The document discusses how hospitals can improve their branding and physician recruitment through better aligning their marketing and communications with the values of their target audiences, especially physicians. It provides examples of how one hospital system, Cooper University Health Care, developed strategies like an editorial-led medical report and enhanced physician profiles to communicate their value of physicians in a more engaging manner. The document advocates for hospitals to understand physicians' needs and priorities, and craft branding experiences online and offline that reflect those values in order to attract and retain medical talent.
"Helping substance brands grow" is workshop product from Given London designed for brands for whom social or environmental goals are a core part of their proposition, to help them turn this into commercial success.
The workshop is in two parts.
- How to become the most customer centric brand as well as the most conscientious
- Activating this both inside and outside company to win new mainstream customers and markets
This is the PowerPoint presentation that accompanies Dan Dunlop's social media webinar conducted on October 20, 2009. For more information, visit Dan's blog at http://thehealthcaremarketer.wordpress.com or http://healthcaremarketing.ning.com. For information about Dan's company, Jennings, visit http://www.jenningsco.com.
This document discusses using digital technologies and social media to expand the reach of physician relations specialists at MD Anderson Cancer Center. It describes a pilot program where two specialists began posting on Twitter. The goal was to assess the time commitment and physician response. It was found to be more time-consuming than anticipated. The document suggests designating a digital content specialist role or outsourcing daily social media activities. Next steps may include expanding to LinkedIn and adding physician videos to the content.
These are Dan's slides from his presentation from the AMA Tampa Health gathering in September 2014. For more information about Dan or his company, go to http://www.jenningshealthcaremarketing.com.
Healthcare marketers should focus on building online communities where patients and their families can share information. They should also get more involved in physician relations by using online video and social media. Consistent messaging across multiple platforms like YouTube, Facebook, and Twitter allows for powerful engagement with various niche audiences about topics like wellness, prevention, and specific health conditions. Dialogue with consumers is key rather than just providing one-way content.
These are the slides from my presentation at the 2014 Conference of the American Association of Physician Liaisons. The title of the presentation was "Integrating Social & Digital Media Into Physician Relations."
The document discusses developing a strategic social media marketing plan for healthcare organizations. It recommends a 12-step process: 1) participate in social media; 2) assess organizational culture; 3) define audiences and stakeholders; 4) set objectives and goals; 5) determine desired outcomes; 6) select appropriate channels; 7) integrate with other marketing; 8) allocate resources; 9) measure metrics; 10) monitor conversations; 11) establish policies; 12) repurpose content. It provides examples of using social media for brand advocacy, crisis communication, and engaging patients. Key is to start participation, have a plan, and repurpose content across multiple channels.
The document discusses how hospitals can improve their branding and physician recruitment through better aligning their marketing and communications with the values of their target audiences, especially physicians. It provides examples of how one hospital system, Cooper University Health Care, developed strategies like an editorial-led medical report and enhanced physician profiles to communicate their value of physicians in a more engaging manner. The document advocates for hospitals to understand physicians' needs and priorities, and craft branding experiences online and offline that reflect those values in order to attract and retain medical talent.
"Helping substance brands grow" is workshop product from Given London designed for brands for whom social or environmental goals are a core part of their proposition, to help them turn this into commercial success.
The workshop is in two parts.
- How to become the most customer centric brand as well as the most conscientious
- Activating this both inside and outside company to win new mainstream customers and markets
This is the PowerPoint presentation that accompanies Dan Dunlop's social media webinar conducted on October 20, 2009. For more information, visit Dan's blog at http://thehealthcaremarketer.wordpress.com or http://healthcaremarketing.ning.com. For information about Dan's company, Jennings, visit http://www.jenningsco.com.
This document discusses using digital technologies and social media to expand the reach of physician relations specialists at MD Anderson Cancer Center. It describes a pilot program where two specialists began posting on Twitter. The goal was to assess the time commitment and physician response. It was found to be more time-consuming than anticipated. The document suggests designating a digital content specialist role or outsourcing daily social media activities. Next steps may include expanding to LinkedIn and adding physician videos to the content.
These are Dan's slides from his presentation from the AMA Tampa Health gathering in September 2014. For more information about Dan or his company, go to http://www.jenningshealthcaremarketing.com.
