Building Brand Reputation Through Digital Platforms A Physician Marketing ApproachOriginally Broadcast: October 25, 2022 | 2:00 pm ET
In only five years since its inception, Miami Cancer Institute has earned its place among the top 10% of leading cancer centers in America. Digital marketing has been a key contributor in paving their path toward success. Tune into the upcoming webcast with BroadcastMed and Baptist Health South Florida to discover how digital marketing has continued to move the needle forward for the Miami Center Institute.
BroadcastMed’s physician-focused Digital marketing suite was perfectly aligned with Baptist Health’s initiatives to boost not only the Cancer Institute’s but the overarching company’s brand. The BroadcastMed digital physician resource center became a source of truth for their physician audience.
Topics Covered will include:
Digital marketing strategies such as emails, resource centers and newsletters can enhance institutional awareness and boost reputation
Use reporting to help liaison groups communicate with referrers
How to take full advantage of your organization's vast library of medical education content
Strategies to keep your audience engaged outside of reputation season
Participants: Mary Adam
Manager, Physician Marketing | Marketing & Communications
Baptist Health South Florida
Tarra Lowe
Manager, Physician Marketing | Marketing & Communications
Baptist Health South Florida
Mike Ciaburri VP, New Business Development
BroadcastMed
Moderator: Jane Weber Brubaker
Plain-English Health Care
A Division of Plain-English Media
Welcome to today's webinar building brand reputation through digital platforms. A physician marketing approach sponsored by Broadcast Med. I'm jane weber Brubaker, executive editor of plain english health care. We are the publishers of strategic healthcare marketing and e health care strategy and trends and producers of the healthcare leadership Awards. When a new cancer center, just five years old, jumps to the head of the line and ranks in the top 10% of cancer centers nationwide. You have to ask how did they do it today? Our presenters will share the secrets of their success and you learn how baptist health south florida has become a go to resource for high value physician focused digital content. And now I'd like to briefly introduce our speakers. Mary Adam is Manager physician marketing at baptist health. South florida's Miami Cancer Institute. Tarallo is manager of physician marketing at baptist health south florida and mike to bury our moderator for today's presentation is Vice president of business development at Broadcast Med and now I'll turn it over to our moderator. Mike mike, go ahead. Thank you Jane. Um a little bit of housekeeping before we start, this program will be about 45 minutes in length with a 10-15 minute question to answer at the end of the program. We do so we will save all the questions until the end but do suggest that you submit the questions as you have them on the adjacent panel of this webinar. At the end of this presentation will be sending out the power points that we'll be reviewing with the team here and the on demand link will be coming shortly after. Um We are extremely excited to be joined here with by mary and tara from our friends at baptist health. South florida. We'll be talking again like jane said about the importance of digital content and how that's key to engaging physicians and boosting reputation. Um you know, today's will be focused on the Miami Cancer Institute, but we'll also be talking about baptist health, South florida's other service lines and how they're using digital content to boost the reputation across the board and across the institution. Without any further. Ado mary, you want to take it away? Thanks. Mike. My name is mary Adam. I'm a physician marketing manager at baptist health. Um and I focus on the oncology service line. So a little about baptist health. We are a health system based in south florida where we've had a presence for over 60 years. We have locations from Palm Beach County to the florida Keys with 12 hospitals and over 150 outpatient facilities and physician practices. We treat local out of state and international patients totaling over 1.5 million patient visits per year baptist health is the best known provider brand in south florida with seven out of 10 south Floridians across four counties. Being familiar with the brands almost six years ago, about to open the doors of Miami cancer institute. Our organization had noticed a trend of patients leaving South florida for access to things like proton therapy and bone marrow transplants and saw an opportunity to build an institute providing comprehensive cancer care. We are a member of the Memorial Sloan Kettering Cancer Alliance and are one of three centers in the alliance and the only in the state of florida we specialize in the treatment of all cancers. We've recruited approximately 120 physician experts from leading institutions across the country and offer multidisciplinary clinics. We are the only cancer center in the world to offer all radiation therapy techniques under one roof and our apex accredited. We are the only proton therapy facility in florida. With this accreditation, we offer a full array of clinical trials and personalized cancer treatment to our patients. We've won various awards and other accreditations, some of which I've listed here In 2019. Miami Cancer Institute and Lynn Cancer Institute in Boca Raton began a partnership and began integrating, creating the largest cancer program in South Florida. We have many differentiators, clinics and offer support services to our patients which make us truly unique. So with all of this, the need for marketing to referring physicians became apparent to build awareness, increase referrals and also build brand reputation. So a quick stat to further illustrate this need by 2050, nearly 65% of all patients diagnosed with cancer will be 65 years and older. And what we know about this demographic is they're the most likely to defer to their physician for referrals for cancer care. The covid and post covid era has truly impacted cancer referral patterns, which has transformed the ways that we reach physicians. So this has resulted in the need to engage physicians in a different manner. So baptist has dedicated resources to physician marketing. Another important partnership is with the continuing medical education department at baptist. We helped to promote their programs which feature our physician experts and I've even created new CMI programs and partnership with them which will highlight more later on. Um Our social media team has also been an important partnership to help promote events but also