When Orlando Health launched a new advertising campaign this past year, it invited patients and community to join in and share their own pictures, stories, and video clips representing the "Family Is" theme of the campaign. Hundreds responded through the health system's Facebook page. Read more at
HealthLeaders and check out the "
Family is e-Scrapbook".
Visit
Orlando Health's Facebook page and learn more about how the health system is engaging its community through social media.
Orlando Health took the better part of a year in developing a strategy to participate in the social/digital environment. During that time, they studied some best practices (Mayo Clinic, University of Maryland Medical System) and took a measured approach to setting realistic parameters, guidelines for use, and expectations as part of a new communications platform that addressed the mix of traditional and digital forms of media. In November 2009, with full support of organization leadership they launched their new plan.
CMO John Marzano, vice president for external affairs at Orlando Health, will present the Orlando Health case discussion at the Chief Marketing Officers' Innovator's Studio July 26-27 in Chicago.
Orlando Health in central Florida includes Orlando Regional Medical Center, the Winnie Palmer Hospital for Women & Babies, the Arnold Palmer Hospital for Children, and MD Anderson Cancer Center Orlando and other hospitals and patient care services. Prior to joining OH, John was VP at MedStar Health (Baltimore/Washington metro area) where he led marketing, communications and public affairs.
1 comment:
Karen,
So glad that you recognized this effort. Orlando's a strong role model for how organizations can begin to 1) build value for audiences and 2) relationship and financial value back to an organization through social media.
The organization was very disciplined in their approach. From setting of upfront goals and strategies, to identifying the platforms to achieve their goals, the audiences to target through social, the voices that would comprise their internal activity, through their content direction, execution and metrics of success.
We (Trajectory) were proud to be the agency that partnered with John Marzano and his team, concepting and executing both the advertising campaign and the e-scrapbook.
Eric Brody
www.twitter.com/ericbrody
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