Marketing Healthcare Today - Volume 11 Issue 2

MARKETING HEALTHCARE TODAYVOLUME 9 - Issue 2

The Corvallis Clinic Foundation’s Puttin’ on the Pink event celebrated the journey of cancer survivorship in 2012.

The “Brand Champions” Campaign supported rebranding of The Reading Hospital to Reading Health System.

HCA Virginia and Franklin Street Marketing created a campaign to build a new, unified brand platform.

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MARKETING HEALTHCARE TODAYVOLUME 11 - Issue 2

To protect it, you need the most advanced technology you can get. That’s why HCA Virginia has the area’s

only Gamma Knife for safely destroying brain tumors. The most experienced da Vinci robotics team in Virginia.

And hybrid operating rooms and cath labs designed for the latest cardiovascular procedures. Insist on the

health system with tools like these when it comes to your life. Because you only get one.

FIND A PHYSICIAN AT 804-320-DOCS (3627) OR HCAVIRGINIA.COM.

LIFE / YOU ONLY GET ONE.

CHIPPENHAM / HENRICO DOCTORS’ / JOHN RANDOLPH / JOHNSTON–WILLIS / PARHAM DOCTORS’ / RETREAT DOCTORS’

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INSIDEWHAT’S

and much more…

TRAuMA CONNECTEDCentura Health used connecting lines to convey the idea that they are the states only comprehensive trauma system... “a connection you want to make”.

TrAumA/EmErgENcy SErvIcES cAmPAIgN04BAD IDEA, GOOD IDEA COLLEGE STuDENT GIVEAWAYPatty A. Clay Regional Medical Center and Ten Adams created a campaign to target local college students and make them aware of the services at the Instant Care Center.

INSTANT cArE cENTEr09

16 JuSTSAYTHEWORD.COMAvera McKennon and Fresh Produce created a website where they showcased individuals living with cancer every day and encouraged people to utilize social tools like Twitter and Instagram to help cure fear through knowledge, empathy and transparency.

cANcEr INSTITuTE WEbSITE

E D I T O R I A L S TA F F

EXECUTIVE EDITOR: Melinda Lucas [email protected]

PUBLISHER:Randy Lucas [email protected]

CONTRIBUTING WRITERS:Stewart Gandolf, MBALonnie Hirsch Breanna Reigh Lucas

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A detailed look at healthcare marketing...

What works?What was involved?

2012

Marketing Healthcare Today (ISSN #1545-3219)

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20 “BRAND CHAMpIONS” CAMpAIGNTrajectory, in collaboration with The Reading Hospital, created the “Brand Champions” Campaign, which supported rebranding of The Reading Hospital to Reading Health System.

rEbrANDINg cAmPAIgN

24 LIFE / YOu ONLY GET ONE.HCA Virginia embodied the business of HCA Virginia: the improvement and longevity of life, and touch on life’s preciousness and the importance of choosing the right health system to care for it.

brANDINg cAmPAIgN

24

puTTIN’ ON THE pINKThe Corvallis Clinic Foundation’s Puttin’ on the Pink event celebrated the journey of cancer survivorship in 2012 with an education day and a style show gala.

cANcEr SurvIvOr SPEcIAL EvENT12

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4 MHT Vol.11 Issue 2 • 2013 www.MHTmagazine.com

O R G A N I Z AT I O NI N F O R M AT I O N

CENTURA HEALTH(Healthcare System)

CONTACT: Wendi Dammann 188 Inverness Drive West, Suite 500

Englewood, CO 80112Phone: (303) 267-9170

AG E N C YI N F O R M AT I O N

VLADIMIR JONESCONTACT: Ashley Maxon6 N. Tejon Street 4th Floor

Colorado Springs, CO 80903Phone: (303) 689-0704

TA R G E T A u D I E N C E

Women in Colorado, Ages 35-49

D u R AT I O N

Mid-August 2011 - November 2011

M E D I A u S E D

Billboards, Magazine Ads, Newspaper Ads, Outdoor Transit,

Radio, Website / Banner Ads, Stair Wraps, Escalator Wraps,

Ice Box Wraps, Grocery Cart Signs and Street teams

Trauma connecTedtrauma/emergency services

The objective of this campaign was to introduce the Centura Health Trauma and Emergency Services System; the first of four primary service lines, or “systems of care” offered by Centura Health. The systems of care create a statewide network, linking communities and facilities to form a seamless patient experience, regardless of where those patients might live in Colorado. The “whenever, wherever” and “when seconds count” messaging for Centura Health Trauma System was based on extensive consumer research.

