Building Brand Reputation Through Digital Platforms: A Physician Marketing Approach

Learn how digital marketing to physicians established Baptist Health South Florida as a leading source of high-value content for physicians and referral sources.

A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists

Presented October 25, 2022

This webinar is free for members of eHealthcare Strategy & Trends

In only five years since its inception, Baptist Health South Florida’s Miami Cancer Institute has earned a place among the top 10 percent of cancer centers in America. Digital marketing has been a key contributor paving the path to success.

Baptist Health’s initiatives leveraged a physician-focused digital marketing suite to boost awareness for the Cancer Institute as well as the overall organization.

Its digital physician resource center, a content hub featuring CME events, news articles, documents, and video has become a valued source of truth for Baptist Health’s physician audience.

Why you should watch:

If building your reputation, growing market share, and rebuilding patient volume in specialty service lines are top priorities for your organization, this webinar will demonstrate highly effective strategies to build brand awareness and drive referrals.

Join presenters from Baptist Health South Florida and BroadcastMed and find out how you can use digital marketing solutions to attract a physician audience and strengthen brand recognition.

Watch this webinar, and you’ll learn:

• How a new cancer institute gained national recognition in a short time
• The type of content that is attractive to a physician audience
• How high-quality content builds brand reputation, engages physicians, and drives referrals
• How to design, deploy, and measure the effectiveness of digital campaigns targeted to physicians
• How rich content gives physician liaisons a way to demonstrate expertise in specialty service lines

Transcript

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Welcome to today's webinar.

00:00:08,490 --> 00:00:11,260
Building brand reputation
through digital platforms

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a physician marketing approach
sponsored by Broadcast Med.

00:00:14,830 --> 00:00:17,200
I'm Jane Weber Brubaker,
executive editor

00:00:17,200 --> 00:00:18,422
of plain English health care.

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We are the publishers of
Strategic Health Care

00:00:20,380 --> 00:00:22,330
Marketing and
eHealthcare Strategy

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and Trends and producers of the
eHealthcare Leadership Awards.

00:00:26,740 --> 00:00:29,470
When a new cancer center,
just five years old,

00:00:29,470 --> 00:00:31,660
jumps to the head of
the line and ranks

00:00:31,660 --> 00:00:35,590
in the top 10% of cancer centers
nationwide, you have to ask,

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how did they do it?

00:00:36,940 --> 00:00:40,000
Today, our presenters will share
the secrets of their success,

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and you'll learn how Baptist
Health South Florida has become

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a go to resource for high
value physician focused

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digital content.

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And now I'd like to briefly
introduce our speakers.

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Mary Adam is Manager
of Physician Marketing

00:00:53,260 --> 00:00:55,720
at Baptist Health South
Florida's Miami Cancer

00:00:55,720 --> 00:00:56,920
Institute.

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Tarra Lowe is Manager of Physician
Marketing at Baptist Health

00:01:00,220 --> 00:01:01,600
South Florida.

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And Mike Ciaburri, our Moderator
for today's presentation,

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is Vice president of Business
Development at Broadcast Med.

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And now I'll turn it over
to our moderator, Mike.

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Mike, go ahead.

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Thank you, Jane.

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A little bit of housekeeping
before we start.

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This program will
be about 45 minutes

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in length with a 10
to 15 minute question

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and answer at the
end of the program.

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We do.

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We will save all the
questions till the end.

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But do suggest that you
submit the questions

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as you have them on the
adjacent panel of this webinar.

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At the end of this
presentation, we'll

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be sending out the
PowerPoints that we'll

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be reviewing with the team
here, and on demand link

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will be coming shortly after.

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We are extremely excited to
be joined here with by Mary

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and Tara from our friends at
Baptist Health South Florida.

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We'll be talking
again, like Jane

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said, about the importance
of digital content

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and how that's key to
engaging physicians

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and boosting reputations.

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Today, we'll be focused on
the Miami Cancer institute,

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but we'll also be talking about
Baptist health, South Florida's

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other service lines
and how they're

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using digital content to boost
the reputation across the board

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and across the institution.

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Without any further ado, Mary,
you want to take it away?

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Thanks, Mike.

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My name is Mary Adam.

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I'm a physician marketing
manager at Baptist health,

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and I focus on the
oncology service line.

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So a little about
Baptist Health.

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We are a health system based in
South Florida where we've had

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a presence for over 60 years.

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We have locations
from Palm Beach County

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to the Florida Keys
with 12 hospitals

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and over 150 outpatient
facilities and physician

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practices.

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We treat local, out-of-state
and international patients

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totaling over 1.5 million
patient visits per year.

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Baptist health is the
best known provider brand

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in South Florida,
with 7 out of 10 South

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Floridians across four counties
being familiar with the brands.

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Almost six years ago,
Baptists opened the doors

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of Miami Cancer Institute.

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Our organization had noticed
a trend of patients leaving

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South Florida for access to
things like proton therapy

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and bone marrow transplants,
and saw an opportunity

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to build an Institute providing
Comprehensive Cancer care.

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We are a member of the Memorial
sloan-kettering Cancer Alliance

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and are one of 3
centimeters in the alliance.

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And the only in the
state of Florida.

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We specialize in the
treatment of all cancers.

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We've recruited approximately
120 physician experts

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from leading institutions
across the country and offer

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multidisciplinary clinics.

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We are the only Cancer
Center in the world

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to offer all radiation
therapy techniques under one

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roof and our apex accredited.

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We are the only proton
therapy facility

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in Florida with
this accreditation.

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We offer a full array
of clinical trials

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and personalized cancer
treatment to our patients.

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We've won various awards
and other accreditations,

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some of which I've listed here.

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In 2019, Miami Cancer Institute
and Linn Cancer Institute

00:04:09,500 --> 00:04:11,930
in Boca Raton
began a partnership

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and began integrating,
creating the largest cancer

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program in South Florida.

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We have many differentiators
clinics and offer support

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services to our patients,
which make us truly unique.

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So with all of this,
the need for marketing

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to referring physicians became
apparent to build awareness,

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increase referrals, and
also build brand reputation.

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So quick stat to further
illustrate this need.

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By 2050, nearly 65% of all
patients diagnosed with cancer

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will be 65 years and older.

00:04:47,740 --> 00:04:49,560
And we know about
this demographic

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is they're the most
likely to defer

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to their physician for
referrals for cancer care.

00:04:54,900 --> 00:04:57,360
The COVID and post
COVID era has truly

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impacted cancer
referral patterns,

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which has transformed the
ways that we reach physicians.

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So this has resulted in the
need to engage physicians

00:05:06,720 --> 00:05:07,990
in a different manner.

00:05:07,990 --> 00:05:10,290
So Baptist has
dedicated resources

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to physician marketing.

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Another important partnership
is with the continuing

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medical education
department at Baptist.

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We help to promote
their programs, which

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feature our physician
experts, and I've even

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created new CME
programs and partnership

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with them, which I'll
highlight more later on.

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Our social media team has also
been an important partnership

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to help promote events, but
also to highlight our physician

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experts.

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A lot of times when working
with our physicians,

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we learn about
awards, presentations

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at conferences,
things of that nature

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which we like to share with
our audience on social media.

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The communications and
media relations team

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is another very
important partnership.

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We create content for
the physician audience,

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which will highlight
more later on as well.

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But many times this
starts as content

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that was designed for
consumers, and we're

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able to repurpose
this and include

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details that are relevant
to providers and vice versa.

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Sometimes they will use
physician marketing content

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and make it more consumer
focused for their channels.

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We like to call this
flexible content.

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So our marketing department
utilizes 360 degree campaigns.

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But what I'd like to highlight
are the digital campaigns.

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So in 2021, it was
estimated that US adults

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spent more than 13 hours
per day with media.

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Of this total, 60.5% was
spent with digital media

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versus traditional media.

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And by 2023, it's
estimated that this

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will increase to 63.7%
These trends are shown

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in the graphic on the right.

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So with this in
mind, I would like

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to discuss some of the tools
we use for physician marketing.

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We like to highlight
innovation, differentiators

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and our luminary physicians,
as we call them at Baptiste.

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One of our tools are
our strategic alliances

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and partnerships Broadcast
Med being one of them,

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they give us access
to the digital space.

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We promote CME events on
Broadcast Med and Baptist

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events, which for
example, are events.

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We partner with physician
business development

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on, or sometimes our foundation.

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And we also use trade
media for these objectives,

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which is why it's
listed as a tool here.

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So how do we use broadcast men?

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One of the first
projects I worked on

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was building our Baptist branded
physician facing website.

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At first, this was used as a
landing page for our blast,

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deployed by Broadcast Med to
both nationwide and regional

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physician audiences.

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We include content highlighting
innovation, research,

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technology and events.

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Now this site is plugged into
the Baptist Health website

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under for physicians
section, and it's

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labeled clinical
advancements and innovation.

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It features.

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All of our content geared
towards physicians.

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We also have a new
doc two doc podcast,

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which lives on our Baptist
Broadcast Med website.

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Our episodes include
two physicians

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having a conversation
about rare conditions

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or surgical
techniques, et cetera

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they can feel free to be
as technical as they like

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in their conversation
because these

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are designed for their peers.

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This has been a really
fun addition to our work,

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and I also listed a few points
about broadcast Med's reach,

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which has been a huge
perk of the partnership

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and has allowed us to
cast a very wide net.

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So I wanted to show you some
details about our physician

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resources website
that I mentioned.

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The image on the left shows
the navigation of the site.

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The image on the right shows
the layout with content.

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And I've included
some metrics here,

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which our site has been live for
a little over a year and a half

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now.

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So the page views
and prospect actions.

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We're excited to watch
them continue to grow.

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And one really important
aspect of our partnership

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with Broadcast Med
is that they serve

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as the back end for physician
webcasts and CME events.

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These are some examples here.

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I did a webcast on breast
cancer and gynecologic cancers

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and also Ii CME
events, one on lung

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and one on pancreatic cancer
using broadcast platform.

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Here are some screenshots of our
physicians during the webcasts.

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So how do we promote
these webcasts?

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As I mentioned, we deploy e
blasts through Broadcast Med.

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So this example shown here.

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The CTA points back to our
Baptist Health branded channel,

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where physicians can find
more details and agenda

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and register for the events.

00:10:02,910 --> 00:10:07,320
And also select events are
promoted on broadcast medcom.

00:10:07,320 --> 00:10:10,230
We've also utilized
their network promotions

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which allow us to have
a presence on broadcast

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and social accounts.

00:10:14,680 --> 00:10:16,770
And of course, we use
our own internal channels

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to promote these
webcasts like Baptiste,

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social media and our physician
business development team

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will also help us
promote events.

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So in having an opportunity
to highlight our experts

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on digital channels
like broadcast Med,

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it gave Baptiste an
opportunity to shine a light

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on research and innovation
happening at Miami Cancer

00:10:37,290 --> 00:10:38,970
Institute.

00:10:38,970 --> 00:10:42,020
I wanted to share some
recent milestones with you.

00:10:42,020 --> 00:10:46,350
In the past year, we've treated
our 100th blood transplant

00:10:46,350 --> 00:10:51,780
patients and our 1,000th
proton therapy patients.

