This was a presentation by Dan Dunlop and Cristal Herrera for the 2019 Annual Conference of the New England Society for Healthcare Communications (NESHCo).
“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.
“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.
Results-Based Accountability Professional Certification Information SessionClear Impact
With a Results-Based Accountability (RBA) Professional Certification from Clear Impact, you and your organization can
- Master the principles of RBA in a hassle-free online format,
- Expand your knowledge and skillset in performance
management,
- Become better equipped to lead data-driven initiatives
- Become more efficient at creating measurable results for your
customers and communities.
In this recorded information session and Q&A, we show you how an RBA Professional Certification can benefit you. We’ll describe the program in more detail, teach you how to get started, and answer any questions.
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Results-Based Accountability Professional Certification Information SessionClear Impact
With a Results-Based Accountability (RBA) Professional Certification from Clear Impact, you and your organization can
- Master the principles of RBA in a hassle-free online format,
- Expand your knowledge and skillset in performance
management,
- Become better equipped to lead data-driven initiatives
- Become more efficient at creating measurable results for your
customers and communities.
In this recorded information session and Q&A, we show you how an RBA Professional Certification can benefit you. We’ll describe the program in more detail, teach you how to get started, and answer any questions.
BlogWell Chicago Social Media Case Study: Humana, presented by Chuck StephensSocialMedia.org
In his BlogWell Chicago presentation, Humana's Social Media Marketing Consultant, Chuck Stephens, explains how they brought their newly launched brand positioning to life through an inspiring social media campaign.
He goes into detail about how they rolled out the campaign by engaging their internal community of employees first, and then promoting it on to their Facebook page to customers.
Digital Marketing Strategy for Cedars Sinai Knowcrunch
Knowcrunch graduates of the Masterclass in Digital & Social Media in Athens (January '22), worked for three months and presented a complete digital & social media marketing strategy for a brand.
Learn more about this awesome course: http://bit.ly/2SE4EFl
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This executive level summit explores strategies for innovation in the evolving world of data. Hear from a variety of stakeholder perspectives including industry, regulatory, CRO, and related organizations who will address the key strategies for success in the ever-changing post-marketing environment. The agenda features cutting-edge methods and in-depth case studies that provide pragmatic, real world takeaways. Attend this summit to gain critical insights and collaborate with your peers on the best methods and strategies for post-approval success.
http://www.worldcongress.com/events/PB14019/
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Insights Success has shortlisted “The 10 Best Corporate Wellness Service Providers of 2018”. Featuring our cover story is Dynamic DNA Labs which serves globally with its exclusive DNA testing solutions.
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Welcome to Secret Tantric, London’s finest VIP Massage agency. Since we first opened our doors, we have provided the ultimate erotic massage experience to innumerable clients, each one searching for the very best sensual massage in London. We come by this reputation honestly with a dynamic team of the city’s most beautiful masseuses.
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The speakers included:
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Dr Natasha Azzopardi Muscat, Director, Country Health Policies and Systems Division, World Health Organisation EURO
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This includes tasks like:
Monitoring vital signs and physical condition.
Administering medications and treatments.
Performing procedures as directed by doctors.
Assisting with daily living activities (bathing, feeding).
Providing emotional support and pain management.
2. Health Promotion and Education:
Objective: Promote healthy behaviors and educate children, families, and communities about preventive healthcare.
This includes tasks like:
Administering vaccinations.
Providing education on nutrition, hygiene, and development.
Offering breastfeeding and childbirth support.
Counseling families on safety and injury prevention.
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6. Developing a Thought Leadership
Content Marketing Program:
Generosity, not Arrogance.
7. 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
8. Target Audience(s)
• Industry “influentials” across the U.S. & International
– Professional associations
– Industry and national news media
– 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 “Best Medicine” fans (38,000 emails)
9. 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
21. The Details Behind The Program
• Video Captioning
• Paid Digital Ads
• USA Today Partnership/Branded Content
22. Program Results
• Produced 32 CEO videos for blog posts
• 14 CNO videos under production
• “Community Partnerships for Better Health” is the highest-
performing post with 18,897 unique views (33,416 total views).
Average time with this post is 16 minutes.
• “The Power of Language” was the second highest-performing
post with 12,819 unique views (22,902 total views).
24. 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.
• Dan Dunlop & Suzanne Hendery to deliver presentation on Renown Health’s
marketing plan, at the upcoming 2018 Healthcare Marketing & Physicians
Strategies Summit
• Renown will present “Building a Thought Leadership National Brand Position”
to an audience of national healthcare marketing leaders.
25. Publishing
• “The Changing Role of Marketing in
Healthcare Transformation, eHealthcare
Strategy & Trends, 2017.
26. 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 16.8
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.”
27. 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 and Nov. 1, 2018.
• He was nominated for the Modern Healthcare
List of 50 Most Influential Physician
Executives and Leaders for 2017 and 2018.
28. 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
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
Cristal should cover this
Dan to tell Tony’s story; talk about your first impression of Tony. nursing background; throat cancer; thought leadership positions he holds on national boards, etc. Slonim is the first quadruple-board-certified doctor in the United States with certifications in adult critical care, internal medicine, pediatric critical care and pediatrics.[4]
Here Dan tells the Twitter Story. Getting Tony up-to-speed on Twitter. Dan will talk about Twitter training, the #HCLDR twitter chat, etc.
Cristal speaks to this.
Cristal does this one as well
Cristal 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.
Dan continues
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
Dan can talk about the importance of bringing other Renown leaders into the Thought Leadership program.
Video featuring the two CNOs. Melodie and Jen.
“We’d like to do what Tony’s doing!” Even thought they wouldn’t participate a year ago lol. Worked with our two Chief Nursing Officers on similar program.