New Media Story Telling: Strategies for Brand Building & Social Media for Health Organizations

Theoretical Background and research questions/hypothesis:  Presentation will focus on the essentials of branding, messaging, company voice, brand story telling and new media marketing synergy for health organizations. The curricula will aim to help participants understand their organization’s mission as a story and how to best tell this story in a cost-effective and timely manner, using new media. The presentation will highlight the need for organizations to clearly define themselves for constituents, clients, supporters and funders. In the midst of the changing environment of healthcare, the Affordable Care Act, advocacy, funding streams and policy-making, it’s imperative organizations solidify their value in the minds of their audiences to remain a trusted and valued healthcare organization in their community. In some cases, many health oganizations may need to "reintroduce" themsleves to those they serve. This presentation will also explore what would be necessary for such an organizational rebranding. 

Methods and Results (informing the conceptual analysis):  Session participants will be walked through theories of branding and new media via a brief lecture and visual presentation. Session participants will be asked to voice their questions, views and perspectives to ensure an open and interactive setting.

Conclusions:  Workshop participants will be able to clearly define their organization for their constituents, funders and supporters with the primary goal of becoming and/or remaining a trusted organization in their community. Participants will have the necessary tools and competencies to translate their brand-story into an effective and impactful new media presence, both on and offline. 

Implications for research and/or practice: Many organizations are not able to successfully articulate their message and mission. Failure to articulate and deliver impactful communications online impacts the reach these health organizations have in their community and contribite to the persistence of health disprarities and inequtities. To improve the health of our communities, every measure must be taken to communicate the availability of services and support to those who need it.