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COMMUNICATION PERFORMANCEJANUARY 2015
Communication performance analysis assesses the effectiveness of communication and
public relations actions by evaluating the potential that news items have to impact the
target audience.
The objective of this analysis is the assessment of the image of the brand SHA Wellness
Clinic in international media, so as to measure the efficiency of the global strategy of
communication and the implementation of the PR effort in each of the markets.
INTRODUCTION
SHA Wellness Clinic’s communication performance is getting off to a very positive start in
the first month of the year, as it attained a tone of 4.6 and did not register unfavourable
coverage in any of the markets which are being monitored.
SHA Wellness Clinic’s services in general are constantly being praised, but it was the Spa
topic that stood out in January, as 57 articles referred to it. This was mainly a result of
Spafinder Wellness 365’s 12th annual 2015 Global Spa and Wellness Trends Forecast, which
was reproduced by 44 publications, most of which are from the US. As a result of this, the
US registers the highest volume of coverage in January although Spain stands out in terms
of AVE. This report addresses the top ten spa and wellness trends set to unfold in 2015 and
beyond. SHA is mentioned in examples of the “Spa on Arrival (& En Route)” trend, where
“the new travel ritual is treatments (and other fitness/wellness experiences) done right at
arrival, or en route at airports, to fight jetlag or to kick-start productivity”. With the
announcement that the Spanish clinic is opening spas at Madrid’s airport, this fits in
perfectly with the trend listed in the Spafinder Wellness 365 report.
Another trend pertains to “Hyper-Personalised Beauty” where SHA’s DNA testing service to
identify the right nutrients for each person’s skin is offered as an example of how some
institutions are already present in this niche market. SHA is evidently ahead of its time and
is a reference clinic given the unique and leading-edge services that it offers, which
contribute to its renown.
With the start of a new year comes a new opportunity for people to set goals and start
making plans for the months to come. As a result, several articles also focused on wellness
holidays, to encourage readers to start planning their next getaway as well as to start the
New Year on the right foot with a detox regime following the holiday excesses. The SHA
Wellness Clinic was mentioned as a destination that can help people to change their
lifestyle and adopt healthy habits.
With regards to Brand Presence Indicators, important factors when it comes to brand
awareness, only 27% of articles had a Visual Presence, which includes, among others, logos
and pictures of representatives/spokespeople. Headline Presence reached 17%.
EXECUTIVE SUMMARY
€417KAVE
4.6Editorial tendency or media favourability basedon the textual analysis of news content on ascale of 1 to 5.
TONE
51
KEY PERFORMANCE INDICATORS
Represents the value of the editorial spaceoccupied in relation to current advertising rates. ItIndicates the advertising value of the spaceoccupied by the brand if it pertained to acommercial advertisement.
102The number of news items deriving fromonline and print news sources.
FREQUENCY
10.4MThe total potential audience produced bymedia coverage within a specified time period,measured by Impressions (unique users,viewers, followers, etc.).
REACH
AVE – BY COUNTRY
€1
77
,66
9
€1
00
,67
8
€9
4,5
00 €1
8,3
30
€1
5,6
37
€8
,95
4
€5
79
€2
67
€0
€20,000
€40,000
€60,000
€80,000
€100,000
€120,000
€140,000
€160,000
€180,000
€200,000
Spain United Kingdom Russia United States France Belgium Canada United Arab Emirates
AV
E
In January, SHA Wellness Clinic registered an average tone of 4.6 points, as a result of the
fact that coverage was exclusively favourable. Furthermore, 75% was actually Very
Positive. The majority of coverage registered during the period under analysis was from
the US and resulted mostly from Spafinder Wellness 365’s 12th annual 2015 Global Spa
and Wellness Trends Forecast, in which the Spanish clinic was listed as an example of
institutions offering “Spa on Arrival” and “Hyper-Personalyzed Beauty” services. The
references to SHA Wellness Clinic’s services in this report help to promote its image as an
institution that offers avant-garde services.