to highlight our physician experts a lot of times when working with our physicians, we learn about awards presentations at conferences, things of that nature which we like to share with our audience on social media. Um the communications and media relations team is another very important partnership. We create content for the physician audience which will highlight more later on as well. But many times this starts as content that was designed for consumers and we're able to repurpose this and include details that are relevant to providers and vice versa. Sometimes they will use physician marketing content and make it more consumer focused for their channels. We like to call this flexible content. So our marketing department utilizes 360° campaigns, but what I'd like to highlight are the digital campaigns. So in 2021 it was estimated that US adults spent more than 13 hours per day with media of this total 60.5% was spent with digital media versus traditional media. And by 2023 it's estimated that this will increase to 63.7%. Um these trends are shown in the graphic on the right. So with this in mind, I would like to discuss some of the tools we use for physician marketing. We like to highlight innovation differentiators and our luminary physicians as we call them at baptist. One of our tools are our strategic alliances and partnerships broadcast med being one of them, they give us access to the digital space. We promote cmI events on broadcast met and baptist events which for example are events we partner with physician business development on or sometimes our foundation um and we also use trade media for these objectives, which is why it's listed as a tool here. So how do we use Broadcast men? One of the first projects I worked on was building our baptist branded physician facing website. Um At first this was used as a landing page for our blast deployed by broadcast med to both nationwide and regional physician audiences. We include content highlighting innovation, research technology events. Now this site is plugged into the baptist health website under the four physician section and and it's labeled clinical advancements and innovation. It features all of our content geared towards physicians. We also have a new dock to dock podcast which lives on our baptist broadcast med website. Our episodes include two physicians having a conversation about rare conditions or surgical techniques um etcetera. They can feel free to be as technical as they like in their conversation because these are designed for their peers. Uh this has been a really fun addition to our work and I also listed a few points about broadcast meds reach which has been a huge perk of the partnership um and has allowed us to cast a very wide net. So I wanted to show you some details about our physician resources website that I mentioned. Um the image on the left shows the navigation of the site, the image on the right shows the layout with content. Um, and I've included some metrics here which our site has been live for a little over a year and a half now. So the page views and prospect actions were excited to watch them continue to grow. Um, and one really important aspect of our partnership with broadcast Med is that they serve as the back end for physician webcast and CMI events. These are some examples here. Um I did a webcast on breast cancer and gynecologic cancers. And also to CMI events, one on lung and one on pancreatic cancer using broadcast meds platform here are some screenshots of our physicians during the webcasts. So how do we promote these webcasts? Um as I mentioned, we deploy e blasts through broadcast med. So this example shown here the C. T. A. Points back to our baptist health branded channel where physicians can find more details and agenda and register for the events. Um and also select events are promoted on broadcast med dot com. We've also utilized their network promotions which allow us to have a presence on broadcast med social accounts. And of course we use our own internal channels to promote these webcasts like baptist social media and our physician business development team will also help us promote events. So when having an opportunity to highlight our experts on digital channels like Broadcast Med, it gave Baptists an opportunity to shine a light on research and innovation happening at Miami Cancer Institute. I wanted to share some recent milestones with you in the past year. We've treated our 100 blood transplant patients and our 1/1000 proton therapy patients. Uh baptist health is now South florida's most preferred brand for oncology services And something we're very proud of were among the top 10% of leading cancer centers in the United States according to us news. So with that I'd like to pass it over to my colleague Tara so she can introduce you to the institute. She works out within baptist health and show you some examples of content and events we've created as a physician marketing team. Thanks mary. I'm Tarallo manager of a physician marketing at baptist health. South florida and I cover the service lines for neuroscience orthopedics and heart and vascular. Um I'm here to kind of talk about how we've taken what's happened with the, what we've done with the cancer program and then growing it within baptist health to the other service signs. Mary has already talked to you about what we've done with EMC I um the Miami Cancer Institute and also how we've kind of in included like our physician business development team and now I'm here to kind of show you how we've expanded that to our heart and vascular institute, which we have to Miami cardiac and vascular institute in the Christine Ellen heart and vascular institute. Within this institute we have 55 physicians. We've grown so much over the past two years, adding 14 new physicians. We have 17 locations in four of the counties in South Florida. So as you can see, we're we've been growing leaps and bounds with adding about 25% of new physicians over the past couple of years. We've also grown within our orthopedics. Orthopedics is one of our main states. It's, it's been around for quite a while. We have 40 physician across the north and south. Um When I say north and south and meeting our our northern markets and our southern market here in florida and we've added 10 new physicians and we are the premier um orthopedic group for major um sports programs as you can see at the bottom of my slides and um we really have used this as really one of our leading areas for brand reputation for Neurosciences. We um it's one of our newer areas we've been really growing over the past couple of years, we have 41 physicians added 13 new and we are only continuing to grow and we focus on our Marcus