WHPRMS 2011 Communications Review Lori Bruss, Co-chair Carla David, Co-chair

WHPRMS2011 Communications

ReviewLori Bruss, Co-chair

Carla David, Co-chair

Important Reminders

Entries are due on 7/15$50 per submission (must be included)Projects completed between 7/1/010-6/30/11Incomplete entry forms or narratives exceeding

one page will be disqualifiedEntries must be submitted in a three-ring binder,

folder or envelope.2 copies of the narrative must be includedAwards will be presented according to how the

entry form was completed

Categories (no changes since last year)

Eliminated:Dollar categories associated with production costsExternal vs. internal publication categories

Added: Annual report/special purpose publicationPhysician relations/communications projectSpecial marketing/public relations project

Judging

Hospital Council of Northwest Ohio

Judging will take place in August

Winners will be notified early September

Winners will be announced at the Annual Conference on October 13, 2011

Judges’ Choice Winners

Kay Van Der Vaart, MBAAdministrative Director – Retail Health &

Marketing

Holy Family Memorial

Polypalooza

The event was developed around a concept and specific goal

Goal was to introduce the internal medicine providers and GI

Cross functional team came together to develop a plan

Several were interested in the giant colon as a draw

Polypalooza

Although the giant colon ‘could’ be a draw

It was important to focus on the main goal

The team drafted goals and desired outcome measures

Polypalooza

As we promoted and prepared for the event – we saved the information on a shared drive

This allows anyone to update information (secure protected from deleting)

Creating the entry then was simple – complete the questions and submit the information within the shared drive

Polypalooza

The evaluation was based on the outcome measure successes

Polypalooza Outcomes

Total Goal- 23 appointments14 immediate appointments/32 verbal commitments

My advice…..

Think FIRST about the event and focus on this as a top priority

Organize all files in one area – live documents to enhance communications and easily grab when needed (go green)

THEN - Determine if you ‘might’ submit this as an entry

Begin to prepare as soon as this is determined

Have fun with it!!

Julie PedrettiDirector of Public Relations & Marketing

Children’s Hospital and Health System

Children's Service Society of WI TV Ad

We developed a TV and radio campaign to significantly increase the number of foster parents recruited in targeted areas of Milwaukee County.

Goals and Objectives

Our contract with the Bureau of Milwaukee Child Welfare specifically states that we were to meet an aggressive goals of recruiting 185 net new foster homes in 2010. The most we’ve ever recruited in the past is about 40 homes each year.

Raise awareness of the need for foster families.

Increase the good feelings about foster parenting.

Encourage those interested to call or apply online.

Target Audience

It was important to feature a foster mom in the TV and radio ads to make moms and dads feel comfortable they could do the job of fostering a child and to encourage them to take the first step to begin the process.

African American Women, age 40 and older, with incomes of $25,000 or more.

Approximately 30 ZIP codes in Milwaukee County.

TacticsTV/radio – featuring foster moms talking

about her real-life experiences.

Cable TV provided ability to select channels/programs that drew our target audience.

Costs were managed by using a local ad agency to shoot the TV ad in a single day and local radio stations to produce the radio ads.

EvaluationWhen individuals applied online or

called the foster care recruitment line, they were asked how they heard about the program. The number of calls related to the radio and TV ads were significant for the months the ads ran. With the radio and TV ads as a foundation to the campaign, as well as community relations and sponsorship efforts, we were able to achieve the 185 net new foster homes for 2010.

My advice…

Be specific about your target audience, clear on your message and build a tracking system into your plan so you can evaluate what is and is not working.

James Shulkin and Stacy ShermanMarketing & Public Relations

Fort HealthCare

“Expert Caring for Life: ‘Ologies’”

WHPRMS Webinar: Submitting a Winning Entry

The purpose of this advertising campaign was to educate and increase brand recognition of the Fort HealthCare Specialty Clinic.

Keeping referrals and patient visits local in our Specialty Clinic provides many advantages for our residents, physicians, and our organization.

Campaign Goals:Increase brand awareness.Inform current and prospective patients about

specialty services available “close to home.”Decrease perception of only having “small town

capabilities.”Increase understanding of “Ologies” as the

branding of our specialized services.Increase visits to our Specialty Clinic.

Creative Components:TelevisionRadioOutdoorInteractivePrint

The creative execution forall printed, broadcastand interactive tacticsdirectly supported thecampaign goals andobjectives.

WHPRMS Webinar: Submitting a Winning EntryDetermining Campaign Goals & Objectives

Community Survey5,000 households were mailed a questionnaire,

measuring their level of awareness of our brand and services. Results showed a low awareness of specialty services at our hospital.

Focus Group ResearchMultiple focus groups were subsequently held in

different towns in our service area. Current patients and non-patients were studied separately to measure their level of awareness and opinions about our brand.

WHPRMS Webinar: Submitting a Winning EntryDetermining Campaign Goals & Objectives

Physician and Leadership InputPhysician needs and strategic goals from our

leadership team were considered, along with research results, to determine campaign goals and objectives.

SWOT AnalysisStrengths, Weaknesses, Opportunities and Threats

analysis was included as part of our research findings, and the campaign was integrated into our overall strategic marketing plan for the organization.

Determining Campaign Goals & ObjectivesCampaign Measurement

Patient volumesWebsite and call center trafficImprovements in awareness and brand

recognition would be measured again over time.