The second-highest volume of articles was collected in Spain, where numerous articles
focus on wellness travel. SHA’s services figure prominently among suggestions for those
who want to go on holiday and stay at institutions that look after their wellbeing. There
are references to the macrobiotic diet followed at the clinic, as well as the various
programmes and treatments which cater to various ailments including sleep disorders,
bone and muscle injuries, Alzheimer, Crohn’s disease and aging skin. In some articles, the
Spanish clinic was also described as a “luxury spa”, as it attracts famous names such as
Kylie Minogue, Donna Karan, Naomi Campbell, John Galliano, Isabel Preysler and the wife
of Qatar’s sheikh. SHA was also included in Condé Nast Johansens Luxury Spas 2015 list.
Furthermore, one of the members of the Círculo Fortuny group, which aims to promote
and defend Spain as a brand as well as to value the luxury segment, is Alenjandro
Bataller, from SHA. All of these references help SHA Wellness Clinic to gain very
favourable visibility.
The UK occupies the top third position, as a result of articles on the Spa Wellness 365
report and suggestions of destinations for wellness holidays.
OVERALL TONALITY (4.6)
75%77
Very Positive
11%11
Positive
14%14
Balanced
FREQUENCY
0
10
20
30
40
50
60
US ES UK FR BE CA RU AE
Very Negative
Negative
Neutral/Balanced 2 10 2
Positive 1 4 4 2
Very Positive 44 16 9 2 2 2 1 1
BRAND PRESENCE(%)
VISUAL PRESENCE HEADLINE PRESENCE MAIN FOCUS
73%74
27%28
Not Present
Present
88%90
12%12
Not mentioned
Mentioned
85%87
15%15
Others
SHA Wellness Clinic
75%9
25%3
93%14
7%1
86%24
14%4
0 0%
Positive Balanced Negative
86%24
14%4
TOPICSThe Spa topic was the most prominent in January, mostly as result of Spafinder Wellness
365’s 12th annual 2015 Global Spa and Wellness Trends Forecast, which was reproduced
by 44 publications. These articles reported that SHA Wellness Clinic, one of the world's
top wellness retreats, is opening spas this March at Madrid airport and also
recommended the clinic’s DNA testing which identifies the right nutrients for your skin.
SHA Wellness Clinic’s spa treatments were also identified in connection with Condé Nast
Johansens Luxury Spas 2015 guide.
The Health topic also stands out mainly as result of articles promoting and explaining the
advantage of detox diets after the end-of-year holiday excesses and weight-loss
programmes. These are almost always tied in with descriptions of SHA Wellness Clinic’s
Restaurant services and macrobiotic nutrition programme which is the topic that ranked
third this month. Under these topics SHA is described as “The world's only macrobiotic
spa promises to cleanse the body and help one achieve total calmness” by the UK’s Asian
Age magazine. SHA’s own kitchen staff helped to boost the clinic's image by explaining to
La Razon that “our kitchen is a harmonious meeting point where we respect the best
that seasons’ have to offer and take full advantage of food without changing its natural
essence."
1
2
4
12
13
27
37
57
0 10 20 30 40 50 60
Awards
Events
Beauty/Aesthetics
Famous Guests
Hotel
Restaurant/Nutrition
Health
Spa
Frequency
MEDIA TYPE
*The number of news items which derived from online and print news sources.
26%27
74%75
Online
FREQUENCY*
US ES UK FR BE CA RU AE
Online 45 15 7 5 2 1
Print 2 15 6 1 2 1
0
10
20
30
40
50
60
FREQ
UEN
CY
Print Online
ACTIVE VOICE
*Any time a SHA Wellness Clinic representative, who is identified as such, makes statements to themedia.
4
1 1 1 1 1 1
0
1
2
3
4
5
Vic
en
te M
era
Ale
jan
dro
Bat
alle
r
SHA
Wel
lnes
s C
linic
Bru
no
Rib
eir
o
Bo
nif
ace
Car
ron
Juan
Pal
om
era
s
Tere
za M
izo
n
Freq
uen
cy
93%95
Passive
7%7
Active
FREQUENCY*
SPOKERSPERSON BY TOPIC
1
1
1
1
1
5
2
1
1
0 2 4 6 8 10
Health
Restaurant/Nutrition
Famous Guests
Awards
Hotel
Alejandro Bataller Doctors & Specialists SHA Wellness Clinic
JOURNALISTS – TOP 10€
94
,50
0
€4
5,3
93
€3
0,3
20
€1
7,7
24
€1
5,6
53
€1
5,6
53
€1
5,6
53
€1
5,6
53
€1
5,6
53
€1
5,6
53
€1
5,6
53
€1
5,6
53
€1
5,6
53
€ 0
€ 20,000
€ 40,000
€ 60,000
€ 80,000
€ 100,000
AV
E
Favourable Unfavourable
Spain registered the second-highest volume of coverage in the first month of 2015. In January of the previous
year, SHA generated the same tone of 4.2 with 22 articles. The Health topic stands out, with articles presenting
suggestions on wellness holidays. The SHA Wellness Clinic is included in presentations of spas around the world.
