@BIANCAFREEDMAN@DAVIDAKERMANISFOR: #HUMBERPR

Digital & Social Media Communications Planning:

Healthcare Case Study

DAVID AKERMANIS

DIGITAL COMMUNICATIONS STRATEGIST@TORONTOREHAB

•MARKETER•PRODUCER/DJ•GEEK•GAMER•DREAMER•LOVER OF ALL THINGS HEINEKEN (SERIOUSLY, THEY SHOULD EMPLOY ME)

BIANCA FREEDMAN

COMMUNICATIONS COORDINATOR @CVHFOUNDATION

•MEDIA OBSESSED•CONSUMER CULTURE ENTHUSIAST•HUMBER GRAD•NUMBERS CHALLENGED

DEAR HUMBER SOON-TO-BE-GRADS

• COMMUNICATION PLANNING MAY BE PART OF YOUR JOB WITHIN YOUR 1ST YEAR WORKING

• VALUABLE SKILL SET

• PLANNING IS CHALLENGING & INTERESTING

• MEASUREMENT IS YOUR FRIEND

ALSO

• EACH INDUSTRY HAS ITS UNIQUE CHALLENGES

• WE’RE HERE TO TELL YOU ABOUT THE HEALTHCARE (AND DIGITAL/SOCIAL MEDIA) SPACE

WE KNOW YOU DON’TBELIEVE US, BUT...

R.A.C.E+S.W.O.T+S.M.A.R.T-------------------GOOD TIMES

QUICK AGENDA

•WEB 2.0 PLANNING

•THE CASE OF HEALTHCARE

•THE CREDIT VALLEY HOSPITAL FOUNDATION: SOCIAL MEDIA PLAN

•SCREW UPS & SUCCESSES

•DISCUSSION

THE DIGITAL DIFFERENCE: ENVIRONMENT

•CONSTANT CHANGE

•INFLUENCERS PLAY CRUCIAL ROLE

•COLLABORATIVE

•PLATFORMS IMPROVE AS PRACTICES IMPROVE & VICE VERSA.

THE DIGITAL DIFFERENCE: PLAN SPECIFIC

•SCEPTICS ARE EVERYWHERE: BE READY

•ONLINE BRANDING VULNERABLE: BE PREPARED

•MEASUREMENT TOOLS ARE SMART, USE THEM

•SHARE, SHARE, SHARE

TIPS OF THE TRADE

•LEVERAGE INFLUENCERS: INTERNALLY & EXTERNALLY

•INCLUDE A CRISIS 2.0 PLAN & POLICIES

•COMBINE THE C & E IN R.A.C.E(PLAN WILL EVOLVE AS YOU ROLL IT OUT)

•MAINTAIN YOUR OWN ONLINE PROFILE

SOCIAL MEDIA USES IN HEALTHCARE

GENERATE FUNDRAISING DOLLARS

HIGHLIGHT EXCELLENCE

IMPROVE PATIENT EXPERIENCE

MANAGE RISK

EDUCATE COMMUNITY

BUILD RELATIONSHIPS & TRUST

HEALTHCARE SPECIFIC CHALLENGES

•PATIENT PRIVACY

•ENVIRONMENTAL CHALLENGES

•RESOURCES

•MANY STAKEHOLDERS

•SILO EFFECT

CASE STUDY

BUILDING SUPPORTERS: SOCIAL MEDIA STRATEGY FOR THE CREDIT VALLEY HOSPITAL FOUNDATION

$45 MILLION LIFETIME OF CARE CAMPAIGN

IN RETROSPECT ...(SCREW UPS): BIANCA

•SMARTER S.M.A.R.T OBJECTIVES

•CONTENT LOADING

•STREAMLINE AESTHETIC PRE-LAUNCH

IN RETROSPECT ...(SUCCESSES): BIANCA

•STORYTELLING •INTERNAL INVOLVEMENT

•REAL LIFE RELATIONSHIP BUILDING

•BENCHMARKING & SHARING SUCCESSES WITH STAKEHOLDERS

IN RETROSPECT ...(SCREW UPS): DAVID

•CHECK YOUR DIGITAL NATIVE HABITS AT THE DOOR

•FROM STRATEGY TO TACTICS

IN RETROSPECT ...(SUCCESSES SO FAR): DAVID

•CLARITY: ROLE OF THE FOUNDATION

•GENERATING BUY-IN, CHANGING MINDS

THANK YOU

QUESTIONS?