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Baptist health is now South
Florida's most preferred brand

00:10:54,810 --> 00:10:57,680
for oncology services.

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And something we're
very proud of.

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We're among the top
10% of leading cancer

00:11:02,420 --> 00:11:07,040
centers in the United
states, according to US News.

00:11:07,040 --> 00:11:10,280
So with that, I'd like to pass
it over to my colleague Tara

00:11:10,280 --> 00:11:12,390
so she can introduce
you to the Institute.

00:11:12,390 --> 00:11:14,330
She works out within
Baptist Health

00:11:14,330 --> 00:11:16,880
and show you some examples
of content and events

00:11:16,880 --> 00:11:20,650
we've created as a
physician marketing team.

00:11:20,650 --> 00:11:21,670
Thanks, Mary.

00:11:21,670 --> 00:11:24,765
I'm Tara Lowe, manager for
physician marketing at Baptist

00:11:24,765 --> 00:11:25,640
Health South Florida.

00:11:25,640 --> 00:11:27,020
And I cover the service lines.

00:11:27,020 --> 00:11:31,030
For neuroscience, orthopedics
and heart and vascular.

00:11:31,030 --> 00:11:32,890
I'm here to kind
of talk about how

00:11:32,890 --> 00:11:36,070
we've taken what's happened with
what we've done with the cancer

00:11:36,070 --> 00:11:39,280
program and then growing
it within Baptist Health

00:11:39,280 --> 00:11:40,820
to the other service lines.

00:11:40,820 --> 00:11:42,850
Mary's already talked
to you about what we've

00:11:42,850 --> 00:11:46,030
done with MCI, the
Miami Cancer institute,

00:11:46,030 --> 00:11:48,010
and also how we've
kind of included,

00:11:48,010 --> 00:11:51,110
like, our physician
business development team.

00:11:51,110 --> 00:11:52,870
And now I'm here
to kind of show you

00:11:52,870 --> 00:11:58,090
how we've expanded that
to our heart and vascular

00:11:58,090 --> 00:12:01,720
institutes, which we have
to Miami cardiac Vascular

00:12:01,720 --> 00:12:05,110
Institute in the Christine
Ellen heart Vascular Institute.

00:12:05,110 --> 00:12:07,640
Within this institute,
we have 55 physicians.

00:12:07,640 --> 00:12:09,670
We've grown so much
over the past two years

00:12:09,670 --> 00:12:11,560
adding 14 new physicians.

00:12:11,560 --> 00:12:14,660
We have 17 locations in four of
the counties in South Florida.

00:12:14,660 --> 00:12:17,710
So as you can see, we've
been growing leaps and bounds

00:12:17,710 --> 00:12:20,260
with adding about
25% of new physicians

00:12:20,260 --> 00:12:21,650
over the past couple of years.

00:12:21,650 --> 00:12:24,950
We've also grown
within orthopedics.

00:12:24,950 --> 00:12:27,230
Orthopedics is one
of our mainstays.

00:12:27,230 --> 00:12:29,410
It's been around
for quite a while.

00:12:29,410 --> 00:12:32,410
We have 40 physicians
across the North and South.

00:12:32,410 --> 00:12:34,180
When I say North and
south, I'm meaning

00:12:34,180 --> 00:12:36,700
are our northern markets
and our Southern market

00:12:36,700 --> 00:12:37,640
here in Florida.

00:12:37,640 --> 00:12:39,550
And we've added
10 new physicians

00:12:39,550 --> 00:12:43,750
and we are the Premier
orthopedic group

00:12:43,750 --> 00:12:47,680
for major sports
programs, as you can

00:12:47,680 --> 00:12:49,700
see at the bottom of my slides.

00:12:49,700 --> 00:12:53,800
And we really have
used this as a really

00:12:53,800 --> 00:12:57,220
one of our leading areas
for brand reputation,

00:12:57,220 --> 00:12:58,520
for neurosciences.

00:12:58,520 --> 00:13:00,760
We it's one of our
newer areas we've

00:13:00,760 --> 00:13:03,050
been really growing over
the past couple of years.

00:13:03,050 --> 00:13:05,290
We have 41 physicians
added 13 new

00:13:05,290 --> 00:13:07,270
and we are only
continuing to grow

00:13:07,270 --> 00:13:09,550
and we focus on our markets
Neuroscience Institute

00:13:09,550 --> 00:13:11,950
and our Miami
Neuroscience Institute.

00:13:11,950 --> 00:13:14,960
And what I would like to really
go now and show you is why.

00:13:14,960 --> 00:13:17,370
Why is visibility important?

00:13:17,370 --> 00:13:20,535
We're really focused on
our brand visibility,

00:13:20,535 --> 00:13:21,910
and that's pretty
much what we've

00:13:21,910 --> 00:13:23,993
been talking about through
this whole presentation

00:13:23,993 --> 00:13:26,750
is why is this important
and what do we do?

00:13:26,750 --> 00:13:29,890
We want to grow that visibility
using our digital and physician

00:13:29,890 --> 00:13:31,280
facing platforms.

00:13:31,280 --> 00:13:33,430
Broadcast Med is
definitely one of those

00:13:33,430 --> 00:13:35,540
that we really enjoy using.

00:13:35,540 --> 00:13:38,290
It gives us ability to focus
regionally, nationally,

00:13:38,290 --> 00:13:39,980
based on our service lines.

00:13:39,980 --> 00:13:42,620
And we also use multiple
others like proximity.

00:13:42,620 --> 00:13:43,750
Medscape slide.

00:13:43,750 --> 00:13:48,140
We use our social media channels
YouTube, LinkedIn, Twitter.

00:13:48,140 --> 00:13:49,780
These are all very important.

00:13:49,780 --> 00:13:51,520
And it's something
that really helps

00:13:51,520 --> 00:13:55,150
us succeed because we use
all the tools in our belt

00:13:55,150 --> 00:13:56,860
basically to kind
of move forward

00:13:56,860 --> 00:13:58,900
with our brand reputation.

00:13:58,900 --> 00:14:00,260
Now, how do we do this?

00:14:00,260 --> 00:14:01,580
What makes us different?

00:14:01,580 --> 00:14:07,270
Well, we really look at things
like research, innovation.

00:14:07,270 --> 00:14:09,310
X our experts.

00:14:09,310 --> 00:14:11,060
And also education.

00:14:11,060 --> 00:14:14,590
So these are four of the
main components that we

00:14:14,590 --> 00:14:16,420
really, really try
and focus on when

00:14:16,420 --> 00:14:18,400
we are looking at
our brand reputation

00:14:18,400 --> 00:14:20,770
throughout our region,
throughout our state

00:14:20,770 --> 00:14:22,150
and nationally.

00:14:22,150 --> 00:14:24,400
So first of all, I want
to talk about research.

00:14:24,400 --> 00:14:26,470
So what do we look
at for research?

00:14:26,470 --> 00:14:29,600
Really, we focus on a
couple of main things.

00:14:29,600 --> 00:14:31,570
We look at clinical trials.

00:14:31,570 --> 00:14:34,060
We look at our studies
that we're doing

00:14:34,060 --> 00:14:36,730
and we highlight
them, whether it's

00:14:36,730 --> 00:14:41,110
whether it's about a new
treatment for Alzheimer's

00:14:41,110 --> 00:14:43,240
with VPU that we have
out or whether it's

00:14:43,240 --> 00:14:44,980
with pancreatic cancer.

00:14:44,980 --> 00:14:47,240
We also are looking at
our published studies.

00:14:47,240 --> 00:14:50,050
So we talk with our
service lines regularly

00:14:50,050 --> 00:14:53,150
and really find out what they're
publishing, what they're doing.

00:14:53,150 --> 00:14:57,310
How can we leverage that to what
only support or service lines

00:14:57,310 --> 00:15:01,610
in Baptist Health but them as
experts within their fields?

00:15:01,610 --> 00:15:05,380
And we take those publications,
we summarize them,

00:15:05,380 --> 00:15:09,250
we interview our physicians,
we put in quotes,

00:15:09,250 --> 00:15:12,550
we make sure that we're
really capitalizing on what

00:15:12,550 --> 00:15:14,600
they're doing as experts.

00:15:14,600 --> 00:15:16,870
And we also kind of
take articles ourselves

00:15:16,870 --> 00:15:18,610
and develop them.

00:15:18,610 --> 00:15:21,400
So if there's not a published
study or if there is,

00:15:21,400 --> 00:15:23,800
then what we'll do
is we'll interview

00:15:23,800 --> 00:15:27,010
and we'll create
articles as well.

00:15:27,010 --> 00:15:28,490
Then we have innovation.

00:15:28,490 --> 00:15:30,640
Innovation is really
fun because that's

00:15:30,640 --> 00:15:33,220
the part where we get to deal
with like the new technology,

00:15:33,220 --> 00:15:34,480
new procedures.

00:15:34,480 --> 00:15:36,880
Those are the things that
we really, really love

00:15:36,880 --> 00:15:38,805
to highlight because
it just really shows

00:15:38,805 --> 00:15:40,930
that we're at the cutting
edge of what we're trying

00:15:40,930 --> 00:15:44,170
to do within health care.

00:15:44,170 --> 00:15:46,270
We also look at
what whether we were

00:15:46,270 --> 00:15:48,880
the first to do something
or we're the first

00:15:48,880 --> 00:15:51,100
that, you know,
in software and be

00:15:51,100 --> 00:15:54,070
the first to switch to off the
place and a place for stroke.

00:15:54,070 --> 00:15:55,490
Why is that important?

00:15:55,490 --> 00:15:57,610
So we made sure that
we wanted to highlight

00:15:57,610 --> 00:16:00,430
why we did it and really
get it out in the community

00:16:00,430 --> 00:16:04,930
and also into our
physician marketing.

00:16:04,930 --> 00:16:07,250
So the other thing is we
look at process improvement.

00:16:07,250 --> 00:16:10,160
So this is something that I
think is sometimes overlooked.

00:16:10,160 --> 00:16:13,040
Process is improvement is
very important to highlight.

00:16:13,040 --> 00:16:15,430
And if we're working in
partnering with groups

00:16:15,430 --> 00:16:19,540
like Philips is one of our main
partners with the Miami cardiac

00:16:19,540 --> 00:16:21,230
and Vascular Institute.

00:16:21,230 --> 00:16:25,420
We do that and we focus on
patient stuff like patient flow

00:16:25,420 --> 00:16:26,780
process improvement.

00:16:26,780 --> 00:16:28,660
And that's important
because that's only

00:16:28,660 --> 00:16:31,840
going to help us
advance health care

00:16:31,840 --> 00:16:36,310
and it helps us advance and show
us again as experts within not

00:16:36,310 --> 00:16:40,600
only treating but also
trying to move and improve

00:16:40,600 --> 00:16:43,400
the process to help those
treatments, even become better.

00:16:43,400 --> 00:16:46,600
And then the last thing we
kind of look at is, you know,

00:16:46,600 --> 00:16:50,630
innovation is something that
we really hang our hat on.

00:16:50,630 --> 00:16:53,170
And like Miami cardiac
and vascular institute,

00:16:53,170 --> 00:16:55,370
we've had 35 years
of innovation.

