This presentation walks through how you can use crowdsourcing in your hospital marketing and examples from The book including branding, patient acquisition, service line marketing, patient retention, and patient experience. The Thought Leaders Project: Hospital Marketing, is co-written by a team of marketing thought leaders in the healthcare industry. The book is a compilation of healthcare marketing insights, tips, and best practices written by leading healthcare marketers. The book itself covers a variety of topics such as the application of digital marketing strategies to patient acquisition, patient experience, patient retention, and service line marketing. With articles from the likes of Lee Aase, Chris Boyer, Dan Dunlop we are empowered with the tools and inspired to take action to impact the very lives of the patients we serve. Get the book at: http://amzn.to/HospitalMarketing

1. Brian Bierbaum
HOSPITAL MARKETING Vice President of Digital Strategy
BlueSpire

2. ABOUT THE THOUGHT LEADERS PROJECT
Our Simple Goal: Provide practical, and detailed advice
from thought leaders.
Core beliefs:
• Exceptionally high quality best practices and tips, created by
those working in the trenches
•Ideas packaged with urgency and action in mind. There is no room
for filler.
•Powerful ideas and works spread. Create content that is
invaluable when spread, and then package it so it’s easy to for
others to share and grow from.
•Reward those who stand up and spread these ideas and
experiences.
•Different products for different readers. A variety of pricing
options and formats to match each person’s needs and desires.
Next Book in the series: The Thought Leaders Project :
Telemedicine
@BrianBierbaum
www.thoughtleadersproject.org

3. A LITTLE ABOUT THE POWER OF THE CROWD
None of the contributors to The Thought Leaders Project are financially
compensated.
WHY WOULD THEY PARTICPATE?
• Hospitals are consolidating across the United States
• Marketing budgets are being slashed
• Technology is allowing everyone to share effortlessly
• US economy is growing slower than in decades past
@BrianBierbaum
www.thoughtleadersproject.org

4. A LITTLE HISTORY OF “CROWDSOURCING”
Who is James Murray? Anyone know what happened this day?
James Murray in the “Scriptorium”
Term first coined by Jeff Howe in a June
2006 Wired magazine article "The Rise of
Crowdsourcing“
@BrianBierbaum
www.thoughtleadersproject.org

5. A FEW SIMPLE WAYS TO START USING
CROWDSOURCING IN YOUR MARKETING TODAY
1. Use social networks to
create content
2. Use social networks to
gather business
intelligence
3. Leverage the crowd for
your fundraising efforts
(Think of GiveMN) Crowdsourcing platform: Napkin Labs
@BrianBierbaum
www.thoughtleadersproject.org

6. CROWDSOURCED CONTENT ON THE FLY
Poll: What is most
essential in managing
your organization's
health care costs?
Email
Web
@BrianBierbaum
www.thoughtleadersproject.org

7. COPY THE THOUGHT LEADERS PROJECT
1. Source content from
your physicians
2. Determine a focus that
aligns with your
hospital’s brand
position
3. Publish in an article
Dr. Donald D. Hensrud , Dr. Brent A. Bauer format and distribute as
Mayo Clinic Physicians an Ebook
@BrianBierbaum
www.thoughtleadersproject.org

8. @BrianBierbaum
www.thoughtleadersproject.org

10. “Brands live in the minds of the
consumer and take on life
through their conversation.
Thus, your brand is whatever
your stakeholders believe and
say about your hospital – how
they perceive and value your
organization.“
-Debra Stevens
From the article Brand Building
for Hospitals
Campaign: Debra Stevens and the Phoenix Children’s Hospital Team
@BrianBierbaum
www.thoughtleadersproject.org

11. THE RESULTS
•Phoenix Children’s Hospital dominated in all
measures of brand endorsement, including
performance on medical center choice factors,
recommendation and consideration rates, and
specialty care.
•PCH received its highest marks on its reputation for
being able to handle the most complex cases as well
as incorporating the latest advances in medicine.
•Perhaps it’s no surprise that the target market feels
that PCH outperforms competitors in treating a
number of specific health conditions and cases.
“For this campaign we enhanced our
banner in Q4 to focus on video and the
•PCH also demonstrated an ability to project softer CTR doubled to four times the standard
characteristics such as being caring, friendly, and for health care marketing campaigns
nationally.”
considerate.
@BrianBierbaum
www.thoughtleadersproject.org

13. MARKETING “WITH” RATHER THAN MARKETING “TO”
“The healthcare marketer’s
role is already transitioning
from a corporate storyteller—
who at one time almost
exclusively pushed service line
information out to consumers—
to a facilitator who creates
spaces where conversations
take place between constituents
of shared interest.”
- Dan Dunlop
From the article The Evolution &
Future State of Branded Service
Line Marketing
Campaign: Dan Dunlop (@DanDunlop) and Signature Healthcare Team
@BrianBierbaum
www.thoughtleadersproject.org

14. HOW IT IS BEING PROMOTED
Posted contest announcement to
Facebook Wall:
•Looking for 8 local moms to serve as
bloggers
•$250 prize and a position as a
mommy blogger
•4 to 6 week long promotion
4
•Entries: write on the Facebook Wall
and tell us why you’d be a great
mommy blogger; or submit a video
•Selected 7 local moms and one
employee of Signature
@BrianBierbaum
www.thoughtleadersproject.org

15. EARLY STATS
•Remember, they started with no social
media presence at all
• 204 Facebook fans in first 6 week
(contest period)
•25,160 post views, 252 post comments
•256 twitter followers in first 6 weeks
•375 updates
@BrianBierbaum
www.thoughtleadersproject.org

16. Campaign: The Lexington Medical Center Team and Dan Dunlop (@DanDunlop)
@BrianBierbaum
www.thoughtleadersproject.org

17. @BrianBierbaum
www.thoughtleadersproject.org

18. THE RESULTS
• 60,000+ people liked the video on Facebook
(and won the national contest)
•160,000+ views on YouTube
•543 Likes and Comments for the month
•Monthly Active users rose from 808 to 1,161
(includes fans and non-fans who either viewed
or interacted with your page or a News Feed
Post)
•127 new Fans or Likes
•1,222 total Likes/Fans
•25,959 post views – The number of times fans
have read a News Feed Story posted by your
Page.
@BrianBierbaum
www.thoughtleadersproject.org