References to its detox treatments abound, but its sleep and osteopathy treatments also merit attention.
The Restaurant/Nutrition topic was the second-most prominent, also a result of references to detox diets. As
was noted in an article published in La Razón on 4 January, hotels that offer weight-loss and detox services are
increasing in popularity. In fact, health tourism is growing in Spain and it is one of the areas in which Spanish
tourism institute Turespaña is investing in for 2015.
FREQUENCY
REACH AVE
TONE
SPAIN
5130 4.2
7.5M €178K
3
2 2 2
1 1 1 1 1 1
0
1
2
3
4
5
La
Ra
zón
Via
jar
La
Vo
z Lib
re
Ba
rce
lon
a D
ivin
a
Te
lva
El M
un
do
Vo
gu
e E
sp
añ
a
Yo
Do
na
Elle
GQ
Ge
ntl
em
en
's Q
ua
rte
rly
Freq
uen
cy
TOP MEDIA
13
12
8
7
6
3
2
0
5
10
15
20
Hea
lth
Res
tau
ran
t/N
utr
itio
n
Ho
tel
Spa
Fam
ou
s G
ues
ts
Bea
uty
/Aes
thet
ics
Even
ts
Freq
uen
cy
TOPICS
The UK registered a similar performance when compared to January 2014 when it generated 12 articles with a
tone of 4.8. The Health topic stands out, as various publications presented wellness holidays suggestions. The
SHA Wellness Clinic was featured in holiday suggestions for those who want to visit Spain but also in listings of
the best spas around the world, which proves that it is an institution whose services can compete with the best
health and wellbeing institutions around the world.
FREQUENCY
REACH AVE
TONE
UNITED KINGDOM
5113 4.7
14M €101K
1 1 1 1 1 1 1 1 1 1
0
1
2
3
4
5
Th
e T
ime
s
Da
ily
Ma
il
Th
e M
ail o
n S
un
da
y
Th
e In
de
pe
nd
en
t
Te
legra
ph
Ind
ep
en
de
nt
on
lin
e
Asia
n A
ge
Wo
ma
n &
Ho
me
We
ste
rn M
orn
ing N
ew
s (
De
vo
n)
Ha
rpe
r's B
aza
ar
Freq
uen
cy
TOP MEDIA
9
6
3
2
1
0
2
4
6
8
10
Hea
lth
Spa
Res
tau
ran
t/N
utr
itio
n
Fam
ou
s G
ues
ts
Ho
tel
Freq
uen
cy
TOPICS
Russia registers a perfect tone of five with one article, equalling its result in January 2024. The article published
in Cosmopolitan magazine describes a mother of seven children who shares her experience following a stay at
the SHA Wellness Clinic, which she says helped her to restore her bodily energy. She comments positively on
SHA’s hotel rooms, restaurant and food, as well as the spa and massage services.
FREQUENCY
REACH AVE
TONE
RUSSIA
511 5
900K €95K
1
0
1
2
3
4
5
Co
sm
op
olita
n
Freq
uen
cy
TOP MEDIA
1 1 1 1
0
1
2
3
4
5
Hea
lth
Ho
tel
Spa
Res
tau
ran
t/N
utr
itio
n
Freq
uen
cy
TOPICS
The US stands out for presenting the highest volume of news items in January, with 47 articles that represent
46% of the total. Of these, 39 news items focus on the Spafinder Wellness 365’s 12th annual 2015 Global Spa
and Wellness Trends Forecast, which provides insight and information on the wellness industry and how
economic, cultural and social shifts will impact the industry and people’s lives. SHA is mentioned in examples of
the “Spa on Arrival” trend, as it is opening spas at Madrid’s airport, and “Hyper-Personalised Beauty” because of
its DNA testing service to identify the right nutrients for each person’s skin. Therefore, SHA’s continued success
as a reference clinic seems to be guaranteed, as it is already offering avant-garde and innovative services. The
clinic’s performance in January in the US improved when compared to 2014, with number of articles rising from
19 to 47 and tone from 4.9 to 5.
