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For a campus of physicians and scientists, persuasion means data, graphs and logic. But that approach leaves donors, legislators and community members cold. So, EVMS sought a compelling, emotional connection with its external audiences. An emphasis on storytelling \u2014 letting patients speak in their own voices through the development of the My Story microsite \u2014 has proved a winning strategy.<\/strong><\/p>\n <\/p>\n Initiated in\u00a0FY13, the core of this project is a series of\u00a0video packages (generally 2 minutes or less) that allow EVMS patients, students and donors to share their experiences.<\/p>\n These emotionally powerful videos offer the opportunity to forge a strong connection with viewers and are particularly powerful because our doctors do not speak during the package. Each is a compelling, entirely third-party endorsement. In addition to being featured on the microsite, these videos can be used to support departmental web content and donor communications\u00a0or\u00a0solicitations. Video content can be\u00a0supplemented by text-based and audio podcast patient stories. The microsite also provides an option for viewers to submit their own comments, content and stories.<\/p>\n Traffic to the microsite and videos is\u00a0driven through our brand advertising (with inclusion of the microsite URL), through our social media channels (Facebook, Twitter, etc.), campus digital signage, and existing electronic and print media (eNews, EVMS Magazine, etc.).<\/p>\n <\/div> The My Story microsite was selected as a finalist for the PR News Digital Marketing Awards<\/strong> in the Digital Marketing Campaign category. Other finalists included Major League Baseball, The Clorox Company, Double Tree by Hilton, Century 21 Real Estate and others. The My Story microsite\u00a0also won a 2013 PRSA Hampton Roads Pinnacle Award<\/strong> in the AV\/Interactive category and was awarded an Honorable Mention in the 2014 AAMC Group on Institutional Advancement Awards of Excellence<\/strong>.<\/p>\n Additionally, advertising components of this integrated campaign won awards in the 2013\u00a030th Annual Healthcare Advertising Awards<\/strong> (sponsored by the Healthcare Marketing Report<\/a>)\u00a0competing with nearly 4,000 entries (247 received gold awards, 241 received silver, and 235 received bronze awards) and judged by a national panel. Our winning entries included\u00a0Outdoor (Gold), My Story TV (Silver), My Story Radio (Silver), and Total Ad Campaign with TV (Merit).<\/p>\n <\/div> <\/div> [easy-image-collage id=109] For a campus of physicians and scientists, persuasion means data, graphs and logic. But that approach leaves donors, legislators and community members cold. So, EVMS sought a compelling, emotional connection with its external audiences. An emphasis on storytelling \u2014 letting patients speak in their own voices through the development of the My Story
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