no hospital logo no branding - ragan communications · 2018-05-02 · no hospital logo –no...
TRANSCRIPT
No hospital logo – no branding:Use brand journalism to get
consumers to choose your physicians
Sue Klein, Interactive StrategyNebraska Methodist Health [email protected]@sueklein100
A bit about the market…
• Metro area of 925,000 people
• 5 Fortune 500 HQ & 5 Fortune 1,000 HQ
MUTUAL OF OMAHA | BERKSHIRE HATHAWAY | CONAGRA | TD AMERITRADE | UNION PACIFIC
• 19 hospitals including 2 teaching & a children’s hospital
A bit about us…
• 3 Hospitals, 22 Primary Care Clinics, 5 Specialty Clinics
• Over 250 employed physicians
• Methodist Women’s Hospital is the regional leader in births
• Largest perinatal practice in several states
• Busiest NICU in several states
How do parents choose a physician?
11% consumers choose a new primary care provider annually*
52% of parents think the Doctor’s years of experience is important^
50% consider word of mouth from family & friends^
*Center for Studying Health System Change 2007 | ^ CS Mott Children’s Hospital Poll 2013
Do you reach new parents with logos & tag lines….
Or brand journalism…..
ParentSavvy.com® is born
A local resource welcoming to all parents –spotlighting our physicians
Marketers need to focus on creating
interesting, ongoing content that will
attract and engage consumers, rather
than relying on old-fashioned,
simplistic, repetitive message pushing. LARRY LIGHT, FORMER CMO MCDONALD’S
Rather than writing the story we want to tell, we need to write they story they want to read.
5 LESSONS IN BRAND JOURNALISM FROM RAGAN’S CONTENT SUMMIT
BY KELSEY MOHRING
Leading with Credibility
Physician authored content
Ask an Expert
Warmer physician profile
Physician-Authored Original Content
Approve researched & written content
Convert “hand-outs” to brand journalism pieces
Ask an Expert
Consumer-generated questions, physician answers
Focus on the knowledge of the doctor
Physician Profile
Warm bio – aimed at parents
Highlight the physician’s content & experience
Easy to choose the physician for appointment
How do we attract parents?
Credible Information – it’s not just for websites.
Get Creative to Drive Trafficvaluable information – when they need it
Leading with Credibility – with Partners
Media partnerships
Content – it’s not just for web sites – it can be for ads too!
Strategically-chosen partnerships
Family-focused, local organizations
Healthy activity or education
KETV MEDIA PARTNER
#1 station in area, ABC affiliate
Featuring our physicians’ experience
KETV.com/Healthy-Families
Mommy Minutes
15-second promo’s
Facebook Contests
Social Media Posts
KETV – Broadcast MEDIA PARTNER
15 second “Did you know….”
KETV.com/Healthy-Families MEDIA PARTNER
Exclusive online section
Content provided by ParentSavvy.com & Mayo News Network
Layering Content
“If it moves, sponsor it;
if it doesn't move, paint it red.”
COCA COLA FORMER CHAIRMAN ROBERTO GOIZUETA
“A consumer’s need for information drives Brand Journalism.
Consumers will choose you because you have engaged them with credible content
and answers to their questions.
Not because of the name on your logo.”
Stephen Zubrod, CMO Nebraska Methodist Health System
Fontenelle Forest COMMUNITY PARTNER
Activate the partnership
Quid pro quo
Shared original content
Omaha Storm Chasers COMMUNITY PARTNER
Lil Chasers Club
E-newsletter tips from Dr. each month
Table at events and games
In-game signage & announcements
Daddy / Daughter Princess Night at the Omaha Storm Chasers COMMUNITY PARTNER
But there is no logo!?
fears of the C-suite
Fears of marketers and executives…
We are spending valuable $$ and not mentioning our brand.
People won’t know it is us.
We won’t get any business from this kind of activity – we are wasting money that could be spent on our brand.
Measure & Communicate
Stats are your friend…
The results are the answer
Over 300,000 sessions / year
An average of 1,000 visitors each day. 80% new• UP 26% YEAR OVER YEAR
• AUGUST IS UP 48% OVER 2014
500 people/month view expert doctor profiles
Metrics to measure
Visits to your brand journalism site
Time on page
Make your CTAs measureable
Don’t keep it a secret…
Communicating Success
Physician contributors Engage physicians
Communicate their promotion & success
Executive Suite Show relevant metrics
Educate and inform based on fact
Brand Journalism – Top 3
1. Lead with the credibility of your physiciansBRAND JOURNALISM SITE + ADVERTISING
2. Leverage strategic community partnersACTIVATE YOUR PARTNERSHIP | QUID PRO QUO
3. Measure, educate and communicatePHYSICIANS | EXECUTIVE SUITE
Mommy Minute
ParentSavvy.com
KETV.com/Healthy-Families
ParentSavvy.com/Baseball
ParentSavvy.com/Forest
But I am marketing a whole hospital…
Reach your audience with information they value