00:16:55,370 --> 00:16:58,120
We bring in 35 years
ago, we brought

00:16:58,120 --> 00:17:00,940
in a well known innovator
with Dr. Barry Katz,

00:17:00,940 --> 00:17:05,030
and really to focus on how
we can grow in that area.

00:17:05,030 --> 00:17:08,950
And he's been here for 35 years
as of this month, October,

00:17:08,950 --> 00:17:15,609
and he also is head of our
new Innovation Center as well.

00:17:15,609 --> 00:17:17,960
So we talk about experts.

00:17:17,960 --> 00:17:21,819
So whether it's world
renowned or up and coming,

00:17:21,819 --> 00:17:26,680
so we will do things such
as like we will highlight

00:17:26,680 --> 00:17:28,510
whether or not we
win awards on videos,

00:17:28,510 --> 00:17:30,670
at conferences like
we have our speakers

00:17:30,670 --> 00:17:33,670
or I must say our speakers,
our physicians that go

00:17:33,670 --> 00:17:38,170
and they actually will present
at conferences, which we all

00:17:38,170 --> 00:17:40,120
know that a lot of
our physicians do,

00:17:40,120 --> 00:17:43,338
but when they win awards or
they're doing something really

00:17:43,338 --> 00:17:45,130
innovative, then we're
running to make sure

00:17:45,130 --> 00:17:46,520
that we highlight them.

00:17:46,520 --> 00:17:48,820
And we also have
a podcast, I think

00:17:48,820 --> 00:17:51,550
I know Mary mentioned
that in the beginning,

00:17:51,550 --> 00:17:54,370
and this podcast is
really, really exciting

00:17:54,370 --> 00:17:55,960
because this gets
our doctors sitting

00:17:55,960 --> 00:17:57,670
at a table talking
back and forth

00:17:57,670 --> 00:17:59,840
and they get to do
that doctor speak.

00:17:59,840 --> 00:18:02,090
It's not having to bring it
down to the patient level.

00:18:02,090 --> 00:18:03,715
They actually get to
talk to each other

00:18:03,715 --> 00:18:05,480
like they normally
would as colleagues.

00:18:05,480 --> 00:18:07,570
And they and then we're
able to put that out

00:18:07,570 --> 00:18:10,090
on our podcast
platforms as well.

00:18:10,090 --> 00:18:11,650
Then we also do
things where we're

00:18:11,650 --> 00:18:13,940
highlighting our physicians
so those up and coming.

00:18:13,940 --> 00:18:15,138
So we bring in somebody new.

00:18:15,138 --> 00:18:17,180
We want to make sure that
people know about them.

00:18:17,180 --> 00:18:18,730
We do that on social
media, we do it

00:18:18,730 --> 00:18:21,310
on our broadcast
platform, and then

00:18:21,310 --> 00:18:23,090
we also do our up and comings.

00:18:23,090 --> 00:18:29,020
So, you know, we do that because
that helps build our brand as

00:18:29,020 --> 00:18:33,460
well, because we're focused
on those new, new physicians

00:18:33,460 --> 00:18:34,490
coming to us.

00:18:34,490 --> 00:18:37,390
That will be our
they're the ones that

00:18:37,390 --> 00:18:40,810
will be our go tos as we
move forward into the future.

00:18:40,810 --> 00:18:42,350
We want to develop.

00:18:42,350 --> 00:18:44,860
We want to grow with them.

00:18:44,860 --> 00:18:49,940
Then last thing really on our
little wheel was education.

00:18:49,940 --> 00:18:51,770
So we focus on webinars.

00:18:51,770 --> 00:18:55,570
So and that's where we come
in and we look at again

00:18:55,570 --> 00:18:57,350
what can we help teach?

00:18:57,350 --> 00:19:00,220
So we don't want to be
just the we don't want

00:19:00,220 --> 00:19:01,760
to be just those that treat.

00:19:01,760 --> 00:19:03,380
We want to be those that teach.

00:19:03,380 --> 00:19:05,470
So if we teach
and we do webinars

00:19:05,470 --> 00:19:07,390
and we do things
like symposiums,

00:19:07,390 --> 00:19:10,900
then we are the ones that
really are at the forefront

00:19:10,900 --> 00:19:15,220
and trying to help
health move forward.

00:19:15,220 --> 00:19:17,380
And then we actually
take those recordings

00:19:17,380 --> 00:19:20,710
and we make sure that when
we have on demand versions,

00:19:20,710 --> 00:19:23,800
we send them out through our
web channels, our social media

00:19:23,800 --> 00:19:26,320
channels, or any other
web channels or platforms

00:19:26,320 --> 00:19:27,350
that we have.

00:19:27,350 --> 00:19:29,180
And then we highlight
our symposiums.

00:19:29,180 --> 00:19:31,840
So if we know that we
have upcoming symposiums

00:19:31,840 --> 00:19:33,700
that we'll find of an
interest, whether it's

00:19:33,700 --> 00:19:36,490
in-person or virtual,
we are making sure

00:19:36,490 --> 00:19:40,060
that we are the ones
there kind of getting

00:19:40,060 --> 00:19:41,390
that information out.

00:19:41,390 --> 00:19:44,560
Lastly, I want to kind of
talk about one last thing.

00:19:44,560 --> 00:19:45,890
Flexible assets.

00:19:45,890 --> 00:19:49,720
And when I say flexible assets,
I'm talking about everything

00:19:49,720 --> 00:19:52,960
I'm talking about, whether it's
a flyer, whether it's digital,

00:19:52,960 --> 00:19:55,990
whether it's a team, it's
putting all these pieces

00:19:55,990 --> 00:19:59,740
together and re being
able to use these assets

00:19:59,740 --> 00:20:01,310
in multiple different ways.

00:20:01,310 --> 00:20:06,190
And as Mary said, with our
PBB team or liaisons using

00:20:06,190 --> 00:20:09,040
them to help us with
our marketing teams,

00:20:09,040 --> 00:20:13,060
whether it be us who focus on
physician marketing or those

00:20:13,060 --> 00:20:16,450
that physician are counterparts
that focus on the consumer

00:20:16,450 --> 00:20:18,460
side of things, we
want to make sure

00:20:18,460 --> 00:20:21,670
that we can use these pieces
multiple different ways on all

00:20:21,670 --> 00:20:22,840
these different platforms.

00:20:22,840 --> 00:20:23,930
Digital communication.

00:20:23,930 --> 00:20:26,890
Sami it's all, it
all comes together

00:20:26,890 --> 00:20:29,300
and we all have a
piece to that puzzle.

00:20:29,300 --> 00:20:31,810
And we want to make sure
that we're really using it

00:20:31,810 --> 00:20:34,540
to the best of our ability
to help grow our brand

00:20:34,540 --> 00:20:36,680
and grow our digital footprint.

00:20:36,680 --> 00:20:40,000
So this is something that I
just would like to leave you,

00:20:40,000 --> 00:20:44,190
and I Thank you so very
much for your time today.

00:20:44,190 --> 00:20:46,310
Thank you so much,
Tara and Mary as well.

00:20:46,310 --> 00:20:48,060
Really appreciate you
guys jumping on here

00:20:48,060 --> 00:20:50,435
and kind of showcasing some
of the strategies and tactics

00:20:50,435 --> 00:20:53,040
that you guys have used to
really boost up the cancer

00:20:53,040 --> 00:20:54,370
institutions reputation.

00:20:54,370 --> 00:20:56,910
And again, such a short
time, really amazing things

00:20:56,910 --> 00:20:58,920
that you guys have
done there and really

00:20:58,920 --> 00:21:02,050
proud to call you guys a partner
of ours here at Broadcast Med.

00:21:02,050 --> 00:21:05,190
Just want to take a second
and gravitate to a point

00:21:05,190 --> 00:21:06,170
you just made.

00:21:06,170 --> 00:21:10,470
Tara is one of the strategies
is showcasing your goals

00:21:10,470 --> 00:21:14,400
and not neglecting this up
and coming colleague as well.

00:21:14,400 --> 00:21:17,260
One of the things that Broadcast
Med does, I think we mentioned,

00:21:17,260 --> 00:21:19,560
we have about
950,000 am verified

00:21:19,560 --> 00:21:22,050
physicians in our membership.

00:21:22,050 --> 00:21:24,150
We do a reoccurring
survey initiative and one

00:21:24,150 --> 00:21:27,390
of the talking
points are the survey

00:21:27,390 --> 00:21:29,640
kind of themes was
around referral patterns

00:21:29,640 --> 00:21:31,740
as well as reputation voting.

00:21:31,740 --> 00:21:35,340
And one of the key factors,
4 to 5 doctors, 80%

00:21:35,340 --> 00:21:38,730
had said that clinical
expertise and provider expertise

00:21:38,730 --> 00:21:40,680
is the number one
factor when deciding

00:21:40,680 --> 00:21:43,380
where to send a patient
outside of their network

00:21:43,380 --> 00:21:44,590
as well as when voting.

00:21:44,590 --> 00:21:45,960
What comes top of mind.

00:21:45,960 --> 00:21:48,930
So it's very key to
showcase those top doctors,

00:21:48,930 --> 00:21:51,240
those top kols you have
in your institution that

00:21:51,240 --> 00:21:53,250
are making those clinical
breakthroughs that

00:21:53,250 --> 00:21:55,290
are doing something innovative.

00:21:55,290 --> 00:21:57,450
You know, their
reputation, their names

00:21:57,450 --> 00:22:01,620
carry weight and don't
hesitate to leverage that

00:22:01,620 --> 00:22:02,740
in the marketplace.

00:22:02,740 --> 00:22:05,220
But to your point, chair,
don't neglect those up

00:22:05,220 --> 00:22:06,390
and coming colleagues.

00:22:06,390 --> 00:22:08,598
Make sure that you're building
their brand as they're

00:22:08,598 --> 00:22:10,330
growing with your organization.

00:22:10,330 --> 00:22:12,300
So they can carry the
torch in the future

00:22:12,300 --> 00:22:15,900
and be your colleagues
of the future.

00:22:15,900 --> 00:22:18,870
Broadcast Med is as
a partner can really

00:22:18,870 --> 00:22:21,210
help aggregate all
of that content, all

00:22:21,210 --> 00:22:25,290
of those kols presentations,
surgical demonstrations,

00:22:25,290 --> 00:22:27,670
interviews in a
centralized point of truth.

00:22:27,670 --> 00:22:30,990
In a second here, we'll
pull up a screen screengrab

00:22:30,990 --> 00:22:32,290
of the Baptist Health site.

00:22:32,290 --> 00:22:34,373
And again, I know we're
focusing on cancer today,

00:22:34,373 --> 00:22:36,540
but they have a ton of
different other service lines

00:22:36,540 --> 00:22:37,480
that we could feature.

00:22:37,480 --> 00:22:39,147
So thinking about
this as an institution

00:22:39,147 --> 00:22:41,910
wide approach, not just
singular service line,

00:22:41,910 --> 00:22:44,740
is a great way that broadcast
might can really help as well.

