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Clinic Integration

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Lacie Westcott

on 12 July 2016

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Transcript of Clinic Integration

1st
Customer's
Choice
Clinic Integration Branding Strategy
Ensuring longevity and financial viability of our healthcare community.
Cultivate Relationships
Create the Ultimate
Customer Experience
Why a Branding Strategy?
A brand is more than just a name. A great, recognizable brand possesses human characteristics and qualities. These define a personality and create a brand strategy.
Major Objectives
Create the ultimate customer experience.
The "Ultimate" Goal
(re)Branding Journey: Creating the Ultimate Customer Experience
"Next to doing the right thing, the most important thing is to let people know you are doing the right thing."
~John D. Rockefeller
"It doesn't matter how good the choir is. If everyone is singing from different song sheets - its just noise!"
~Larry Checco, Branding Bytes
What is our greatest asset?
Quality Strategy -- Continue Cultivating Team Culture
Our Team!!
Who are our "brand ambassadors"?
Our Team!!
Who has the power to influence patient satisfaction?
Our Team!!
Growth Strategy
"No matter what your product is, you are ultimately in the education business."
~Robert G. Allen
Branding Strategy -- Creating "Brand Ambassadors"
"A brand is a living entity -- it is enriched or undermined cumulatively over time, the product of a thousand small gestures."
~Michael Eisner, Disney Chief Executive Officer
-What are the elements of a successful brand?
an image that is easily recognizable
consistent communication
proper implementation
continued maintenance
-What is branding?
communication functions and actions that create
intangible aspects
of a brand that make an experience memorable and meaningful --
it is our point of differentiation
Branding Strategy -- Creating "Brand Ambassadors"
"A brand is a living entity -- it is enriched or undermined cumulatively over time, the product of a thousand small gestures."
~Michael Eisner, Disney Chief Executive Officer
-A Brand Community -- a group of people devoted to a brand
Shouldn't every member of the team be a strong brand advocate? If not, why are they on the team?
-How important is it to have a brand strategy?
Effective brand communication determines the
viability
and contributes to the
integrity
of, and
trust
in, a brand.
Apple
Google
Harley Davidson
-What does this lead to?
Brand Loyalty (Internal and External)
Disney
Coca-Cola
(Internal)
Branding Strategy -- Competitive Advantage
"Success means never letting the competition define you."
~Tom Chappell, Tom's of Maine
-What is our Competitive Advantage?
What can we do that our competition can never duplicate?
(External)
Branding Strategy -- Identity vs. Image
"Success means never letting the competition define you."
~Tom Chappell, Tom's of Maine
-What is our Brand Identity?
The recognizable elements of a brand that trigger a memory.
Logo
Color-Scheme
Fonts/Cases
Design Elements (language/images/graphics)
Branding Strategy -- External Communications
"Do what you do so well that they will want to come back again and bring their friends."
~Walt Disney
-What is our Brand Position?
What position do we hold in the minds of our consumers?
Positioning Statement -- our "elevator speech"
How do we position ourselves to stand out from the competition?
-What key words and association do we want to own in the minds of our target audience?
-What is our Brand Image?
The mental image that holds associations in the minds of our target audience.
What does our target audience think of us?
Brand Promise vs. Brand Personality
-Brand Promise -- the value of a brand lies in the promise it makes.
What promise do we consistently make?
-Brand Personality -- elements of a brand that make it human.
Does our communication match our personality?
"A brand is a living entity -- it is enriched or undermined cumulatively over time, the product of a thousand small gestures."
~Michael Eisner, Disney Chief Executive Officer
Journey to Creating the Ultimate Patient Experience
1. Pull out the suitcase.
Obstetrics Audience
women ages 25-34,
residing in our PSA and SSA,
who are married,
hold interest in family planning, are
self-focused
and
conduct thorough research prior to making a final decision
,
during the research phase, they consider CHI Good Sam and Phelps Memorial,
they ultimately choose Phelps Memorial because they know the friendly faces of our team and can be close to family.
Communication Strategy -- Target Audience(s)
Team Recruitment Audience (clinical)
women ages 25-34,
residing in Nebraska and Kansas,
who are married,
are family- and career-oriented, and seek a rural-living lifestyle,
during the research phase
, they consider CHI Good Sam Kearney Regional and Lexington Regional,
they ultimately choose Phelps Memorial because of our patient diversity, modern facility and progressive technology, and our
supportive team culture
.
Communication Strategy -- Target Audience(s)
Orthopedic Sports Medicine -- Patient Demographics
athletes (both male and female)
ages 18-24, 25-34, 35-44, 45-54
new sports-related injuries (high school and college)
existing sports-related injuries
Communication Strategy -- Orthopedic Market(s)
General Orthopedics -- Patient Demographics
male and female
ages 55-64, 65+
with private insurance coverage
Orthopedic Spine -- Patient Demographics
male and female
ages 35-44, 45-54, 55-64, 65+
with private insurance coverage
Orthopedic Target Audience (all lines)
women ages 45-54,
residing in our PSA and SSA,
who are married with families
are interested in athletics, family wellness and have a desire to be (
or have their family member be
) pain-free.
during the research phase, they consider CHI Good Sam and surgery centers in Kearney, Lincoln and Omaha,
they ultimately choose Phelps Memorial because they know the friendly faces of our team and can be close to family.
Communication Strategy -- Target Audience(s)
Integrated Media Communications -- the Marketing Mix
Digital Marketing
- drive website conversions, strengthen our brand by fostering a "relationship" with our audience.
Integrated Media Communications -- the Marketing Mix
In-House Marketing