neuroscience institute and our Miami neuroscience institute and what I would like to really go now and show you is why why is visibility important? We're really focused on our brand visibility um and that's pretty much what we've been talking about through this whole presentation is why is this important? And what do we do? We we want to grow that visibility using our digital and physician facing platforms. Broadcast med is definitely one of those that we we really enjoy using. It gives us ability to focus regionally nationally based on our service signs. And we also use multiple others like proximity Medscape on Clyde, we use our social media channels, youtube linkedin, twitter. These are all very important and it's all, it's something that really helps us succeed because we we use all the tools in our belt basically to kind of move forward with our brand reputation now. How do we do this? What makes us different? Well we really look at things like research innovation X are experts and also education. So these are four of the main components that we really really try and focus on when we are looking at our brand reputation throughout our region, throughout our state and nationally. So, first of all, I want to talk about research. So what do we look at for research? Really, we focus on a couple of main things. We look at clinical trials. You know, we look at our studies that we're doing and we highlight them whether it's whether it's about uh a new treatment for Alzheimer's with life food that we have out or whether it's with pancreatic cancer. We also are looking at are published studies. So we talk with our our service lines regularly and really find out what they're publishing what they're doing. How can we leverage that to want only support our service lines and that is health but them as experts within their fields. And we take those those publications, we summarize them, we interview our own our physicians, we put in quotes, we make sure that we're really capitalizing on on what they're doing as experts. And we also kind of take articles ourselves and develop them. Um So if there's not a published study or if there is then what we'll do is we'll interview and we'll create articles as well, then we have innovation. Innovation is really fun because that's the part where we get to deal with like the new technology, new procedures, those are the things that we really, really love to kind of highlight because it just really shows that were at the cutting edge of what we're trying to to do within healthcare. Um We also look at what were the first to do something or were the first that you know in like south florida were the first to switch to alter place and connect a place for stroke. You know, why is that important? So we made sure that we wanted to highlight why we did it and really get it out in the community and also into our position marketing. So the other thing is we look at process improvement. So this is something that I think is sometimes overlooked. Process is improvement is very important to highlight. And then we're working and partnering with groups like phillips is one of our main partners with the Miami cardiac and vascular institute. We do that and we focus on patient like stuff like patient flow process improvement. And that's important because that's only going to help us advance Health care and it helps us advance and show us again as experts within, not only treating but also trying to move and and improve the process to help those treatments even become better. And then the last thing we kind of look at is, you know, innovation is something that we really hang our hat on and like Miami cardiac and vascular institute, we've had 35 years of innovation. We bring in 35 years ago we brought in a well known innovator with Dr Barry Katzen really to focus on how how we can grow in that area. And he's been here for 35 years as of this month, October and he also is head of our new innovation center as well. So we talk about experts, so whether it's world renowned or up and coming, so we will do things such as like we will highlight whether or not we win awards on videos at conference. Like we have our our speakers are, I must say our speakers are physicians that go and they actually will, you know, present at conferences, which we all know that a lot of our physicians do, but you know when they win awards or they're doing something really that's innovative, then we're running to make sure that we highlight them and we also have a podcast I think I know mary mentioned that in the beginning and this podcast is really, really exciting because this gets our doctors sitting at a table talking back and forth and they get to do that doctor speak, you know, it's not having to bring it down to the patient level, they actually get to talk to each other like they normally would as colleagues and there and then we're able to put that out on our podcast platforms as well. Then we also do things where we're highlighting our physicians, so those up and coming. So we bring in somebody new, we want to make sure that people know about them, we do that on social media, we do it on our broadcast med platform and then we also do our up and comings. So you know you know we do that because that helps build our brand as well because we're focused on those, those new new physicians coming to us that will be are there the bones that will be our go twos as we move forward into the future? Um we we want to develop, we want to grow with them. The last thing really on that, on those on our little wheel was education. So we focus on webinars so and that's where we come in and we look at again what can we help teach? So we don't want to be just that, we don't want to be just those that treat we want to be those that teach. So if we teach and we do webinars and we do things like the symposiums, then we are the ones that really are again at the forefront and trying to you know, help healthcare move forward and then we actually take those recordings and we make sure that when we have the on demand versions we send them out through our our web channel, I mean our social media channels or any other web channels or platforms that we have and then we highlight our symposium. So if we know that we have upcoming symposiums that will find up an interest whether it's in person or virtual, we are making sure that we are the ones they're kind of getting that information out. Lastly I want to kind of talk about one last thing flexible assets and when I say flexible assets, I'm talking about everything I'm talking about whether it's a flyer, whether it's digital, whether it's a team, it's putting all these pieces together and re being able to use these assets in multiple