In her SocialMedia.org Health case study presentation, Texas Scottish Rite Hospital for Children's Public Relations Officer, Marley Goudge, talks about revamping their video strategy and putting their patients in the spotlight.

1. Member Meeting 2
October 25, 2016
New York City
Learn more about Member Meetings
health.socialmedia.org/meetings
Texas Scottish Rite Hospital
for Children
Marley Goudge
Unscripted: In our patients’ voices

2. Marley Goudge
@txscottishrite
@marleygoudge

4. • Leadership buy-in
• Clear direction
• Quality of patient stories
• Turnaround time
• Purpose
• Reaching our audience
• Small budget

5. Before
Focus Medical/Research
Audience Whoever will listen
Finding stories Reactive
Video length Avg: 4:45
Distribution YouTube
Production time Long
Format Scripted

6. • Shift in hospital landscape
• Desire to stay relevant
• Buy-in from senior leaders
• Launch of brand campaign
• Opportunities on social
media

7. Before After
Focus Medical/Research Building the brand
Audience Whoever will listen CFMO
Finding stories Reactive Proactive
Video length Avg: 4:45 Avg: 1:54
Distribution YouTube Facebook, Twitter, YouTube
Production time Long Short(er)
Format Scripted Unscripted

8. • Why does this work?
• Honest
• Relatable
• Imaginative

10. Reputational
Seasonal
Informative
Just For Fun

11. • Use existing footage
• Ask yourself:
• What did you overlook the first
time?
• Can this stand alone?
• Is there a theme?
• Extend the life of content

13. • Identify opportunities
• Know your audience and
how to reach them
• Create content that is timely
and relevant

15. To see our videos and other content, visit:
Facebook.com/tsrhc
@TxScottishRite
YouTube.com/tsrhchildren

16. health.socialmedia.org/meetings
Member Meeting 2
October 25, 2016
New York City
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