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MARKETING HEALTHCARE TODAYVOLUME 9 - Issue 2

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“The Storyof You”Page 8

PROjECT “WE vs C”RWJ University Hospital Hamilton (RWJBarnabas Health) & Trajectory LLC

cAncEr SErVicES & funDrAiSing cAmpAign04

08 THE sTORY Of YOuStormont Vail Health & Prairie Dog | TCG

ToTAl ADVErTiSing cAmpAign

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A detailed look at healthcare marketing...

What works?What was involved?

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Marketing Healthcare Today (ISSN #1545-3219) is published bimonthly by Creative Images, Inc.SM - 141 Willets Road • Sylva, NC 28779 • Phone: 828-586-6789. © Entire contents copyright 2017 by Creative Images, Inc.. No part of this publication may be reproduced, digitized or transmitted without the publisher’s written permission. Send all address changes to: Circulation Department; Marketing Healthcare Today; 141 Willets Road; Sylva, NC 28779. Printed in the USA.

19 20 CREATIvE WAYs TO GET AbOARD THE vIDEOMARKETING bANDWAGONBy Stewart Gandolf

ArTiclE

14

20 PuTTING THE CHOMP ON DIsEAsEUF Health Jacksonville

SociAl mEDiA cAmpAign

ToTAl ADVErTiSing cAmpAign14 THE bEsT PLACE fOR KIDsChildren’s Hospital & Medical Center & DAAKE

mEDiA focuS23 PROMOTIONAL fLYERs

SAVE THE DATEdeadline: sePteMBer 29, 2017

late deadline: oCtoBer 20, 2017don’t Miss tHis elite nationwide awards PrograM

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2017

noW EnTEronlinE

4 MHT Vol.15 Issue 4 • 2017 www.MHTmagazine.com

CanCerServiceS & FundraiSing

campaign

Campaign Concept

New Jersey ranks among the top five states in the entire nation for the highest cancer rates, among all types and genders.

Now, more than ever, Robert Wood Johnson University Hospital Hamilton (RWJ Hamilton) is leading the charge and uniting against cancer.

RWJ Hamilton passionately and proudly launched Project WE vs C, a unique 2-year project conceived to promote and support their nationally-accredited Cancer Services program. They are making it their mission to save more lives through prevention, detection, treatment and ongoing support.

This project will build upon the range of amazing cancer care services that are offered at RWJ Hamilton. Their number one goal is to further enhance the breakthrough technology and programs needed in the fight against cancer.

Fundraising efforts will contribute to a vital $8.5 million, two-year project geared exclusively for enhancements to RWJ Hamilton’s comprehensive cancer program.

projEcT “WE VS c”

Organization Information RWJ University Hospital Hamilton(RWJBarnabas Health)Diane Grillo, VP Health Promotion1 Hamilton Health Place • Hamilton, NJ 08690

Agency InformationTrajectory LLCRandi Brody, Co-President20 Community Place Suite 100 • Morristown, NJ 07960973-292-1400 x206Email: [email protected]

Project Brochure

5MHT Vol.15 Issue 4 • 2017 www.MHTmagazine.com

Project Folder & Business Card

Sponsorship Form

Target Audience

CommunitySurvivors, families and friendsPotential donorsInternal Hospital providers

Media

EventsPRCollateralSignageCo-op AdvertisingSocial MediaFoundation Microsite

Reach

Surrounding Hamilton New Jersey communities


Night of Inspiration Brochure

Campaign backdrop

A collaborative, marketing cause campaign to generate awareness and cultivate financial support for RWJ University Hospital Hamilton’s Cancer Services program. This included special events to bring the WE vs C concept to life through the healing effects of song, dance, music and the arts – involving survivors, community members and donors.

Objectives

Develop a compelling brand identity, both visual and messaging, to bring this project to market targeting both the public and potential donors. This project is a very special and meaningful initiative that will impact the community and the organization involved, and needs to be distinctive and ownable in a crowded market that is filled with many Cancer-related fundraising initiatives.