Creative StrategyResearch results were a primary consideration when

developing the Creative Brief (CB) with our advertising agency. The CB helps communicate the creative strategy; How to visually represent our message and solve our brand awareness challenge.

CB components promote a thoughtful discussion about what key messages we’re trying to convey, who our audience is, why the campaign is important, challenges to overcome for success, and pertinent information for each tactic.

Creative RationaleThe print tactics were designed to highlight specialty

services - represented as “ologies” - against imagery that was relatable and desirable. The way that the featured “ology” was shown suggests that more information can be found on our website.

Creative RationaleBroadcast tactics conveyed a message that specialized, expert

care can be found right in one’s own backyard. Truly, we bring a wide variety of services to our area residents, so they needn’t travel out of town to see a specialist.

Due to the complex level of information that potential patients would need to seek before making an appointment or seeking a referral, all tactics directed individuals to call or view more detailed information on our website.

By driving inquiries and traffic to one phone number and specific URLs, campaign results werevery measureable.

Steps taken to produce the campaign:Conducted and analyzed market researchDefined project’s situation analysis, target audiences, goals,

key messages, etc.Developed creative messaging:

Depicted everyday people in everyday situations.Listed “ologies” available at Specialty Clinic

(such as Cardiology, Neurology, Nephrology, Pulmonology, Rheumatology, Oncology, etc.).

Added “Compassionology,” Expertology,” and “Convenientology” as a creative way to represent our high level of service (as specialties) in thecontext of the campaign.

Steps taken to produce the campaign, cont’d:Creative decisions were carefully made to

maximize appeal and remain cost efficient.For television, all of the talent that was used

are real patients of ours, recognized by other residents in our communities.

The commercial was shot on location in Fort Atkinson, where our hospital and Specialty Clinic are located.

Steps taken to produce the campaign, cont’d:The outdoor, print and interactive components used

carefully-selected imagery of healthy people enjoying leisure activities, paired with a short list of different “ologies” that we offer.

The “Ology” list was presented as if a computer mouse was being scrolled over each word, suggesting the next step to take is to go to our website.

The media buy and supporting marketing activities were thoughtfully planned and implemented throughout the year.

Each tactic was matched with a way to measure results.

Suggestions for creating your ownwinning entry:

Select entries that are strategic in nature. Fun campaigns are fun, but campaigns that garner results seem to resonate with the judges.

Include an outline of the WHPRMS Entry Form as part of your creative/strategic planning process very early on in your campaign planning. This also makes it much easier to remember details and fill out the form by the deadline!

Be sure each component of your entry cansatisfy the defined campaign goals andobjectives.

Suggestions for creating your ownwinning entry, cont’d:

Presentation is everything! Type your entry form information.Use professional-looking presentation materials, quality color

printouts and polished pieces in your final entry portfolio.Entries that give significant attention to the evaluation and

measurement of results section of the entry form seem to be scored higher by judges.

Submitting creative pieces that are unique and innovative is both attention-getting andmemorable, and hopefully what the judgesare looking for!

Good luck!

Carol Mehlberg Winner

Tim DoerflerMarketing & Public Relations Coordinator

St. Mary’s Hospital

Super Bowl of Patient Satisfaction

As we all know, patient satisfaction is a hot topic now. With increased transparency, and competition for an audience that has flexibility of choice to pick a hospital of their preference, it’s becoming the default way for potential inpatients to gauge how well they will be treated (beyond the clinical results).

Objectives

1. To increase staff awareness of Press Ganey, and the methodologies of patient satisfaction – including survey criteria, ranking, reporting measures & peer comparison.

2. By acknowledging and rewarding performance, we hoped to elicit a positive change in behavior of clinical staff, resulting in a team-oriented approach to the pursuit of exceptional Press Ganey scores.

Target AudienceThe primary audience was on the clinical staff

of St. Mary’s Hospital. The Patient Satisfaction Task Force communication efforts have reached most of the on-campus employees, with 1500+ attending the tailgate celebration.

Secondary public audience: An undetermined number of patients/visitors have observed our in-facility promotions.

Steps taken to produce…Super Bowl analogyDepartment percentage scores were posted on footballs

and affixed to the corresponding yard line.Created a competitive buzzHeld a tailgate party before Super Bowl Sunday

celebrating the success (hosp achievement of sustaining a 90% for 3 months “Likelihood to recommend)

Q2- Patient Satisfaction is In Full Bloom

Jan-June 2010

An annual “Employee Partnership Survey” was conducted in April to gather feedback crucial to evaluation.

Objective A- 2,027employees, 86.9% rated “strongly agree” to questions related to work group awareness of patient satisfaction communications

A statistically significant overall qualitative indicator has been observed as most clinical units showed an upward trend during the campaign period.

As an aside, this campaign received endorsement from St. Mary’s Administrative Council because it aligned perfectly with our overall employee engagement goal of increasing our staff participation rate from 68% last year to 75% for this year’s survey. According to Press Ganey, our mean score went from the 47th percentile to the 72nd percentile, a 25% point increase.

A few weeks ago, the Patient Satisfaction Task Force coordinated a heavily attended all-employee event to recognize the achievement of sustaining 90% or above for 3 consecutive months for the Press Ganey measurement: “likelihood to recommend our hospital to others.” The Task Force awarded 1,214 cupcakes and 385 packages of apples to colleagues!

tim_doerfler@ssmhc.com

Entries Due: July 15, 2011

WHPRMS 2011 Communications Review Lori Bruss, Co-chair Carla David, Co-chair

Documents

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