Healthcare marketers should focus on building online communities where patients and their families can share information. They should also get more involved in physician relations by using online video and social media. Consistent messaging across multiple platforms like YouTube, Facebook, and Twitter allows for powerful engagement with various niche audiences about topics like wellness, prevention, and specific health conditions. Dialogue with consumers is key rather than just providing one-way content.
These are the slides from my presentation at the 2014 Conference of the American Association of Physician Liaisons. The title of the presentation was "Integrating Social & Digital Media Into Physician Relations."
The document discusses developing a strategic social media marketing plan for healthcare organizations. It recommends a 12-step process: 1) participate in social media; 2) assess organizational culture; 3) define audiences and stakeholders; 4) set objectives and goals; 5) determine desired outcomes; 6) select appropriate channels; 7) integrate with other marketing; 8) allocate resources; 9) measure metrics; 10) monitor conversations; 11) establish policies; 12) repurpose content. It provides examples of using social media for brand advocacy, crisis communication, and engaging patients. Key is to start participation, have a plan, and repurpose content across multiple channels.
This document discusses the importance of corporate social responsibility for medical practices. It argues that in today's consumer-driven world, practices need to demonstrate they are giving back to their community, not just focused on patient care and profits. The article provides examples of how practices can incorporate social responsibility efforts like adopting a charity, hosting fundraising events, and offering charitable gift cards to patients instead of typical promotional items. Doing so can help practices appeal to patients and attract loyal employees by showing they are part of something greater than themselves.
The document discusses the concept of "Conversational Capital", which hypothesizes that consumers are more likely to talk about and advocate for brands and experiences that are personally meaningful to them. It identifies eight "engines" that can amplify a consumer's experience and make it more worthy of sharing, such as rituals, customization, stories, and sensory experiences. Implementing Conversational Capital involves designing experiences that incorporate these elements to encourage positive word-of-mouth promotion through social conversations.
The document discusses the concept of "Conversational Capital" which hypothesizes that consumers are more likely to talk about and advocate for brands and experiences that are personally meaningful to them. It identifies eight "engines" that can amplify a consumer's experience and make it more worthy of conversations, such as rituals, customization, stories, and sensory experiences. Implementing Conversational Capital involves auditing a brand's DNA and consumer needs, and using creativity to incorporate the engines into offerings to drive word-of-mouth and reduce marketing costs.
“In The Tipping Point, Malcolm Gladwell presents an important idea without any ‘how to.’ Now Bertrand Cesvet provides the ‘how to’ you need to create ‘Tipping Points’ for your business and success. This book is a compelling presentation of a powerful idea. This is how the new world will do business. Highly recommended if you care about your future.”
Stewart Emery, coauthor of international best-seller Success Built to Last
“Ultimately, magic is unexplainable. Still, Conversational Capital provides the most insightful analysis of what makes our shows ring in the heart of fans.”
Guy Laliberte, founder, Cirque du Soleil
“Like all great ideas, Conversational Capital is at its core simple: word-of-mouth momentum can be created, harnessed, and used to build consumer passion for a brand better and more cost-effectively than almost any other marketing medium.”
Rupert Duchesne,CEO of Aeroplan
“Marketing is an art that Conversational Capital turns smartly into science. This book provides the complete prescription for getting consumers excited about your ideas.”
Jim Champy, coauthor, Reenginering the Corporation, and author, Outsmart!
Embed into Your Products and Experiences the Ingredients that Drive Advocacy:
Create products and services that consumers find truly significant
Intensify consumption experiences to transform your brands into market leaders
Don’t settle for serendipity: manage and control the word-of-mouth around your brand by manipulating eight powerful experience amplifiers
For all the books that speak of the value of consumer advocacy, few indicate how to create it to begin with. Armed with a compelling set of examples from their own work in fostering leading brands, the authors reveal the triggers of word-of-mouth and a process to embedding them in your own products, helping you create stuff people love to talk about. From Bertrand Cesvet, chairman of Sid Lee, a leading purveyor of experiential design and communications services that leverages commercial creativity for breakthrough brands including Cirque du Soleil, adidas, and Red Bull.
1% of the proceeds from the royalties earned by the authors will be donated to the One Drop Foundation. The mission of the One DropTM Foundation is to fight poverty around the world by giving everyone access to safe water.
