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The power of the story: Using patient testimonials and stories to drive marketing efforts

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Modern Healthcare
Modern Healthcare

Nothing drives a message home like a well-told story. And an increasing number of healthcare organizations are making patient testimonials a central part of their marketing strategy, harnessing the power of a compelling story to build loyalty, highlight compelling cases and showcase their best work. In this session, experts will share best practices—and common pitfalls—to keep in mind when using patient testimonials.

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of a Patient Story Lily Vautour, Senior Social Media Specialist Boston Children’s Hospital @LilyVautour | @BostonChildrens THE
Why Cover Patient Stories? Objectives: Relationship Building Care Discovery
Identify a compelling and/or innovative patient story Pitch and place story, publish blogs, publish video/photo assets Research Share earned media story, blog, video on social media Plan content development and deployment Utilize social advertising, influencer outreach, additional media pick-up 1 Strategize 2 Execute 3 Promote 4 Amplify 5 External Communications Process
Best Practices ISSUE SOLUTION Identify compelling stories Efficiently move through an approval process Lack of coordination in sharing a multimedia story Forge relationships with clinical and administrative staff Work with families and clinicians who are genuinely invested in doing a story Consistent team story huddles
• Highlight incredible innovation and care team work through an authentic lens • Best-performing social media content • Stories can be repurposed Patient Stories Case Study Content
Making Connections Everywhere they went they were told surgery would be a death sentence. But Jen remembered a story she had read before Owen was born, an article about boy whose encephalocele was removed at Boston Children’s Hospital. “ ”
Violet CONCEPT Violet is unique but not alone at Boston Children’s. We have seen this before. New Craniofacial Anomalies Program Rare, priority condition Cute kid Great family Traveled for care Coordinated care Simulation/3D printing innovation
AmplifyPromoteExecuteStrategizeResearch Concept 3D printing angle, NYT given exclusive 3D angle crafted specifically for NYT Blogs mirrored video series Blogs developed as campaign progressed Blogs advertised through Facebook Video SERIES to cover the 4 angles Video series developed 1 video shared each week on social in January Videos advertised through TrueView, Facebook Strongest emphasis on the video series. NYT piece + blogs excellent support. 2 month campaign. Content calendar schedule – appropriately spaced Content also pushed through Cleft Facebook page All posts included targeted Facebook advertising Intro copy developed for videos + earned + blogs cohesively 1 video published each week of January Blogs publish throughout January NYT feature video/piece publishes Blogs shared on social media Feature was advertised through Facebook Feature was shared social media channels Coordinated Campaign: Violet/Cranofacial Video Series
Results 2,576,226+ reached 49,191+ likes 3,792+ comments 3,978+ shares 56,769+ web visits 638,255+ video views 21 days, 8+ hours of watching time
Violet’s Journey
THANK YOU Lily Vautour @LilyVautour Lillian.albin@childrens.harvard.edu

More Related Content

The power of the story: Using patient testimonials and stories to drive marketing efforts

  • 1. of a Patient Story Lily Vautour, Senior Social Media Specialist Boston Children’s Hospital @LilyVautour | @BostonChildrens THE
  • 2. Why Cover Patient Stories? Objectives: Relationship Building Care Discovery
  • 3. Identify a compelling and/or innovative patient story Pitch and place story, publish blogs, publish video/photo assets Research Share earned media story, blog, video on social media Plan content development and deployment Utilize social advertising, influencer outreach, additional media pick-up 1 Strategize 2 Execute 3 Promote 4 Amplify 5 External Communications Process
  • 4. Best Practices ISSUE SOLUTION Identify compelling stories Efficiently move through an approval process Lack of coordination in sharing a multimedia story Forge relationships with clinical and administrative staff Work with families and clinicians who are genuinely invested in doing a story Consistent team story huddles
  • 5. • Highlight incredible innovation and care team work through an authentic lens • Best-performing social media content • Stories can be repurposed Patient Stories Case Study Content
  • 6. Making Connections Everywhere they went they were told surgery would be a death sentence. But Jen remembered a story she had read before Owen was born, an article about boy whose encephalocele was removed at Boston Children’s Hospital. “ ”
  • 7. Violet CONCEPT Violet is unique but not alone at Boston Children’s. We have seen this before. New Craniofacial Anomalies Program Rare, priority condition Cute kid Great family Traveled for care Coordinated care Simulation/3D printing innovation
  • 8. AmplifyPromoteExecuteStrategizeResearch Concept 3D printing angle, NYT given exclusive 3D angle crafted specifically for NYT Blogs mirrored video series Blogs developed as campaign progressed Blogs advertised through Facebook Video SERIES to cover the 4 angles Video series developed 1 video shared each week on social in January Videos advertised through TrueView, Facebook Strongest emphasis on the video series. NYT piece + blogs excellent support. 2 month campaign. Content calendar schedule – appropriately spaced Content also pushed through Cleft Facebook page All posts included targeted Facebook advertising Intro copy developed for videos + earned + blogs cohesively 1 video published each week of January Blogs publish throughout January NYT feature video/piece publishes Blogs shared on social media Feature was advertised through Facebook Feature was shared social media channels Coordinated Campaign: Violet/Cranofacial Video Series
  • 9. Results 2,576,226+ reached 49,191+ likes 3,792+ comments 3,978+ shares 56,769+ web visits 638,255+ video views 21 days, 8+ hours of watching time

