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Wednesday, July 31 • 2:20pm - 2:55pm
The Role of Social Media and Storytelling in Your Marketing Strategy - ADVOCATE AURORA HEALTH

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Brand  storytelling has shifted authorship; from marketers to consumers.  Through posts on social media channels as well as easy access to  cellphone videos and pictures, consumers, employees, and other  stakeholders are now writing your brand story. On one hand, it's a great  sense of engagement with your key audiences. On the other, it can send  your organization off in directions that are counter to where you want  your hospital or health system to go strategically.

Marketers need to be proactive and become the "editor" of your organization's story. You need to write the outline, lead by example, and create the parameters for your brand. By understanding your customers; their diverse lifestyles, passions, concerns, and ideals, you can better connect with your audience groups and set the direction you want your brand to follow.

In this session, discover how to use social media and storytelling tactics to their advantage, including how to:

  • Identify your brand essence
  • Communicate your brand in a way that educates, entertains, and engages with your audiences
  • Inspire employees to live the brand message your organization is portraying through social media campaigns

Sarah Scroggins, Director, Social Media
Advocate Aurora Health​​​

avatar for Sarah Scroggins

Sarah Scroggins

Director, Social Media, Advocate Aurora Health
Sarah Scroggins is the Director of Social Media for Advocate Aurora Health, with headquarters in Downers Grove, IL and Milwaukee, WI. Previously she was the manager of social media at Advocate Health Care, which merged with Aurora Health Care in 2018, to combine to create Advocate Aurora Health, the 10th largest health system in the U.S. She has worked at Advocate/Advocate Aurora for eight years. In her current... Read More →

Wednesday July 31, 2019 2:20pm - 2:55pm CDT
Gleacher Center 450 Cityfront Plaza Dr, Chicago, IL 60611, USA