What does Healthy mean to you?
Beth Israel Deaconess Medical Center, Boston, found out it means a lot of things to a lot of people. Now their two- word interactive campaign "Healthy Is_______________" has become a prime example of a successful, social media story.
Rhonda Mann, Director of Marketing Communications at this teaching hospital of Harvard Medical School, @Bidmchealth, Boston presented to the Health Care Marketing and PR Social Media Summit, on "Building Your Marketing Strategy around a few words." It all started with a self-evaluation of their medical center. Rhonda said they already knew what they were, decided to reduce the role of agencies, and started asking employees for input on what they thought Healthy Is. Once this concept was conceived, it grew way beyond their staff. Now, through Social Media, New England is sharing Healthy Is_________.
If you would like to see some of the videos from Healthy Is___________, check out this link on YouTube. Here's one of the related television ads for the campaign:
What do you think?