Your Doctors Are The Only Influencers You Need
February 6, 2025 | 10:30am-11:30am
Your Doctors Are The Only Influencers You Need. Here's How To Activate Them — and Get Them Excited — About Your Short-Form Video Strategy
Who would you trust more: A wellness coach you saw on TikTok or a physician from a reputable health care system? The answer is obvious — but sometimes, how you leverage your organization’s experts to reach your target audience, spur engagement and drive conversion isn’t so. In this webinar, we’ll go behind the scenes with Northwell Health to explore how to turn your experts into trusted influencers online through an audience-driven short-form video strategy. Specifically, we’ll discuss how Northwell leveraged the strategy behind its award-winning editorial brand publication — The Well by Northwell Health — to grow relevance and expand to social media. We’ll discuss the launch strategy, growth tactics, and most importantly, how we’ve recruited and collaborated with physicians to continually share their expertise to drive trust and connection with Northwell’s audience.
Learning Objectives
- Learn how to systematically brief and onboard experts at scale, illustrating how participation is easy and rewarding
- Understand how to leverage experts for content production, distribution and an as advocate for your efforts within the organization
- Get tips for guiding experts in content production to ensure their personal brand ties back to company values, messaging and identity
Presented By
Courtney Fowler is an award-winning marketing and operations leader who has executed successful content programs for companies across the Fortune 1000. She has worked with brands, foundations, nonprofits and media companies across various industries. At Revmade, she helps marketers apply structure and scale to their marketing plans through audience intelligence.
Genna Cozzolino, Senior Manager, Digital Channel Strategy, Social Media, Northwell Health
Genna has spent more than a decade working as a digital storyteller, social media and content creation expert, and self-proclaimed copyediting enthusiast. For the past seven years, she’s led Northwell Health’s brand social media strategy, overseeing success across both organic and paid campaigns. In addition, Genna also leads social strategy for The Well by Northwell, which has seen record-breaking performance in the paid space and the launch of a TikTok account in 2023 that saw viral success early on. Outside of Northwell, Genna is an active Board Member of SocialMedia.org Health, a community of social media strategists from hospitals and health systems across the nation.
Past Webinars
How Google's Shift to AI Changes the Game
To Catch a Reader: A 3-Step Process to Make Your Content Stand Out
How Google's Shift to AI Changes the Game
Presented December 5, 2024
SEO “best practices” continue to fail marketers in the healthcare space. Google's AI raises bar for healthcare marketers seeking organic visibility. Join 20-year SEO expert Dale Bertrand for a behind-the-scenes look at his SEO playbook for consumer-facing healthcare brands. His SEO playbook is based on a decade of hard-fought battles for rankings against stiff competition and countless experiments to refine SEO for healthcare.
Presented By
Dale Bertrand has been an SEO specialist and AI consultant to Fortune 500 companies and venture-backed startups around the world for two decades. His clients include global brands such as Citizen Watch, Nestle, Raymond Weil, Exxon Mobil and Bulova. He applies his graduate school work in artificial intelligence to search engine marketing and speaks at marketing industry conferences.
How AI Can Help You Do More
To Catch a Reader: A 3-Step Process to Make Your Content Stand Out
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Presented November 14, 2024
We will define AI's role, recommended tools and results to help you feel empowered to do more. Creative approaches to cut through the noise as hospital systems and physician groups compete for the same patients to keep heads in the beds and physician groups full. We will explore best practices in creative approaches to stay top of mind with your core audiences.
Presented By
Michele Cuthbert is the founder and creative director of Baker Creative and has more than 20+ years of experience working with leading brands. She and her team have created award-winning published work for a diverse group of clients with unique communications challenges. Both local and national media have recognized Cuthbert, including Crain’s New York Business, Huffington Post, Fox News New York, Mashable and Fast Company. Her work has been published in “Big Book of Self Promotion” by Crescent Hill Books and three GDUSA design manuals. Cuthbert is a recipient of the Columbus Business First 40 Under 40 award, given to the best and brightest entrepreneurs in central Ohio.
