AHIOS Marketing & PR Strategy Update
AHIOS is a key player in regulatory, compliance, QA, and technology issues related to PHI Disclosure Management. Their focus is on advocacy, thought leadership, and engaging with top management through articles, press releases, and social media. Recent accomplishments include new member press releases, impactful articles in reputable publications, and positioning themselves as industry leaders.
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Marketing & PR Update October 11, 2017 Bruce Jankowitz Jankowitz Communications 1
AHIOS Marketing & PR Strategy Accomplishments Agenda Analytics Video & Options for Moving Forward 2
Marketing/PR Strategy Positioning AHIOS is a leading industry voice and advocate for the regulatory, compliance, QA & technology issues related to PHI Disclosure Management Audience CFOs, CIOs/IT Management, Risk and Compliance Management, and HIM Management Media Healthcare Business, HIM & Technology Priorities Continue to Focus on Advocacy and Thought Leadership Articles, Press Releases & Social Media Evaluate video 3
2017 New Member Press Releases YTD 1/10/17 QuestHIMS 3/28/17 - Datafile Technologies, Diversified Medical Records Services, HealthMark Group, Iron Mountain Incorporated and RecordConnect 5/12/17 MedSouth Posted on AHIOS Website Posted in Linkedin & Twitter Coverage in St. Louis Post-Dispatch & NewsVine 4
Article: Lawsuit Alleges Manhattan Hospital Overcharges for Medical Records February 2017 AHIOS Contributor Charlie Saponaro, MRA Wall Street Journal WSJ.com reaches an audience of 42 million digital readers per month 35% Top Management 5
Article: The Future of PHI Disclosure Management March 2017 AHIOS Authors Stephen Hynes, CEO MRO Jeff Gartland, President, Provider Solutions, CIOX Health. Becker s Hospital Review 18,500 Healthcare Leaders Reaches C-suite executives, department directors, and managers 6
Article: Patient-Directed Record Requests Put Privacy At Risk July 2017 AHIOS Authors Sara Goldstein, MRO Carlos Rodriguez, Next Medical Records Becker s Hospital Review 18,500 Healthcare Leaders Reaches C-suite executives, department directors, and managers 7
Article: A Pro Forma Guide to C-Suite Approval for ROI Outsourcing September 2017 AHIOS Author Deborah Gustavsen, PhD, Director of Health Care Solutions at Iron Mountain For The Record 35,000 subscribers HIM professionals including: RHIA and RHIT professionals, HIM/HIT directors/administrators, Coders, Transcriptionists, CFOs/CEOs/CIOs, CMIOs, etc. 8
Social Media Posted New Content on LinkedIn, Twitter and AHIOS Website All press releases All thought leadership articles Reposting AHIOS video: Understanding the ROI Process Managed Linkedin Group, Twitter and Google Analytics 9
Google Analytics Trending R A A R V V A R V A* A R V = Press Release = Video Repost = Article A* = 2 articles appeared, GA data unavailable 10
Number of Website Hits By Vehicle Last 3 Articles, Press Releases & Video Reposts 250 200 150 Prior Previous Latest Total 100 50 0 Video Repost Articles Releases 11
Marketing Plan vs Actual Activities Activity Plan Completed TBD Updated CRIS Releases 3 3 Security & Patient Rights? Articles 3-4 4 Social Media & Acct Mgt Monthly Monthly Monthly Only a few hours remaining through 12/31/17 12
Video Considerations & Options Options Professionally produced talking head Likely only one member Quality will vary based on presenter & local videographer Est. $3,000+ plus project management Considerations Need to be clear on the goal (awareness/site eyeballs) Need video appropriate, engaging content Talking heads quality depends on the skill of the presenter Video with Graphics/Animation More engaging May be hard to find engaging topics beyond the overview video Takes time & money 90-180 seconds video $5-10K plus project management (AHIOS video 256 seconds) Animated videos take time and $ De-centralized thought leadership videos can yield uneven results Consider if voice and visuals will make a significant difference in engagement Evaluate credibility of PR article vs. video Storyvine is a DIY Option Low cost though questionable quality 13
Content Options for Moving Forward Topics Next scheduled thought leadership topic: Five Security Considerations to Protect Patient Rights (Ryan Hallman/DMRS and Pablo Romero/Stat Info Systems) or "Delivery on CD/DVD is Not Electronic Delivery (Kyle Probst/CIOX and Steve Socha/Bactes) Article or talking heads video For The Record Inquiry: NY law ensuring access to health records for those in need. Could pitch article on Who should and who shouldn t pay for medical records and why? Press Release on New CRIS Test or article on Using the CRIS Test to Evaluate ROI Workforce Competencies Cybersecurity and Ransomware How to Prepare for an OCR Audit? Top Compliance Issues in ROI and How to Address Them? Vehicles: Article or Video? 14
Budget Considerations Options Key Deliverables Estimated Annual Budget Current Program 3 press releases 3-4 articles Media relations Social media Account management $20,000 Option 1 Current program + one animated video OR two talking head videos $30,000 - $32,000 Option 2 Option 1 + white paper, infographics $40,000 15
Questions Bruce Jankowitz Jankowitz Communications 16