00:22:44,740 --> 00:22:46,890
And again, that membership
that I referenced,

00:22:46,890 --> 00:22:49,710
we can really slice and dice
it to target the audience

00:22:49,710 --> 00:22:50,710
that you're looking for.

00:22:50,710 --> 00:22:53,085
If you're talking I wish news
and World Report campaigns,

00:22:53,085 --> 00:22:55,000
we can target a
national audience.

00:22:55,000 --> 00:22:58,170
If you're talking regionally for
reputation or even referrals,

00:22:58,170 --> 00:23:00,240
we have that capability
of going down as

00:23:00,240 --> 00:23:02,970
deep as priorities of codes.

00:23:02,970 --> 00:23:05,310
And I think from a
strategic perspective,

00:23:05,310 --> 00:23:07,860
it's not just about getting
that physician there once

00:23:07,860 --> 00:23:09,755
or during voting season.

00:23:09,755 --> 00:23:11,130
One of the things
that we've seen

00:23:11,130 --> 00:23:14,190
is having that sustained,
nurtured cadence

00:23:14,190 --> 00:23:16,470
that you're getting
content that physicians

00:23:16,470 --> 00:23:18,510
can use, news that he
can use, if you will,

00:23:18,510 --> 00:23:21,330
educational content
in their hands

00:23:21,330 --> 00:23:23,880
and a regular basis
to nurture them down,

00:23:23,880 --> 00:23:27,850
to engage with your brand
deeply and have that in.

00:23:27,850 --> 00:23:30,690
So you're not worried about
boxing in the inbox come

00:23:30,690 --> 00:23:31,570
voting season.

00:23:31,570 --> 00:23:33,330
They already have
that reputation

00:23:33,330 --> 00:23:36,720
of your hospital in their
mind come March or come

00:23:36,720 --> 00:23:39,738
voting season that we're
really kind of focusing on.

00:23:39,738 --> 00:23:42,030
And one of the things that
we found with Baptist Health

00:23:42,030 --> 00:23:45,300
in particular is those
doctors that do come back,

00:23:45,300 --> 00:23:49,393
those return visitors spend a
lot more time on your website.

00:23:49,393 --> 00:23:51,810
Know, one of the things that
we found is the average visit

00:23:51,810 --> 00:23:53,610
time on Baptist Health
over the past year

00:23:53,610 --> 00:23:54,940
has been about 10 minutes.

00:23:54,940 --> 00:23:56,560
When you think about that
in the physician world.

00:23:56,560 --> 00:23:57,310
And that's the average.

00:23:57,310 --> 00:23:58,950
Again, there's some that
are probably very small

00:23:58,950 --> 00:24:00,310
that skew the average down.

00:24:00,310 --> 00:24:01,685
So there's been
a physicians that

00:24:01,685 --> 00:24:04,470
spend a lot of time on the
site, but even more sort

00:24:04,470 --> 00:24:07,200
of eye opening number is
those return visitors, almost

00:24:07,200 --> 00:24:10,470
three x, so from about
nine minutes to 27 minutes,

00:24:10,470 --> 00:24:12,280
the average time on the site.

00:24:12,280 --> 00:24:13,980
So getting those
physicians to come back

00:24:13,980 --> 00:24:16,410
and continuously to engage
them, the more that they're

00:24:16,410 --> 00:24:19,740
able to kind of
learn from your brand

00:24:19,740 --> 00:24:22,290
and have that familiarity.

00:24:22,290 --> 00:24:25,800
And that's really what the
core of all of this is for.

00:24:25,800 --> 00:24:27,762
And again, doing that
in a sustained cadence,

00:24:27,762 --> 00:24:29,220
but again, giving
them that content

00:24:29,220 --> 00:24:32,280
that they are craving
that insatiable

00:24:32,280 --> 00:24:34,800
need to learn and become
educated as a physician

00:24:34,800 --> 00:24:37,050
is really the content you
want to be putting out there

00:24:37,050 --> 00:24:38,250
for them.

00:24:38,250 --> 00:24:40,110
And again, Broadcast
Med can really

00:24:40,110 --> 00:24:42,960
help your team identify
the content that

00:24:42,960 --> 00:24:44,730
is at their disposal
with one offering

00:24:44,730 --> 00:24:47,262
that we have is a
content marketing audit.

00:24:47,262 --> 00:24:49,470
A lot of our clients that
are starting out and trying

00:24:49,470 --> 00:24:51,700
to build out a content library
don't know where to start.

00:24:51,700 --> 00:24:53,220
We can really help
with you and sit down

00:24:53,220 --> 00:24:54,595
with the individual
service lines

00:24:54,595 --> 00:24:57,210
to uncover content that's
probably collecting dust

00:24:57,210 --> 00:24:59,850
on a shelf somewhere
in a physician's office

00:24:59,850 --> 00:25:02,437
or has been captured
throughout presentations.

00:25:02,437 --> 00:25:04,020
There's a ton of
content where they're

00:25:04,020 --> 00:25:05,853
doing dry runs of
presentations that they're

00:25:05,853 --> 00:25:09,060
doing at conferences and
shows, or again, just capturing

00:25:09,060 --> 00:25:10,830
surgical content to
become a better doctor

00:25:10,830 --> 00:25:14,070
and learn from
their experiences.

00:25:14,070 --> 00:25:17,620
There's a ton of that content
that's already in existence.

00:25:17,620 --> 00:25:18,727
Don't reinvent the wheel.

00:25:18,727 --> 00:25:20,560
Let us let an expert
come in like broadcast,

00:25:20,560 --> 00:25:22,470
and they can help you
identify that content

00:25:22,470 --> 00:25:24,580
and how to get in front
of the right physician.

00:25:24,580 --> 00:25:26,410
Audience members.

00:25:26,410 --> 00:25:28,020
The other thing to
that Broadcast Med

00:25:28,020 --> 00:25:30,190
can really help
out with is again,

00:25:30,190 --> 00:25:32,190
the surgical content, any
of that content that's

00:25:32,190 --> 00:25:32,980
ever needed.

00:25:32,980 --> 00:25:34,992
We bring a production
element that we're

00:25:34,992 --> 00:25:37,450
the first company ever do a
live surgery over the internet.

00:25:37,450 --> 00:25:40,500
23 years ago, we really saw
the internet as a vehicle

00:25:40,500 --> 00:25:43,800
to engage physicians, and
we're still doing it today.

00:25:43,800 --> 00:25:47,200
And virtual and the
internet is here to stay.

00:25:47,200 --> 00:25:48,632
Think about that
younger audience.

00:25:48,632 --> 00:25:51,090
You really want to be kidding
them from different channels.

00:25:51,090 --> 00:25:53,640
Mary, I think you mentioned
different mediums,

00:25:53,640 --> 00:25:54,900
different channels.

00:25:54,900 --> 00:25:56,910
Broadcast media is
a great solution,

00:25:56,910 --> 00:25:59,128
but we can be a part of
a multichannel approach

00:25:59,128 --> 00:26:01,170
to make sure you're getting
your message in front

00:26:01,170 --> 00:26:03,120
of the right physicians
and all the physicians

00:26:03,120 --> 00:26:05,730
you really want to be engaging
with across the country or even

00:26:05,730 --> 00:26:08,520
the world, depending
on your initiatives.

00:26:08,520 --> 00:26:10,500
And again, all of
this wouldn't be

00:26:10,500 --> 00:26:13,260
possible without our fantastic
partners such as Baptist

00:26:13,260 --> 00:26:13,770
Health.

00:26:13,770 --> 00:26:16,260
Mary and Tara, the
work that your team

00:26:16,260 --> 00:26:18,660
does speaks for itself,
obviously, with the results

00:26:18,660 --> 00:26:21,450
you guys were able to
get in such a short time.

00:26:21,450 --> 00:26:23,670
And I know we are running
out of time right now,

00:26:23,670 --> 00:26:25,890
but jean, I don't know if
you have any questions,

00:26:25,890 --> 00:26:27,600
answers that we can
kind of start with.

00:26:27,600 --> 00:26:29,340
What do you think?

00:26:29,340 --> 00:26:30,190
Thanks, Mike.

00:26:30,190 --> 00:26:32,140
That was a great
presentation, Mary.

00:26:32,140 --> 00:26:34,410
So much information
about thought, leadership

00:26:34,410 --> 00:26:35,790
and how you're
spreading the word

00:26:35,790 --> 00:26:38,070
and making use of
those key opinion

00:26:38,070 --> 00:26:39,680
leaders, those colleagues.

00:26:39,680 --> 00:26:41,200
So we do have quite
a few questions.

00:26:41,200 --> 00:26:44,100
So let's get started.

00:26:44,100 --> 00:26:46,520
Our first question is, how
did you get senior leadership

00:26:46,520 --> 00:26:47,645
engagement in this program?

00:26:50,340 --> 00:26:53,130
Sure I can say that.

00:26:53,130 --> 00:26:56,550
One really important thing
when Miami Cancer Institute

00:26:56,550 --> 00:26:58,920
opened its doors was
creating awareness.

00:26:58,920 --> 00:27:02,140
Like I said earlier, we're
almost six years old.

00:27:02,140 --> 00:27:05,730
So the need to kind of highlight
the experts that we had

00:27:05,730 --> 00:27:10,290
in the caliber of what we had
to offer was very apparent.

00:27:10,290 --> 00:27:13,350
So that was one
of a huge priority

00:27:13,350 --> 00:27:16,440
for Baptist was really
spreading the word.

00:27:16,440 --> 00:27:19,350
And I think you can kind
of track the efforts

00:27:19,350 --> 00:27:22,330
and see the difference that
it makes in terms of volume.

00:27:22,330 --> 00:27:24,750
So it was extended
out to other service

00:27:24,750 --> 00:27:28,690
lines and other
institutes within Baptist.

00:27:28,690 --> 00:27:31,650
So Tara, is there anything
else you wanted to add to that?

00:27:31,650 --> 00:27:36,180
I think that another thing
would be that even our marketing

00:27:36,180 --> 00:27:41,580
leadership was very engaged
and realizing that physician

00:27:41,580 --> 00:27:45,210
marketing and brand
reputation was very key to how

00:27:45,210 --> 00:27:46,660
we grow our institutes.

00:27:46,660 --> 00:27:49,570
So I would I'd like to I
think that's an added one.

00:27:49,570 --> 00:27:51,600
And then just talking
about my service lines

00:27:51,600 --> 00:27:54,960
as well, just really engaging
with our chairs of our service

00:27:54,960 --> 00:27:57,960
line and meeting with
them on a regular basis

00:27:57,960 --> 00:28:00,810
and really talking to them and
showing them what we were doing

00:28:00,810 --> 00:28:03,600
has really helped engage
and grow that as well.

00:28:03,600 --> 00:28:04,865
Yeah, I could chime into that.

00:28:04,865 --> 00:28:06,240
I think you just
nailed it there.

00:28:06,240 --> 00:28:08,430
It's really
showcasing what you're

00:28:08,430 --> 00:28:10,052
bringing to the
table and the value

00:28:10,052 --> 00:28:11,260
that you're able to generate.

00:28:11,260 --> 00:28:12,885
Again, from the
reputation perspective,

00:28:12,885 --> 00:28:14,770
I think I touched upon
referrals as well too.