Morley using social crm to build competitive advantageZeus of Marketing
Blog reference: At this point I invite you to read the attached white paper, which covers additional benefits and implementation stages for using SCRM to build a competitive advantage. FYI, I helped develop this whitepaper for my client Morley (www.morleynet.com), a great partner for managing contact centers as they do so for several Fortune 500 companies.
In 3 sentences:
The document discusses the importance of listening to customers in today's marketplace where customers have more choices and power than ever before. It argues that companies should shift marketing efforts from broadcasting messages to gaining a deeper understanding of customers by listening to their feedback and using it to improve the customer experience. The role of the chief listening officer is discussed as leading this effort to truly understand customers and integrate customer data and insights across an organization.
The document provides an overview of key communications and consumer trends for 2012. Some of the major trends discussed include a focus on health and wellness in food choices, the rise of stay-at-home dads, an increased interest in collaborative consumption models, and the continued growth of mobile technologies and their influence on marketing. The trends reflect both economic pressures like austerity as well as new technologies and social patterns that give people more options for how they consume, share, and spend their time and money.
The digital revolution has transformed how consumers think about and engage with pharmaceutical brands. People now share their experiences and opinions about brands online through blogs, reviews and social media. This allows for more two-way dialogue between consumers and brands. For pharmaceutical brands to leverage digital media, they must foster participation, make room for consumer input, and ensure their online and offline presence is aligned with their mission. Market research firms also need new tools and approaches to evaluate digital brand-building activities and capture both immediate consumer responses and long-term brand strategies.
The document discusses how healthcare payers can improve member retention and engagement by focusing on the member experience and providing tools and services that support healthy behaviors. It argues that payers need to (1) offer products and services that meet members' needs, (2) provide excellent customer experiences at all touchpoints to build relationships, and (3) engage members in healthy living through personalized programs and tools. By addressing the member experience and providing useful services, payers can build trusted relationships that enable engagement and help reduce healthcare costs over time.
XM uses experiential marketing to engage audiences through interactive brand experiences that elicit emotional responses. It aims to provide consumers with experiences of a brand or product in order to give them enough information to make an informed purchase decision, rather than just describing product features. Experiential marketing lets consumers experience benefits directly rather than just being told about them.
Changing the World from the Inside Out: Engaging employees via Corporate Citizenship discusses how engaging employees through corporate citizenship programs can change an organization from the inside out. It argues that corporate citizenship programs allow employees to see themselves reflected in their company's values, which increases motivation and loyalty. When done effectively, such programs transform a company's culture and positively impact business performance.
Changing the World from the Inside Out: Engaging employees via Corporate Citizenship discusses how engaging employees through corporate citizenship programs can change an organization from the inside out. It argues that corporate citizenship programs allow employees to see themselves reflected in their company's values, which increases motivation and loyalty. When done effectively, such programs transform a company's culture and positively impact business performance.
There is a fundamental disconnect between the way we build and operate our businesses and what our customers, employees, and stakeholders truly care about.
As a result, most businesses spend money on advertising and marketing that doesn’t resonate and messages and initiatives that will never connect with customers and employees.
Customers and employees have more choice than ever before and are very clear about what is important to them.
Volkswagen adopted innovative marketing strategies when launching vehicles in India, such as taking out a full newspaper roadblock and creating a talking newspaper ad. The company also used billboards with moving toy cars and silver-colored ads. Some strategies like the talking newspaper ad gained attention but lacked detailed information. Strategies to promote the Jetta could have been improved by making the toy car more noticeable or linking the silver printing more clearly to the vehicle's attributes. Volkswagen also launched a social media campaign asking people to post creative tweets for a chance to win a Jetta.
The document proposes a marketing plan to promote Korean medical tourism to Chinese consumers. It begins by analyzing different types of potential Chinese consumers and their characteristics. It then proposes a multi-step plan, starting with raising awareness of the concept of medical tourism through agenda-setting techniques targeting young Chinese internet users. The key idea is to promote constellation-matching tour groups for Korean medical tourism through social media advertisements and articles, appealing to Chinese interest in astrology. The goal is to make Korean medical tourism a widely heard and remembered new concept.
How your organisations culture defines your brand Margo Cashman
How the relationship between brands and the organisations they represents, exploring how the alignment of brand and culture drives credibility and trust.
InSites builds over 100 private online research communities a year for global clients like Heinz, Unilever, Danone, Philips, Vodafone, Heineken, Red Bull and many more.
