Influencer Marketing Campaign

When 70% of all specialty care in hospitals is driven by a physician referral, having a strong reputation and physician relationships is key to a health system’s survival. I have lectured nationally on what it takes to create BFF Referral programs. There are three ingredients for success: awareness, communication and relationships. Although much is operational, awareness and communication can and should be driven by marketing.

Campaign Overview:

Henry Ford Hospital (home of the Henry Ford Medical Group) wanted to create the very best referral experience for their patients and doctors. They started from the ground up, conducting surveys to listen and understand the needs of the referral community. They learned a few key things: doctors needed help contacting specialists (so we developed a smart phone app to help them do that), physicians needed to know about the programs (so we created collateral and FSI’s in the NYT and WSJ) and referring physicians would like patient education tools to explain procedures to their patients and be part of the care team (so we created augmented reality models to help explain complex procedures). We listened. We created materials that physicians wanted and created an atmosphere for them to engage Henry Ford. As you might have guessed, it worked.

Tactics included: Online video, smartphone application, augmented reality web experience, collateral, direct mail, email marketing, FSI, print, display advertising and rich media advertising.

Augmented Reality Split Liver Transplant Educational Tool
Link to live demo