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Department Leader Branding Presentation

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by

Lacie Westcott

on 8 January 2015

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Transcript of Department Leader Branding Presentation

100
PMHC
TOP
Welcome to
Branding 101
a key element lies within
each member
of the team and
understanding the role they play
in building and supporting the Phelps Memorial brand.
Brand Ambassadors
Needed
Creating Brand Ambassadors
"Do what you do so well that they will want to come back again and bring their friends."
~Walt Disney
What is Marketing?
- having a deep psychological understanding of human needs and the vision to deliver upon high expectations.
Major Objectives -- Strategic Plan
Market our patient-centered culture with an emphasis on the Phelps Memorial Team.
The "Ultimate" Goal
Phelps Memorial Health Center
Who is the "Face of Phelps"?
All Team Members
Board of Directors
Medical Staff
Volunteers
Students
Clergy
Actions outside of work reflect on our brand (both positive and negative).
"Next to doing the right thing, the most important thing is to let people know you are doing the right thing."
~John D. Rockefeller
What is Public Relations?
-the professional maintenance of a favorable public image.
"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!!
-To Recapture
Market Share
Growth Strategy
Encourage higher education and training
-
Strengthen Community Satisfaction
with Services and Become a Greater Service to the South and West
Create
"Brand Ambassadors"
-Physician Recruitment -
Optimize our Environment
to Attract Quality Physicians
"No matter what your product is, you are ultimately in the education business."
~Robert G. Allen
Target high quality, experienced teammates that match our
BRAND PERSONALITY
Make Brand Ambassadors of our Students!
"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
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?
Our Team is
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 -- Positioning Statement
"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 to we hold in the minds of our consumers?
Positioning Statement -- our "elevator speech"
How do we position ourselves to stand out from the competition?
The Phelps Memorial Team is
passionate
about delivering a multitude of
high quality
healthcare services and support to our friends and neighbors,
right here
in their own backyard.
-What key words and association do we want to own in the minds of our target audience?
Healthcare.
Right Here.
-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 is our brand promise?
Exceptional Quality.
Compassionate Care.
Right Here.
-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
Branding Benefits --
-Brand Benefits -- there are three
Rational ( ) -- toilet paper, bedding, food, water, shelter
Sensory ( ) -- soft/warm bedding, soft toilet paper, satisfying food, cold water, quiet/clean/private shelter
vs.
Emotional ( ) -- imagine the life you've always dreamed about...Phelps Memorial can help you get there.
Grandma Jo
doesn't need
a new hip,
she wants the freedom
to pick-up and play with her grand kids!
Scott
doesn't need
a new knee,
he wants the freedom
to play basketball with his son in the driveway!
Tyler
doesn't need
his shoulder fixed, he
wants
to be
back

out on the field
tomorrow!
Sheila
doesn't need
a place to have her baby, she
wants five-star service
with a smile...and all the comforts of home!
Top 10 List of Human Desires
1.
to feel
safe
and
secure
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
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
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 Primary and Secondary
Service Areas
,
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.
"Next to doing the right thing, the most important thing is to let people know you are doing the right thing."
~John D. Rockefeller
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 100 Hospital
...
Caregiver
Regular Joe/Jane
Lover
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
"Right Here".
-every action or inaction that impacts brand perception in the minds of our audience.
-sharing positive stories through free local press/media.
Target Market vs. Target Audience
The happiest place on earth.
What can brown do for you?
A diamond is forever.
Melts in your mouth, not in your hand.
Successfully
engaging
our target
audience
is imperative in
reaching
our target
market
.
The
difference
lies within the
objective
.
Continue to be the "first choice" for Orthopedics
Increase Obstetrics Service Awareness
Be the "Team of Choice" - Create Demand
Increase Obstetrics Service Awareness
women ages 20-24, 25-34, 35-45
residing in our PSA and SSA,
could be married or single
Communication Strategy -- Target Market(s)
Communication Strategy -- Target Market(s)
Be the "Team of Choice" - Create Demand
women and men ages 25-34, 35-44, 45-54, 55+
residing in Nebraska and Kansas,
who are married, single or divorced
clinical and non-clinical
Nursing - surgical, obstetrics, medical, special care, emergency
Ancillary - imaging, lab, respiratory, pharmacy
Support Staff
Food & Nutrition
Facilities
Environmental Services
Patient Financial Services
Successful brands focus on what their target audience
WANTS
, not what they
NEED
. How? By
SHOWING
them that their dreams can become reality by fulfilling their basic
EMOTIONAL
desires.
2.
to feel
comfortable
4.
to be
desired
by others
(to feel as though they are the only guest here)
5.
to
be free
to do what we want
(the reason we focus on patient falls?)
6.
to
grow
and
become more
7.
to
serve others
and
give back
(a healthcare worker's motto?)
10.
to feel that
they matter
8.
to
be surprised
and
excited
(excellent opportunity to exceed expectations!)
9.
to
believe
there is a
higher purpose
3.
to
be cared for
and
connected to others
Full transcript