Presentation starts by establishing the critical role that brands play in today's cluttered marketplace and distracted living. It shows how brands are good for marketers of product, too.
Then shows the key principles of building powerful brands.
Finally, brand related considerations for Ayurveda have been discussed.
Dove Case Analysis SWOT analysis identifies Dove's strengths as its worldwide presence and unconventional marketing strategy. Weaknesses include difficulty changing perceptions and focus on functional superiority. Opportunities exist in new target markets and communicating consistently worldwide. Threats include changing target markets and communicating consistently worldwide. Dove introduced beauty products through category extensions and shifted its brand positioning strategy beyond functional benefits through its "Campaign for Real Beauty".
1. The document discusses future consumer trends, priorities, and profiles. It notes that visuals and voice are overtaking text as the internet speeds up. Brands will need to understand diverse consumer values and lifestyles.
2. Key consumer priorities shaping mindsets are digital authenticity, being distraction-less, and having boundaryless experiences. Consumers expect transparency, personalization, and innovative brand design and packaging.
3. Evolving consumer profiles focus on self-optimization, communities, and new voices like Muslim millennials and Gen Z. Products and experiences will be sold based on the emotions they evoke.
The document discusses how some healthcare organizations have adopted a language of love in their communications and culture in order to improve patient experience, employee morale and retention, and diversity and inclusion. It provides examples of organizations like HCA Healthcare, Renown Health, and Vidant Health that emphasize love, caring, and kindness in their branding and culture. The document argues that reinventing the language used in healthcare with more positive terms can help transform organizational culture.
This document discusses the importance of corporate social responsibility for medical practices. It argues that in today's consumer-driven world, practices need to demonstrate they are giving back to their community, not just focused on patient care and profits. The article provides examples of how practices can incorporate social responsibility efforts like adopting a charity, hosting fundraising events, and offering charitable gift cards to patients instead of typical promotional items. Doing so can help practices appeal to patients and attract loyal employees by showing they are part of something greater than themselves.
The document discusses the concept of "Conversational Capital", which hypothesizes that consumers are more likely to talk about and advocate for brands and experiences that are personally meaningful to them. It identifies eight "engines" that can amplify a consumer's experience and make it more worthy of sharing, such as rituals, customization, stories, and sensory experiences. Implementing Conversational Capital involves designing experiences that incorporate these elements to encourage positive word-of-mouth promotion through social conversations.
The document discusses the concept of "Conversational Capital" which hypothesizes that consumers are more likely to talk about and advocate for brands and experiences that are personally meaningful to them. It identifies eight "engines" that can amplify a consumer's experience and make it more worthy of conversations, such as rituals, customization, stories, and sensory experiences. Implementing Conversational Capital involves auditing a brand's DNA and consumer needs, and using creativity to incorporate the engines into offerings to drive word-of-mouth and reduce marketing costs.
“In The Tipping Point, Malcolm Gladwell presents an important idea without any ‘how to.’ Now Bertrand Cesvet provides the ‘how to’ you need to create ‘Tipping Points’ for your business and success. This book is a compelling presentation of a powerful idea. This is how the new world will do business. Highly recommended if you care about your future.”
Stewart Emery, coauthor of international best-seller Success Built to Last
“Ultimately, magic is unexplainable. Still, Conversational Capital provides the most insightful analysis of what makes our shows ring in the heart of fans.”
Guy Laliberte, founder, Cirque du Soleil
“Like all great ideas, Conversational Capital is at its core simple: word-of-mouth momentum can be created, harnessed, and used to build consumer passion for a brand better and more cost-effectively than almost any other marketing medium.”
Rupert Duchesne,CEO of Aeroplan
“Marketing is an art that Conversational Capital turns smartly into science. This book provides the complete prescription for getting consumers excited about your ideas.”
Jim Champy, coauthor, Reenginering the Corporation, and author, Outsmart!
Embed into Your Products and Experiences the Ingredients that Drive Advocacy:
Create products and services that consumers find truly significant
Intensify consumption experiences to transform your brands into market leaders
Don’t settle for serendipity: manage and control the word-of-mouth around your brand by manipulating eight powerful experience amplifiers
For all the books that speak of the value of consumer advocacy, few indicate how to create it to begin with. Armed with a compelling set of examples from their own work in fostering leading brands, the authors reveal the triggers of word-of-mouth and a process to embedding them in your own products, helping you create stuff people love to talk about. From Bertrand Cesvet, chairman of Sid Lee, a leading purveyor of experiential design and communications services that leverages commercial creativity for breakthrough brands including Cirque du Soleil, adidas, and Red Bull.
