Digitize, Harmonize, Monetize: 3 Steps to a Modern PR Strategy Paul Berthiaume Senior Manager, Communications @PaulBerthiaume Liz Carroll Manager, Public and Media Relations @Liz_Carroll24
Who is MEDITECH? Old Perceptions Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC
Let’s Try this Again…. Who is MEDITECH? Paul Berthiaume @PaulBerthiaum | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC
Old vs. New Perceptions Paul Berthiaume @PaulBerthiaum | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC
MEDITECH CEO Howard Messing challenged us to have a bolder public relations strategy Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC
PR Strategy: Zero to Sixty Paul Berthiaume @PaulBerthiaum | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC
Dawn of a New Group Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC
Roles and Goals ● New Management Roles ● New Staff Roles: Public & Media Relations Manager, Social Media Coordinator, Internal Communications Manager ● Goals Steady Drumbeat ○ Three Horse Race ○ ○ Contribute to External Media (Stories, Quotes, Interviews) Customer Evangelists ○ Splashy Wins ○ ○ Share News and Spread Excitement Internally Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC
Making it Happen ● Hiring the Right People Account Structure ● ● Crisis Communication Protocol & Talking Points Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC
Making it Happen: Digitize ● PR Newswire Strategic Sponsorships ● ● Paid Media Blog ● ● Using Hubspot to Contact Reporters ● Communications Team Webpage Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC
Making it Happen: Harmonize Customer Outreach: Events, ● Speaking Engagements Executive Engagement: External, ● Social, Internal Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC
Raising Our Own Profile ● Trips to Chicago ● Media/PR Presence at HIMSS and other conferences ● Engaging Industry Influencers & Consultants ● HITMC 2017! Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC
Media Wins: Steady Drumbeat 500+ media mentions ↑ 75% from 2015 to 2016 ↑ 90% from 2017 Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC
Media Wins Publication Mentions HIStalk 147 Health Data Management 34 Becker’s 88 mHealthTimes 14 MedCity News 10 Healthcare IT News 22 Modern Healthcare 3 EHR Intelligence 14 Canadian Healthcare Technology 7 Healthcare Informatics 10 HIT Consultant 7 Health Management Technology 6 Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC
Splashy Media Wins Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC
Influencer/Consultant Engagement ● KLAS ● Gartner ● Black Book ● EHR Intelligence ● Reaction Data ● AMA ● John Lynn ● Fred Pennic ● Anne Zieger ● Rama on Healthcare Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC
Internal Education on PR Impact ● Brief “In the Know” presentation highlighting PR’s team’s goals, vision, and recent successes ● Zoom Presentation viewed by 1500+ staff! ● PR team’s impact/messaging continuing to be heard (guest speaking at group meetings, etc) Paul Berthiaume @PaulBerthiaum | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC
Proof of The Pivot 25% Growth in Sales Bookings 5x Growth in Net New Customers Media Wins up 90% 2017 Executive Interviews & Bylines up 75% New Corporate Blog with 1,200+ Subscribers 2016 18 Paul Berthiaume @PaulBerthiaum | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC
Emerging Trends & New Goals Emphasis on paid media - more buy ● in from Execs to do more of this in the year ahead ● Convergence with Events/Shows/Conferences -- in the year ahead, see more connections with the people and teams ● Influencer Engagement is Constant Customers/Regional -- untapped ● potential? ● Employee Brand Advocate Program Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC
Takeaways 1. Be inspired and have confidence in the reality of a Brand Turnaround. The bigger you are, the more impossible it seems. Use today’s example and strategies as proof that it can happen and DOES happen. 2. Take a hard look at how your Marketing Organization functions. Today’s insights show value of smaller/targeted teams, reimagined titles/roles, and prioritizing an integrated approach. MEDITECH was a behemoth of bureaucracy for decades ….. If we can get agile, you can too! 3. Use the lessons and results of this presentation as a weapon in obtaining executive buy-in at your organization. 4. Toot your own horn! Aggressively spreading the news of your PR/Marketing success breeds higher levels of executive buy-in and engagement and more “YES” responses to new ideas. Sharing your Marketing story with the world (HITMC!) is another unique way to advance your company’s brand. Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC
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