The research established that Trauma/Emergency Services messaging had the greatest potential to resonate with their target audience and also had potential to create a “halo” effect for Centura Health and its 14 trauma centers. An initial six-week brand campaign provided context and a foundation upon which to build the subsequent Trauma and Emergency Services campaign.

5MHT Vol.11 Issue 2 • 2013 www.MHTmagazine.com

:30 RADIO

radiospoT...ANNCR: When a medical emergency strikes someone you care about…

SFX: Gradual approach of helicopter SFX.

ANNCR: …the stronger your connection…the more you’ll appreciate ours.

MUSIC KICKS IN

ANNCR: We’re Centura Health, connecting you to Colorado’s largest trauma network including Flight For Life Colorado. The best hearts and minds in medicine, and the latest technologies. Around the state. Around the corner. That’s Centura Connected. And when someone you love is in trouble…

MUSIC EDIT TO PAUSE

ANNCR: …it’s a connection you want to make.

MUSIC STARTS AGAIN

ANNCR: Learn more about Centura Health at Centura Connected dot org.

Approximately 55,269 impressions garnered across various media


- Facebook page (used to drive sign-up into their “Distracted Driving Challenge,” a component of Centura’s Trauma/Emergency Services campaign)- Street Teams (used to encourage consumers to sign- up for their “Distracted Driving Challenge” contest)- Rich media online ad units focused on a prevention message and created an interactive experience for consumers, resulting in dwell times of over two minutes.


:30 RADIO

radiospoT...In a medical emergency, the clock is running.

SFX: A stopwatch CLICKS and TICKS.

ANNCR: Seconds count. And lives are connected by a thread.

MUSIC KICKS IN

ANNCR: Fortunately, you’re connected to Centura Health, with the state’s largest trauma network including Flight For Life Colorado…

SFX: Helicopter fly-by

ANNCR: The best hearts and minds in medicine, and leading edge technologies in hospitals and emergency rooms all across Colorado. Because beating the clock…and saving a life…

SFX: Stopwatch click.

MUSIC EDIT TO PAUSE

ANNCR: …they’re connected. Centura connected.

MUSIC STARTS AGAIN

ANNCR: Learn more about Centura Health at Centura Connected dot org.


Included in this Trauma campaign was a social media contest called “The BetterMe Blueprint Distracted Driving Challenge.” Capitalizing

on the tech-savvy nature of our opportunity target, Centura met them where they were - on their smart phones. With this challenge they engaged with opportunities to win prizes through pledges to consider positive behavior change related to safer driving habits.

RESuLTS- 1,072 participants in the “Stop Distracted Driving” contest- Centura Health saw a 6.4% increase in ED Net Revenue in a year-over-year, July-November comparison from calendar 2010 to 2011


Bad Idea, Good Ideacollege student giveaway


PATTIE A. CLAy REGIONAL MEDICAL CENTER

(Hospital under 149 beds)CONTACT: Jill Williams

801 Eastern BypassRichmond, Ky 40475


TEN ADAMSCONTACT: Kris Laufer

1112 SE First StreetEvansville, IN 47713

Phone: (812) 253-6329


Students and faculty of Eastern Kentucky University.

M E D I A u S E D

Specialty Advertising

D u R AT I O N

September 2011 - October 2011

Pattie A. Clay Regional Medical Center is a community hospital located in a college town. So, when the hospital wanted to build awareness and increase volume at their Instant Care Center, the students at Eastern Kentucky University were identified as the ideal target audience. The largest percentage of Instant Care Center patients are ages 19-29.

Ten Adams’ objective was to create a fun + simple campaign to convince students — who are away from home and their primary care doctor — that their best choice for an urgent need (but not emergency) is Pattie A. Clay’s Instant Care Center. The message compares bad ideas (that may result in minor injury or illness) with a good idea (and the solution to those bad ideas) — and that’s the Instant Care Center. For this concept, the primary ‘bad idea’ is one that most college students (actually all people) can relate to — the fateful decision to eat something that might be just a little — or a lot — beyond its expiration date.