47FREQUENCY
2.7MREACH €2KAVE
5TONE
USA
51
2
1 1 1 1 1 1 1 1 1
0
1
2
3
4
5
Co
nsu
me
r E
lectr
on
ics N
et
Ne
w B
ea
uty
Da
y S
pa
Ma
ga
zin
e
SF
Ga
te
Exa
min
er
Ep
och
Tim
es
Be
nzi
nga
My
Sa
n A
nto
nio
Da
ysp
a
Str
ee
tIn
sid
er
Freq
uen
cy
TOP MEDIA
40
6 6
2 1 1
0
10
20
30
40
50
Spa
Res
tau
ran
t/N
utr
itio
n
Hea
lth
Fam
ou
s G
ues
ts
Bea
uty
/Aes
thet
ics
Ho
tel
Freq
uen
cy
TOPICS
The end of the year holidays are celebrated with many excesses. This brings many people to create goals to
start off the New Year with detox treatments in order to help the body to recover. Most of the articles published
in France address the detox services at SHA. An article in Top Santé quotes Dr. Vicente Mera, who also defends
the usefulness of detox treatments to purify the body and prevent illnesses. But even though SHA is renowned
mainly for its diet plan, which follows macrobiotic principles, Trucs de Nana and ABC Luxe also highlight SHA’s
sleep programme. With the hectic lifestyles that many people lead, this is surely an invaluable treatment that is
often overlooked and has the potential to make the SHA clinic increasingly popular as a place that aims to
improve the quality of life of its guests by offering services that address a myriad of health troubles. SHA’s
performance in France in January fell slightly when compared to 2014, with less articles and tone falling slightly
from 4.6. The clinic’s image remains, nevertheless, positive among French media.
FREQUENCY
REACH AVE
TONE
FRANCE
516 4
1.2M €16K
1 1 1 1 1 1
0
1
2
3
4
5
Le
Fig
aro
L'E
xpre
ss S
tyle
s
Le
s E
ch
os
To
p S
an
té
AB
C L
uxe
Tru
cs D
e N
an
a
Freq
uen
cy
TOP MEDIA
6
2
0
2
4
6
8
10
Hea
lth
Res
tau
ran
t/N
utr
itio
n
Freq
uen
cy
TOPICS
Centuries ago, Hippocrates already believed in the importance of healthy eating, as is indicated by his quote:
“'Let food be thy medicine and medicine be thy food.” A healthy diet is important for a healthy lifestyle, and
that is what the two articles published in Belgium have in common: they praise the macrobiotic diet offered at
the SHA Wellness Clinic. Naomi Campbell, Gwyneth Paltrow and Madonna are just a few of the well-known
names that have stayed at the clinic in Alicante, which helps to lose weight but also purify the body. The clinic’s
successful and highly acclaimed macrobiotic diet is the service that garners much attention in the media, with
the fact that it is also popular among celebrities helping to boost SHA’s image. In what regards tone, SHA
maintains its impressive score of 5 from the same period in 2014.
FREQUENCY
REACH NET AVE
TONE
BELGIUM
515
€9K562K
21 1
0
1
2
3
4
5
Elle
Be
lgiq
ue
We
eke
nd
(Le
Vif
/L'E
xpre
ss)
Freq
uen
cy
TOP MEDIA
1 1 1 1 1
0
1
2
3
4
5
Hea
lth
Spa
Aw
ard
s
Res
tau
ran
t/N
utr
itio
n
Ho
tel
Freq
uen
cy
TOPICS
Canada stands out in the first month of the year for its high tone of 5, repeating its impressive figure from
January 2014. Both articles published in Digital Journal and Meetings Canada reproduced Spafinder Wellness
365’s 12th annual 2015 Global Spa and Wellness Trends Forecast which announce that SHA Wellness Clinic, one
of the world's top wellness retreats, is opening spas this March at the Madrid airport and also recommend the
clinic’s DNA testing which identifies the right nutrients for your skin.