different ways and and as mary said with our P. B. D. Team or liaisons, you know using them to help us with our marketing teams. Um whether it be us who focus on physician marketing or those that physician, our counterparts focused on the consumer side of things. We want to make sure that we can use these pieces multiple different ways on all these different platforms, digital communications seeing me it's all it all comes together and we all have a piece to that puzzle and we want to make sure that we're really using it to the best of our ability to help grow our brand and grow our digital footprint. So um this is something that I just would like to leave you and I thank you so very much for your time today. Thank you so much Tara and mary as well. I really appreciate you guys jumping on here and kind of showcasing some of the strategies and tactics that you guys have used to really boost up the cancer institution's reputation and again, such a short time. Really amazing things that you guys have done there and uh, really proud to call you guys a partner of ours here at Broadcast Med. I just want to take a second and you know, kind of gravitate to a point. You just made terror as one of the strategies is showcasing your K. O. L. S. Um, and you know, not neglecting those up and coming KOLN as well. You know, one of the things that Broadcast Med does, I think we mentioned, we have about 950,000 am a verified physicians in our membership. Um, you know, we do a reoccurring survey initiative and one of the talking points or the survey, you know, kind of themes was around referral patterns as well as reputation voting. And one of the key factors, four out of five doctors, 80% had said that clinical expertise and provider expertise is the number one factor when deciding where to send a patient outside of their network. As well as one voting what comes top of mind. So it's very key to showcase those top doctors, the top k. O. L. S that you have in your institution that are making those clinical breakthroughs that are doing something in, um, you know, their reputation. You know, their names carry weight and you know, don't don't hesitate to leverage that in the marketplace, but to your point there, don't neglect those up and coming K. O. S. Make sure that you're building their brand as they're growing with your organization so they can carry the torch in the future and be your K. O. L. S of the future. Um, you know, broadcast med is a, you know, as a partner can really help aggregate all of that content, all of those K. O. L. You know, presentations, surgical demonstrations, interviews in a centralized point of truth in a second here, we'll pull up a screen screen grab of the baptist health site. And again, I know we're focusing on cancer today, but they have a ton of different other service lines that we can feature. So thinking about this as an institution wide approach, not just singular service line is a great way that broadcast made can really help as well. And again, that membership that I reference, we can really slice and dice it to target the audience that you're looking for. If you're talking U. S. News and world report campaigns, we can target a national audience if you're talking regionally for reputation or even referrals. We have that capability of going down as deepest priority zip codes. And I think from a strategic perspective, it's not just about getting that physician there once or or during, you know, voting season one of the things that we've seen is having that sustained nurtured cadence that you're getting content that physicians can use news that you can use if you will educational content in their hands on a regular basis to nurture them down to engage with your brand deeply. Uh, and have that again. So you're not worried about boxing in the inbox come, you know, voting season. They already have that reputation of your hospital in their mind come, you know, March or come voting season that we're really kind of focusing on. And one of the things that we found and you know, with baptist health in particular is those doctors that do come back, those return visitors spend a lot more time on your website. Um, you know, one of the things that we found is the average visit time on baptist health over the past year has been about 10 minutes and you think about that in a physician world. And that's the average. Again, there's some that are probably very small that skew the average down. So there's been a physicians that spend a lot of time on the site. But the even more, you know, sort of eye opening number is those return visitors almost three X. So from about nine minutes to 27 minutes, the average time on the site. So getting those physicians to come back and continuously to engage them, the more that they're able to, you know, kind of, you know, learn from your brand and have that, you know, familiarity. Um, that's really what the core of all of this is for. Um, and again, doing that in a sustained cadence by again, giving them that content that they can, they are are craving that insatiable need to, to learn and become educated as a physician is really the content you want to be putting out there for them. And again, broadcast med can really help your team, you know, identify the content that is at their disposal with one offering that we have is a content marketing audit. Um, you know, a lot of our clients that are starting out and trying to build out a content library, don't know where to start. We can really help with you and sit down with the individual service lines to uncover content that's probably collecting dust on a shelf somewhere in a physician's office. Um, or you know, has been captured throughout presentations. There's a ton of content where they're doing dry runs of presentations that they're doing at conferences and shows. Or again just capturing surgical content to become a better doctor and learn from, you know, their, their experiences. There's a ton of that content that's already in existence. Don't reinvent the wheel. Let us let an expert come in like broadcast men that can help you identify that content and how to get in front of the right physician audience members. Um, the other thing too, that broadcast med can really help out with is again, the surgical content, any of that content that's ever needed. We bring a production element that, you know, we're the first company ever do a live surgery over the Internet 23 years ago. We really saw the Internet as a vehicle to engage physicians and you know, we're still doing it today um and virtual and the internet is here to stay think about that younger audience. You really want to be kidding them from different channels, you know, mary, I think you