1% of the proceeds from the royalties earned by the authors will be donated to the One Drop Foundation. The mission of the One DropTM Foundation is to fight poverty around the world by giving everyone access to safe water.
Morley using social crm to build competitive advantageZeus of Marketing
Blog reference: At this point I invite you to read the attached white paper, which covers additional benefits and implementation stages for using SCRM to build a competitive advantage. FYI, I helped develop this whitepaper for my client Morley (www.morleynet.com), a great partner for managing contact centers as they do so for several Fortune 500 companies.
In 3 sentences:
The document discusses the importance of listening to customers in today's marketplace where customers have more choices and power than ever before. It argues that companies should shift marketing efforts from broadcasting messages to gaining a deeper understanding of customers by listening to their feedback and using it to improve the customer experience. The role of the chief listening officer is discussed as leading this effort to truly understand customers and integrate customer data and insights across an organization.
The document provides an overview of key communications and consumer trends for 2012. Some of the major trends discussed include a focus on health and wellness in food choices, the rise of stay-at-home dads, an increased interest in collaborative consumption models, and the continued growth of mobile technologies and their influence on marketing. The trends reflect both economic pressures like austerity as well as new technologies and social patterns that give people more options for how they consume, share, and spend their time and money.
The digital revolution has transformed how consumers think about and engage with pharmaceutical brands. People now share their experiences and opinions about brands online through blogs, reviews and social media. This allows for more two-way dialogue between consumers and brands. For pharmaceutical brands to leverage digital media, they must foster participation, make room for consumer input, and ensure their online and offline presence is aligned with their mission. Market research firms also need new tools and approaches to evaluate digital brand-building activities and capture both immediate consumer responses and long-term brand strategies.
The document discusses how healthcare payers can improve member retention and engagement by focusing on the member experience and providing tools and services that support healthy behaviors. It argues that payers need to (1) offer products and services that meet members' needs, (2) provide excellent customer experiences at all touchpoints to build relationships, and (3) engage members in healthy living through personalized programs and tools. By addressing the member experience and providing useful services, payers can build trusted relationships that enable engagement and help reduce healthcare costs over time.
XM uses experiential marketing to engage audiences through interactive brand experiences that elicit emotional responses. It aims to provide consumers with experiences of a brand or product in order to give them enough information to make an informed purchase decision, rather than just describing product features. Experiential marketing lets consumers experience benefits directly rather than just being told about them.
Changing the World from the Inside Out: Engaging employees via Corporate Citizenship discusses how engaging employees through corporate citizenship programs can change an organization from the inside out. It argues that corporate citizenship programs allow employees to see themselves reflected in their company's values, which increases motivation and loyalty. When done effectively, such programs transform a company's culture and positively impact business performance.
Changing the World from the Inside Out: Engaging employees via Corporate Citizenship discusses how engaging employees through corporate citizenship programs can change an organization from the inside out. It argues that corporate citizenship programs allow employees to see themselves reflected in their company's values, which increases motivation and loyalty. When done effectively, such programs transform a company's culture and positively impact business performance.
There is a fundamental disconnect between the way we build and operate our businesses and what our customers, employees, and stakeholders truly care about.
As a result, most businesses spend money on advertising and marketing that doesn’t resonate and messages and initiatives that will never connect with customers and employees.
Customers and employees have more choice than ever before and are very clear about what is important to them.
Volkswagen adopted innovative marketing strategies when launching vehicles in India, such as taking out a full newspaper roadblock and creating a talking newspaper ad. The company also used billboards with moving toy cars and silver-colored ads. Some strategies like the talking newspaper ad gained attention but lacked detailed information. Strategies to promote the Jetta could have been improved by making the toy car more noticeable or linking the silver printing more clearly to the vehicle's attributes. Volkswagen also launched a social media campaign asking people to post creative tweets for a chance to win a Jetta.