To deliver this message, Ten Adams designed a pizza box with a sticker on top “Open your First Lesson” that was distributed to more than 1,000 students and faculty at “CityFest “ — a campus Welcome event. The “Bad Idea, Good Idea” message was located inside the box lid with

the contents of the box including an info card, a pizza pen/magnet and pizza cutter with the Instant Care Center logo and phone number.


Google’s Penguin Algorithm Change May Be Killing Your Search Engine RankingBy Stewart Gandolf and Lonnie Hirsch

There’s a definite undercurrent of panic in the phone calls we’ve been getting recently about Google search results…or more often, the results that have disappeared. If you haven’t checked your Google Search results ranking in the past

few days, do it now.

Take a minute and do a few Google searches just as the regular public might search to find your website online. (Better than 90 percent of online traffic comes to your site via search engines, and Google is far-and-away the biggest of the bunch.) Search using your best keywords in common language vernacular of a prospective patient. (We’ll wait.)

In the Search Engine Optimization (SEO) world, a first page ranking is premium—and often hard-earned—real estate. And if your site has recently taken a nosedive in ranking, the guilty party is Penguin. The search algorithm that is, not the cuddly wildlife.

Some hospital and healthcare marketing websites will be unchanged. But for many others, the near-panicky concern is understandable. Well-established sites that typically appear on the first page of Google results have seemingly disappeared, dropped significantly in ranking, or in some instances have been “banned” by Google. Perhaps a competitor—or a completely oddball site—now appears at the top of the results list.

One of our Healthcare Success SEO experts, Jayme Westervelt, explains, “Last month, Google instituted over 50 changes to their search algorithm, named Penguin. The purpose of these changes is to produce more accurate search results to discourage sites that are unfairly “over optimized.”

If you consider the math that’s involved for Google to adjudicate 34,000 searches per second, the concept of producing more meaningful and correct search results is mind-boggling. In time, Google searches will produce “more high quality sites.”

In the near term, however, many small business sites have lost their established footing. Medical practices, healthcare organizations, individual and group practitioners and hospitals need to determine if—or to what extent—Penguin updates have impacted them.

10 Quick Tips from an SEO ExpertGoogle provides a ton of information about how making your website “search engine friendly.” It’s good stuff, but most of it is highly technical, complicated and overwhelming. That said, Westervelt advises “Staying within the Google ‘rules’ is often a matter of common sense. Most website owners want to achieve a high listing without resorting to so-called ‘black hat’ techniques that Google considers unfair or inappropriate.

“With insightful planning and experienced technical support, a quality website will

be recognized through Google’s algorithm.” Here are some general tips for healthcare marketing websites:

• use the free Google Analytics. Google provides a useful toolbox of measurements for a site owner to see and understand important metrics via an easy-to-read dashboard. This—or similar professional tools—remove guesswork about daily visitors, types of traffic, originating sources, time on site, page view counts and more.

• Identify and use the keywords of your audience. Prospective patients don’t always know or search using medical terms. (“Otolaryngologist” vs. “ear ache,” for example.) Think about the words that a layman would use


to do a Google search. In fact, one of the most accurate means to develop a list of search terms, over time, is to ask patients.

• Design for search engines as well as for humans. An effective website will be built for two distinctly different types of visitors…humans and non-human search engines. A classic SEO mistake is to design what looks good; for people visitors who can see images, graphics, colors, etc. Search engines are blind, deaf and dumb in this respect; they only recognize words on a page. It’s a delicate balance to create for these two equally important audiences.

• Communicate the essential three W’s. The primary information of WHO you are, WHAT you do, and WHERE you’re located needs to be obvious to the visitor and to the search engines.

• Think local. It’s vital to claim your local listing with Google. A national reputation is compelling and important, but knowing that you are located nearby or have a local service area is significant in search engine terms.

• Regularly add fresh and high quality content. Google assigns greater SEO weight to new and relevant material on a website. Google provides guidelines regarding what it considers to be quality content practices. (Including a number of things not to do.)