mentioned uh different mediums, different channels, you know, broadcast met is a great solution but we can be a part of, you know, a multi channel approach to make sure you're getting your message in front of the right physicians and all the physicians you really want to be engaging with across the country or even the world depending on your initiatives. Um and again, all of this wouldn't be possible without our fantastic partners such as baptist health. You know, mary and tara, the work that your team does is you know, speaks for itself obviously with the results you guys were able to get in such a short time. Um and I know we are running out of time right now, but jane, I don't know if you have any questions, answers that we can kind of start with. What do you think? Thanks mike. And that was a great presentation terror and mary so much information about thought leadership and how you're spreading the word and making use of those key opinion leaders, those K. O. L. S. So we do have quite a few questions so let's get started. Um Alright, our first question is how did you get senior leadership engagement in this program? Sure I can take that. Um One really important thing when Miami Cancer Institute opened its doors was creating awareness like I said earlier. Um we're almost six years old. So the need to kind of highlight the experts that we had in the caliber of what we had to offer was was very apparent. Um So that was one of you know, a huge priority for baptist was really spreading the word. Um and I think you know you can kind of track the efforts and see the difference that it makes in terms of volume. So it was extended out to other service lines and you know other institutes within baptist. So tara, is there anything else you wanted to add to that? I think that another thing would be that our even our marketing leadership was very engaged and realizing that physician marketing and brand reputation was very key to how we grow our institute. So I would like to I think that's an added one and then just talking about my service lines as well, just really engaging with our chairs of our service line and meeting with them on a regular basis and really talking to them and showing them what we were doing has really helped engage and grow that as well. Yeah, I could I could time into that. I think you just nailed it. They're terrorists, really showcasing what you're bringing to the table and the value that you're able to generate. Again, from the reputation perspective, I think I touched upon referrals as well too. So there's a there's two sides of this coin to buy some of the work that you're doing from a reputation perspective can lead to extended volumes as well from a referral perspective. So again, showing that value from an institutional perspective, the push that you guys can really move that needle is vital to getting that senior leadership as well as the physician by and it sounds like it kind of flowed right out of the strategic plan anyways, at least to get that cancer center going and then to to extend that whole program out into the service lines, is that correct? Yeah, that's absolutely right. Alright, let's see um what digital marketing tactic has been most successful in earning physician referrals to baptist health. I can take a step at that one. Um So which digital, I'm sorry, can you repeat that part? Yeah, mary, it's what digital marking technique has been most successful in learning physician referrals to baptist health. Yeah, I think 11 way that we've reached physicians digitally that we've seen a lot of impact are the webinars, whether they're, you know, through our CMI DEPA and physicians are able to earn CME credits or if it's just more informational, more educational. Um we've seen a lot of conversations started with new doctors as a result and you know, obviously you can cast a really wide net when you're promoting something digitally and physicians can attend from really anywhere in the country. So that's been amazing to see, you know, engagement with physicians that we haven't been able to reach in the past. Okay, anybody want to add to that? Yeah, no, that's that you kind of nailed it there mary. You know, one thing that we see all the time is just access to this kind of talk about the top doctors, the top K. O. L. S getting away to just kind of bridge that gap and get access to that. That's why the live component of those webcasts and don't discount the on demand portion of it. But the real allure of that live is having that direct communication. Being able to pose those questions to those top doctors and to your point mary, that's how you start that conversation. You can take that, you know, you can start that conversation on the live portion of the webcast and just easily picked back up, you know, we're gonna talk about data, I'm assuming a little bit, I'm sure some of the questions around data but you know, kind of leveraging that data that you understand from the live events and just to continue that conversation is really the place to start it. But after the fact is really where some of that leg work comes in and having that access to those top doctors is really the reason that people tune into these, you know, these live webcast. So again, leveraging those top doctors to start those conversations that we're looking for. So here's another question from somebody who seems to be struggling with that we it says we do many live webcast type of physician educational programs and struggle to get meaningful numbers of attendees, providers are stretched for time. How is your average attendance and how many of those attendees come from outside your primary service area? You sort of alluded to that. But what kind of guidance could you give somebody who's struggling with trying to, trying to get attendance to their webcasts? Sure. So I know for us, we pick things that are unique to baptist and unique to Miami Cancer Institute specifically. So if there's, you know, a unique surgical approach or something that sets us apart, I think just making sure that it's an engaging topic and something that the physicians are passionate about, I mean that's that's kind of step one. Um, we've had really good attendance with our webcast and I think it's truly because we can use broadcast meant to help promote. Um, but it's it's been a tool that has been really valuable locally, especially during the covid area where physicians weren't really able to get together in person. This was just a way for them to kind of meet and even the chat function was really interesting to watch and see the questions that were going back and forth between the physicians during the actual live events. Um, so I would say, you know, just making sure