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Thursday, May 2
1:45–3:15 p.m.
Breakout Sessions: Set II

"Channeling the Power of Blogs: Marketing With Women, Rather Than to Women"

Women are one of the most sought-after demographics by health care companies, because they are often the health care decision makers for their families. PR professionals have only recently begun to test social media strategies, such as engaging female bloggers, to effectively reach this coveted group on behalf of their clients. In this presentation, Tufts Medical Center will discuss its successful campaign to reach influential female bloggers. By enhancing engagement with stakeholder moms, including the launch of their own blogs using Facebook promotions, they successfully recruited female bloggers to reach their targeted communities. Together with the consumer engagement firm Jennings Health, Tufts Medical Center achieved measurable results with a strategy that can be adapted to help your organization reach this coveted target audience.
 
Attending this presentation, you will learn:

• How to identify and recruit influential bloggers to connect with your targeted audience and activate them as word-of-mouth marketers on behalf of your organization.
• How to add authenticity to your institution’s blog and add meaningful content without burdening your internal marketing department.
• How to develop and implement a social media campaign that revitalizes your Facebook page and Twitter feeds.

Speakers:
Daniel S. Dunlop, president and CEO, Jennings Health. Connect with Daniel on Twitter.

Tim Brennan, public affairs and communications manager, Tufts Medical Center and Floating Hospital for Children. Connect with Tim on Twitter.