• Links are not of equal value. The various kinds of links (and the number of links) to and from a website and internally have greater or lesser value in SEO terms. For example, an incoming link to your site from what Google considers a “quality” site (let’s say WebMD) carries more weight than from a “poor quality” site (an generic site).

• “Stickiness” signals quality. If visitors leave your site almost immediately, Google may regard quick departures as a sign of poor quality content. Information that is “sticky” keeps

visitors interested and engaged with your online material.

• using too many keywords can be an SEO handicap. Over using keywords—either intentionally or unintentionally—can be seen as “stuffing” and a sign of poor quality content that Google wants to avoid. Unfortunately, it’s difficult to know exactly what the algorithm considers a proper keyword density. Begin with what’s natural and appropriate to the topic.

• proofing (or the lack of it) counts. A certain sign of quality can be spelling errors and grammatical mistakes. Nobody’s perfect, but too many errors in the use of the language may carry an SEO penalty.

And finally, SEO is not DIy. Search Engine Optimization is a professional specialty. you can talk with us or any number of well-qualified SEO resources, but don’t fail to get outside help. Changes that you make today can take time—from weeks to months—to influence your rank with Google. But, since Google searches dominate as a primary source of site visitors, optimization—done properly—will make a significant difference in business and your bottom line.

Copyright of Healthcare Success Strategies. To reach us call 800-656-0907 or visit our website at www.healthcaresuccess.com. Healthcare Success Strategies provides consulting, online and offline healthcare marketing advertising services, training and educational products.

In the Search Engine Optimization (SEO) world, a first page ranking is premium—and often hard-earned—real estate.


puTTIn’ on The pInkspecial event


THE CORVALLIS CLINIC FOUNDATION

(Foundation/Fundraising)CONTACT: Judy Corwin, Director

444 NW Elks DriveCorvallis, OR 97330

Phone: (541) 766-2170


DESIGN ONE ONECONTACT: John Williams533 NE Holladay, Ste. 502

Portland, OR 97232Phone: (541) 295-6404


Community members, women and families touched by breast cancer, and

those who want to support breast cancer education and awareness.

M E D I A u S E D

Newspaper, Direct Mail, Radio, Newsletters, Social Media

puttin’ on the pink - Celebrating the Journey

The Corvallis Clinic Foundation’s Puttin’ on the Pink celebrated the journey of cancer survivorship in 2012. A volunteer committee raised awareness and funding for Project H.E.R., a breast health services program providing support, education and resources for newly diagnosed breast cancer patients and survivors in Oregon’s mid-Willamette Valley. Puttin’ on the Pink includes an education day and a style show gala.

Poster

Raffle Card

Save the Date Magnet


special event

Education Day

The day-long seminar, presented by The Corvallis Clinic Foundation, took place Oct. 10, 2012. A daytime event was held at Oregon State University’s LaSells Stewart Center and an evening event took place at the Corvallis Public Library. Both events were free. During the day, attendees learned about healthy eating for cancer prevention from national speaker Catharine Powers, MS, RD, LD. Classes and exhibits also covered such topics as the best practice for self-breast exams and the power of acupuncture. The day started and ended with yoga and a healthy lunch was provided.

The free evening at the library feature keynote speaker Powers, with light refreshments served. A grant from the Susan G Komen For the Cure paid for Spanish interpreters. Education Day Stuffer

Education Day Flyer - Spanish

Education DayT-shirt


Results

Surviving cancer is a huge accomplishment for patients and their families. Celebrating survivorship is the goal of Puttin’ on the Pink. With early detection, the five-year survival rate for a new breast cancer patient is 98 percent. Through its efforts, the education day and style show gala raised awareness, supported treatment during diagnosis, and celebrated survivorship. The Education Day had almost 200 women in attendance and the style show counted 350 people dressed in their finest. With overwhelming community support, Puttin’ on the Pink raised more than $140,000, with 100 percent staying local, to help women survive and thrive.

Pink Inspiration books included stories of men and women whose lives were changed by their cancer diagnoses and treatments.


Style Show

Puttin’ on the Pink is The Corvallis Clinic Foundation’s premier gala celebrating cancer survivorship. Survivors took the stage to model the latest fashions on the Pink Carpet runway on Oct. 13, 2012, at the CH2M-Hill Alumni Center.

