Groups re-energize their marketing efforts

WATERLOO, Iowa - A group of HME industry advocates convened at VGM's headquarters in November for a workshop to share best practices for digital marketing and social media consumer-focused campaigns.

Their goal: to use these campaigns to advance grassroots legislative efforts that benefit the industry.

“For the first time, representatives from (a number of) industry groups have joined forces to better engage the communities we serve through grassroots campaigns on social media, with a unified intention of advancing legislative efforts that protect and serve our customers and providers,” said Lisa Wells, vice president of marketing for Cure Medical, who facilitated the workshop.

Representatives from the following groups participated: NCART, AAHomecare, VGM and VGM Forbin, U.S. Rehab, MAMES/SWMESA, People for Quality Care and Essentially Women.

The workshop, sponsored by VGM, educated attendees on best practices for recruiting and engaging consumer advocates who rely on HME; proven methodologies for deploying HME advocacy campaigns using people-first language, video content and specific media channels; messaging that drives powerful engagement; and appropriate imagery that properly reflects HME consumers in an authentic way.

“Everyone who attended this workshop is headed home eager to implement a refreshed approach to our grassroots strategy and the way we continue to build our respective networks of advocates,” said Mickae Lee, director of advocacy and communications for NCART. “Participants shared an impressive range of perspectives and ideas around the table, and I'm excited to see the resulting impact for our industry.”