If you are a hospital, health system or physician services provider, engaging your physicians and physician leaders as subject matter experts (SMEs) for your content marketing and public relations efforts can be a powerful way to demonstrate your organization’s expertise and thought leadership. It also benefits the physicians who agree to participate by increasing their professional visibility and ability to influence the conversation about important issues.
We’ve walked the halls of HIMSS, and so too have our clients, and there’s insight to be gained from that experience. We polled our clients about the event and synthesized the learnings into six tips, all of which should be useful to exhibitors and attendees alike. Please review the tips below and share your experiences too. If you’d like to learn more or have a question about preparing for an event such as HIMSS, please provide your e-mail address below and we’ll reach out to you directly.
#1 Get your story straight
It’s never too early to develop your storylines for HIMSS. Nor is it too early to start conversations with media (you don’t need this year’s media list to get started). We’re already speaking with healthcare media about their plans for Orlando so that we can better align our clients’ stories with industry trends and journalists’ interests.
Don’t have news to break through the clutter? Why not do some research or bring a client’s customer with you to offer onsite perspectives. Either or both of these tactics could help you break through the din of HIMSS. But you’ll need to know where to start and how to build an integrated plan that complements your media strategy, your booth presence and your digital strategy pre- and post-event.
The newest member of our integrated marketing team, Renée Herendeen, VP Marketing, traveled to Rhode Island earlier this week to speak about advertising and marketing at the University of Rhode Island.
For the past three years, Renée has partnered with the Advertising Educational Foundation (www.aef.com) to speak at local schools and colleges. Quite often, professors work hard in their classrooms to bridge the gap between theoretical teachings and the realities of the workplace. The AEF created the “Inside Advertising Speakers Program” to connect some of the advertising and marketing industry’s most accomplished professionals with students who are pursuing a degree within the industry. Bringing in industry professionals provides students with the rare opportunity to gain firsthand knowledge of the ins and outs of advertising and marketing.
Renée spoke to two senior-level classes. For the first class, Strategic Marketing Management, she focused on Strategic Media Planning and Buying. Prior to the presentation, she asked students to research brands that currently have an integrated multi-channel advertising approach and provide examples. Renée took the class through the strategic planning process and how to buy media effectively based on goals. She asked students to reflect on the campaigns they researched to help them understand the process from start to finish.
For the second class, Social Media Marketing, Renée spoke about targeting and the importance of understanding the customer journey. She asked the students to find a recent social media campaign that they have engaged with and consider whether it was targeted appropriately. She emphasized that understanding who your target audience is and their behaviors are integral pieces of the marketing planning process. Mapping out a customer journey truly allows for marketers to target customers throughout the entire buyer decision process.
For more information on the ‘Inside Advertisers Program’ visit www.aef.com.
In the midst of one of the busiest weeks in this wild election season, our clients Arbella and Bridgewell broke through the noise with important stories that saturated Boston print and broadcast outlets.
March 9 marked the official relaunch of the Arbella Insurance Foundation’s Distractology program, which was founded in 2010 as one of the first programs in the country to address distracted driving with young, inexperienced drivers. Our team secured a roster of notable attendees for a media event at Boston College High School, including Col. Richard McKeon of the Massachusetts State Police and Jeff Larason, Director of the Massachusetts Highway Safety Bureau. Despite the overwhelming coverage of the election season, and the fact that many local outlets have previously covered the Distractology program numerous times, every local broadcast station attended. WCVB, Boston’s ABC affiliate, featured a live segment on its noon broadcast while WBZ radio ran its story all afternoon including during the 6 p.m. drive time newshour. You can check out some of the media highlights on CBSBoston/WBZ Radio, WCVB Channel 5 and Metro Boston.
The anti-distracted driving simulator travels to high schools across New England to teach newly licensed drivers the dangers of driving without their full attention on the road. To date, more than 11,000 teenagers have completed the Distractology training, and drivers who have completed the program are proven to be 19 percent less likely to have an accident and 25 percent less likely to get traffic violations.
For Greenough, the day did not end at B.C. High. It was also an important day for our client Bridgewell and its affiliate Project COPE, which provides prevention, education and treatment services for individuals and their families struggling with substance abuse disorders. So when the Massachusetts Legislature took the first big step toward fighting opioid addiction by passing a bill that would limit prescription drug prescriptions and require schools to conduct screenings of students, we seized the opportunity to make sure that Bridgewell’s voice was heard in this important conversation. Project COPE executive director Mark Kennard spoke with numerous reporters and his commentary on the bill was featured on WBZ Radio, WCVB Channel 5, Fox25 Boston, and MassLive.
Greenough is proud to work with the Arbella Insurance Foundation and Bridgewell to help spread the word about these important causes. We’re thrilled with the coverage and recognition of these organizations’ efforts – especially in the middle of a week dominated by national political coverage.