Inspiring stories about the brave survivors were all part of the evening celebration featuring hors d’oeuvres, wine and desserts. More than $140,000 was raised for Project H.E.R.


jusTsayTheword.comavera cancer institute


AVERA MCKENNAN HOSPITALL (Hospital over 500 beds)

CONTACT: Lauren Koller1325 S. Cliff Ave.

Sioux Falls, SD 57117Phone: (605) 322-7956


FRESH PRODUCECONTACT: Mike Hart

400 N. Main Ave., Ste. 100Sioux Falls, SD 57104Phone: (605) 275-2191


Phase one targeted those who did not have cancer. Phase two was directed to

both those with and without cancer.

D u R AT I O N

September 2012 - Present

M E D I A u S E D

Billboards, TV/Video, Radio, Website/Banner Ads

Internal Marketing - Elevator Signs, Rack Card, Parking Lot Flags,

Coffee Sleeve Stickers

What do people usually mention when the topic of cancer is introduced? Do they talk about nausea, or pain, or depression? Are issues like crippling debt or infertility addressed? Scars and lost limbs? What about becoming invisible? More often, euphemisms and cliches replace realistic conversations because the fear of the word “cancer” is too great.

Attention is focused on “survival rates” instead of the possibility of who might not live. People shy away from raising anyone’s hope, yet hope is what is discussed most often. The general population doesn’t want to know how common cancer actually is, because no one wants to be scared. Therefore, how can anyone talk about wellness without first talking about cancer?

That’s why the crew at Fresh Produce worked withAvera Cancer Institute and Click Rain to develop“Say The Word,” a campaign that sparks an honestconversation about cancer. People are encouraged to take back the power that has been given to the word “cancer” by not being afraid to say it. This message starts with traditional media and makes its way to the web where individuals living with cancer every day are showcased. People are also encouraged to utilize social tools like Twitter and Instagram to help cure fear through knowledge, empathy and transparency.


avera cancer institute

REACHViews for this website were over 5,000.


Media FocusCancer Awareness & Prevention

TIE IT TEALOrganization: Minnesota Ovarian Cancer Alliance (MOCA) -- Minneapolis, MNAgency: StoneArch -- Minneapolis, MN

MOBILE MAMMOGRAPHy - HEALTH FAIR DISPLAy Organization: University Health System -- San Antonio, TX


Media Focus

KNOW yOUR MELONSOrganization: Ukiah Valley Medical Center -- Ukiah, CA

CANCER CENTER “EXPERIENCE” AD Organization: Community Hospital of the Monterey Peninsula -- Monterey, CA

“PROTECT yOUR VALUABLES”Organization: UnitedHealthcare -- Minnetonka, MN

“IT ABSOLUTELy MATTERS” MAILEROrganization: Summa Health System -- Akron, OHAgency: Knox Marketing -- Akron, OH


readInG healTh sysTem “Brand champions” launch campaign


READING HEALTH SySTEM Contact: Ann Valuch, Director of Marketing

220 N. Park Rd., Bldg. 9AWyomissing, PA 19610

Contact: (484) 628-9090


TRAJECTORyContact: Randi Brody20 Community PlaceMorristown, NJ 07960

Contact: (973) [email protected]


External• Women and men, ages 25-65, both primary and secondary service areas

• Community, business and political leaders

• Prospective employees and affiliatesInternal

• Medical providers and non-medical staff and team members

•Foundation, volunteers and other key constituents

M E D I A u S E D

Television, Video, Newspaper Ads,Magazine Ads, FB/Twitter/youTube,

Geo-targeted Rich Media, Billboards,Cinema Advertising, Custom Microsite,

Radio Sponsorships

D u R AT I O N

November 2012 through February 2013

For over a year, Trajectory collaborated on rebranding The Reading Hospital (former name), a comprehensive regional health system in Pennsylvania with a 148-year history. This strategic initiative included development of a brand platform, new brand architecture, logo, namingconventions, brand identity materials, and tagline to better represent the organization’s collective vision as itadvances in the changing world ofhealthcare. The evolution to Reading HealthSystem reflected the depth and breadth of their capabilities and expertise across an ever-expanding system of care. AndAdvancing Health. Transforming Lives. –their new tagline – conveyed the essence oftheir brand and established key motivationsfor internal audiences as well as setexpectations for the communities they serve.

