Case Study - PR Campaign: NC Doctors Day, NC Medical Society, Elaine Ellis

CASE STUDY: NC DOCTORS DAY

IT’S STRESSFUL BEING A DOCTOR

SINCE 1933…

OUR GOALS

Remind doctors they are appreciated (by patients, staff and NCMS)

Localize and make Doctors Day an annual celebration

Learn more about how to use social media Form new partnerships to build

membership Encourage people to donate to our

Foundation in honor of their doctor

FIRST THINGS FIRST

Took proposal to our CEO and our Communications/Membership Committee for input. (Reality check)

Hired outside design firm to brand NC Doctors Day with logo, build a website (ncdoctorsday.org) help with social media outreach

(#thxdocnc)

THE NEW LOGO

THE PLAN

Built around NC Doctor of the Year contest with winner announced on NC Doctors DayPatients, staff, colleagues nominate

doctor for awardOnline voting leading up to March

30Winner receives $5,000 to further a

professional or community project

THE LAUNCH

Launched project on Feb. 11 by inviting patients, medical staff, general public to nominate doctors

Press releases Newsletter articles, blog posts,

social media Toolkit to sponsors to push out

via their social media and other networks

THE EXECUTION

140 nominations for NC Doctor of the Year

10 finalists selected/profiles posted on website

19,424 votes cast for NC Doctor of the Year

Sent 11,000 Thank You cards with Foundation donation to our members (signing party)

2015 NC DOCTOR OF THE YEAR

WAS NC DOCTORS DAY SUCCESSFUL?

Members appreciative 22 partners 78 Twitter followers; 89 uses of

#thxdocnc 72,000 sessions on the website 13,000 Facebook actions taken

(like, share) 300,000 Facebook users reached

through paid advertising

WHAT WE LEARNED

Start planning early Friendly competition can

help Take the long view Everyone likes to be

thanked

VISIT: WWW.NCDOCTORSDAY.OR

GThank your doctor on March 30!

2016 NC Doctors Day will be bigger and better