Creating an Authentic Healthcare Brand with Mark Viden
b'\\u201cBranding is finding what\\u2019s true in any organization.\\u201d Mark Viden has experience in brand advertising with lots of different types of organizations ranging from startups and financial services to his current role as Vice Preside of Brand Marketing at Dignity Health. We discussed all of this and more on this week\\u2019s episode of the On Brand podcast.\\n\\xa0About\\xa0Mark Viden\\nMark Viden\\xa0is charged with building a consumer brand for Dignity Health to help drive patient and physician awareness and acquisition. He oversees brand advertising for the organization, and is responsible for developing branded experiences through sports sponsorships, pop ups, and other channels. He is also the business sponsor for Dignity Health\\u2019s consumer digital engagements, including website development, social media strategies and native content development.\\nPrior to joining Dignity Health, Viden has held a number of marketing positions both in Boston and San Francisco. He started his career at the advertising agency, Hill Holiday, and then moved on to work in the financial services industry. He also led brand development for a boutique agency that served both startups and established brands, such as NBCi, Houghton Mifflin, and Hewlett Packard.\\nViden received a Bachelor of Arts degree in English from Colby College in Waterville, Maine, has served on the San Francisco board of the International Association of Business Communicators, and is an active member of the Communication Leadership Exchange.\\nEpisode Highlights\\nBranding as storytelling.\\xa0\\u201cIt\\u2019s all about telling stories \\u2014 finding the stories\\u201d of the people whose lives your work touches. And health is a powerful part of people\\u2019s lives.\\n\\u201cPatients want to tell their stories.\\u201d\\xa0Recently, Dignity Health has actively sought patient\\u2019s stories, even using found footage in their videos.\\n\\u201cHealth is one of the most searched topics in Google.\\u201d\\xa0That also creates a big disruption! Patients know more than ever before \\u2014 even about marketing. \\u201cConsumers also more savvy today about advertising than ever before.\\u201d\\nWhat\\u2019s missing in healthcare marketing today?\\xa0\\u201cAuthentic experiences. We want to start a movement.\\u201d\\nWhat brand has made Mark smile recently?\\xa0\\u201cLyft \\u2014 they\\u2019ve\\xa0done a great job of positioning themselves as an irreverent counterpoint to Uber.\\u201d He also mentioned the recent Samsung ad, which paired an ostrich and a VR headset.\\nTo learn more,\\xa0go to\\xa0dignityhealth.org\\xa0and check out their\\xa0YouTube channel.\\nAs We Wrap \\u2026\\nBefore we go, I want to flip the microphone around to our community \\u2026\\nRecently, Peter Shankman gave a shout out on Twitter to his appearance on my previous podcast, The Work Talk Show where he shared\\xa0how he makes work fun.\\xa0We\\u2019ll have to get you on the On Brand podcast next!\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\n\\n\\nSubscribe to the podcast\\xa0\\u2013 You can subscribe to the show via\\xa0iTunes,\\xa0Stitcher, and\\xa0RSS.\\n\\n\\nRate and review the show\\xa0\\u2013 If you like what you\\u2019re hearing, head over to\\xa0iTunes\\xa0and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast?\\xa0Need a quick tutorial on leaving a rating/review in iTunes?\\xa0Check this out.\\n\\n\\nRegister now for Social Brand Forum 2017\\xa0\\u2014 September 14, 2017, at the Iowa Memorial Union featuring past On Brand guests Jason Falls, Marcus Sheridan, Melissa Agnes, and more.\\xa0Learn more.\\n\\n\\nRemember \\u2013 On Brand is brought to you by my new book\\xa0\\u2014\\xa0Get Scrappy: Smarter Digital Marketing for Businesses Big and Small.\\xa0Order now at\\xa0Amazon\\xa0and check out\\xa0GetScrappyBook.com\\xa0for special offers and extras.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'