On last week’s monthly #HITMC chat, the community came together to discuss case studies – one of the hardest marketing assets to create and procure. It is not uncommon for case studies to take 6-8 months to be approved, if a client’s legal department even allows them in the first place.
During the chat, several well-thought-out tactics were shared.
My favorite came from Chuck Webster @wareFLO. He suggested using award programs as a lever to get case studies. In order to qualify for an award, entrants normally need to provide information about their work – information that will be shared publicly if they are selected as a finalist. Smart companies help find awards for their clients and assist with the entry process.
It’s a win-win situation. If the healthcare organization is chosen as a finalist, they will be thrilled by the recognition for their hard work and the company can use the public information as part of a case study. Brilliant.
Case study <-> awards connection, best & most credible industry awards programs rely on extensive cases studies. Great thing about them is even if you don’t win, you win! You get a great case study to repurpose. (Also, good way to get customers to energetically pitch in) #HITMC https://t.co/sZNfzRaUeR
— Chuck Webster MD 🎫 #vMed19 #SocialVR Meetup 3/28 (@wareFLO) March 12, 2019
See previous tweet. Look for industry award programs that require case studies, then pitch to customer that they deserve to be recoginized. Also, often come with case study models to follow (such as previous winners)… great way to gain highly motivated cooperationg #HITMC https://t.co/y2ekw2UQdX
— Chuck Webster MD 🎫 #vMed19 #SocialVR Meetup 3/28 (@wareFLO) March 12, 2019
Lynda Mitchell @LyndaGMitchell had a great suggestion – looking on social media platforms for people who have posted their stories – and them asking for permission to share it.
T1. In the nonprofit disease advocacy org sector where I come from, it’s common to see people posting their stories on social media or writing their stories to us privately. I approach them privately and ask permission to interview them to share their story. #HITMC
— Lynda Mitchell, RHIA, CAE (@LyndaGMitchell) March 12, 2019
Barby Ingle @BarbyIngle, recommended setting up cameras at events to capture testimonials and client stories on-the-spot.
T1. We’ve set up cameras at events (in our exhibit space) where patients and providers we work with are, to capture videos and pics to put out on our own making it easy for testimonials, & others we’ve helped see those and post some of their own. #HITMC https://t.co/GjxNJTjGvj
— Barby Ingle *\O/* (@BarbyIngle) March 12, 2019
Sarah Bennight @sarahbennight had a smart suggestion to start small. Rather than immediately asking for a comprehensive case study, ask for approval on a simple story with a single quote to start.
T1: I’ve found it easier to start with a small client success story. We have a generic outline and write it for them, then add one quote, send to the PR department for approval. It’s an easier first step to getting permission and it doesn’t take much of their time #hitmc
— Sarah Bennight (@sarahbennight) March 12, 2019
Molly True @mollytruelife shared that one of the best ways to get a case study is to make it a contractual obligation. That way, it’s understood by everyone up front, including the legal department.
T1 Setting the expectation up front with the customer that planning to use for a reference and include in the contract, some incentive for the customer to participate, incentive for sales like a small bonus for every customer reference #HITMC
— Molly True (@mollytruelife) March 12, 2019
Beth Friedman @HealthITPR reminded us that case studies are only possible when you have a good relationship with your clients. Connecting with them, by being where they are, is a necessary first step – like at user group meetings and healthcare conferences.
T1 Meeting customers at user groups and conferences helps build the relationship and makes case study approval easier #HITMC
— Beth Friedman (@HealthITPR) March 12, 2019
Finally, Lea Chatham @LeaChatham, talked about investing in the creation of a customer advocacy program which would incentivize clients to provide case studies and testimonials.
A1 we do have a customer advocacy program where we can ask for things and provide some incentives to the customers while building rapport/relationships over time – I am big fan of this approach #HITMC
— Lea Chatham (@LeaChatham) March 12, 2019
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