1. EMPOWERING A STRONG BRAND:
THE DIGITAL EDGE

2. SENIOR ACCOUNT EXECUTIVE - HEALTHCARE SPECIALIST
YOUR HOST:
SYLVIA HERRERA
SENIOR ACCOUNT EXECUTIVE - HEALTHCARE SPECIALIST

3. 2016 HPMSNJ Executive Board of Directors
PRESIDENT
Don Dykstra
New Solutions, Inc.
VICE PRESIDENT
Tom Campbell
Deborah Heart and Lung Center
TREASURER
Debra Pingue
Care Perspectives, Inc.
SECRETARY
Joseph Morris
IMMEDIATE PAST PRESIDENT
Norman Tessell, FACHE
EchoPixel

4. 2016 HPRMS Executive Board of Directors
PRESIDENT
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VICE PRESIDENT
TREASURER
SECRETARY
IMMEDIATE PAST PRESIDENT
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5. AGENDA
PLACEHOLDER

6. PANELISTS Photo Placeholder MICHAEL SLUSARZ RYAN YOUNGER
Moderator
Vice President of Marketing & Business Development
Cape Regional Medical Center
RYAN YOUNGER
Vice President, Strategic Marketing
Hackensack Meridian Health
REBECCA MAZZARELLA
Communications Manager
Children’s Specialized Hospital
COREY SMITH
Vice President
Healthgrades
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7. Think Differently - Social
Selfless Branding in Social Media #FightFace Fun Super-Dr. Oz

8. Think Differently - Digital
Story Telling Using Brand Journalism
Find your voice
Everyone has a story
Convey brand purpose
Power of digital content
Become a source for media
UN-Brand Your Content
Content suits, but does not sell to your audience

9. Evolution of Paid to Earned
Example - Unilever
10% Owned Media (website CRM)
7% Owned Media (website CRM)
5% Owned Media (website)
90%
Paid Media
(advertising)
80%
Paid Media
(advertising)
60%
Paid Media
(advertising)
30% Earned Media (PR)
5% Earned Media (PR)
13% Earned Media (PR)
Social, videos
2000
2010
2015
Social, Blogging, Wiki, Reviews, Social Networks, Crowdsourcing
Source: Julio Viskovich, rFactr, Unilever, Percentages impressions delivered