00:28:14,770 --> 00:28:16,440
So there's two
sides of this coin,

00:28:16,440 --> 00:28:19,110
too, by some of the work that
you're doing from a reputation

00:28:19,110 --> 00:28:21,690
perspective can lead
to extended volumes

00:28:21,690 --> 00:28:23,680
as well from a
referral perspective.

00:28:23,680 --> 00:28:25,320
So again, showing
that value from

00:28:25,320 --> 00:28:27,330
an institutional
perspective, the push

00:28:27,330 --> 00:28:29,070
that you guys can
really move that needle

00:28:29,070 --> 00:28:31,290
is vital to getting that
senior leadership and

00:28:31,290 --> 00:28:33,800
as well as the physician buy in.

00:28:33,800 --> 00:28:36,050
Like it kind of flowed right
out of the strategic plan

00:28:36,050 --> 00:28:38,570
anyway, at least to get that
Cancer Center going and then

00:28:38,570 --> 00:28:42,050
to extend that whole program
out into the service lines.

00:28:42,050 --> 00:28:43,430
Is that correct?

00:28:43,430 --> 00:28:46,400
Yeah, that's absolutely right.

00:28:46,400 --> 00:28:46,920
All right.

00:28:46,920 --> 00:28:49,970
Let's see what digital
marketing tactic

00:28:49,970 --> 00:28:52,460
has been most successful
in earning physician

00:28:52,460 --> 00:28:53,940
referrals to Baptist Health.

00:28:57,840 --> 00:29:00,270
I can take a stab at that one.

00:29:00,270 --> 00:29:02,010
So which digital?

00:29:02,010 --> 00:29:03,570
I'm sorry, can you repeat that?

00:29:03,570 --> 00:29:04,260
That part?

00:29:04,260 --> 00:29:06,615
Yeah Mary, what digital
marketing tactic

00:29:06,615 --> 00:29:08,490
has been most successful
in earning physician

00:29:08,490 --> 00:29:10,470
referrals to Baptist health?

00:29:10,470 --> 00:29:16,830
Yeah, I think one way that we've
reached physicians digitally,

00:29:16,830 --> 00:29:20,190
that we've seen a lot of
impacts are the webinars,

00:29:20,190 --> 00:29:23,490
whether they're through
our CME department

00:29:23,490 --> 00:29:25,950
and physicians are able
to earn CME credits

00:29:25,950 --> 00:29:27,780
or if it's just more
informational, more

00:29:27,780 --> 00:29:29,310
educational.

00:29:29,310 --> 00:29:31,860
We've seen a lot of
conversations started

00:29:31,860 --> 00:29:35,760
with New doctors as a
result, and obviously you

00:29:35,760 --> 00:29:38,310
can cast a really wide net
when you're promoting something

00:29:38,310 --> 00:29:41,430
digitally and physicians
can attend from really

00:29:41,430 --> 00:29:42,490
anywhere in the country.

00:29:42,490 --> 00:29:45,990
So that's been amazing to see
engagement with physicians

00:29:45,990 --> 00:29:49,560
that we haven't been able
to reach in the past.

00:29:49,560 --> 00:29:50,910
Anybody want to add to that?

00:29:50,910 --> 00:29:53,550
Yeah no, that's kind of
nailed it there, Mary.

00:29:53,550 --> 00:29:56,250
One thing that we see all the
time is just access to those.

00:29:56,250 --> 00:29:59,220
We've talked about the top
doctors, the top kols getting

00:29:59,220 --> 00:30:01,260
a way to just kind
of bridge that gap

00:30:01,260 --> 00:30:02,227
and get access to that.

00:30:02,227 --> 00:30:03,810
That's why the live
component of those

00:30:03,810 --> 00:30:06,610
webcasts and don't discount
on demand portion of it.

00:30:06,610 --> 00:30:08,850
But the real allure
of that live is

00:30:08,850 --> 00:30:10,350
having that direct
communication,

00:30:10,350 --> 00:30:13,500
being able to pose those
questions to those top doctors

00:30:13,500 --> 00:30:16,330
to your point, Mary, that's how
you start that conversation.

00:30:16,330 --> 00:30:17,252
You can take that.

00:30:17,252 --> 00:30:18,960
You can initially
start that conversation

00:30:18,960 --> 00:30:20,730
on the live portion
of the webcast

00:30:20,730 --> 00:30:22,417
and just easily pick back up.

00:30:22,417 --> 00:30:25,000
We're going to talk about data,
I'm assuming, in a little bit.

00:30:25,000 --> 00:30:26,610
I'm sure some of the
questions will be around data,

00:30:26,610 --> 00:30:28,777
but kind of leveraging that
data that you understand

00:30:28,777 --> 00:30:31,350
from the live events and just
to continue that conversation,

00:30:31,350 --> 00:30:32,550
it's really the
place to start it,

00:30:32,550 --> 00:30:34,508
but after the fact is
really worth some of that

00:30:34,508 --> 00:30:37,170
legwork comes in and having
that access to those top doctors

00:30:37,170 --> 00:30:40,810
is really the reason that people
tune in to these live webcasts.

00:30:40,810 --> 00:30:42,630
So, again, leveraging
those top doctors

00:30:42,630 --> 00:30:45,700
to start those conversations
that we're looking for.

00:30:45,700 --> 00:30:48,070
So here's another
question from somebody

00:30:48,070 --> 00:30:50,260
who seems to be
struggling with that.

00:30:50,260 --> 00:30:53,020
It says, we do many
live webcast type

00:30:53,020 --> 00:30:55,300
of physician educational
programs and struggle

00:30:55,300 --> 00:30:57,850
to get meaningful
numbers of attendees.

00:30:57,850 --> 00:30:59,707
Providers are
stretched for time.

00:30:59,707 --> 00:31:02,290
How is your average attendance
and how many of those attendees

00:31:02,290 --> 00:31:04,130
come from outside your
primary service area?

00:31:04,130 --> 00:31:06,760
You sort of alluded to that,
but what kind of guidance could

00:31:06,760 --> 00:31:08,177
you give somebody
who's struggling

00:31:08,177 --> 00:31:11,890
with trying to get
attendance to their webcasts?

00:31:11,890 --> 00:31:15,040
Sure so I know for
us, we pick things

00:31:15,040 --> 00:31:18,220
that are unique to Baptist
and unique to Miami Cancer

00:31:18,220 --> 00:31:19,580
Institute specifically.

00:31:19,580 --> 00:31:23,530
So if there's a unique
surgical approach or something

00:31:23,530 --> 00:31:25,960
that sets us apart, I
think just making sure

00:31:25,960 --> 00:31:29,470
that it's an engaging topic and
something that the physicians

00:31:29,470 --> 00:31:33,130
are passionate about, I mean,
that's kind of step one.

00:31:33,130 --> 00:31:36,730
We've had really good
attendance with our webcast,

00:31:36,730 --> 00:31:37,970
and I think it's truly.

00:31:37,970 --> 00:31:41,110
Because we can use Broadcast
Med to help promote.

00:31:41,110 --> 00:31:45,670
But it's been a tool that has
been really valuable locally,

00:31:45,670 --> 00:31:49,000
especially during the COVID era
where physicians weren't really

00:31:49,000 --> 00:31:50,660
able to get together in person.

00:31:50,660 --> 00:31:52,760
This was just a way for
them to kind of meet.

00:31:52,760 --> 00:31:55,090
And even the chat
function was really

00:31:55,090 --> 00:31:57,080
interesting to watch and
see the questions that

00:31:57,080 --> 00:31:59,080
were going back and forth
between the physicians

00:31:59,080 --> 00:32:01,600
during the actual live events.

00:32:01,600 --> 00:32:05,020
So I would say, you
know, just making sure

00:32:05,020 --> 00:32:08,620
that we have physicians that
are really education focused

00:32:08,620 --> 00:32:10,750
and that's kind
of their preferred

00:32:10,750 --> 00:32:14,380
way of outreach to physicians.

00:32:14,380 --> 00:32:16,450
And we just kind of
focus on those types

00:32:16,450 --> 00:32:19,340
of topics and physicians.

00:32:19,340 --> 00:32:23,840
And I want to add a little
bit to that is we not only

00:32:23,840 --> 00:32:26,563
we use broadcast mad and we
really target certain things,

00:32:26,563 --> 00:32:28,730
we'll target more nationally,
something more locally

00:32:28,730 --> 00:32:29,520
sometimes.

00:32:29,520 --> 00:32:33,410
But we do utilize take
those same type of tools

00:32:33,410 --> 00:32:36,260
and move it internal
and really advertise

00:32:36,260 --> 00:32:37,770
to our internal physicians.

00:32:37,770 --> 00:32:41,030
We have a very strong
international division

00:32:41,030 --> 00:32:43,140
within Baptist Health.

00:32:43,140 --> 00:32:46,920
We use them on an international
scale as well to invite.

00:32:46,920 --> 00:32:50,780
So we try and we try and
pull in all, like I said,

00:32:50,780 --> 00:32:53,600
all those tools and all
those areas that kind help us

00:32:53,600 --> 00:32:54,570
with that marketing.

00:32:54,570 --> 00:32:58,508
So I wouldn't say we
don't do it all ourselves.

00:32:58,508 --> 00:33:00,800
We just make sure we're using
multiple different things

00:33:00,800 --> 00:33:01,910
to help us.

00:33:01,910 --> 00:33:06,830
And you might weigh in on
this question, which is, Mary,

00:33:06,830 --> 00:33:10,670
you had mentioned that
broadcast meant to reach

00:33:10,670 --> 00:33:11,640
was a benefit to you.

00:33:11,640 --> 00:33:13,440
Can you explain a
little bit about that?

00:33:13,440 --> 00:33:15,190
Maybe, mike, you can
jump in and Mary, you

00:33:15,190 --> 00:33:18,200
can talk about how it
specifically applies to what

00:33:18,200 --> 00:33:19,370
your work.

00:33:19,370 --> 00:33:21,510
Yeah, I can kind of
touch on that broadcast.

00:33:21,510 --> 00:33:24,920
Med has a membership
of over 950,000

00:33:24,920 --> 00:33:28,397
am verified physicians
as well as with

00:33:28,397 --> 00:33:29,730
some of our recent acquisitions.

00:33:29,730 --> 00:33:32,210
I think we're close to 2
million, if not North of that,

00:33:32,210 --> 00:33:34,880
when you take in all the
Allied providers as well,

00:33:34,880 --> 00:33:38,190
the CPAs and nurse network
that we have in there.

00:33:38,190 --> 00:33:40,070
And going back to
Mary's point, we

00:33:40,070 --> 00:33:41,780
do want to Hyper
focus on targeting.

00:33:41,780 --> 00:33:43,280
We want to be putting
content that's

00:33:43,280 --> 00:33:45,793
relevant to the
subspecialties of oncologists

00:33:45,793 --> 00:33:46,710
that we're talking to.

00:33:46,710 --> 00:33:48,500
So really identifying
the content

00:33:48,500 --> 00:33:50,880
that the physicians can
use and are looking for.