Tactics

• Creation of campaign umbrella concept• Program name and logo that umbrellas overall project (this year and subsequent years) and invites prospect interest.• WE vs C brand story and copywriting for collateral materials and all other components to be used for outreach and promotional purposes• Development of all aspects of launch materials that can be leveraged across all marketing efforts• Authoring of Marketing Roadmap

Measuring success

Will be measured through greater awareness, engagement and contributions to support the Cancer Services project as they grow the program and save more lives.


Personal Stories of Triumph Brochure

Posters

Results

Launched in May with two different events targeting donors and community respectively. Initial results have generated excitement, interest and support for achieving project goals.


ToTaladvertiSing campaign

Campaign background

Stormont Vail Health is the market leader in its region. However, as it has grown and expanded consumers have developed a perception of the health system as big, powerful and “taking over.” The reality is a health system that brings services and subspecialty offerings to the community because it is the right thing to do -- even when market size might not justify it. The objective of the new brand campaign was to show the community Stormont Vail Health’s heart, and to express how deeply the organization cares about every person in the communities it serves. The new campaign, “The Story of You is the Story of Us,” tells a story of health care inspired by its community. It does so in a fresh, non-traditional way, using artifacts from the life of Martha, Dave, Jacob, Kelley, Mike and Sara to engage the audience.

“THE STory of you”

Organization InformationStormont Vail HealthTracy O’Rourke1500 SW 10th Avenue • Topeka, KS 66604785-354-6000

Agency InformationPrairie Dog | TCGJerry Hobbs811 Wyandotte • Kansas City, MO 64105816-822-3636Email: [email protected]


Print Ad


Target Audience

People of Topeka and the surrounding regional service area. The media buy focused on women ages 25-54

Media

Newspaper adsBillboardsMagazine adsTV/VideoRadioWebsite/Banner ads

Campaign Duration

Q2 2016 - Present

Print Ads

Web Banner Advertising


Outdoor Advertising

Web Banner Advertising


tOpeKa :30 TV

vO:All the things that make this town great inspire us to deliver expertise and compassion at every turn.

So who better to care for you than … Stormont Vail Health.

GfX: The story of you is the story of us.

nOrtHeaSt KanSaS :30 TV

vO:We know you, Northeast Kansas. In fact, you’re the reason we’re here – delivering compassion and expertise every day.

So who better to care for you than …Stormont Vail Health

GfX: The story of you is the story of us.


Results

The campaign is now over a year old. It’s objective is to improve community perception. This will be measured by a community-wide consumer survey to be fielded this fall.

:30 radio

vO:

(Read very quickly almost without taking a breath.)

And now, a story about us by way of Tom who loves outdoors,

college hoops, and his wife and family… not all in that order.

We first met Tom 64 years ago in the Stormont Vail delivery

room as a 10-pound baby. Now a plumber who’s still trying to

snag that elusive catfish named Moby, we could go on about

Tom, but we’re almost out of time. Except to say…

(Slow it down here.)

Tom has heart disease. And who better to care for his heart

than the team at Stormont Vail Health, where we know so

much more about Tom and what matters to him that it would

take 3 hours, not 30 seconds, to explain.

Stormont Vail Health. The story of Tom is the story of us.

Heart care :30 radio

vO:


This story of us comes via Cindy, a middle school teacher

who’s keen on traveling, running and parenting her three kids.

We’ve known her since she was in middle school herself. A

fan of all old movies and new scarves, we could go on about

Cindy, but we’re almost out of time. Except to say…


Cindy has diabetes. And who better to care for her than the

team at Stormont Vail Health, where our MyChart app lets her

easily schedule appointments, refill prescriptions and message

her doctor from pretty much anywhere. And where we know

so much more about Cindy it would take an afternoon rather

than 30 seconds to explain.

