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Health IT Marketing and PR conference
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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
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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?
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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
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Here’s the pitch
• I expected AYFC, or at least a heavyweight bout• I got agreement and one request• Plausible deniability
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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!
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So when do we come clean?
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HIMSS11
• Press conference• Speaking engagement – Brantley Whittington
interviewed from the stage• Premium items• Extormity manifesto
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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
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Thank you!Jeff [email protected]