00:33:50,880 --> 00:33:52,935
So those hot
topics, we work with

00:33:52,935 --> 00:33:54,560
numerous different
organizations and we

00:33:54,560 --> 00:33:57,830
aggregate top
trending search terms,

00:33:57,830 --> 00:33:59,990
top trending video
assets to identify what

00:33:59,990 --> 00:34:01,205
physicians are looking for.

00:34:01,205 --> 00:34:03,080
So being able to identify
the content they're

00:34:03,080 --> 00:34:05,030
looking for and putting it in
front of the right audience

00:34:05,030 --> 00:34:05,708
is key.

00:34:05,708 --> 00:34:07,250
And then from a
tactical perspective,

00:34:07,250 --> 00:34:09,320
one thing that we do,
especially on the live side,

00:34:09,320 --> 00:34:11,362
is making sure that we're
doing a proper cadence.

00:34:11,362 --> 00:34:13,409
You know, physicians
are obviously busy.

00:34:13,409 --> 00:34:15,860
We want to get on the
radar early and often.

00:34:15,860 --> 00:34:18,110
So making sure that you're
getting that promotion out,

00:34:18,110 --> 00:34:21,830
giving yourself a nice runway
to identify time that again,

00:34:21,830 --> 00:34:23,989
give yourself runway
to identify time

00:34:23,989 --> 00:34:25,405
on the calendar
of the physician.

00:34:25,405 --> 00:34:26,780
And then the flip
side of that, I

00:34:26,780 --> 00:34:28,488
think I mentioned it
a little bit before,

00:34:28,488 --> 00:34:31,969
is on demand, making sure that
you can kind of have that asset

00:34:31,969 --> 00:34:34,429
live in perpetuity, if you will.

00:34:34,429 --> 00:34:36,679
Obviously, like I mentioned
with the live component,

00:34:36,679 --> 00:34:38,389
you have that access
to that doctor,

00:34:38,389 --> 00:34:39,830
but there's tons
of different ways

00:34:39,830 --> 00:34:41,370
with just calls to actions.

00:34:41,370 --> 00:34:42,157
Have a question?

00:34:42,157 --> 00:34:42,949
We can't answer it.

00:34:42,949 --> 00:34:45,733
Obviously it's not live anymore,
but submit that question.

00:34:45,733 --> 00:34:48,150
Maybe somebody on the physician
team can get back to them.

00:34:48,150 --> 00:34:49,650
So basically making
sure that you're

00:34:49,650 --> 00:34:52,460
making the most in terms of
the runway for the live event

00:34:52,460 --> 00:34:54,367
and then don't discount
on demand portion

00:34:54,367 --> 00:34:55,909
where we can still
get metrics, still

00:34:55,909 --> 00:34:59,990
get questions that can come
in through on demand channel

00:34:59,990 --> 00:35:01,610
as well.

00:35:01,610 --> 00:35:03,140
So Mary, you want
to talk about that

00:35:03,140 --> 00:35:06,260
specifically your experience
of the reach that you have?

00:35:06,260 --> 00:35:07,500
Yeah, absolutely.

00:35:07,500 --> 00:35:10,310
So there are different
events, different webcasts

00:35:10,310 --> 00:35:11,540
that we've done.

00:35:11,540 --> 00:35:14,580
Some are more appropriate
for a local audience.

00:35:14,580 --> 00:35:16,370
You know, the in-person
events that we

00:35:16,370 --> 00:35:19,250
do in partnership with our
physician business development

00:35:19,250 --> 00:35:21,620
team, the physician
liaison team.

00:35:21,620 --> 00:35:24,890
But things like a webcast
where really truly anyone

00:35:24,890 --> 00:35:26,430
from anywhere can chime in.

00:35:26,430 --> 00:35:29,690
And I know that Tara mentioned
our international department.

00:35:29,690 --> 00:35:32,090
We have reached into
the Caribbean and South

00:35:32,090 --> 00:35:35,000
America, et cetera
so I think just

00:35:35,000 --> 00:35:39,050
being able to have
a platform where

00:35:39,050 --> 00:35:42,270
really anyone can join us and
learn from our physicians.

00:35:42,270 --> 00:35:45,170
We have a lot of
experts in their field.

00:35:45,170 --> 00:35:47,960
So it's not only limited
to a local audience,

00:35:47,960 --> 00:35:50,600
and I know that truly does
help with the reputation

00:35:50,600 --> 00:35:53,060
piece of things.

00:35:53,060 --> 00:35:56,390
Tara, you have anything to add
or I have a question for you.

00:35:56,390 --> 00:35:57,300
If you want to know.

00:35:57,300 --> 00:35:58,820
I think that was
covered very well.

00:35:58,820 --> 00:36:00,140
Thank you.

00:36:00,140 --> 00:36:03,980
So, Tara, how does your work
dovetail with the physician

00:36:03,980 --> 00:36:04,890
liaison team?

00:36:04,890 --> 00:36:08,120
And certainly you
can weigh in, too.

00:36:08,120 --> 00:36:10,730
It's a very important work.

00:36:10,730 --> 00:36:14,300
I want to say we work in tandem
with our physician business

00:36:14,300 --> 00:36:16,700
development physician
liaison teams.

00:36:16,700 --> 00:36:20,330
However, you want two different
terms for the same thing.

00:36:20,330 --> 00:36:24,360
So we work on
priorities together.

00:36:24,360 --> 00:36:26,090
We work together
to make sure we're

00:36:26,090 --> 00:36:30,200
creating assets that will be
beneficial to them, helping

00:36:30,200 --> 00:36:32,100
to promote our CMS.

00:36:32,100 --> 00:36:37,100
So everything we do, we meet
regularly with our business

00:36:37,100 --> 00:36:38,780
development teams.

00:36:38,780 --> 00:36:42,990
We each Mary has some
dedicated for cancer.

00:36:42,990 --> 00:36:44,930
I have some dedicated
for my service signs

00:36:44,930 --> 00:36:48,680
and we meet regularly so that
we're growing the physician

00:36:48,680 --> 00:36:53,120
marketing, the physician target
audience, or just everything

00:36:53,120 --> 00:36:56,000
that we're doing along the
lines for reputation or referral

00:36:56,000 --> 00:36:57,630
growth with them.

00:36:57,630 --> 00:36:59,100
And it's a team.

00:36:59,100 --> 00:37:01,550
So I don't think we
could be as successful

00:37:01,550 --> 00:37:03,870
as we are without them.

00:37:03,870 --> 00:37:05,800
Do you have anything
to add to that?

00:37:05,800 --> 00:37:08,960
Yeah, I would say our
efforts are always

00:37:08,960 --> 00:37:11,660
aligned with our physician
business development

00:37:11,660 --> 00:37:13,130
department.

00:37:13,130 --> 00:37:15,380
We make sure that we're
promoting the same things

00:37:15,380 --> 00:37:20,090
at the same time, and we've seen
success doing things that way.

00:37:20,090 --> 00:37:23,210
So yeah, they've been
a huge partnership.

00:37:23,210 --> 00:37:24,977
If we plan an event
on the marketing side,

00:37:24,977 --> 00:37:26,810
they're kind of the
boots on the ground that

00:37:26,810 --> 00:37:29,660
are able to go out and
promote those events.

00:37:29,660 --> 00:37:31,400
And a lot of times
we create content

00:37:31,400 --> 00:37:33,500
that's valuable to the
physician marketing team

00:37:33,500 --> 00:37:35,480
that they can share
with providers.

00:37:35,480 --> 00:37:40,760
So I would say that's been truly
a hugely important partnership

00:37:40,760 --> 00:37:41,430
that we have.

00:37:41,430 --> 00:37:43,850
We're lockstep with the
physician business development

00:37:43,850 --> 00:37:47,240
team speaking of
partnerships, there's

00:37:47,240 --> 00:37:48,680
another question
about how do you

00:37:48,680 --> 00:37:51,080
work with the
communications and PR teams?

00:37:51,080 --> 00:37:53,360
So Mary, why don't you
jump in and take Tara

00:37:53,360 --> 00:37:56,720
if you want to talk about
your side of things?

00:37:56,720 --> 00:37:57,840
Sure yeah, I know.

00:37:57,840 --> 00:38:00,110
I touched on that a
little bit earlier.

00:38:00,110 --> 00:38:04,070
The communications and
PR part of our department

00:38:04,070 --> 00:38:06,140
has been long
established before we

00:38:06,140 --> 00:38:09,350
had a true focus on
physician marketing,

00:38:09,350 --> 00:38:13,140
so they were developing content
for the consumer audience.

00:38:13,140 --> 00:38:15,110
A lot of patients,
stories, things

00:38:15,110 --> 00:38:18,060
that would definitely appeal to
the clinical audience as well.

00:38:18,060 --> 00:38:21,410
But we're able to take content
that they create and kind

00:38:21,410 --> 00:38:22,350
of tailor it.

00:38:22,350 --> 00:38:25,650
So it includes more details
that are relevant to providers.

00:38:25,650 --> 00:38:28,260
And then I think I mentioned
this earlier, vice versa.

00:38:28,260 --> 00:38:30,800
You know, we'll cover
some aspect of research

00:38:30,800 --> 00:38:33,800
or clinical trial that's going
on at Miami Cancer Institute

00:38:33,800 --> 00:38:38,160
and they can add more color to
it for the consumer audience.

00:38:38,160 --> 00:38:40,320
So it's been wonderful.

00:38:40,320 --> 00:38:41,990
Having that relationship
back and forth

00:38:41,990 --> 00:38:44,120
and just having content
that really can appeal

00:38:44,120 --> 00:38:47,690
to two different audiences.

00:38:47,690 --> 00:38:51,470
And I would say that for me is
we the other thing is we meet

00:38:51,470 --> 00:38:54,530
regularly, pretty
much weekly, biweekly

00:38:54,530 --> 00:38:58,460
with our my counterparts and
for the consumer marketing

00:38:58,460 --> 00:39:00,860
and for those on the
communication team,

00:39:00,860 --> 00:39:03,770
for those that are on the
social media team, we sit down

00:39:03,770 --> 00:39:06,060
and really walk through
what we're doing.

00:39:06,060 --> 00:39:10,220
And not only do we do we
share what we're doing,

00:39:10,220 --> 00:39:13,950
but we brainstorm ways of
how we can do more together.

00:39:13,950 --> 00:39:16,490
So I think that's another
aspect is actually not

00:39:16,490 --> 00:39:20,130
trying to silo ourselves
out, but working together.

00:39:20,130 --> 00:39:22,170
And I keep coming
back to that team.

00:39:22,170 --> 00:39:25,190
But ultimately, when we're
marketing or service science,

00:39:25,190 --> 00:39:30,170
it comes down to all the pieces
coming together and doing it

00:39:30,170 --> 00:39:34,153
and doing it together and
moving it forward together.

00:39:34,153 --> 00:39:35,570
Sounds like you've
got some really

00:39:35,570 --> 00:39:37,830
good internal
partnerships going there.

00:39:37,830 --> 00:39:41,880
Amazing here's a
question of capacity.

00:39:41,880 --> 00:39:43,400
Just really
interesting question.

00:39:43,400 --> 00:39:46,140
Talk to us about how you balance
your cadence of promotion.

