Brian Mulligan, Assistant Vice President of Public Relations, North Shore - LIJ Health System www.bdionline.com

1. Traditional & Social Media
Integrating communications

2. Delivery
More than ever before, people receive information in
multiple ways. We communicate differently today,
than we did even two years ago…
• delivering information in the way people choose to
receive it.
• marrying multiple formats so they support and
enhance one another.

3. The Medium and the Message
New Traditional
1. Facebook 1. Print
Publications
2. Twitter
2. Video
3. Blogs
3. Website
4. You Tube
4. Print &
5. Digital
Broadcast
Publications
news outlets

4. Approach
• About the person on the other end.
• Integrate formats with information a person can use.
• Position NSLIJ as a trusted healthcare voice.
• Health care professionals are our sources, stars,
contributors.

5. It’s not one size fits all
a. Different voice
b. Integrating the message
c. Enhanced content

6. Print features that link to video …
Enhanced content links from
print to videos via smart phones,
tablets, & cable TV channel 616.

7. a health blog that digs deeper…
Posts written by
physicians
provide links to research
studies/ news articles for
more in-depth
clinical information.
(different than print/video)

8. to more concise formats
• Brief
• Language of “Friends”
• The cocktail party analogy
• 240 characters

9. • Averaging 3,000+ impressions per posting.
• Adding 200 fans each month (4800 +).
• NSLIJ is #1 in terms of likes in the region
• Goal is National brand status

10. Social Status
Over 1,000 tweets
1,372 followers
Ranking …
4,178 visits
9,909 page views
2.3 pages/visit
2:04 average time on site
Organic search #1 referral
source

11. 5600+ Facebook Fans
Age Range
55+
45-54
35-44 Male
25-34 Female
18-24
13-17
0 10 20 30
Percentage of fans

12. The Next Phase
• Digital interactive publications targeting
physicians. Tied to EMRs.
• Phone Apps to enhance reputation and drive
business.
• The way the next generation will read/receive
information.