Marketing and Social Media Essentials

Believe it or not, your practice has a brand. This one-day, intensive program will help you build and position it, engage existing patients, and grow your practice.

In the morning session, we'll examine the marketing principles that help you articulate your brand and differentiated offerings. Then, we’ll explore a range of tactics to help you effectively communicate your message, increase customer loyalty, and welcome new patients.

In the afternoon, you'll learn about best practices for social media and digital marketing. By reviewing the core principles of successful social media campaigns, you'll learn how to promote your practice and maximize your reach socially.


Creating a Strong Brand

  • Understanding your customers and their needs
  • Identifying your practice’s unique brand attributes
  • Drafting your value proposition and message platform
  • Creating your elevator pitch

Marketing your Message

  • Telling prospects what you do
  • Persuading them to become your customer
  • Keeping them for the long-term

Leveraging the Marketing Toolbox

  • Advertising
  • Direct outreach
  • Public relations
  • Content marketing
  • Word of mouth
  • Writing for the web and social media

Overview: Social Media and Healthcare

  • Patient trends
  • Regulatory considerations

Creating your Digital Strategy

  • Social research
  • Strategy development and implementation
  • Search engine optimization
  • Community management
  • Measurement and optimization

Understanding Social Media Platforms and Best Practices

  • Facebook
  • Twitter
  • LinkedIn
  • Blogging
  • YouTube
  • Faculty

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The course will be led by two marketing and communications professionals from Feinstein Kean Healthcare (FKH)—Christine Quern and Jamie Bull.

Christine Quern

Quern, senior vice president of marketing and communications at FKH, has nearly 20 years of experience in B2B marketing communications and media relations for life sciences organizations.

At FKH, Quern conceptualizes and oversees the branding, positioning, and implementation of strategic, integrated marketing communications, and media relations for clients. Her expertise spans the entire brand development and demand generation spectrum and includes product launches; market research, measurement, and metrics; and the development of marketing collateral, technical literature, newsletters, websites, and annual reports.

Quern’s clients have included global and emerging life sciences companies, as well as pharmaceutical, biotech, medical diagnostic, medical device, and contract research organizations.

Jamie Bull

Bull is the social media specialist for FKH, where he specializes in digital media, online conversation monitoring, analytics, and strategic communications planning.

Bull has experience integrating social media communications initiatives into marketing and public relations programs. His experience provides a unique understanding of how to effectively leverage social media channels, while taking best practices, internal policies, regulatory guidelines, and previous campaign performance into consideration.

Bull’s work contributes to programs across FKH’s entire roster of biotechnology, pharmaceutical and healthcare technology clients.