The document proposes a marketing plan to promote Korean medical tourism to Chinese consumers. It begins by analyzing different types of potential Chinese consumers and their characteristics. It then proposes a multi-step plan, starting with raising awareness of the concept of medical tourism through agenda-setting techniques targeting young Chinese internet users. The key idea is to promote constellation-matching tour groups for Korean medical tourism through social media advertisements and articles, appealing to Chinese interest in astrology. The goal is to make Korean medical tourism a widely heard and remembered new concept.
How your organisations culture defines your brand Margo Cashman
How the relationship between brands and the organisations they represents, exploring how the alignment of brand and culture drives credibility and trust.
InSites builds over 100 private online research communities a year for global clients like Heinz, Unilever, Danone, Philips, Vodafone, Heineken, Red Bull and many more.
Presentation starts by establishing the critical role that brands play in today's cluttered marketplace and distracted living. It shows how brands are good for marketers of product, too.
Then shows the key principles of building powerful brands.
Finally, brand related considerations for Ayurveda have been discussed.
Dove Case Analysis SWOT analysis identifies Dove's strengths as its worldwide presence and unconventional marketing strategy. Weaknesses include difficulty changing perceptions and focus on functional superiority. Opportunities exist in new target markets and communicating consistently worldwide. Threats include changing target markets and communicating consistently worldwide. Dove introduced beauty products through category extensions and shifted its brand positioning strategy beyond functional benefits through its "Campaign for Real Beauty".
1. The document discusses future consumer trends, priorities, and profiles. It notes that visuals and voice are overtaking text as the internet speeds up. Brands will need to understand diverse consumer values and lifestyles.
2. Key consumer priorities shaping mindsets are digital authenticity, being distraction-less, and having boundaryless experiences. Consumers expect transparency, personalization, and innovative brand design and packaging.
3. Evolving consumer profiles focus on self-optimization, communities, and new voices like Muslim millennials and Gen Z. Products and experiences will be sold based on the emotions they evoke.
The document discusses how some healthcare organizations have adopted a language of love in their communications and culture in order to improve patient experience, employee morale and retention, and diversity and inclusion. It provides examples of organizations like HCA Healthcare, Renown Health, and Vidant Health that emphasize love, caring, and kindness in their branding and culture. The document argues that reinventing the language used in healthcare with more positive terms can help transform organizational culture.
This was a presentation by Dan Dunlop and Cristal Herrera for the 2019 Annual Conference of the New England Society for Healthcare Communications (NESHCo).
"Avoiding Narcissism in Content Marketing"
Or "Stop Spewing Irrelevant Crap in the Direction of Healthcare Consumers." Presentation by Dan Dunlop at the 2017 Virtual Conference of the New England Society for Healthcare Communications, October 26, 2017
This document provides a summary of current and emerging marketing trends, including customer personas, journey mapping, big data, marketing automation, AI, chatbots, content marketing, brand journalism, digital video, online communities, influencer marketing, and social customer care. It emphasizes that integrated, multi-channel campaigns and being strategic will continue to be important approaches. It also notes some facts about time spent on different media like social networks, TV, radio, and digital video.
“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.
These are the slides from my presentation at the 2014 Conference of the New England Medical Group Management Association. "Healthcare Marketing Reform: Moving from Marketing Your Practice to Building Community"
This document summarizes a presentation about engaging physicians through digital communication. It discusses physician dissatisfaction with changes in medicine and increasing adoption of social media and digital platforms by physicians. Examples are provided of integrated digital physician relations programs at various hospitals that utilize tools like physician videos, microsites, and daily newsletters. The presentation concludes with a discussion of how physician relations can stay ahead of digital trends and leverage content aggregation and virtual visits to expand their reach to physicians.
These are slides from a master class I taught at the 2013 NC Philanthropy Conference. The introductory slides are very much social media 101. Later in the presentation we deal with integrating social and digital media into fundraising campaigns. http://www.jenningsco.com
Dan Dunlop's presentation from the 2013 Pelvic Health Conference. The subject of the presentation was "Using blogs and social media to build communities of shared interest."
Dan Dunlop discusses the importance of managing your online reputation and personal brand. He recommends monitoring your online presence by setting up Google Alerts and periodically searching for yourself. It is important to be vigilant and influence what others find when searching online. He then provides tips for optimizing your LinkedIn, Google+, Twitter, Amazon, Facebook, and writing profiles to establish yourself as a thought leader in your industry.
