5 Easy-to-use New Media Options for Healthcare Marketers

LEARNING OBJECTIVES

• Learn about new media options, how they can be easily incorporated into your marketing/communications plans, and how they can benefit your facility.
• Educate your staff about how to approach new media and about how it can benefit them AND your organization.
• Understand the value of various types of interactive communication, when and where to use them, and how effective they can be for you and your consumers based on proven examples and peer results.

AGENDA

• Use a blog? Positives and negatives of creating an online community for your hospital
  • Control your facility's message: the opportunities and pitfalls of having an open channel
  • Monitor your blog: develop a policy for what messages are allowed or not allowed or is it open?- and decide who manages it
• Alternatives to a blog: Other forms of communication you can use and control
  • Open-discussion boards and list-servs
  • Patient journals
  • Video communication- post video feed of your latest technologies, marketing efforts, and features your facility has to offer
  • E-newsletters- get the word out in a format that makes information easily accessible
• Case Study- Emory Healthcare
• Develop your objectives for implementing new communication media
  • How to identify your opportunities, determine strengths and weaknesses
  • Legal implications
  • Example of specific new media results
• What should be on your radar? Up-and-coming new media for healthcare
• Q and A

FEATURED SPEAKERS

Our speakers have presented on new media topics at the Society for Healthcare Strategy and Market Development (SHSMD) Annual Conference.

Elizabeth Scott is the associate vice president of marketing and eBusiness for Norton Healthcare, the largest healthcare system in Kentucky and rated one of the top 100 integrated healthcare delivery systems in the country.

Prior to joining Norton Healthcare, Ms. Scott directed the methodology program for a leading interactive consulting firm, Sapient Corporation. She has more than 16 years experience in marketing, interactive communication and technology. Ms. Scott has won Addy and Web development awards for her work on Web sites for Norton Healthcare, Janus Investments, the Portfolio Center, SunglassHut and UPS as well as her work on The Norton Story DVD.

Ms. Scott has presented at five national healthcare conferences and has served as a featured speaker at several webinars. Her eBusiness team won 15 national awards in 2006 and 14 national awards in 2007 for their work on NortonHealthcare.com. She has written a number of industry articles discussing a fresh approach to online support and marketing of healthcare services. Most recently, she developed an eBusiness program for Norton Healthcare that is dedicated to serving the online needs of healthcare patients and the Louisville community.

Sandra Mackey is the executive director of marketing for Emory Healthcare, a leading academic healthcare system located in Atlanta, Georgia. In this role, Sandra is responsible for marketing all product lines within the Emory Healthcare system. She oversees the Web site, advertising and the development of all printed collateral, as well as serving as the marketing strategist for cardiology. She joined Emory from one of the largest law firms in Atlanta where she was responsible for all external communications and public relations's Prior to that, Sandra worked for a division of Southern Company for seven years where she led external marketing efforts and developed a branding strategy for the company that spun off to become Mirant, one of the nation's largest non-regulated energy marketing companies.

In 1996, Sandra moved to Atlanta from New York where she served as assistant press secretary for the Health and Hospitals Corporation and liaison to the Mayor's office where she facilitated media relations and developed crisis communications. Sandra worked as an LPN at Metropolitan Hospital in New York for two years before pursuing a career in Public Relations. She began her career as a state enrolled nurse at West Birmingham Health System at Dudley School of Medicine.

John Olson is director of media services for Avanzado Media Services, an advertising agency focused on serving local advertisers. In his thirty-year career in the advertising agency business he's worked at advertising agencies including Needham Harper (now DDB), GreenHouse Communications and MediaMixNet. He's served clients including Verizon Wireless, Anheuser-Busch, Sears, Wrigley and McDonald's.

John's healthcare clients have included Delnor-Community Hospital in Geneva, IL, St. Francis Hospital of Indianapolis, and St. Anthony's of Michigan City. In Fall of 2007, he taught a graduate level course in healthcare marketing for North Park University in Chicago. He has spoken to healthcare marketing groups on the use of new media in hospital advertising, most recently at the annual national conference of the American Hospital Association's SHSMD this past October in Washington, D.C. and the national conference of the Child Health Corporation of America.

WHO SHOULD ATTEND

Any healthcare professional involved in marketing, advertising, public relations, and communications for hospitals and health systems.

Program Materials

You will receive presentation slides and other materials that you can print and distribute to all of your peers at your location.