Digitize, Harmonize, Monetize: 3 Steps to a Modern PR Strategy Paul - - PowerPoint PPT Presentation

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Digitize, Harmonize, Monetize: 3 Steps to a Modern PR Strategy Paul - - PowerPoint PPT Presentation

Dec 08, 2023 212 likes •450 views

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

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SLIDE 1

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

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SLIDE 2

Who is MEDITECH?

Old Perceptions

Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC

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Paul Berthiaume @PaulBerthiaum | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC

Let’s Try this Again….

Who is MEDITECH?

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Paul Berthiaume @PaulBerthiaum | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC

Old vs. New Perceptions

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MEDITECH CEO Howard Messing challenged us to have a

bolder

public relations strategy

Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC

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Paul Berthiaume @PaulBerthiaum | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC

PR Strategy: Zero to Sixty

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Dawn of a New Group

Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC

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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

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Making it Happen

  • Hiring the Right People
  • Account Structure
  • Crisis Communication

Protocol & Talking Points

Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC

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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

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Making it Happen: Harmonize

  • Customer Outreach: Events,

Speaking Engagements

  • Executive Engagement: External,

Social, Internal

Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC

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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

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Media Wins: Steady Drumbeat

500+

media mentions

↑ 75%

from 2015 to 2016

↑ 90%

from 2017

Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC

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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

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Splashy Media Wins

Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC

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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

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Paul Berthiaume @PaulBerthiaum | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC 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)

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Paul Berthiaume @PaulBerthiaum | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC Paul Berthiaume @PaulBerthiaume | Liz Carroll @Liz_Carroll24 | @MEDITECH | #HITMC

Proof of The Pivot

18

2017

2016

25% Growth in Sales Bookings 5x Growth in Net New Customers Media Wins up 90% Executive Interviews & Bylines up 75% New Corporate Blog with 1,200+ Subscribers

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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

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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

  • btaining 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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