00:39:46,140 --> 00:39:49,310
If you find clinical areas that
are facing capacity or patient

00:39:49,310 --> 00:39:52,750
delays and access.

00:39:52,750 --> 00:39:54,050
That's a very good question.

00:39:54,050 --> 00:39:58,930
That's actually something that
we do regularly ask, especially

00:39:58,930 --> 00:40:04,060
when we are, I want
to say we're brought

00:40:04,060 --> 00:40:07,000
a particular topic
or particular area

00:40:07,000 --> 00:40:08,560
that they would like to market.

00:40:08,560 --> 00:40:09,150
We do.

00:40:09,150 --> 00:40:10,858
One of the things I
think we do is really

00:40:10,858 --> 00:40:13,930
I think we're good at asking
the questions of what's access,

00:40:13,930 --> 00:40:17,470
how does it look, what
are we trying to do?

00:40:17,470 --> 00:40:21,850
And then sometimes if
access is a little delayed,

00:40:21,850 --> 00:40:24,440
is it as good as we needs to be?

00:40:24,440 --> 00:40:27,280
Then we have a conversation
about how or when we should

00:40:27,280 --> 00:40:30,110
start what we're doing and try.

00:40:30,110 --> 00:40:32,830
And again, I think that's the
relationship with your teams

00:40:32,830 --> 00:40:35,320
that really comes down to
what with your service line

00:40:35,320 --> 00:40:39,640
leadership and being able to
have those good discussions of

00:40:39,640 --> 00:40:41,030
is this the right time?

00:40:41,030 --> 00:40:43,540
Do we need to be waiting?

00:40:43,540 --> 00:40:47,380
Or if we need to move forward,
what is the message so

00:40:47,380 --> 00:40:51,700
that we don't run into something
that would be of a detriment

00:40:51,700 --> 00:40:53,200
to getting patients in.

00:40:53,200 --> 00:40:58,090
And somebody asked about the
size of your physician liaison

00:40:58,090 --> 00:41:00,230
teams for your 12 hospitals.

00:41:03,870 --> 00:41:06,610
Yes I was going to
say the same thing.

00:41:06,610 --> 00:41:11,560
Yeah I mean, we've acquired
more hospitals recently

00:41:11,560 --> 00:41:15,680
that are further North of Miami.

00:41:15,680 --> 00:41:17,950
And they had their own teams.

00:41:17,950 --> 00:41:23,920
So I can talk about
cancer specifically there.

00:41:23,920 --> 00:41:26,440
I would say about
five leads on spread

00:41:26,440 --> 00:41:29,800
across South Florida that are
dedicated to the cancer service

00:41:29,800 --> 00:41:32,230
line.

00:41:32,230 --> 00:41:34,690
But it's a large team.

00:41:34,690 --> 00:41:36,640
What I think is
interesting, and I think,

00:41:36,640 --> 00:41:40,090
Mary, I think you'll agree,
is that we have service line

00:41:40,090 --> 00:41:42,760
leads and our business
development team that

00:41:42,760 --> 00:41:44,300
really are our partners.

00:41:44,300 --> 00:41:47,380
And then underneath them, they
have a very strong sales force

00:41:47,380 --> 00:41:50,510
that they work in
conjunction that are more

00:41:50,510 --> 00:41:52,750
and more geographically based.

00:41:52,750 --> 00:41:58,570
So it really does help, I
think, with our outreach

00:41:58,570 --> 00:42:01,240
and/or the distance
that we can go

00:42:01,240 --> 00:42:07,462
based on the size of the the,
say, the regional sales force.

00:42:07,462 --> 00:42:08,920
Here's another
question about size.

00:42:08,920 --> 00:42:09,750
Just a quickie.

00:42:09,750 --> 00:42:11,980
How big is your team,
physician marketing

00:42:11,980 --> 00:42:14,920
team that you guys are part of?

00:42:14,920 --> 00:42:18,190
Well, physician marketing,
we are a team of three,

00:42:18,190 --> 00:42:22,730
but our marketing department
has, I think, over 120 people.

00:42:22,730 --> 00:42:25,570
So we are part of a
very large department,

00:42:25,570 --> 00:42:28,150
but we're a small
but mighty team

00:42:28,150 --> 00:42:31,600
focused physician marketing.

00:42:31,600 --> 00:42:34,760
So I think, mike, maybe you
can start off with this one.

00:42:34,760 --> 00:42:39,330
How are you able to aggregate
content for the content hub?

00:42:39,330 --> 00:42:41,700
I know that broadcast.

00:42:41,700 --> 00:42:44,160
From a content
acquisition perspective

00:42:44,160 --> 00:42:46,140
and we work with new
clients or even clients

00:42:46,140 --> 00:42:47,848
we were working with
for quite some time.

00:42:47,848 --> 00:42:50,350
One thing that we like to say
is don't reinvent the wheel.

00:42:50,350 --> 00:42:53,070
It's sometimes like a hesitation
with sometimes new clients,

00:42:53,070 --> 00:42:55,860
or I have to start from scratch,
building out a content library

00:42:55,860 --> 00:42:59,765
and sort of the populate
this Cathedral of content

00:42:59,765 --> 00:43:02,390
that we're going to be building
out for our physician audience.

00:43:02,390 --> 00:43:04,240
One thing is, you'd be shocked.

00:43:04,240 --> 00:43:06,060
I've sat in on these
content audits.

00:43:06,060 --> 00:43:08,778
We have something called
the content marketing audit

00:43:08,778 --> 00:43:09,820
and I've sat in on these.

00:43:09,820 --> 00:43:11,778
You'd be shocked at how
much content is already

00:43:11,778 --> 00:43:13,590
in existence, whether
physicians are doing

00:43:13,590 --> 00:43:15,180
dry runs of presentations
that they're

00:43:15,180 --> 00:43:17,055
going to be giving at
their society meetings,

00:43:17,055 --> 00:43:20,177
or just capturing content,
surgical presentations

00:43:20,177 --> 00:43:22,260
that they've done, you
know, recording themselves,

00:43:22,260 --> 00:43:23,760
doing surgery, maybe
not all of it's

00:43:23,760 --> 00:43:26,370
polished and ready
to post on the site,

00:43:26,370 --> 00:43:29,045
but we can identify that
content, the content that's

00:43:29,045 --> 00:43:29,920
already in existence.

00:43:29,920 --> 00:43:31,630
Maybe it needs to be
polished up, edited.

00:43:31,630 --> 00:43:33,990
Maybe we have to do a live
narration or a narration

00:43:33,990 --> 00:43:36,150
voiceover of a physician
who did a surgery.

00:43:36,150 --> 00:43:37,650
But there's a ton
of there's usually

00:43:37,650 --> 00:43:39,780
a plethora of content
that's already sitting there

00:43:39,780 --> 00:43:40,750
in existence.

00:43:40,750 --> 00:43:44,380
And our team can go in there and
identify all of that content.

00:43:44,380 --> 00:43:46,350
What's promotable, what's
foundational content

00:43:46,350 --> 00:43:49,468
for the site also
is part of that.

00:43:49,468 --> 00:43:51,010
Where is where are
the opportunities?

00:43:51,010 --> 00:43:53,160
You guys are great in
this specific discipline,

00:43:53,160 --> 00:43:54,430
this specific procedure.

00:43:54,430 --> 00:43:56,263
Let's make sure we're
getting that on camera

00:43:56,263 --> 00:43:58,050
featuring your top doctors.

00:43:58,050 --> 00:44:01,560
Where are the opportunities
in terms or the world?

00:44:01,560 --> 00:44:03,780
I mentioned before,
we have our finger

00:44:03,780 --> 00:44:08,220
on the pulse of top search
terms, top consumed assets.

00:44:08,220 --> 00:44:10,680
Where can your team
fill those needs?

00:44:10,680 --> 00:44:13,260
We see a lot of doctor
searching for x condition

00:44:13,260 --> 00:44:14,890
and there's not
a lot of content.

00:44:14,890 --> 00:44:16,480
Is your team an
expert in this field?

00:44:16,480 --> 00:44:19,170
Can we get some of your top
doctors talking about that

00:44:19,170 --> 00:44:20,380
or performing that procedure.

00:44:20,380 --> 00:44:22,683
So we can populate your
site and drive that audience

00:44:22,683 --> 00:44:23,350
to that content?

00:44:23,350 --> 00:44:25,678
Going back to Mary's earlier
point, what they actually

00:44:25,678 --> 00:44:27,220
want to see what
they're looking for.

00:44:27,220 --> 00:44:28,518
On the internet.

00:44:28,518 --> 00:44:29,560
So it comes down to that.

00:44:29,560 --> 00:44:31,500
And that content audit
is a phenomenal way

00:44:31,500 --> 00:44:34,150
to start out kind of
identifying that content.

00:44:34,150 --> 00:44:36,698
And many people are pleasantly
surprised that a lot

00:44:36,698 --> 00:44:38,490
of that work has already
been done for them

00:44:38,490 --> 00:44:39,610
through their physician teams.

00:44:39,610 --> 00:44:40,985
And we work with
ServiceNow lines

00:44:40,985 --> 00:44:44,010
to make it as easy as possible
to identify all of that content

00:44:44,010 --> 00:44:47,310
and even doing site
audits of operating rooms

00:44:47,310 --> 00:44:49,830
that we can set up cameras
to get that surgical footage

00:44:49,830 --> 00:44:52,830
that we're looking for and then
obviously broadcast if there

00:44:52,830 --> 00:44:55,050
ever is content gaps
can come in there

00:44:55,050 --> 00:44:57,960
and help be your production
team to support capturing

00:44:57,960 --> 00:45:00,960
surgical content, physician
interviews, patient stories,

00:45:00,960 --> 00:45:02,010
you name it.

00:45:02,010 --> 00:45:03,900
So it's really taking
a strategic approach

00:45:03,900 --> 00:45:05,867
to helping the clients.

00:45:05,867 --> 00:45:07,950
Another question that
probably might you can start

00:45:07,950 --> 00:45:10,140
and maybe just
generally addresses

00:45:10,140 --> 00:45:12,180
what are some of the
metrics and data you're

00:45:12,180 --> 00:45:15,030
able to access by
the content hub

00:45:15,030 --> 00:45:17,490
and that you're
probably Mary and Terry.

00:45:17,490 --> 00:45:19,170
There's probably
some things that you

00:45:19,170 --> 00:45:21,390
love having and look
at often, so maybe you

00:45:21,390 --> 00:45:23,040
can address those too.

00:45:23,040 --> 00:45:25,380
Yeah, of course I can take
the first swing of that

00:45:25,380 --> 00:45:26,620
from our email marketing.

00:45:26,620 --> 00:45:28,740
Obviously, we provide our
traditional marketing,

00:45:28,740 --> 00:45:31,032
we provide open rates and
click through rates on those,

00:45:31,032 --> 00:45:33,540
but our data really
goes to the next level.

00:45:33,540 --> 00:45:34,540
Through our content hub.

00:45:34,540 --> 00:45:36,900
We rolled out a new
product offering

00:45:36,900 --> 00:45:39,810
called mdna, which is
our physician reporting

00:45:39,810 --> 00:45:43,560
dashboard early in the
year around January.

