A few weeks ago Chris Boyer sent me a private message on Twitter, inviting me to check out his latest project for Inova Health System.
I’m glad I did! Fit For 50 is a program that looks simple, but actually has significant content and resources. It also integrates social media into everything it offers. Read on for my interview with Chris.
Chris, tell us a bit about yourself.
Ed, thanks for giving me the opportunity to talk about this project.
I’m the Senior Manager of Digital Communications at Inova Health System, managing the social media and online marketing efforts of this six-hospital system, which serves the Northern Virginia and Washington, DC metro area. i’m an active member of the #HCSM community and is the original author of the blog Hospital Online Marketing. Before working at Inova, I consulted with nearly 100 hospital and health systems, developing a variety of innovative marketing and business development solutions.
What’s the 60 second description of FitFor50?
FitFor50 is a health and wellness partnership between Inova Health System and former Washington Redskins cornerback Darrell Green, designed to promote a fit and active lifestyle. Using a free interactive website , as well as Facebook, YouTube and Twitter communities, FitFor50 shares both inspirational and clinical daily video tips from Darrell and Inova doctors. On the FitFor50 site, participants can create an online playbook to record and track their personal fitness goals and measure their progress. Over the course of 50 days (September 10 through October 30)
, FitFor50 fitness events, clinics and screenings will give the community a chance to meet Darrell in person. In addition, Darrell is writing a blog on the site, and there is a contest where winners can meet Darrell in person.
That’s a major initiative – How does it fit into the marketing / business goals for Inova?
As part of our nonprofit mission and our dedication to the communities we serve, a fitness / wellness campaign is a perfect fit with our overall brand. Inova Health System focuses on not only providing the best medical care, but proactively encouraging preventive care and healthy living. It’s perfect timing because more and more people are now open to learning about fitness and wellness tips, because they know how it affects their health and their daily lives.
From a business standpoint, the FitFor50 program gives us a platform to weave in education about our key service lines (cardiology, ortho, spine, pain management, OB, etc.), so we will be top-of-mind when people need to use those services.
Doctor participation is significant here; part of the content is provided by Inova Health System physicians. This program is a creative way to allow community members to engage with doctors and showcase our strengths (within Stark restrictions of course).
Darrel Green is your spokesman, and has made a big time commitment to this project – what’s his motivation?
Darrell Green is a natural for this project. He has been committed to fitness all of his life: in the NFL, he was known as the fastest man in football — and at 50, he is nearly as fast. Plus, Darrell has been in the Northern Virginia community for more than 27 years. When we approached him to be part of a program to spread wellness and fitness to the community, he naturally jumped at the chance. The fact that Darrell is a local celebrity attracts a lot of attention, and it’s a bonus that the message is authentic to him.
Best of all, we were thrilled to see that Darrell is a natural in front of the camera –his video segments show how fun and entertaining fitness can be.