health it marketing and pr conference. 2008 we are a small organization, struggling to differentiate...

Health IT Marketing and PR conference

2008

• We are a small organization, struggling to differentiate

• Pre-stimulus, meaningful use• Health IT has a lousy reputation• We have limited funds• Our competitors can be stereotyped as inflexible,

arrogant, money-grubbing bastards

Let’s go viral

• We need a low cost viral idea that will propagate like a combination of the black plague and herpes

• Come up with that, would you?

Reposition the competition

• Simple strategy• Leverage negative market perceptions of

health IT vendors• Position competitors as expensive and

inflexible• Start with a name and the campaign writes itself• Extormity

• A fake HIT behemoth

Here’s the pitch

• I expected AYFC, or at least a heavyweight bout• I got agreement and one request• Plausible deniability

We struck a chord

• This is the greatest joke website since the Daily Show

• ROFLOL• You have captured the

essence of so many of our discussions in Executive Committee meetings regarding our electronic medical record.  Thank you for putting a smile on the face of the EMR challenge!

• This made me cry I laughed so hard.

• Who are you? This content is a work of GENIUS. There is so much understanding of how the whole crappy process was really conducted. Many, MANY thanks - haven't laughed so much in AGES!!!

• Say it, preacher!

So when do we come clean?

HIMSS11

• Press conference• Speaking engagement – Brantley Whittington

interviewed from the stage• Premium items• Extormity manifesto

The results?

• North of 100,000 web visits• Unbelievable press coverage• Increased visibility• Great way to break the ice, create differentiation

and reposition competitors as a category• Bad actors can’t hide• We have a new internal checkpoint

Thank you!Jeff Donnelljdonnell@nomoreclipboard.com