This document discusses strategies for hospital marketing and communications. It emphasizes creating relationships and amplifying messages through social media to publicize the hospital's services. It provides examples of successful social media campaigns for the hospital's heart center that garnered billions of impressions and widespread media coverage through sharing authentic patient stories online. The document stresses the importance of developing trusted relationships, localizing content, and focusing on shareable, emotional stories to engage audiences through social media marketing.

2. Megaphoning
it in!
Kary McIlwain
Chief Marketing & Communications Officer

3. All, for your one
Everything we do is for a child.
We won't rest until every child has an
opportunity for a healthier future!

4. Mass
1:Many
1:1
Hospital Marketing Strategy

5. Mass
1:Many
1:1
The Role of Social
Amplify Relationships
& Conversations

6. Viral doesn’t just happen

7. Turning Lucky into Strucky

8. Plan for the Pull
Push
Pull
Personalize the Brand
Create Relationships
Amplify the message
Deepen the relationship

9. Personas

10. Keeping it Together
Aug 18 Sept 18 Oct 18 Nov 18 Dec 18
BIG BETS
Adolescent Medicine Clinic
Grand Opening – Public Health
Neuromuscular Gene
Therapy
Parent-Centered Survey/Healthy Communities Initiative –
Public Health
DRUMBEAT TOPICS
Public Health
Flu Season
(Recommendations;
Vaccine) Mental Illness
Awareness Week
Technology & Telemedicine
National Spina Bifida Month
Precision Medicine &
Genetics
Childhood Cancer
Awareness Month
National Epilepsy Awareness
Month; Precision Medicine
Research
NICE-TO-DO’S
Mom/Donor Mindset
Back to School – Primary
Care; Mom/Chief Medical
Officer Angle
Football; Concussions Safety Holidays
Healthy Sleep Habits Food Allergies
College Applications;
Teenage Stress & Anxiety
Lollapalooza

11. The Strucky Shuffle
The Story
The ListenerThe Teller

12. Lurie Children’s
Gets Strucky
Capturing the beat of the
Heart Center

13. Story of the Heart Center
12 12
18
23
22
16
15
14
11
3 3
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
U.S.News & World Report Rankings

14. Cardiac Transplants CY 1988-2018
308 in 30 years
0
5
10
15
20
25
1988
1990
1992
1994
1996
1998
2000
2002
2004
2006
2008
2010
2012
2014
2016
2018

15. Story Catching
• Trusted relationships
• Hunting for emotional truths
• HIPPA always….

16. From Holy Balls to Kiki Challenge
4,600+ placements
499,724,858 impressions

17. Igniting the Spark

18. Fanning the Flame
August 13
Sophia asks
Drake to visit
August 15
Local Media
interviewed Sofia
and doctors
August 16
Earned media;
social media
awareness
increasing
August 20
Surprise visit
from Drake

19. FIRE!

20. Fanning Flames

21. We Lose Control… For a Moment

22. And We’re Back

23. A Mighty Megaphone: 1.7B Reach
• 6,300 Placements, $19M in value
• Facebook alone: 24,000 engagements, 14.000 plus shares—all organic!

24. From Social to Paid and Back Again

25. Strucky Prescription
• Authentic, inspirational human truths
• Take the patient perspective never
the sales force
• Use a chorus to tell the story
• Localize and humanize everything
• Shareable, bite-sized emotions

26. And remember, Strucky Doesn’t Just
Happen