Building Pride in Membership by Celebrating the Profession

Client
Society for Simulation in Healthcare (SSH)
Overview
SSH celebrated the second annual Healthcare Simulation Week, Sept. 17- 21, 2018. SSH is a 4,000- member organization which seeks to improve performance and reduce errors in patient care through the use of simulation. International membership includes physicians, nurses, researchers, educators, technicians and others.

The week:
+ Recognizes professionals who contribute to the simulation community
+ Raises awareness about the profession
+ Creates excitement and instills a sense of pride in those who work in the field
+ Encourages simulation center to celebrate
+ Generates media coverage

Every aspect of the week is planned and implemented by SSH’s members, and all events are free via social media or webinars. 2018 included:
+ Tours of simulation centers via Facebook Live
+ Topical discussions with SSH’s members on Facebook Live
+ Journal Twitter Chat on an article from SSH’s Simulation in Healthcare Journal
+ Open access to SSH’s journal (normally a members-only benefit)
+ Free “Articles of the Day” from SSH’s Journal
+ A video contest: “What Does Healthcare Simulation Mean to You?”
+ Webinars hosted by SSH committee members
+ Special merchandise (T-shirts, mugs, bags, banners, etc.)

Strategy
This is the second year that we partnered with SSH to plan and promote the week. Working with SSH staff and volunteers, we developed and implemented a comprehensive marketing communications plan which included:
+ Updated logo and graphics
+ Series of e- mails
+ Engaging a network of 25 international Social Media Ambassadors, both members and non- members, to promote Healthcare Simulation Week to their followers
+ Ads in SSH’s journal
+ Banner ads throughout SSH’s website
+ Blog post with a related simulation association
+ Two videos: a 45- second kick- off to Sim week from SSH’s president and a promotional video showcasing the dates and events

Website:
+ A dedicated landing page on the SSH website
+ Online interactive map so that organizations could publicly demonstrate their commitment to celebrating Healthcare Simulation Week
+ Free, downable Marketing Resources Toolkit that included social media graphics and copy: “Click to tweet” links; logos; website banner ads; poster template; sample emails; national and regional press releases templates; and more
+ Healthcare Simulation Week Fact Sheet; ideas for celebrating the week; tips for working with the media; media talking points

Results
Healthcare Simulation Week 2018 surpassed 2017 and demonstrated that professionals throughout the world celebrated. Members and non-members shared photos and videos of their celebrations, everything from open houses to special training programs, to special receptions. They ordered signs and coffee mugs, wore Sim Week T-shirts and posted fun images of manikins “participating” in the celebrations.

Social Media:
+ #HCSimWeek18:
+ 65,974 Impressions, 362% increase over 2017
+ 5,695 Tweets, 34% increase over 2017
+ 1,297 Engagement, n/a for 2017

@SSHorg:
+ 83,300 Impressions, 15% increase over 2017
+ 335 Likes, 17% increase over 2017
+ 250 New Followers, n/a for 2017

Facebook:
+ 12,430 Video Views, 69.6% increase over 2017
+ 392 new followers, 56% increase over 2017
+ Sim Week Photo Album views, 588
+ Video tour of the UAB simulation center had the highest views at 7,000

Landing Page:
+ 3,800+ unique visitors from 75 countries visited the page
+ Healthcare Simulation Week Map included 190 centers & professionals from 20 countries (this is the first time we offered the map)

Video Contest:
+ “What Does Healthcare Simulation Mean to Me?” video contest received 47 entries and 2,548 votes. The winning video was from a simulation center in Saudi Arabia.

Media Coverage:
+ 110 stories in 9 countries including TV, radio, print & online
+ Total reach 12 million

Client

Society for Simulation in Healthcare (SSH)

Overview

SSH celebrated the second annual Healthcare Simulation Week, Sept. 17- 21, 2018. SSH is a 4,000- member organization which seeks to improve performance and reduce errors in patient care through the use of simulation. International membership includes physicians, nurses, researchers, educators, technicians and others.

The week:
+ Recognizes professionals who contribute to the simulation community
+ Raises awareness about the profession
+ Creates excitement and instills a sense of pride in those who work in the field
+ Encourages simulation center to celebrate
+ Generates media coverage

Every aspect of the week is planned and implemented by SSH’s members, and all events are free via social media or webinars. 2018 included:
+ Tours of simulation centers via Facebook Live
+ Topical discussions with SSH’s members on Facebook Live
+ Journal Twitter Chat on an article from SSH’s Simulation in Healthcare Journal
+ Open access to SSH’s journal (normally a members-only benefit)
+ Free “Articles of the Day” from SSH’s Journal
+ A video contest: “What Does Healthcare Simulation Mean to You?”
+ Webinars hosted by SSH committee members
+ Special merchandise (T-shirts, mugs, bags, banners, etc.)

Strategy

This is the second year that we partnered with SSH to plan and promote the week. Working with SSH staff and volunteers, we developed and implemented a comprehensive marketing communications plan which included:
+ Updated logo and graphics
+ Series of e- mails
+ Engaging a network of 25 international Social Media Ambassadors, both members and non- members, to promote Healthcare Simulation Week to their followers
+ Ads in SSH’s journal
+ Banner ads throughout SSH’s website
+ Blog post with a related simulation association
+ Two videos: a 45- second kick- off to Sim week from SSH’s president and a promotional video showcasing the dates and events

Website:
+ A dedicated landing page on the SSH website
+ Online interactive map so that organizations could publicly demonstrate their commitment to celebrating Healthcare Simulation Week
+ Free, downable Marketing Resources Toolkit that included social media graphics and copy: “Click to tweet” links; logos; website banner ads; poster template; sample emails; national and regional press releases templates; and more
+ Healthcare Simulation Week Fact Sheet; ideas for celebrating the week; tips for working with the media; media talking points

Results

Healthcare Simulation Week 2018 surpassed 2017 and demonstrated that professionals throughout the world celebrated. Members and non-members shared photos and videos of their celebrations, everything from open houses to special training programs, to special receptions. They ordered signs and coffee mugs, wore Sim Week T-shirts and posted fun images of manikins “participating” in the celebrations.

Social Media:
+ #HCSimWeek18:
+ 65,974 Impressions, 362% increase over 2017
+ 5,695 Tweets, 34% increase over 2017
+ 1,297 Engagement, n/a for 2017

@SSHorg:
+ 83,300 Impressions, 15% increase over 2017
+ 335 Likes, 17% increase over 2017
+ 250 New Followers, n/a for 2017

Facebook:
+ 12,430 Video Views, 69.6% increase over 2017
+ 392 new followers, 56% increase over 2017
+ Sim Week Photo Album views, 588
+ Video tour of the UAB simulation center had the highest views at 7,000

Landing Page:
+ 3,800+ unique visitors from 75 countries visited the page
+ Healthcare Simulation Week Map included 190 centers & professionals from 20 countries (this is the first time we offered the map)

Video Contest:
+ “What Does Healthcare Simulation Mean to Me?” video contest received 47 entries and 2,548 votes. The winning video was from a simulation center in Saudi Arabia.

Media Coverage:
+ 110 stories in 9 countries including TV, radio, print & online
+ Total reach 12 million