To Catch a Reader: A 3-Step Process to Make Your Content Stand Out
To Catch a Reader: A 3-Step Process to Make Your Content Stand Out
To Catch a Reader: A 3-Step Process to Make Your Content Stand Out
Presented May 9, 2024
The problem: Your team is writing solid health articles, but no one’s reading them. With a sea of content to choose from — from your actual healthcare competitors to the looming problem of AI bots — “informative” is no longer enough. It has to be a conversation. The solution: A few strategies to make your content stand out. This session will share what happened when one health system decided to modernize its health writing — using readability scores, Google trends, stronger calls to action, metrics and more — and realized a 20% month-over-month (MoM) increase in time on page and a 20% MoM increase in reading ease. When readers began spending more time with articles, and better understanding what they read, they also started clicking more: As part of a broader strategy, the team earned a 406% year-over-year increase in lead conversions. You’ll learn the tips and process that led to these wins, plus look at the metrics you can use to measure yours. Learn more.
Presented by
Leah Vichas specializes in digital communications for Hartford HealthCare — planning, creating and optimizing tools and processes to keep the communications team on target. A former volleyball coach, she is also a driving force behind the popular Writer’s Workshop series, bringing her love for coaching into the world of content strategy.
Laura Benys is a freelance writer and content strategist specializing in healthcare. For more than a decade, she’s been helping brands like Hartford HealthCare, Connecticut Children’s, and HopeHealth find their voice, grow their reputation, and achieve their goals. She’s also served as editorial director of the creative journal Into Quarterly.’
Grow Up! How Mature Is Your Content Strategy?
Trust in Repair: How Communicators Can Help Redefine Institutional Leadership
To Catch a Reader: A 3-Step Process to Make Your Content Stand Out
Presented March 28, 2024
Is your content delivering consistent results that are tied to your organizational strategy and objectives? Don’t know? A 5-point content maturity model can help you assess how effective and sophisticated your content program is, and how to move the needle toward success. We will provide the four imperatives of increasing an organization’s content maturity level:
1) Developing a consistent content strategy that can govern all of the content you are producing for your intended audience group.
2) Establishing a strong content brand that can be leveraged across platforms and channels, and that supports the overall organizational brand.
3) Developing processes and systems that can remove barriers that exist between content creators, departments, locations, etc.—and creating collaboration and line of sight.
4) Consistently measuring results and adjusting efforts—and then rinsing and repeating. Throughout the session, we will highlight mini case studies of healthcare organizations both large and small, in all regions of the U.S. These case studies will highlight both consumer content programs and programs targeted to referring providers.
Finally, will demonstrate how—by increasing your content maturity level—you can provide measurable results and gain the support and buy-in of leadership and your C-suite.
Presented by
Shannon Cummins, VP of Business Development, GLC
Michelle Jackson, VP of Content Strategy, GLC
Trust in Repair: How Communicators Can Help Redefine Institutional Leadership
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Presented February 13, 2024
From job loss and inflation to climate change and nuclear war, the public’s trust is in short supply and personal anxieties are on par with existential ones. Our leaders can’t save us – and according to the 2023 Edelman Trust Barometer, the whole world knows it. Only 40% of respondents said their families will be better off in five years, a 10-point decline from 2022.
Throughout the pandemic, health system leaders have been increasingly asked to assuage this collective angst. Employees, patients, and other stakeholders expect corporate execs to step into a void left empty by the government and media – advocating unabashedly for change, taking bold action, and showing up with more transparency and humility than ever. Learn more.
Presented by
Jess Columbo is a leading digital communications consultant for CMOs and CEOs in regulated sectors like health care, higher education, and government. She trains executives and teams to show up more authentically and effectively online through optimized campaigns, leadership communications, and social media brand-building. Jess brings more than 15 years of expertise as a compliant strategist, keynote speaker, and thought leader. Learn more at www.jesscolumbo.com
The Ultimate Playbook to Humanize Healthcare Brands and Move People to Action
Trust in Repair: How Communicators Can Help Redefine Institutional Leadership
Trust in Repair: How Communicators Can Help Redefine Institutional Leadership
Presented June 15, 2023
Creating a more human brand experience has never been more critical to success in our industry. Join this webinar to hear highlights from the just-released Humanizing Brand Experience Vol 6 study, the biggest and most in-depth research into the consumer mindset and what matters to people in their healthcare experience. This is the playbook that unlocks opportunities you can leverage today and tomorrow to drive experience change in your organization.
Learning Objectives:
- Understand key trends around healthcare engagement, trust, loyalty, systemness, selfcare, content, premiumization, and more
- Dig into the top 50+ drivers across the 4 dimensions --Intellectual, Emotional, Sensorial, and Behavioral—to understand how consumers make decisions about health car
- See the rankings of the top 200 most human brands
Presented by:
Justin Wartell, Managing Director, Monigle