00:45:43,560 --> 00:45:44,230
What gives you?

00:45:44,230 --> 00:45:45,340
It's really got two sides.

00:45:45,340 --> 00:45:46,882
So the first side
being the content.

00:45:46,882 --> 00:45:48,840
So for those strategists
going back to content,

00:45:48,840 --> 00:45:50,790
we are very content centric.

00:45:50,790 --> 00:45:53,280
What content's resonating
with the physicians?

00:45:53,280 --> 00:45:54,910
Is it short form content?

00:45:54,910 --> 00:45:57,220
Is it surgical content of
physician led discussions?

00:45:57,220 --> 00:46:00,150
We really give you the view
times completion rates,

00:46:00,150 --> 00:46:02,310
finish rates of all
of the content you

00:46:02,310 --> 00:46:04,448
have living on your site
from a site performance.

00:46:04,448 --> 00:46:06,240
As we were building
out these content hubs,

00:46:06,240 --> 00:46:09,907
what pages are you engaging
physicians deeper in?

00:46:09,907 --> 00:46:10,990
Where are you losing them?

00:46:10,990 --> 00:46:12,990
Where do we need to
strategically change

00:46:12,990 --> 00:46:13,980
those calls to action?

00:46:13,980 --> 00:46:15,180
If you're trying
to drive referrals

00:46:15,180 --> 00:46:16,638
and you're not
getting that number,

00:46:16,638 --> 00:46:19,410
do we need to make that
referral patient button more

00:46:19,410 --> 00:46:21,480
prominent across the site?

00:46:21,480 --> 00:46:23,730
And then where physicians
coming from, where are they?

00:46:23,730 --> 00:46:27,000
What CME courses are
they starting with you?

00:46:27,000 --> 00:46:28,707
So that's really on
the content side.

00:46:28,707 --> 00:46:31,290
On the other side, we are able
to provide physician level data

00:46:31,290 --> 00:46:34,260
so we can tier strategic
goals, whether it

00:46:34,260 --> 00:46:38,470
be starting courses, finishing
content, engaging with content

00:46:38,470 --> 00:46:41,110
and let you know where those
physicians fall in that bucket.

00:46:41,110 --> 00:46:43,530
And we can take that content,
that data and leverage it

00:46:43,530 --> 00:46:45,402
to move them down
the proverbial funnel

00:46:45,402 --> 00:46:46,860
to have them spit
out at the bottom

00:46:46,860 --> 00:46:48,735
where we want them to
again, refer a patient,

00:46:48,735 --> 00:46:53,020
register for an online activity
or on site activity possibly.

00:46:53,020 --> 00:46:55,530
And then going back to the
physician liaison team,

00:46:55,530 --> 00:46:58,350
we can provide individual
physician level data

00:46:58,350 --> 00:47:00,430
on what physicians are doing.

00:47:00,430 --> 00:47:03,330
So Dr. Mike came on the site,
if I'm a physician, liaise,

00:47:03,330 --> 00:47:04,990
I'm doing outreach to Dr. Mike.

00:47:04,990 --> 00:47:08,700
Let's say I can look up
and see what content Dr.

00:47:08,700 --> 00:47:09,790
Mike is engaged with.

00:47:09,790 --> 00:47:11,920
Is he shown interest
in this procedure?

00:47:11,920 --> 00:47:12,790
In that procedure.

00:47:12,790 --> 00:47:15,270
So when I do pick up that
phone or do that office visit,

00:47:15,270 --> 00:47:17,560
I have an idea of where to
start that conversation.

00:47:17,560 --> 00:47:18,790
I'm not going in there cold.

00:47:18,790 --> 00:47:21,510
I have an idea of what Dr.
Mike has been engaging with

00:47:21,510 --> 00:47:23,662
and how to start that
conversation with him.

00:47:23,662 --> 00:47:25,870
So those are some of the
metrics that we can provide.

00:47:25,870 --> 00:47:28,620
And then the flip side to, since
we are very content centric,

00:47:28,620 --> 00:47:30,690
let's say we're
putting out a new video

00:47:30,690 --> 00:47:33,460
around a certain procedure
or a certain service line.

00:47:33,460 --> 00:47:35,310
We can let all of
the physicians that

00:47:35,310 --> 00:47:38,210
engage with that video
for how long and to what.

00:47:38,210 --> 00:47:40,317
Agree so, again,
having that ability

00:47:40,317 --> 00:47:42,650
to start that conversation,
knowing what they've already

00:47:42,650 --> 00:47:44,108
engaged with on
that site, and that

00:47:44,108 --> 00:47:46,483
goes even down to
strategic calls to actions.

00:47:46,483 --> 00:47:47,900
What physicians
are clicking refer

00:47:47,900 --> 00:47:49,520
a patient, which
ones are showing

00:47:49,520 --> 00:47:51,990
interest in clinical trials?

00:47:51,990 --> 00:47:54,320
Let's say we can really
identify and map out

00:47:54,320 --> 00:47:57,230
any button on the website that
drives strategic initiatives

00:47:57,230 --> 00:47:59,180
and take that data
and leverage it

00:47:59,180 --> 00:48:02,720
for future outreach tailored to
drive that specific objective

00:48:02,720 --> 00:48:03,740
home.

00:48:03,740 --> 00:48:06,530
So Miriam, do you want to
talk about your experience

00:48:06,530 --> 00:48:10,220
of actually getting access
to that kind of data?

00:48:10,220 --> 00:48:11,100
Yeah, sure.

00:48:11,100 --> 00:48:13,190
I mean, Mike just
did an incredible job

00:48:13,190 --> 00:48:16,220
explaining all the different
types of metrics and data

00:48:16,220 --> 00:48:17,570
that we can collect.

00:48:17,570 --> 00:48:20,330
One way that we've
used it, if we

00:48:20,330 --> 00:48:24,020
have a webcast that's done
through broadcast Med,

00:48:24,020 --> 00:48:27,230
we can get a list of people
that registered and attended

00:48:27,230 --> 00:48:30,230
the events, and that's
something that we can build off

00:48:30,230 --> 00:48:31,320
of for the next event.

00:48:31,320 --> 00:48:33,050
So I know, for example,
we did something

00:48:33,050 --> 00:48:36,050
that was web based
during COVID and then

00:48:36,050 --> 00:48:38,240
once we had the opportunity
to kind of get together

00:48:38,240 --> 00:48:42,290
in person again, we are able
to promote the in-person event

00:48:42,290 --> 00:48:44,430
to the people that
attended the webcast.

00:48:44,430 --> 00:48:47,318
And we see a really
high conversion rate

00:48:47,318 --> 00:48:49,610
on those people that are
already engaged with our brand

00:48:49,610 --> 00:48:51,760
and with our physicians.

00:48:51,760 --> 00:48:52,450
So Yeah.

00:48:52,450 --> 00:48:54,040
And I'd add one
more thing to that

00:48:54,040 --> 00:48:57,610
is that we use it for our
own purposes on physician

00:48:57,610 --> 00:49:00,460
marketing, but we were able
to use another registration

00:49:00,460 --> 00:49:03,760
list to help with actually
a patient webinar that

00:49:03,760 --> 00:49:04,520
was happening.

00:49:04,520 --> 00:49:07,840
So we were able to engage
with the physicians that

00:49:07,840 --> 00:49:11,560
attended to help, let them
know about the patient webinar

00:49:11,560 --> 00:49:16,120
and that actually helped
increase the attendance to that

00:49:16,120 --> 00:49:17,800
as well.

00:49:17,800 --> 00:49:19,610
That is something I
will chime in on that.

00:49:19,610 --> 00:49:21,640
That is something we're
seeing more and more.

00:49:21,640 --> 00:49:23,710
Going to the
source, if you will.

00:49:23,710 --> 00:49:26,550
The easiest analogy of
that is orthopedics.

00:49:26,550 --> 00:49:28,840
You know, if you're
trying to do drive home,

00:49:28,840 --> 00:49:30,700
you'll say knee
surgery or things

00:49:30,700 --> 00:49:33,340
around specific
procedures on knees,

00:49:33,340 --> 00:49:35,180
trying to go after
the consumer audience.

00:49:35,180 --> 00:49:37,700
You know, mike, the
consumer I have two knees.

00:49:37,700 --> 00:49:39,050
That's the most you'll ever get.

00:49:39,050 --> 00:49:41,810
You go to Dr. mike, who's
an orthopedic surgeon.

00:49:41,810 --> 00:49:44,140
You have eight patients a
day that have two knees each

00:49:44,140 --> 00:49:45,730
that you can be driving there.

00:49:45,730 --> 00:49:47,620
So going to the source
of the physicians that

00:49:47,620 --> 00:49:49,953
are treating the patients
that you're ultimately looking

00:49:49,953 --> 00:49:52,212
to bring to your organization,
to your institution is

00:49:52,212 --> 00:49:54,670
something that we're seeing is
picking up a ton of traction

00:49:54,670 --> 00:49:57,790
recently where they're realizing
that, again, go to the source,

00:49:57,790 --> 00:50:00,010
if you will, and
it's definitely kind

00:50:00,010 --> 00:50:02,588
of paid dividends for
our clients and prospects

00:50:02,588 --> 00:50:04,130
that have listened
to that messaging.

00:50:04,130 --> 00:50:05,920
And you have seen,
to your point,

00:50:05,920 --> 00:50:09,157
Tara, four different objectives,
whether it be clinical trials.

00:50:09,157 --> 00:50:11,740
We've heard things that it was
prior to working with broadcast

00:50:11,740 --> 00:50:13,782
media, it was trying to
find a needle in a needle

00:50:13,782 --> 00:50:15,700
stack by our
targeting capabilities

00:50:15,700 --> 00:50:18,160
of different procedures
or treatments

00:50:18,160 --> 00:50:19,460
that physicians are doing.

00:50:19,460 --> 00:50:21,280
We can go to those
doctors that are seeing

00:50:21,280 --> 00:50:22,988
those specific patients
that we're trying

00:50:22,988 --> 00:50:25,210
to bring to our organization.

00:50:25,210 --> 00:50:26,830
Oh, Thank you, Dr. Mike.

00:50:26,830 --> 00:50:28,580
That's all the time
we have for questions.

00:50:28,580 --> 00:50:30,210
We actually run a
little bit over.

00:50:30,210 --> 00:50:31,690
So I'd like to
Thank Tara and Mary

00:50:31,690 --> 00:50:33,460
for their excellent
presentation.

00:50:33,460 --> 00:50:36,533
And Thanks to Broadcast Med
for sponsoring today's webinar.

00:50:36,533 --> 00:50:38,950
So I believe there's going to
be a PDF summarizing today's

00:50:38,950 --> 00:50:41,367
presentation that you're going
to be receiving immediately

00:50:41,367 --> 00:50:43,210
following the webinar,
and you receive

00:50:43,210 --> 00:50:46,150
a link to access the recording
as soon as it's available.

00:50:46,150 --> 00:50:48,040
So thank you for
attending today's webinar

00:50:48,040 --> 00:50:50,820
and we hope you enjoy
the rest of your day.