Stormont Vail Health. The story of Cindy is the story of us.

mychart

:30 radio

vO:


This story of us is really the story of you, A man, woman,

child, teen, mom, dad, grandparent, godparent, sister, brother,

uncle, aunt, best friend, bride, groom, caregiver – a lover of

life. A fighter, a conqueror, a person who needs to be heard.

We could go on about you, but we’re almost out of time,

except to say …


You’re the reason for everything we do. So who better to care

for you than us, the team at Stormont Vail Health who offers

expertise and compassion at every turn. And who knows you

so well it would take a lifetime to explain, and we only have

30 seconds.

Stormont Vail Health. The story of you is the story of us.

patient-centered care

:30 radio

vO:


This story of us is also about Mary, who enjoys retirement,

grandkids and her bi-weekly book club. We’ve known Mary

since she was one of our most valuable office assistants. Now

a volunteer in the gift shop, we could go on about Mary, but

we’re nearly out of time, except to say…


Mary’s one of our spine center graduates. And who better to

care for her than the team at Stormont Vail Health, where our

back pain specialists created a plan to get her back on her

feet. And who know so much more about Mary it would take

days not seconds to explain.

Stormont Vail Health. The story of Mary is the story of us.

Spine center


ToTaladvertiSing campaign

Campaign background

Children’s Hospital & Medical Center’s “The Best Place for Kids” advertising campaign utilizes real-life patients, vibrant design and U.S. News & World Report rankings to highlight the nationally-recognized high quality of care that families can expect from Children’s. The advertising also aims to celebrate our exclusive commitment to pediatric health care and the resulting life-changing work. Children’s serves as Nebraska’s only full-service pediatric specialty health care center, offering more than 50 outpatient specialty clinics. The U.S. News campaign distinguishes Children’s from any potential competitor in the region.

“THE BEST plAcE for KiDS”

Organization InformationChildren’s Hospital & Medical CenterMartin Beerman, VP of Marketing & Community Relations8200 Dodge Street • Omaha, NE 68114402-955-6964

Agency InformationDAAKEGreg Daake, Principal & Creative Director17002 Marcy Street, #10 • Omaha, NE 68118402-933-2959


Print Ads

For 2016-17, Children’s received U.S. News & World Report rankings in the specialties of Cardiology & Heart Surgery, Gastroenterology and Orthopedics. The U.S. News & World Report brand is recognized by consumers as impartial and trustworthy. The “badge” symbolizes quality and reputation on a large scale. This message of quality gives parents the confidence they seek when selecting a health care provider. After all, they want the very best care for their child; the ads give proof that we provide it at Children’s.

Each ad—no matter the medium—features a child treated by one of our nationally ranked specialty services. All three ranked specialties are represented and rotate through the campaign and its various elements. In radio and TV, we learn more about each individual patient’s journey and how Children’s specialists have changed their health—and lives—for the better. The ads connect our expertise and excellence with paitents’ positive outcomes. Each ad and each element build the case for why—in Omaha and the surrounding region—Children’s is The Best Place for Kids.


Target Audience

Women 18 to 45 with young children

budget

$225,000 – Design and execution$1 million – Projected annual advertising spend

Media

TV/videoRadioWebsite & banner adsPrint/MagazineOutdoor – Billboards & Bus BenchesSpecialty AdvertisingVenue ads – e.g. Eppley Airport in Omaha, Lincoln Airport and Pinnacle Bank Arena in Lincoln

Reach

Total impressions - 93,472,022

Campaign Duration

Late August 2016 – August 2017

Outdoor Advertising


dylan & Levicardiology &Heart Surgery

:30 TV

[Graphic – signs with names pointing tothe wrong boys]

This is Dylan – and this is Levi.

[boys shake heads ‘no.’ signs switch]

This is Dylan – and this is Levi.

[boys shake heads ‘yes,’ give a thumbs up]

Easy-going but hard to tell apart – these parallel preschoolers were born with a double dose of heart trouble.