Editor's Notes

  1. Patient stories and influence (maybe a bit of a buzz word now, but..)– why does Boston Children’s commit to 2-3 patient story blogs per week? Why is all of the time and effort that goes into creating a motivational, emotional, educational, etc story worth it to us? That’s what I’ll cover with you in the next 15 minutes.
  2. ** tied to volume and reputation. Complex care #1 pediatric hospital in the states. But not just a marketing tactic for us. When you start treating them that way things can get tricky. Relationship building: Allow families to relate to other families through real experiences. Allow BCH to relate with families Care Discovery: Help parents find the right care for their child through us and through other parents
  3. Our standard procedure 2. (press release, blog, photography, videography, design)
  4. Can be tough to get stories  solution: forge relationships and seed the MAC dept. throughout the institution. Get to a place where docs are picking up the phone because they have an interesting case. Give them the tools to know what will make for a good patient story (good family being key) Not properly vetting a family can lead to issues with the approvals, etc. solution: need an engaged family that has the same motivations as us. We’re careful to put a family out there. We’d rather not do the story if unsure of the family than do the story. Are conservative with this. Provide guidance so that they can write the blog themselves if they’d like. We love this perspective Need Coordination between marketing, communication, content, internal, PR, social – we do 9AM huddles every morning where we discuss stories in the news, blogs, something someone heard. Bring everyone up to speed, allow for brainstorms. Anyone in dept. welcome. With multimedia story, imagery is KEY. Need coordinated effort to make a photo shoot happen. Proper planning. BALANCING different team INTERESTS
  5. We use our stories to tell an authentic story. Can weave many different angles and messages into a patient story. Can have parent/patient-written blogs bring a story to life through an even more authentic lens. Our patient stories consistently outperform all other types of social media content we share, across platforms Patient stories can be repurposed and used in a variety of ways across a marketing department: (email, web, newsletters, ads, fundraising, blog, video, social, etc
  6. Each of these patients parents found care at BCH from the other patient’s patient story. I’ll dig into Violet and showcase how we brought her incredible story to life. Pull quote: from Owen’s Thriving patient story Verbal key points tied to results------ 20% increase in rare craniofacial procedures in 2 years prior to dominic and 2 years post Craniofacial procedures: 2011-2012:152 POST DOMINIC: 2013-2014: 180
  7. Highlight newly launched Craniofacial Anomalies Program + coordinated care + innovation – unique case but not unique for us! How to do this? Thought of a video series…. Part 1: the Journey begins Part 2: Meet Violet’s team of doctors ---- coordinated care Part 3: Inside the operating room Part 4: Violet returns home
  8. So what did we do? FOCUS ON VIDEO SERIES to get all of the key points across: Teaser Part 1: the Journey begins Part 2: Meet Violet’s team of doctors ---- coordinated care Part 3: Inside the operating room Part 4: Violet returns home 4 months of planning, 3 months of production, 2 month execution period with a very talented team from across Marketing – 6 people
  9. Teaser Part 1: the Journey begins Part 2: Meet Violet’s team of doctors ---- coordinated care Part 3: Inside the operating room Part 4: Violet returns home FB advertising spend: $2,000 TrueView YouTube advertising spend: $1,000