To engage employees as well as launchthe new Reading Health System brandexternally, the “Brand Champions”campaign was developed using team members as the genuine voice of this progressive health system. All creative and messaging focused on communicating the comprehensive, quality care available across diverse clinical specialties andfacilities. All marketing components showcased the organization as strong, passionate and multi-faceted, ensuring its communities thrive now and into the future – by empowering individuals to live their strongest and healthiest lives.

Magazine Ads


The re-branding was supported by an integrated, multi-media campaign targeting both primary and secondary service areas. It included television, print advertising, out-of-home (billboard and mall), online rich media, cinema advertising, and radio sponsorships – using a call-to-action and QR codes that drove people to a custom mobile responsive microsite developed exclusively for the re-branding.

Core to this campaign were components focused solely on educating and rallying over 7,300 team members across 63 locations. Internal efforts included a pre-launch teaser campaign to build excitement followed by launch events, a vision video, brand book, promotional items, internal signage (elevator wraps/posters and revolving door posters), and table tent cards in various facilities and physician offices. The re-branding was embraced by employees as it supported positioning Reading Health System as an integrated health system committed to providing the best state-of-the-art healthcare, from preventive and wellness to acute clinical care, throughout the region.

Newspaper AdsTable Tents

Brand Book


BuDGETCampaign development and all media: $750,000

RESuLTS-Re-energized internal teams-Increased overall brand engagement and inquires

Data thru Feb 2013 Only:

-Welcome Guide Microsite (custom website)- 9,000 visits- 14,000 page views

All Offline Media Impressions (TV, Print, etc.): 84MM+

Online Rich Media Impressions: 7MM+Click Thru: Over double the industry avg. for healthcare

Over 95% Reach/25X+ Frequency

Billboards

Mall Posters

Elevator Wraps


Facebook

Mobile Responsive Microsite

Teaser emails were sent to all 7,300 employees prior to the campaign launch to build excitement.


lIfe / you only GeT one.hca virginia Brand campaign


HCA VIRGINIA(Healthcare System)CONTACT: Mark Foust, VP of Communications

7300 Beaufont Springs Dr, Ste 101Richmond, VA 23225

Phone: (804) 327-7604


FRANKLIN STREET MARKETINGCONTACT: Stephen Moegling

9700 Farrar CourtRichmond, VA 23236

Phone: (800) 644-8555


Men and women in the Richmond region, 35-64, who are actively

engaged in their healthcare decision-making.

M E D I A u S E D

Magazine Ads, Newspaper Ads, TV / Video and Web Site / Banner Ads

D u R AT I O N

The campaign launched at the end of April 2012

HCA Virginia is a six-hospital health system that serves the Richmond region. It competes with a four-hospital system known for compassion and with an urban academic medical center known for innovation. Although it leads the market in several key services, HCA Virginia has traditionally marketed its hospitals individually, not as a unified system. Focus group research indicated that a straightforward campaign highlighting expertise, volume and technology would resonate with their audience. HCA Virginia looked to Franklin Street to build this new, unified brand platform.


“Life. You only get one” established HCA Virginia as an entity. It embodied the business of HCA Virginia: the improvement and longevity of life. Emotionally, it touched on life’s preciousness and the importance of choosing the right health system to care for it. Recognizable locations and Richmond residents were featured in print and TV to cement the system’s presence in the community. Every headline began with the word “life” and every piece was signed with HCA Virginia. The authoritative voice of actor Tim Reid and custom music score established an unmistakable brand voice for each TV spot.


A campaign microsite and hospital signage was also created. Both mirrored copy in the ads. Franklin Street recommended three specific print and TV executions for Phase I.


and perform them enough to become experts in their fields.

Life. you only get one. So the doctors you choose must be experienced.

The doctors who perform the most procedures are the physician who practice at HCA Virginia.

They must continually learn the latest procedures

:30 TV

tvVIdeo...

The campaign had a 99% reach for the target demographic, with a frequency of 18.4.

Trust them with your life because you only get one.

Marketing Healthcare Today - Volume 11 Issue 2

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