Health IT Marketing and PR conference

1. Health IT Marketing and PR conference

4. 2008 • We are a small organization, struggling to differentiate • Pre-stimulus, meaningful use • Health IT has a lousy reputation • We have limited funds • Our competitors can be stereotyped as inflexible, arrogant, money-grubbing bastards

5. Let’s go viral • We need a low cost viral idea that will propagate like a combination of the black plague and herpes • Come up with that, would you?

6. Reposition the competition • Simple strategy • Leverage negative market perceptions of health IT vendors • Position competitors as expensive and inflexible • Start with a name and the campaign writes itself • Extormity • A fake HIT behemoth

7. Here’s the pitch • I expected AYFC, or at least a heavyweight bout • I got agreement and one request • Plausible deniability

25. We struck a chord • This is the greatest joke website since the Daily Show • ROFLOL • You have captured the essence of so many of our discussions in Executive Committee meetings regarding our electronic medical record.  Thank you for putting a smile on the face of the EMR challenge! • This made me cry I laughed so hard. • Who are you? This content is a work of GENIUS. There is so much understanding of how the whole crappy process was really conducted. Many, MANY thanks - haven't laughed so much in AGES!!! • Say it, preacher!

27. So when do we come clean?

28. HIMSS11 • Press conference • Speaking engagement – Brantley Whittington interviewed from the stage • Premium items • Extormity manifesto

30. The results? • North of 100,000 web visits • Unbelievable press coverage • Increased visibility • Great way to break the ice, create differentiation and reposition competitors as a category • Bad actors can’t hide • We have a new internal checkpoint what would extormity do?

32. Thank you! Jeff Donnell jdonnell@nomoreclipboard.com