These are the slides from Dan Dunlop's presentation at the UNC School of Dentistry - November 2012. The topic was social media and the dental practice.
The document outlines a presentation on marketing to referring physicians. It discusses the traditional model of in-person visits and events and how physician satisfaction is declining due to increased paperwork and stress. A new integrated marketing plan is proposed for Cooper University Hospital that focuses on building relationships through a quarterly publication called the South Jersey Medical Report, enhanced website content, social media, and a physician liaison program. Initial results showed an increase in referrals from non-Cooper physicians who are now more willing to refer patients to Cooper for cancer, heart, and neuroscience care.
This document discusses strategies for hospitals to effectively engage audiences on Facebook. It emphasizes using Facebook to connect with communities rather than just advertise. Examples are provided of hospitals that successfully engaged audiences on Facebook through contests, viral videos, and blogs. Tips are given for using Facebook tools like polls, tabs, and insights to interact with followers. The document also covers segmenting audiences and legal/ethical considerations for healthcare organizations on social media.
Social media secrets of America's top hospitals. The document discusses how leading hospitals like Swedish Medical Center, Tufts Medical Center, and Mayo Clinic use social media to engage patients and physicians. They create online communities, share content to position themselves as thought leaders, and use social media as a relationship building tool rather than just advertising. Engagement is key, as hospitals follow, retweet, generate comments, and act as a resource to build communities online.
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https://www.britannica.com/event/Expo-Shanghai-2010
China’s official organizer of the Expo, CCPIT (China Council for the Promotion of International Trade https://en.ccpit.org/) has chosen Dr. Alyce Su as the Cover Person with Cover Story, in the Expo’s official magazine distributed throughout the Expo, showcasing China’s New Generation of Leaders to the World.
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50 million companies worldwide leverage WhatsApp as a key marketing channel. You may have considered adding it to your marketing mix, or probably already driving impressive conversions with WhatsApp.
But wait. What happens when you fully integrate your WhatsApp campaigns with HubSpot?
That's exactly what we explored in this session.
We take a look at everything that you need to know in order to deploy effective WhatsApp marketing strategies, and integrate it with your buyer journey in HubSpot. From technical requirements to innovative campaign strategies, to advanced campaign reporting - we discuss all that and more, to leverage WhatsApp for maximum impact. Check out more details about the event here https://events.hubspot.com/events/details/hubspot-new-delhi-presents-unlocking-whatsapp-marketing-with-hubspot-integrating-messaging-into-your-marketing-strategy/
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During the budget session of 2024-25, the finance minister, Nirmala Sitharaman, introduced the “solar Rooftop scheme,” also known as “PM Surya Ghar Muft Bijli Yojana.” It is a subsidy offered to those who wish to put up solar panels in their homes using domestic power systems. Additionally, adopting photovoltaic technology at home allows you to lower your monthly electricity expenses. Today in this blog we will talk all about what is the PM Surya Ghar Muft Bijli Yojana. How does it work? Who is eligible for this yojana and all the other things related to this scheme?
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Echo Branding White Paper
1. Echo Branding:
Speaking to the Consumer’s Values and Priorities
by Dan Dunlop
In this fast-paced, high-speed world of cell social mission. The company actively advocates
phones, e-mail, the Internet and personal digital on behalf of clean water, fair trade, and generally
assistants, people are looking for meaning in strives to contribute positively to communities
places they haven’t in the past. They want to and the environment. That connection with the
connect with the products they use in a real and brand and its values makes the relationship even
meaningful way. And, be assured, that includes more meaningful and rewarding.
the healthcare consumer.
Echo Branding in Healthcare
“Instead of For many of today’s consumers, the products
What consumer values and priorities should
a cup of coffee and services they select represent opportunities
we reflect in healthcare marketing? It all begins
at the office, to express their individual style and values. This
with understanding that effective marketing puts
is the notion of echo branding—the brand takes
many consumers the consumer first. Building upon that, what is
on a reflective quality for the end user, echoing
are opting important to the healthcare consumer?
their values and priorities. And this extends far
to pick up beyond the cars people drive and the clothes
a $4 latte they wear, and includes the hospitals they
from Starbucks choose and the health plans they join.
on the way
into work.
Significantly,
a cup of coffee
has now been
replaced with
a relationship.”