that, you know, we have physicians that are really education focused and that's, that's kind of their preferred way of outreach to physicians. Um, and we just kind of focus on those types of topics and, and physicians and I want to add a little bit too that, um, is we not only we use broadcast met and we really target certain things will target more nationally, something more locally sometimes, but we do utilize take that, that those same type of tools and move it in internal and really advertised to our internal positions. We have a very strong international division within baptist health. We use them on an international scale as well to invite. So we, we try and we try and pull in all like set all those tools in all those areas to kind of help us with that marketing. So I wanted to say, we don't do it all of our all ourselves. We just make sure we're using multiple different things to help us maybe mike weigh in on this question, which is um, mary you had, you had mentioned that broadcast meant to reach was a benefit to you. Can you explain a little bit about about that? Maybe mike you can jump in and mary you can talk about how it specifically applies to what your work. Yeah, I can kind of touch on that, you know, broadcast med has a membership of over 950,000 am a verified physicians as well as you know with um, you know, some of our recent acquisitions, I think we're close to two million if not north of that when you kind of take in all the allied providers as well. The N. P. S. P. A. S and nurse network that we have have in there and going back to mary's point, we we do want to hyper focus on target and we want to be putting content that's relevant to the subspecialties of oncologists that we're talking to. So really identifying the content that the physicians can use and are looking for. So those hot topics. You know, we work with numerous different organizations and we aggregate um, top trending search terms, top trending video assets to identify what physicians are looking for. So being able to identify the content they're looking for and putting it in front of the right audience is key. And then from a tactical perspective, one thing that we do, especially on the live side is making sure that we're doing a proper cadence. You know, physicians are obviously busy. You want to get on the radar early and often so making sure that you're getting that promotion out. Giving yourself a nice runway to identify time that you know, again, give yourself runway to identify time on the calendar of the physician and then the flip side of that, I think I mentioned it a little bit before is on demand, making sure that you can kind of have that asset live in perpetuity if you will. Um, you know, obviously like I mentioned with the live component, you have that access to that doctor but there's tons of different ways with, you know, just calls to actions have a question. We can't answer it. You know, obviously it's not live anymore. Um, but you know, submit that question. Maybe somebody on the opposition team can get back to them. So basically making sure that you're making the most in terms of, you know, the runway for the live event and then don't discount the on demand portion where we can still get metrics still get um, you know, questions that can come in through the on demand channel as well. So mary you want to talk about that specifically your experience of the reach that you have. Yeah, absolutely. So, you know, there are different events, different webcasts that we've done. Um, some are more appropriate for a local audience. You know, the in person events that we do um in partnership with our physician business development team, the physician liaison team. Um, but things like a webcast where really truly anyone from anywhere can chime in and I know that Tara mentioned our international department. Um we have reached into the caribbean and south America et cetera. So I think you know, just being able to have a platform where where really anyone can join us and learn from our physicians, we have a lot of experts in their field um so it's not only limited to a local audience and I know that truly does help with the reputation piece of things to do. You have anything to add or I have a question for you that we can if you want to go, I think that was covered very well. Thank you. So Tara, how does your work dovetail with the physician liaison team and and certainly where you can weigh in um it's it's very important. We work um I want to say we work in tandem with our physician business development, physician liaison teams, however you want to different terms for the same thing. Um So we are we work on priorities together. We work together to make sure we're creating assets that will be beneficial to them, helping to promote our c mes, so everything we do um we meet regularly with charlie, our business development teams. Um We each um mary has some dedicated for cancer, I have some dedicated for my service signs and we meet regularly so that we're growing the physician marketing, the physician target audience or just everything that we're doing along the lines for reputation or referral growth with them and it's a team, so I don't think we could be as successful as we are without them. You have anything to add to that? Yeah, I would say um you know, our efforts are always aligned with our physician business development department. Um we make sure that we're promoting the same things at the same time and we've seen success doing things that way. Um so yeah, there there have been a huge partnership, you know, if we plan an event on the marketing side, they're kind of the boots on the ground that are able to go out and promote those events. Um and a lot of times we create content that's valuable to the physician marketing team that they can share with providers. So I would say that's been truly a hugely important um partnership that we have, we're lockstep with the physician business development team. Okay, and speaking of partnerships, as you know, the question about how how do you work with the communications and pr teams? So mary, why don't you jump in and take that in terror if you want to talk about your side of things? Sure. Yeah, I know I touched on that a little bit earlier. Um the communications and pr part of our department has been long established, you know, before we had a true focus on physician marketing. Um so they were developing content for the consumer audience a lot of patients stories, you know, things that would definitely appeal to the clinical audience as well, But we're able to take content that they create and kind of tailor it. So it includes more details that are relevant to providers and then I think I mentioned this