Just hours old, they came to Children’s Hospital & Medical Center, the best place for kids, where comprehensive cardiac expertise and state-of-the art techniques are a – “twin-ning” – combination.

[Graphic – sign with name pointing to Dylan]

Right, Dylan?

[Dylan nods.]

[Graphic – sign with name pointing to Levi]

Right, Levi?

[Levi nods.]

Nailed it.

Children’s Hospital & Medical Center.We know children.

neeraj – gastroenterology :30 TV

He can bounce from basketball to tennis – veer from bike riding to video games.

…Not the loudest 12-year-old in the room – just one of the most well-rounded – with a story that speaks volumes…

Faced with a major GI issue, Neeraj has seen the specialists at Children’s Hospital & Medical Center for seven years now.

The best place for kids, we bring the quality care.

He brings the quiet confidence.

Together, that’s a well-rounded treatment plan.

Children’s Hospital & Medical Center. We know children.


:60 radio

…Elementary school today – medical school tomorrow…

Seven-year-old Norma wants to take care of kids someday

– just like the cardiac specialists at Children’s Hospital &

Medical Center.

The best place for kids, we’re also the only hospital in the

region recognized by U.S. News & World Report as one of

the nation’s best for pediatric cardiology and heart surgery.

…A dedicated team providing world-class care – improving

the lives of children with complex heart conditions…

…kids like Norma…

Just two weeks old when she received her pacemaker – today,

she’s active, happy and keeping pace just fine.

…A girl with big dreams and a heart for others…

Paging Doctor Norma? You can’t beat the sound of that.

Visit ChildrensOmaha.org for more information on how we

can help your child.

For a pediatrician, family physician or pediatric specialist,

call 1.800.833.3100.


norma cardiology &Heart Surgery

Results

More than 93 million impressions have been measured as a result of the 2016-17 “The Best Place for Kids”

advertising campaign. From 2007 to today, our market share has surged from 58 percent to 73 percent. Since

2009, our outpatient specialty clinic volume has skyrocketed by more than 73 percent. Our dramatic growth is a

byproduct of an advertising message that works. A recent consumer assessment survey reports that 54 percent of

consumers view Children’s as a nationally-recognized children’s health care organization, with 36 percent viewing

us as a regional leader for pediatric health. The data echoes our intended message: area consumers agree that

Children’s is the Best Place for Kids.

:60 radio

Living near one of the best zoos? It doesn’t get any better for

a preschooler with a wild side.

Real animals—or stuffed; 5-year-old Avery loves them all.

Living near one of the best children’s hospitals for orthopedics?

That’s a perfect fit, too.

Diagnosed early on with a complicated hip condition, Avery

and the orthopedic specialists at Children’s Hospital &

Medical Center have migrated through treatment and plenty

of hospital stays.

The best place for kids, we treat a full spectrum of bone, joint

and muscle disorders.

…The only hospital in the region recognized by U.S. News

& World Report as one of the nation’s best for

pediatric orthopedics…

Avery? She’s getting around better than ever these days –

an animal lover ready to roar!

Visit ChildrensOmaha.org for more information on how we

can help your child.

For a pediatrician, family physician or pediatric specialist,

call 1.800.833.3100.


avery – Orthopedics


20 Creative Ways to Get Aboard the Video Marketing BandwagonBy Stewart Gandolf

t’s a challenge to follow the trends attached to the future of the Internet and video marketing. Depending on your choice of stats, better than 80 percent of all web traffic is expected to be video

by the end of the decade. That’s just a couple years down the road. One particularly fast moving—and nearly explosive—set of numbers predicts how video marketing is already big, growing and in demand.

YouTube, the second largest search engine, is owned by Google, the (number one) largest search engine. Our video appetite is strong—YouTube uploads 100 video hours every month and processes over three billion searches each month. What’s more, YouTube says that mobile video doubles each year. It’s no surprise that Google/YouTube dominates online search and the online video world.

