C-SUITE AWARDS 2020 CHIEF MARKETING OFFICER, LARGE PRIVATE COMPANY: Dana Alexander Nolfe | Rhode Island Medical Imaging Inc.
IF NUMBERS INFORM AN IMAGE, Dana Alexander Nolfe has painted a clear picture in her time with Rhode Island Medical Imaging Inc.
Its robust social media stats from November 2018 through December 2019 show a 120% increase in followers with a 98% retention rate of those who have liked social media accounts for the outpatient diagnostic imaging network, also called RIMI.
Impressions tracking frequency with which ads or promoted posts are fetched from servers and displayed on social networks – also grew by 119%.
RIMI’s engagement rates on four major platforms tower above industry standards. Facebook engagement swelled to a 6.9% rate when 1% is average. On Instagram, RIMI engagement grew to 16.6%, far surpassing the 4% strength threshold.
On platforms such as Twitter and LinkedIn, where 0.5% to 0.8% is healthy, RIMI’s engagement on Twitter is at 1.9%, while RIMI’s engagement on LinkedIn is about 12 to 18 times the norm at 9.3%.
The Radiology Business Management Association sought RIMI’s advice, inviting it to share secrets to its social media success with other radiology marketers last November in Louisville, Ky.
“Facebook, Twitter, LinkedIn and others existed in the most basic fashion. We decided this was a real growth opportunity,” said Alexander Nolfe, who became RIMI’s chief marketing officer in April 2018. “Now, we see double- and triple-digit growth in a way that is unusual for any industry – never mind health care.”
And this says nothing about her other successes, including 21 media placements made in her first year and tripled to 63 last year.
‘Facebook, Twitter, LinkedIn and others existed in the most basic fashion. We decided this was a real growth opportunity.’
DANA ALEXANDER NOLFE, Rhode Island Medical Imaging Inc. chief marketing officer
“Dana is a total overachiever,” said Giselle Mahoney, senior account executive and partner with integrated marketing and communications firm RDW Group, hired by Alexander Nolfe in November 2018. “What makes Dana the perfect recipient of this award is she’s able to see and execute a vision.”
In a network of 500 employees well-versed in the life-and-death importance of clear, precise imaging, Alexander Nolfe is the standard-bearer shaping and networking RIMI’s brand image.
In addition to revamping the social media strategy, she has stretched RIMI’s reputation as an American College of Radiology Center of Excellence beyond RIMI’s traditional business-to-business physician-provider partnerships.
Alexander Nolfe also has balanced marketing through more business-to-consumer relationships with RIMI’s multifaceted clientele; tapped her broadcasting background with ABC News to develop two 15-second TikTok videos, and RIMI’s newest “Seeing the Unseen” video campaign representing more than 80 radiologists’ work with patients; and championed RIMI’s corporate social responsibility and event planning and presence through American Cancer Society initiatives, including a StyleWeek Northeast fashion sponsorship and RIMI’s Stand Up to Cancer campaign with Providence College Friars basketball.
“The execution was flawless,” said Greg Leonetti, Providence Friars Sports Properties general manager, of RIMI’s Stand Up to Cancer campaign. “The Rhode Island Medical Imaging brand was able to own the night.”
Also, on April 16, Alexander Nolfe and her five-member team launched RIMI’s new cleaner-looking, customer-catering website.
“She has been able to quickly understand the spirit of who RIMI is as an organization – what its brand is – and drive that forward,” Mahoney said.
While metrics are essential to marketing, they paint only part of the picture. As RIMI’s radiologists see patients from the inside out to promote better health, Alexander Nolfe X-rays the 13-site network and its seven hospital partnerships to find stories showcasing RIMI and its culture.
The words “care,” “caring,” “warm,” “welcoming” and “nurturing” come up often in conversation.
She shares RIMI’s subtle, sensitive yet substantive side found in soft pink robes adorning women awaiting oft-dreaded mammograms.
Instead of sitting in sterile surroundings garbed in drab hospital gowns, these women sip hot and cold beverages while listening to a nearby waterfall’s peaceful trickle mingling with soothing, musical strains in spa-like settings at RIMI’s two newest breast-imaging centers, in East Greenwich and Johnston.
She even offers to help someone overdue for a mammogram book an appointment for after the COVID-19 pandemic.
Mammogram or MRI, ultrasound or uterine-fibroid intervention, lung-cancer screening or liver-cancer intervention, patients are getting the message RIMI is laser-focused on providing the highest level of care possible.
“[Alexander Nolfe] has been instrumental in leading RIMI to be seen as the true health care company and leader that we are,” said JoAnn Barbato, executive director of RIMI patient financial services.