earlier, vice versa. You know, we'll cover some aspect of research or clinical trial that's going on at Miami Cancer Institute and they can kind of add more color to it for the consumer audience. So it's been wonderful, you know, having that relationship back and forth and just having content that really can appeal to two different audiences. And I would say that for me is we, the other thing is we meet regularly, um, pretty much weekly, bi weekly with our my counterparts and consumed for the consumer marketing and for those on the communication team, for those that are on the social media team. We sit down and really walk through what we're doing and um, not only do we do we share what we're doing, but we brainstorm ways of how we can do more together. So I think that's another aspect, is actually not trying to silo ourselves out, but working together and I keep coming back to that team. But ultimately, when we're marketing our service signs, it comes down to all the pieces coming together and and and doing it and doing it together and, you know, moving it forward together, sounds like you've got some really good internal partnerships going, they're amazing, here's a here's a question about capacity, which is a really interesting question. Talk to us about how you balance your cadence of promotion if you find clinical areas that are facing capacity or patient delays in access. That's a very good question. That's actually um something that we do regularly ask, especially when we are we gonna say were brought a particular topic or particular area that they would like to market. We do one of the things I think we do is really, I think we're good at asking the questions of what's access, how does it look, what are we trying to do? Um And then, you know, sometimes it's access is a little delay isn't as good as we it needs to be. Then we have a conversation about how or when we should start what we're doing um and try and again, I think that's the relationship with your teams that really comes down to it with your service line leadership and being able to have those good discussions of, is this the right time? Do we need to be waiting? Um you know, or you know, okay, if we need to move forward, what is the message so that we can, you know, we don't run into something that would be of a detriment to getting patients in. Um Somebody asked about the size of your physician liaison teams for your 12 hospitals very much. I was gonna say the same thing. Yeah, I mean we we've acquired more hospitals recently that are, you know further north um of Miami and they had their own teams so I can I can talk about cancer specifically. Um there I would say about five lays on spread across South Florida that are dedicated to the cancer service line. Um but it's a large team. Yeah. What I would I think is interesting and I think mary, I think you'll agree is that we have we have a service line leads and our business development team that really are our partners and then underneath them they have a very strong sales force that they work with in conjunction that are more more geographically based. So it really does help. Um I think with our outreach and are the distance that we can go based based on the size of the the I want to say the regional sales force. Here's another question about size. Just a quickie. How big is your team physician marketing team that you guys are part of? Well, physician marketing, we are a team of three but our marketing department has I think over 100 and 20 people. So we are part of a very large department but we're a small but mighty team. Physician marketing. Okay. So I think maybe you can start off with this one. How are you able to aggregate content for your, for the content of? Yeah, I know that broadcast med, you know from a content acquisition perspective when we work with new clients or even clients, we're working with quite some time. One thing that we like to say is don't reinvent the wheel. Sometimes like a hesitation with sometimes new clients, I have to start from scratch, building out a content library and sort of the, you know, populate this cathedral of content that we're gonna be building out for our physician audience. One thing is you'd be shocked. I've sat in on these content audits, we have something called the content marketing audit. Um, and I've sat in on these, you'd be shocked at how much content already in existence, whether physicians are doing dry runs of presentations that they're gonna be giving at their society meetings or just capturing content, surgical presentations that they've done, you know, recording themselves doing surgery. Maybe not all of it's polished and ready to post on the site. Um, but we can identify that content, you know, the continent's already in existence. Maybe it needs to be polished up edited. Maybe we have to do a live narration, narration voice over of a physician who did a surgery. But there's a ton of, there's usually a plethora of content that's already sitting there in existence. And our team can go in there and identify, you know, all of that content. What's promotable, what's foundational content for the site. Um, you know, also as part of that, you know, where is the op were the opportunities you guys are great in this specific discipline, this specific procedure? Let's make sure we're getting that on camera featuring your top doctors. Um, you know, where the opportunities, in terms of the, you know, the world, you know, like I mentioned before, we have our finger on the pulse of you know, top search terms, top, you know, consumed assets, you know, where can your team fill those needs? You know, we see a lot of doctors searching for X condition and there's not a lot of continent is your team an expert in this field. Can we get, you know, some of your top doctors talking about that are performing that procedure so we can populate your site and drive that audience that content going back to mary's earlier point, what they actually want to see what they're looking for on, on the internet. So it comes down to that. And that content audit is a phenomenal way to start out kind of identifying that content. And many people are pleasantly surprised that a lot of that work is already been done for them through their physician teams. And we work with service lines to make it as easy as possible to identify all of that content and even, you know, doing site audits of operating rooms that we can set up cameras to get that surgical footage that we're looking for. Um, and then obviously broadcast met. If there ever is content gaps can come in there and help be your production team to support, you know, capturing surgical content, physician interviews, patient stories, you name