeaways • Make it easy for leadership to participate • Spread the love; the more the merrier • Supplement social media with paid digital • Everything is easier when you have a champion • Find cost efficiencies
Editor's Notes
- This slide represents one of the amazing things that Renown had done – the Health Nevada Project! You recognized that these types of stories needed to be shared more widely – regionally and nationally.
- Suzanne, this is where you start out and introduce your move from Massachusetts to Reno. You’re the new kid on the block and you identify an immediate opportunity to promote the amazing things that this organization and its leadership are doing.
- (The Bat Phone) This is where you mention picking up the phone and calling me – so our teams could work together to develop a true thought leadership content marketing program to put Renown on the map across Nevada and the US.
- Dan, talk about being a fan of thought leadership strategies. here you ought to talk about two things: 1. Why a thought leadership content marketing program was ideal; and 2. What you wanted to accomplish. Why was it important for Renown to get this recognition? Why did it matter? (So its not just about ego and pride)
- Cristal should cover this. I avoided making this look like it is all about getting Tony on the top physician executives list. But we can certainly mention that as a goal
- Suzanne should cover this. I avoided making this look like it is all about getting Tony on the top physician executives list. But we can certainly mention that as a goal
- Dan and Cristal share should cover this
- Dan to tell Tony’s story; talka bout your first impression of Tony. nursing background; throat cancer; thought leadership positions he holds on national boards, etc.
- Here Dan tells the Twitter Story. Getting Tony up-to-speed on Twitter. Dan will talk about Twitter training, the #HCLDR twitter chat, etc.
- Suzanne tells the story of her team creating the CEO blog – with Jennings’ encouragement and support. This was one of the recommendations in the plan we developed together.
- Just another slide to show some of the video blog posts
- Dan to talk through the process of generating this content. How video is better than trying to get executives to write blog posts! How to accommodate a busy executive’s schedule. How do we film 17 blog posts in 2 hours? How does that work?
- Sample blog post: The power of language
- Suzanne or Dan can talk about the importance of bringing other Renown leaders into the Thought Leadership program.
- Video featuring the two CNOs. Melodie and Jen.
- Cristal
- Dan
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- Dan