Video is a powerful and effective communications tool. Plus, “43 percent of people want to see more video content from marketers,” HubSpot reports, and marketing professionals worldwide “name video as the type of content with the best Return-on-Investment.”

Making video a marketing plan power player…

Video marketing and video content of all sorts is a versatile tool that, studies demonstrate, can communicate quickly and effectively, and they boost response and ROI. Better than half of new videos—most popularly shared via websites and social media—are less than two minutes in length.

According to a vidyard study, the most common types of videos are:• Explainers• Product Demonstrations• Instructional or How-Tos• Testimonials and Case Studies

Other content tactics and ideas for video commonly include:• Event or activity videos• Facility or Company culture• Interview or news reporting• Quick tips or popular hacks• Reviews, critique or commentary

• • Special presentations or talks• Thought-leader Presentations• Vlog (video blog) format• Workshop or activity• Embed with email or eNewsletters

And now for something totally different…

Have you considered a unique and attention-getting departure from the usual video fare? What is it about your practice, facility or business that would lend itself to a video that:• Connects with a celebrity or famous individual• Gives action to products by way of animation• Interestingly presents a parody or takeoff of a current event• Provides an “insider only” view that’s normally “behind the scenes”• Reveals an immersive perspective via a 360-degree perspective• Supports a local cause, charitable event or public service idea• Uses slow motion or time-lapse photography to tell a story

Videos that add dimension and interest to marketing emails boost click-through rates by 200 percent or more. Videos in landing pages measure an increased conversion rate of 80 percent. And, according to data from Forbes and other sources, 90 percent of customers say that product videos were part of their purchase decision process.

Video marketing isn’t a slice of the future. It’s an important, and highly effective element of the here-and-now marketing plans.

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.


SoCial mediacampaign

Campaign background

In the fall of 2016, an eight-week social media campaign showcased the expertise of our specialists while tying in a popular pastime: college football. UF Health Jacksonville is the only health system in the area affiliated with a football team, and leveraging our connection to the Florida Gators was a unique approach to the age-old theme of physicians fighting disease.

While teams around the nation geared up for the season, providers from numerous departments joined the campaign to “put the chomp on” the conditions they tackle every day at UF Health Jacksonville. The series of graphics ran weekly on Facebook and Twitter, one each Saturday to coincide with college game days. Each graphic displayed one of our renowned specialists in a head-to-head matchup with his or her biggest rival, like multiple sclerosis.

The UF Health Jacksonville Communications and Marketing department strives to create innovative campaigns that resonate with the community. These posts certainly made an impact, reaching more than 27,000 people on Facebook alone.

puTTing THE cHomp on DiSEASE

Organization InformationUF Health JacksonvilleErin VanWeyDirector, Communications & Marketing580 W. 8th St., Tower I, 10th FloorJacksonville, FL 32209



facebook Results

TOTAL COMMENTS: .............................................96

TOTAL SHARES: ..................................................101

TOTAL LIKES: .......................................................738

TOTAL ENGAGEMENT: .......................................935

(People actively engaged with these

posts by reacting, commenting or sharing them.)

TOTAL CLICKS ON POST: ................................1,649

TOTAL PEOPLE REACHED: ............................27,183


media focusFlyers

ACCIDENTS HAPPEN: KNOW YOUR OPTIONS INFOGRAPHICOrganization: Avera -- Sioux Falls, SD

MULTICULTURAL MEDICARE EDUCATIONAL OUTREACH FLYERAFRICAN AMERICA/A BETTER YOU- SAVE THE DATEOrganization: UnitedHealthcare Medicare & Retirement -- Horsham, PA Agency: Interlex -- San Antonio, TX

LET’S TACO ‘BOUT APPRECIATIONOrganization: Cheyenne Regional Medical Center -- Cheyenne, WY

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