it. So you're really taking a strategic approach to helping the clients. Um, another question that probably mike you can start and maybe just generally addresses what are some of the metrics and data you're able to access by the content hub and you know, probably, you know, mary and terry, there's probably some things that you love having and look at often. So maybe you can address those two. Yeah, of course. I can take the first swing at that, you know, from our email marketing. Obviously we provide our traditional market, we provide open rates and click through rates on those, but our data really goes to the next level through our content hub. We rolled out a new product offering called M. D. N. A. Which is our physician reporting dashboard early in the year, around january. Um, what gives you, It's really got two sides. So the first side being the content. So for those strategists going back to content, we are very content centric. What content is resonating with the physicians. That short form content is it's surgical contents of physician led discussions. We really give you the view times, completion rates, finish rates of all of the content you have living on your site from site performances were building out these content hubs. What what pages are you engaging physicians deeper in? Where are you losing them? Where do we need to strategically change those calls to action if you're trying to drive referrals and you're not getting that number, do we need to make that refer a patient button more prominent across the site? And then where are physicians coming from? Where they, you know what, you know, cmI courses, are they starting with you? So that's really on the content side. On the other side, we are able to provide physician level data. So, you know, we can tear strategic goals, whether it be, you know, starting courses, finishing content, engaging with content, let you know where those physicians fall in that bucket and we can take that data and leverage it to move them down the funnel to have them spit out at the bottom where we want them to again refer a patient register for an online activity or on site activity possibly. And then going back to the physician liaison team, we can provide individual physician level data on, you know, what physicians are doing. So, DR Mike came on the site. If I'm a physician liaison doing outreach to DR Mike, let's say, I can look up and see what content, you know, DR Mike has engaged with is he's shown interest in this procedure in that procedure. So when I do pick up that phone or do do that office visit, I have an idea of where to start that conversation. I'm not going in there cold, I have an idea of what Dr mike has been engaging with and how to start that conversation with him. Um so those are some of the metrics that we can provide. And then the flip side too, since we are very content centric, let's say we're putting out a new video around a certain procedure or a certain service line. We can let you know all of the physicians that engaged with that video for how long and to what degree. So again, having that ability to start that conversation knowing what they've already engaged with on that site. And that goes even down to strategic calls to actions what physicians are clicking referral patient, which ones are showing interest in clinical trials. Let's say we can really identify and map out any button on the website that drive strategic initiatives and take that data and leverage it for future outreach tailored to drive that specific objective home. So mary and terror. Do you wanna talk about your experience of actually getting access to that kind of data? Yeah, sure. I mean my interest did an incredible job explaining all the different types of metrics and data that we can collect. Um one way that we've used it um if we have a webcast that's that's you know done through broadcast med, we can get a list of people that registered and attended the events. Um and that's something that we can build off of for the next event. So I know for example we did something that was web based um, during co covid and then once we have the opportunity to kind of get together in person again, um, we are able to promote the in person event to the people that attended the webcast. And we see a really, you know, high conversion rate on those people that are already engaged with our brand and with our physicians. Yeah. And I'd add one more thing to that is that, you know, we use it for our own purposes on physician marketing, but we were able to use another registration list to help with actually a patient webinar that was happening. So we were able to engage with the physicians that attended to help. Um, let them know about the patient webinar and that actually helped increase um, the attendance to that as well. That that is something I will chime in on that, that is something we're seeing more and more going to the source if you will, you know, the easiest analogy of that is orthopedics. Um, you know, if you're trying to do, you know, drive home, you know, say knee surgery or things around specific procedures on your knees, trying to go after the consumer audience. You know, mike, the consumer, I have two knees, that's the most you'll ever get. If you go to dr mike, who's an orthopedic surgeon, you have eight patients a day that have two knees each, that you can be driving there go. So going to the source of the physicians that are treating the patients that are ultimately looking to bring to your organization to your institution is something that we're seeing is picking up a ton of traction recently where they're realizing that again, go to the source if you will. And it's definitely kind of paid dividends for our cli prospects that have listened to that messaging. And you have seen to your point Tara for different objectives, whether it be clinical trials. We've heard things that it was prior to working with Broadcast media was trying to find a needle in a needle stack. But by our targeting capabilities of different procedures or treatments that physicians are doing, we can go to those doctors that are seeing those specific pace. Since that we're trying to bring to our organization. Oh, thank you. Dr mike. That's all the time we have for questions. We've actually run a little bit over. So I'd like to thank terror and mary for their excellent presentation. And thanks to Broadcast med for sponsoring today's webinar. So I believe there's gonna be a pdf summarizing today's presentation that you're gonna be receiving immediately following the webinar and you receive a link to access the recording as soon as it's available. So thank you for attending today's webinar. And we hope you enjoy the rest of your day
