Doing the Dance: Pink Gloves and a Lesson in Audience Engagement
Posted Nov 01 2012 9:07am
This month I have an article in Spectrum, a publication produced by the Society for Healthcare Strategy and Market Development (SHSMD). The title of the article is “Doing the Dance: A Lesson in Audience Engagement.” It tells the story of Lexington Medical Center’s participation in the 2011 Pink Glove Dance Video Competition and how the hospital managed to successfully engage its community, employees and much of the State of South Carolina in its quest to win the contest. My firm’s engagement marketing team worked with the talented in house marketing department at LMC to drive engagement and sustain interest throughout the promotion. This is a great story and a terrific example of a hospital that knows how to engage its key audiences. If you get a chance, I recommend you take a look at the article; it is the cover story in the November/December issue.
Fast forward to October 2012. The 2012 Pink Glove Dance Video Competition is winding down (or coming to a climax) after three weeks of voting. This year more than 260 organizations, primarily hospitals, entered the contest. With two days left in the voting (ends at 11:59pm on Friday, November 2), Lexington Medical Center (LMC) once again finds itself in the lead. This morning they have more than 14,000 votes, while the nearest competitor has roughly 8,500. LMC’s video has 63,000 views on YouTube. I am amazed. When Mark Shelley, the director of marketing and advertising, told me that they were going to enter the contest again this year, I told him that the odds of winning two years in a row were minimal. Foolish me, I wanted to manage his expectation. True to form, Mark believed in his team, his hospital and the community. He never doubted that they could once again take on all challengers and potentially win this competition. They haven’t won yet, and they may not win at all, but they have blown me away by their effort and passion.
Mark and his team did not rest on their laurels. This year’s video is a major production – filmed and edited entirely in house by the LMC marketing team. The video features the compelling story of Lexington Medical Center nurse Amy Kinard of Lexington, who was diagnosed with breast cancer at the young age of 34. The video, involving approximately 1,000 employees, was shot in the hospital and around the community – including a special pink glove skydiving adventure. Yes, I said skydiving. The star of the video was filmed skydiving! I’m biased, but watch this video for yourself and tell me that you’re not impressed. If you’d like to vote for their amazing video, go to http://on.fb.me/T0UJRu .