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This document is a comprehensive guide for healthcare practice marketing, media relations, and community engagement, led by James Warda, Vice President of External Affairs and Business Development. The objectives are to create an outreach strategy to promote practices through various channels, and to facilitate growth by collaborating with colleagues for house calls.<br /><br />Key sections include:<br />1. **Telling Your Story:** Emphasizes the need to define and communicate the unique aspects of your practice, including the human needs it meets and what sets it apart.<br /><br />2. **Mission, Vision, and Key Messages:** Advises structuring your story through a clearly defined mission (what you do, for whom, and why) and vision (future goals for patient experience and practice operations). Creating key messages involves addressing a problem, offering a solution, and providing local relevance.<br /><br />3. **Engaging the Media:** Provides a six-step strategy for media outreach, from identifying newsworthy points to conducting effective media interviews. It stresses the importance of "earned media" alongside paid and owned media, and offers best practices for media pitches and handling interviews.<br /><br />4. **Marketing and Online Presence:** Suggests various content types (events, health info, awards, spotlights) and channels (websites, social media, newsletters) to share your practice’s story. Stresses alignment between internal messages, media, and marketing, and recommends regular updates to the practice’s website and social media presence.<br /><br />5. **Community and Colleagues Engagement:** Encourages building relationships with local organizations that serve older adults and caregivers, and collaborating with colleagues without the pressure of traditional networking.<br /><br />6. **Next Steps and Tools:** Outlines actionable next steps, such as enhancing online presence and leveraging specific hashtags for broader reach. Offers support resources like the HCCIntelligence Resource Center for further guidance.<br /><br />This guide aims to help healthcare practices effectively promote their services, build media relationships, and engage their communities to drive growth and visibility.
Keywords
healthcare marketing
media relations
community engagement
outreach strategy
James Warda
mission and vision
media outreach
online presence
local organizations
HCCIntelligence Resource Center
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