Burrell School of Osteopathic Drugs
What’s extra empowering than studying your individual story? Sharing it to attach with others.
For Sidney Alvarez, director of promoting and communications at Burrell School of Osteopathic Drugs, video storytelling is core to what he does on daily basis. “I take advantage of my broadcast journalism background to create content material that helps us take management of our narrative and humanize our model,” he mentioned.
Alvarez employed his video storytelling technique to reinforce the school’s narrative by a weekly sequence on KTSM-TV that options scholar docs and school discussing numerous medical points. Collaborating with Nexstar Media extends the sequence’ outreach, guaranteeing that its insights attain a wider viewers, past the normal TV spot.
“This was a possibility to introduce our college students and school to the idea of working with media,” mentioned Alvarez.
The weekly sequence additionally led to the creation of “The D.O. Pulse”, a 30-minute video podcast that gives insights into osteopathy, well being ideas, training and extra. Every episode is split into three 10-minute segments and shared throughout the school’s social media platforms.
Alvarez spoke with Ragan about how proudly owning and controlling the narrative by strategic storytelling strengthens model identification and lays the muse for future partnerships.
Responses have been frivolously edited for readability.
How did “Professional Ideas From Your Pupil D.O.c,” come about and what function did the media companion play?
Although we’re a neighborhood med college in New Mexico and Florida, most of our college students are from out of state. Like most advertising budgets, ours is restricted and it’s difficult to spend {dollars} domestically, regionally and nationally. I wished to create a advertising technique that allowed me to spend regionally whereas nonetheless using conventional public relations methods domestically.
The school’s “Professional Ideas From Your Pupil D.O.c” is my native public relations initiative. Partnering with a neighborhood information media outlet for our regional initiatives opened the door for a neighborhood public relations alternative.
What did you envision as the results of this partnership?
I wished to create an initiative that might assist educate our native area about our med college and provide group well being ideas whereas permitting our scholar docs to study working with the media.
Are you able to elaborate on the methods to monetize “The D.O. Pulse” present, together with particulars on securing sponsors?
“The D.O. Pulse” is the fourth present I’ve created in my profession. I’ve discovered that every group has a selected set of demographics they attain, and another organizations/companions can profit by reaching this similar inhabitants. I’ve created a product that promotes our model whereas making it enticing for different manufacturers to wish to companion with.
Whereas looking for sponsors/advertisers, I all the time flip to the low-hanging fruit first. On this case, any distributors that we already work with as a corporation. In any case, if we’re already spending cash with a vendor, negotiate with them so that they in flip spend cash on you as a sponsor or advertiser.
How do you utilize social media platforms to maximise the attain and engagement of “The D.O. Pulse” content material?
Our full 30-minute present will get launched, nonetheless every section is a few totally different matter, garnering its personal alternative for social media launch. This permits me to make use of totally different methods and proceed selling our model with three totally different subjects. It’s also an extra alternative to tag or collaborate with totally different docs, hospitals or group organizations – all inside the similar present.
What’s the huge takeaway from this technique that led to success with giving scholar docs alternatives and educating the general public?
Media coaching and well being communications have by no means been extra prevalent. COVID-19 had our medical communities using conventional media interviews, outreach, and social media methods to speak to the general public. In lots of cases, our docs and medical leaders have been the professional voices throughout this international pandemic inside our rural and concrete communities.
The large takeaway is instructing our future docs to be media savvy and to assist them perceive how one can take management of their narratives and share their information with the communities they serve. “Professional Ideas From Your Future D.O.c” and the D.O. Pulse are platforms to assist our docs navigate the world of media.
What ideas would you share with somebody in the event that they wished to do one thing related?
Simply do it, there may be nothing holding you again. Our present is a two-person crew, our videographer and myself. The subjects are unending, and manufacturing is as elaborate or easy as you want. Getting govt buy-in is simpler than chances are you’ll assume. These reveals are about taking management of your narrative and humanizing your model.
Study extra about this matter and different related subjects by becoming a member of us at Ragan and PR Day by day’s Media Relations Convention on June 5-6 in Washington, D.C.
Isis Simpson-Mersha is a convention producer/ reporter for Ragan. Comply with her on LinkedIn.
COMMENT