FREQUENCY
REACH AVE
TONE
CANADA
512 5
94.9K €579
2
0
1
2
3
4
5
Spa
Freq
uen
cy
TOPICS
1 1
0
1
2
3
4
5
Dig
ita
l Jo
urn
al
Me
eti
ngs C
an
ad
a
Freq
uen
cy
TOP MEDIA
Only one article on SHA Wellness Clinic was registered in media from the United Arab Emirates, which was
published in Forbes Middle East. Its main focus is the clinic in Spain, with references to the top notch services
with prices to match: “with the top price suite, complete with its own pool and helipad, fetching $7,500 per
night, ‘peace’ costs a pretty penny.” Nevertheless, Alejandro Bataller, vice president of SHA notes that “Health is
the most precious luxury we can achieve” and that “This is not about pampering; this is about achieving optimal
health.” As a result, the SHA Wellness Clinic, which is most widely known for its lifestyle programmes which
include Detox and Weight Loss, offers a myriad of medical treatments and has a Stem Cell and Regenerative
unit, Foot Biomechanics unit, and a Minor Surgery unit. Nevertheless, food and nutrition play a central part in
every guest’s stay. In spite of the clinic’s distance from the Middle East and North Africa (MENA) regions, many
residents are willing to travel to Spain to take advantage of SHA’s services. Furthermore, Mohammad Dahmash,
writer of PwC’s 2014 ‘Middle East Spa Benchmarking Survey’ believes that SHA would be a success in MENA.
FREQUENCY
REACH AVE
TONE
UNITED ARAB EMIRATES
511 5
€2673.6K
1
0
1
2
3
4
5
Fo
rbe
s M
idd
le E
ast
Freq
uen
cy
TOP MEDIA
1 1 1 1 1
0
1
2
3
4
5
Aw
ard
s
Res
tau
ran
t/N
utr
itio
n
Fam
ou
s G
ues
ts
Ho
tel
Hea
lth
Freq
uen
cy
TOPICS
TOP STORY – ALL MARKETSMEDIA NAME: El Mundo
DATE: 27-01-2015COUNTRY: Spain
TECHNICAL INFORMATIONQUANTITATIVE VARIABLESFrequency
The number of news items deriving from online and print news sources.
AVE
Represents the value of the editorial space occupied in relation to current advertising
rates. It Indicates the advertising value of the space occupied by the brand if it
pertained to a commercial advertisement.
Reach
The total potential audience produced by media coverage within a specified time
period, measured by Impressions (unique users, viewers, followers, etc.).
Tone
Tone represents the overall “attitude” conveyed in a news item toward a company
and it can be classified as follows:
5 = Very Positive news items: include only favourable information about the
company;
4 = Positive news items: usually describe some aspects of the company unfavourably,
however the company is still presented in a predominately desirable light;
3 = Balanced news items: convey facts unqualified by praise/preference/criticism, or
balance positive and negative influence;
2 = Negative news items: present the company in a predominately undesirable light
while some aspects may still be discussed favourably;
1 = Very Negative news items: include only unfavourable information about the
company.
Favourability ratings are not based solely on the inherent positivity or negativity of an
event, topic or issue but on how the reporter chooses to communicate the news as
well.
TECHNICAL DATA
Media outlets from international, regional and trade press are analyzed
and online outlets.
Report by: Rita Matos ([email protected])
Quality control by: Marllene Silva ([email protected])
CURRICULUMCision is the leading global provider of media research, distribution, monitoring and evaluation
services.
The company has production centres in Europe, America and Asia thereby supplying integrated
services of Media Intelligence and Reputation Management in 90 countries simultaneously.
CISION currently has 2,700 employees, works for nearly 50,000 clients and monitors more than
200,000 outlets worldwide.
CISION is a member of FIBEP (Federation Internationale des Bureaux d'extraits de Presse), of
IABM (International Association of Broadcast Monitors), of AMEC (Association for Measurement
and Evaluation of Communication), and Secretary General of EMAA (European Media Analysts).
QUALITATIVE VARIABLES