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July 26th, 2017

How NOT to Launch the Biggest Campaign of Your Career (Preview)

By Jess Columbo

Have you ever made a mistake at work? One that made you look foolish in front of your boss or client? Maybe you hurt someone’s feelings – a dismissive comment or premature judgment.

Jess Columbo

In the Spring of 2013, my team made a really big mistake. In the process of launching what would be one of the biggest (and most successful) fundraising campaigns in institutional history, we neglected to honor our most important constituents.

The campaign encountered significant backlash

In our enthusiasm to drive the campaign forward, we were presumptuous and dismissive of our community’s very real, very complex experiences with cancer. The campaign encountered significant backlash at its launch, primarily within our own community’s own social communities.

I believe every mistake is filled with opportunity. Through swift and strategic influencer engagement, our team turned a potentially campaign-ending PR crisis into impassioned social advocacy.

At this year’s Mayo Clinic Social Media Network Annual Conference December 11 and 12 in Scottsdale, Arizona, I look forward to sharing the invaluable lessons learned from this misstep – how our work can remain rooted in empathy, and why our embrace of new technologies must not come at the expense of our shared humanity.

Read the Annual Conference overview and see the complete schedule. I hope you'll join us!

Tags: Annual Conference, Annual Conference, case study, Jess Columbo, Med|Ed Digital, Oregon Health & Sciences University

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