PowerPoint Presentation

of a Patient StoryLily Vautour, Senior Social Media SpecialistBoston Childrens Hospital

@LilyVautour | @BostonChildrens

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Patient stories and influence (maybe a bit of a buzz word now, but..) why does Boston Childrens commit to 2-3 patient story blogs per week? Why is all of the time and effort that goes into creating a motivational, emotional, educational, etc story worth it to us? Thats what Ill cover with you in the next 15 minutes.1

Why Cover Patient Stories?Objectives:Relationship BuildingCare Discovery

** tied to volume and reputation. Complex care #1 pediatric hospital in the states. But not just a marketing tactic for us. When you start treating them that way things can get tricky.

Relationship building: Allow families to relate to other families through real experiences. Allow BCH to relate with families

Care Discovery: Help parents find the right care for their child through us and through other parents

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Identify a compelling and/or innovative patient storyPitch and place story, publish blogs, publish video/photo assetsResearchShare earned media story, blog, video on social mediaPlan contentdevelopmentand deploymentUtilize social advertising, influencer outreach, additional media pick-up1Strategize2Execute3Promote4Amplify5External Communications Process

Our standard procedure2. (press release, blog, photography, videography, design)

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Best PracticesISSUESOLUTIONIdentifycompellingstories

Efficiently move through an approval process

Lack of coordinationin sharing a multimedia story

Forge relationshipswith clinical andadministrative staff

Work with families and clinicians who aregenuinely investedin doing a story

Consistentteam storyhuddles

Can be tough to get stories solution: forge relationships and seed the MAC dept. throughout the institution. Get to a place where docs are picking up the phone because they have an interesting case. Give them the tools to know what will make for a good patient story (good family being key) Not properly vetting a family can lead to issues with the approvals, etc. solution: need an engaged family that has the same motivations as us. Were careful to put a family out there. Wed rather not do the story if unsure of the family than do the story. Are conservative with this. Provide guidance so that they can write the blog themselves if theyd like. We love this perspectiveNeed Coordination between marketing, communication, content, internal, PR, social we do 9AM huddles every morning where we discuss stories in the news, blogs, something someone heard. Bring everyone up to speed, allow for brainstorms. Anyone in dept. welcome. With multimedia story, imagery is KEY. Need coordinated effort to make a photo shoot happen. Proper planning. BALANCING different team INTERESTS

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Highlight incredible innovation and care team work through an authentic lens

Best-performing social media content

Stories can be repurposed

Patient StoriesCase StudyContent

We use our stories to tell an authentic story. Can weave many different angles and messages into a patient story. Can have parent/patient-written blogs bring a story to life through an even more authentic lens.Our patient stories consistently outperform all other types of social media content we share, across platformsPatient stories can be repurposed and used in a variety of ways across a marketing department: (email, web, newsletters, ads, fundraising, blog, video, social, etc5

Making Connections

Everywhere they went they were told surgery would be a death sentence. But Jen remembered a story she had read before Owen was born, an article about boy whose encephalocele was removed at Boston Childrens Hospital.

Each of these patients parents found care at BCH from the other patients patient story. Ill dig into Violet and showcase how we brought her incredible story to life.

Pull quote: from Owens Thriving patient story

Verbal key points tied to results------ 20% increase in rare craniofacial procedures in 2 years prior to dominic and 2 years postCraniofacial procedures: 2011-2012:152POST DOMINIC: 2013-2014: 1806

VioletCONCEPT Violet is unique but not alone at Boston Childrens. We have seen this before.

New Craniofacial Anomalies ProgramRare, priority conditionCute kidGreat familyTraveled for careCoordinated careSimulation/3D printing innovation

Highlight newly launched Craniofacial Anomalies Program + coordinated care + innovation unique case but not unique for us!How to do this? Thought of a video series.Part 1: the Journey beginsPart 2: Meet Violets team of doctors ---- coordinated carePart 3: Inside the operating roomPart 4: Violet returns home

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Amplify

Promote

Execute

Strategize

Research

Concept

3D printing angle, NYT given exclusive3D angle crafted specifically for NYTBlogs mirrored video seriesBlogs developed as campaign progressedBlogs advertised through FacebookVideo SERIES to cover the 4 anglesVideo series developed1 video shared each week on social in JanuaryVideos advertised through TrueView, FacebookStrongest emphasis on the video series. NYT piece + blogs excellent support. 2 month campaign. Content calendar schedule appropriately spacedContent also pushed through Cleft Facebook pageAll posts included targeted Facebook advertisingIntro copy developed for videos + earned + blogs cohesively1 video published each week of JanuaryBlogs publish throughout JanuaryNYT feature video/piece publishesBlogs shared on social mediaFeature was advertised through FacebookFeature was shared social media channelsCoordinated Campaign: Violet/Cranofacial Video Series

So what did we do? FOCUS ON VIDEO SERIES to get all of the key points across:TeaserPart 1: the Journey beginsPart 2: Meet Violets team of doctors ---- coordinated carePart 3: Inside the operating roomPart 4: Violet returns home

4 months of planning, 3 months of production, 2 month execution periodwith a very talented team from across Marketing 6 people

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Results2,576,226+ reached49,191+ likes3,792+ comments3,978+ shares56,769+ web visits638,255+ video views21 days, 8+ hours of watching time

TeaserPart 1: the Journey beginsPart 2: Meet Violets team of doctors ---- coordinated carePart 3: Inside the operating roomPart 4: Violet returns home

FB advertising spend: $2,000TrueView YouTube advertising spend: $1,0009

Violets Journey

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Thank YOULily Vautour@LilyVautourLillian.albin@childrens.harvard.edu

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