MARKETING AND SALES STRATEGIES

CEO blogger reaches a global audience including the media and employees


Paul_Levy Last week I sat down with Paul Levy, President and CEO of Beth Israel Deaconess Medical Center (BIDMC) to learn about how he uses his blog.

I'm fascinated by CEOs who blog and who are active on Twitter @PaulFlevy, especially those from large organizations like BIDMC (7,000 people work there).

See below for a ten minute video discussion I had with Paul.

Paul has been blogging since August 2006. His Running a Hospital blog is popular with healthcare professionals around the world, with BIDMC employees, and with people who work at competing hospitals in the Boston area.

My favorite quote was when I asked Paul for his advice for CEOs about starting a blog:

"It has to be in your voice," Paul says. "It cannot be written by your press and media department, it cannot be overwritten by your lawyers. There has to be a single author for a blog to be effective... Readers want to feel that they know you."

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Direct link to video here.

Bidmc

BIDMC in Boston is an academic medical center affiliated with Harvard Medical School. It is a large organization, with 7,000 people who work there. They see half a million people a year, about 40,000 of them emergency room visits.

Here are some video highlights of our conversation.

0:30 – 1: 30 - How Paul got started blogging

1:30 - 3:40 - A little about Paul’s large global audience including healthcare professionals, employees, and people who work in competitors at other Boston hospitals.

3:40 - 5:20 - How the blog provides transparency and using actual data to provide an inside view into what goes on at the hospital which leads to accountability

5:20 - 6:50 - What about blogging in a regulated industry?

6:50 – 8:00 - How blog posts lead to instant corrections (vs. print news) and how reporters use the blog for stories

8:00 – 9:30 Advice to other CEOs about blogging.

I first met Paul two years ago when we spoke on a panel together and have been following his blog since. It was great to get together again in person.

David Meerman Scott

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