Social Media for Health Care Marketing has ended
Social Media for Health Care Marketing
March 20-22, 2017 Washington, D.C.
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Monday, March 20 • 1:45pm - 3:45pm
Workshop C: The Role Of Social Media – Moving You From Brand Author To Editor
Springboard Brand & Creative Strategy

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Brand storytelling has shifted authorship; from marketers to consumers. Through posts on social media channels as well as easy access to cellphone videos and pictures, consumers, employees, and other stakeholders are now writing your brand story. On one hand, it's a great sense of engagement with your key audiences. On the other, it can send your organization off in directions that are counter to where you want your hospital or health system to go strategically.

Marketers need to be proactive and become the "editor" of your organization's story. You need to write the outline, lead by example, and create the parameters for your brand. By understanding your customers; their diverse lifestyles, passions, concerns, and ideals, you can better connect with your audience groups and set the direction you want your brand to follow.

Major consumer brands such as Apple and McDonald's, among others, are employing strategies that fully integrate traditional, digital, and social media channels. The result is one story being told by many sources, including your customers! It’s your job to recognize their story lines as unique platforms for your brand. This session will explore how healthcare organizations can harness the words and emotions of their customers into differentiating brand strategies and stories.

Who's really writing your brand story?
Is this the end of strategy?
What can you do to control your story?
Shifting from writer to editor!

  • Identify your brand essence
  • Communicate your brand in a way that educates, entertains, and engages with your audience
  • Develop, inspire and live the brand message your organization is portraying through social media campaigns


Rob Rosenberg, President

Springboard Brand & Creative Strategy

avatar for Rob Rosenberg

Rob Rosenberg

President, Springboard Brand & Creative Strategy

Monday March 20, 2017 1:45pm - 3:45pm PDT
Studio C, 2nd Floor, Renaisance Arlington Capital View Hotel 2800 S Potomac, Arlington, VA 22202

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