AENC Marketing & Communications Conference, November 20, 2015, Raleigh, NC

1. CASE STUDY: NC
DOCTORS DAY

2. IT’S STRESSFUL BEING A
DOCTOR

3. SINCE 1933…

4. OURGOALS
 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

5. 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)

6. THE NEWLOGO

8. THE PLAN
 Built around NC Doctor of the Year
contest with winner announced on NC
Doctors Day
Patients, staff, colleagues nominate
doctor for award
Online voting leading up to March 30
Winner receives $5,000 to further a
professional or community project

9. 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

10. 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)

11. 2015 NC DOCTOROF THE
YEAR

12. 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

13. WHAT WE LEARNED
 Start planning early
 Friendly competition can
help
 Take the long view
 Everyone likes to be thanked

14. VISIT:
WWW.NCDOCTORSDAY.ORG
ThankyourdoctoronMarch30!
2016NC Doctors Daywill bebiggerandbetter