Today, many of these brand relationships take
Tufts-New England Medical Center, in a recent
the form of indulgences. Products that we use
advertising campaign for its new suburban
every day, like coffee, shampoo, and body lotion,
pediatric specialty centers, put forth a message
have taken on a new level of importance. They
of “convenience without compromise.” Consumers
are no longer simply functional; now they are
were promised the exceptional care they could
expressions of our personal brand and
expect at Tufts’ downtown Boston facility, but
serve as rewards for a fast-paced life.
with the convenience of having the center in their
suburban community. And Tufts communicated
The consumer’s mindset is: “With such a hectic
this through a campaign that mimicked a child’s
life, I deserve to ‘treat myself’ and my family in
activity book. The look was colorful, engaging
some of the everyday choices I make.” Instead
and familiar, and the messaging reflected an
of a cup of coffee at the office, many consumers
understanding of the pressure suburban parents
are opting to pick up a $4 latte from Starbucks
face trying to juggle careers, chauffeuring kids to
on the way into work. Significantly, a cup of coffee
after-school activities, and caring for a sick child.
has now been replaced with a relationship. Not
It was very human and
only do the consumers indulge themselves, but
relatable of Tufts-New
they derive a sense of belonging and identity
England Medical Center to
based on the choice of Starbucks, and what that
say: We understand that a
choice or brand affiliation represents. After all,
drive into downtown Boston
Starbucks is a company with a well-publicized
2. is a hassle, and we want to make it easier for you The Benefit of Echo Branding
to access great healthcare. That is an excellent
instance of echo branding in a healthcare context. The benefit to the brand, product or healthcare
organization is that the consumer forms a more
Another example is the UNC Health Care Heart significant brand loyalty grounded in a sense of
Campaign. This campaign, targeting Baby shared values and identity. These brands foster
Boomers, spoke directly to Boomers’ desire to a sense of shared experience and belonging.
live life to the fullest during the second half of Echo branding helps to take the marketer out of
their lives. Values such as questing, desiring to the realm of simply selling services, and allows
travel, spending more time with family, and them to enter into a relationship with potential
seeking out adventure (even second careers), patients.
were all communicated through the campaign.
The messaging was simple: “At the UNC Heart The first step is to identify the services and
Center, we work to get you back to your life.” amenities your hospital has adopted that
One headline from the campaign read: accommodate the needs and values of your
potential patients. These are marketable
“Echo branding attributes that have a high likelihood of
helps to take resonating with the healthcare consumer.
the marketer Examples could include steps you’ve taken
to make care more accessible; extended
out of the realm
family visiting hours; larger patient rooms with
of simply sleeping areas for family members; seemingly
selling services, small things like free parking or valet service;
and allows them or the ability to schedule appointments online.
to enter into
a relationship Whatever you decide to feature in your
marketing, it needs to be relevant to the
with potential
consumer’s life. When you travel this path
patients.”
“You’ve spent your entire life getting to the point with your marketing, you put your institution
where you can start living it.” The messaging in the preferred position of becoming the
was reinforced by the campaign tag line: hospital that understands the needs of patients
“We treat heart disease so you can live your life. and their families, and that cares enough to
Your way.” Finally, the imagery used in the develop services that meet those needs. Soon
campaign showed Boomers living active lives, you will begin to see consumers being
once again reinforcing the values of self- transformed into brand advocates, while
actualization and re-connecting with family. your preference numbers gradually increase.
And couldn’t we all benefit from an increase in
In his book, The Culting of Brands, Douglas the number of advocates for our institutions?
Atkin states that “brands function as complete These are the people who will go out and tell
meaning systems. They are venues for the your story to others and sing your praises.
consumer (and employee) to publicly enact a That’s the best marketing money can buy.
distinctive set of beliefs and values.” Hence the
evolution of meaning-based brands like The About Jennings
Body Shop, Burt’s Bees, and Ben & Jerry’s, Jennings, founded in 1979, specializes in advertising,
where an ice cream bar becomes a Peace Pop! public relations and brand development for
According to Atkin, cult brands’ values are often businesses in healthcare, transportation, financial,
aspirational—pointing toward how the world telecom, and real estate. Using both consumer
ought to be. These brands are self-consciously anthropology and healthy skepticism, Jennings finds
different from their competitors because of the the relevant, relatable connection between a person
meaning and significance they bring to the and a product. For more, see www.jenningsco.com.
consumer. That is echo branding.