Hi there fellow healthcare marketers!
Curios to find out, how do you typically find and approach patients who are willing to share their personal stories on your organization’s external channels, like social media and website? Since patient information may not be directly accessible to marketing teams, do you rely on clinic staff, advocacy programs, or another approach entirely?
Are there any challenges you’ve faced? Any tips or insights would be greatly appreciated!
Thanks in advance!
Best answer by stephanie.bottoms
Great question! I'm looking forward to hearing how others approach this. It’s definitely a challenge for us as well, but we’ve developed a Brand Champion Program to help bridge that gap. Clinicians and office staff volunteer to be brand champions, helping to bubble up the patient and family stories to my team.
We also do a lot of proactive outreach to our regional leaders, asking them to share impactful stories from their teams. We’ve also recently implemented a process where any time a patient or family member sends an email about their experience and satisfaction with our care, staff can forward it to a dedicated email address for marketing to review and determine if it would work externally.
Would love to hear what’s worked well for you, too!
Great question! I'm looking forward to hearing how others approach this. It’s definitely a challenge for us as well, but we’ve developed a Brand Champion Program to help bridge that gap. Clinicians and office staff volunteer to be brand champions, helping to bubble up the patient and family stories to my team.
We also do a lot of proactive outreach to our regional leaders, asking them to share impactful stories from their teams. We’ve also recently implemented a process where any time a patient or family member sends an email about their experience and satisfaction with our care, staff can forward it to a dedicated email address for marketing to review and determine if it would work externally.
Would love to hear what’s worked well for you, too!
Iryna, in our health system, typically the clinic staff forwards patient stories to our Marketing and PR teams, who have their own process of vetting the stories and getting formal permissions in place before we use them on social media. The process can take a long time. Very rarely I have someone contact me directly asking to share their story, and when that happens, I route the patient to my PR colleagues to follow our process. Hope this helps!
These are all such great and helpful insights, thanks for sharing
Love the idea of a Brand Champion Program!
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