- to foster "Brand Ambassadors"
Digital Boards
STAT Report
Conduct Team "branding sessions"
Traditional Marketing

- to reach the 35+ audience
Television

- targeting specific programming/days/times
Radio

- running weekdays 6a-7p
Print
- to remain in the good graces of local editors
Event Marketing
Career Fairs
- targeting colleges with nursing programs
Health Fair
Educational Events
Cause Marketing

- "awareness" advertising, primarily print and social media
Based on the segmented audience(s) identified, the following communication channels have been selected on the demographics and psychographics of their audience.
The digital marketing strategy is designed to target the younger audience(s). Communication is 2-way, conversational, trustworthy, what's in it for me?, NO sales pitches allowed.
categorize each group of words on the scale of "not like us" to "this is us!!"
portrays human qualities
If we are successful in "doing what we do so well that they will come back again and bring their friends", then we have created Brand Loyalty...and will be well on our way in reaching the ultimate goal of becoming a Top 20 Hospital...
Social Media
- "to join in on the conversation"
Facebook
- prime spot to find the OB audience
YouTube
- feature video communication
LinkedIn
- recruitment tool for healthcare professionals
CEO Blog
- to educate "
Brand Ambassadors
"
Location-Based Marketing
- in research phase
Mobile Application
vs.
Network Geofencing
Real-Time Surveys
Health and wellness educational tool
Website Development
Additional Features
- on exit survey, site search option, improved mobile site, add social media chicklets, search engine optimization/marketing
Internet Radio
- Pandora
Expectations & Objectives
Session Purpose
Who drives the brand strategy?
Every member of the team...
...Brand Ambassadors!!
Strengthen Infrastructure
Market Brand Personality
Bridge Communication Gaps
Patient Centric Culture
Access to Specialists & Services
-Open, Honest Group Discussions
2. Make the packing list.
select the top 5 words that best describe the overall team
3. We've made it to baggage check!
find your 5 words from the packing list and check the appropriate box
4. Choose the travel companions.
get into groups of 2-3 to continue the branding journey
5. Are we navigating our own ship?
sizing up the competition
6. Let's make sure the compass works!!
the value of a brand lies in the promise it makes
-Rural Health Clinic Conversion
-Brand Integration
-Identify Brand Name & Tagline
Meeting Expectations
Recap from Monday
"It doesn't matter how good the choir is. If everyone is singing from different song sheets - its just noise!!"
~Larry Checco
-What is a rural health clinic and what are the benefits?
defining our own competitive advantage
-What is a branding strategy and why do we need one?
financial viability, brand integrity, customer trust
Brand Community = Brand Ambassadors
build brand loyalty (internally & externally)
consistent brand identity and image
positioning statement (elevator speech)
communicate brand promise; highlight brand personality
"It doesn't matter how good the choir is. If everyone is singing from different song sheets - its just noise!!"
~Larry Checco
Brand Community = Brand Ambassadors
Why did you choose healthcare as a profession?
What are the next steps?
"It doesn't matter how good the choir is. If everyone is singing from different song sheets - its just noise!!"
~Larry Checco
Full transcript