PowerPoint Presentation
Sharing Resources and Bridging the Gap Between Hospital
Fundraising and Marketing Teams
Association for Healthcare PhilanthropyOct. 29, 2016
Chris Nelson, MPA, Executive DirectorKathy Wilets, MPA,
DirectorUniversity of Utah Hospital FoundationMedia Relations and
Content Marketing @cnelsonutah University of Utah Health
Care@kwilets
UNIVERSITYWho is theof Utah Health Sciences
ADVANCING HEALTH
Worlds first total artificial heart transplantNations first NIH
research grantNations first biomedical informatics department
Nations first wearable artificial kidneyRegions first neonatal
intensive care unitRegions first and only comprehensive stroke
treatment and burn centerUtahs first telemedicine network
As an academic medical center, which began in 1902 with a 2-year
medical program and then shifted to a four year program in the
40sSince then we have impacted the practice of science and medicine
with a number firsts:Worlds first total artificial heart transplant
(William DeVries, M.D.; class of 1970)Nations first National
Institutes of Health research grant (Maxwell Wintrobe, M.D., Ph.D.)
Wintrobe came to Utah from Johns Hopkins in 1945 in part because he
could not receive tenure at JH because he was JewishNations first
biomedical informatics department pioneering evidence-based
clinical care (Homer Warner, M.D., Ph.D.; class of 1949) Nations
first wearable artificial kidney (Willem Kolff, M.D., Ph.D.)
Nations first health system to post online physician reviews
(Vivian Lee, M.D., Ph.D., M.B.A., et al.) Nations first academic
medical center in the United States Olympic Committee's National
Medical Network Regions first neonatal intensive care unit Regions
first and only comprehensive stroke treatment and burn center Utahs
first open heart surgery (Dr. Russell M. Nelson, M.D., Ph.D.; class
of 1947) Utah's first telemedicine network
3
EDUCATIONSchool of MedicineCollege of NursingCollege of
PharmacyCollege of HealthSchool of Dentistry $3.2 BILLIONExpense
Budget FY16
50%GROWTHIN 5 YEARS
1.7 MILLIONPatient Visits$288 Million+Grants in
FY201635+Disease-Causing Genes Identified6Members of National
Academy of Science or Medicine1NCI Comprehensive Cancer
CenterDISCOVERY>5,000 Practicing Clinicians and NursesACCESS
4 Hospitals12 CommunityClinics
18Regional Partners
>10% of the Continental U.S.
1Nobel Laureate
Today, we provide care for more than 1.7 million patient visits
and have built an integrated academic medical center that delivers
world-class clinical care, research and education4
Frontier CountiesAffiliate NetworkTeleHealth SitesOutreach
Clinics
We deliver this care to a patient population that covers 10% of
the continental United States5
Evolution of MarketingB.C. 19501950 - 20002000 - present1:1 1:
manyMany: many
Sources of Trust
Consumers trust friends, family, & personal experience more
than ads or strangers
Trust is required to acquire buyers
Trust is built through engagement
Need for market perception study. Focus groups for specific
areas, but also a broader survey. Downside is that its a small
community and can be difficult to really get an accurate read of
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Why do hospitals market/communicate?@cnelsonutah @kwilets
New Rules of Marketing/Engagement Authenticity resist the urge
to sell on the first date; you must invest the time to build trust
and genuinely interested help the online/offline
communityTransparency you must actually participate in the
conversations (instead of hiring an imposter to do it)Relevancy -
remember that youre joining someone elses conversation; listen
first then contribute if you have something relevant to say
@cnelsonutah @kwilets
Marketing Funnel
Word of Mouth@cnelsonutah @kwilets
Benjamin Franklin on fundraising:
I advise you to apply to all those whom you know will give
something;
Next to those whom you are uncertain whether they will give any
thing or not; and show them the list of those who have given;
And lastly, do not neglect those who you are sure will give
nothing, for in some of them you may be mistaken.
The Autobiography of Benjamin Franklin
@cnelsonutah @kwilets
Legacy/LifetimeMajor GiftsAnnual Giving
EventsPublications andCommunications and the webMemorial
/HonorDirect MailEntry LevelTransformational
$5M$25K$500
Communication Continuum Digital Engagement/Analytics@cnelsonutah
@kwilets
Understanding the DNA of Fundraisers and Communicators PR
ProfessionalsOrganized around getting a core organizational
message/s out to the public Driven by earning media coverage,
getting others to tell your storyAuthenticity and legitimacy of
communication channel mattersMetrics: volume and quality of media
coverage, did the story drive brand awareness (positive/negative
coverage), not always just promoting the org often times focus is
on defending the brand@cnelsonutah @kwilets
Understanding the DNA of Fundraisers and Communicators Marketing
ProfessionalsOften very creative thinkersHyper focused on client
satisfaction and very specific client (driving new patients to
cardiology) outcomesTypically good at execution but reliant on
others for overall success (ad agency, graphic designers, copy
writers, PR people, events management team)Metrics: appointments
scheduled, downstream revenue, client satisfaction@cnelsonutah
@kwilets
Understanding the DNA of Fundraisers and Communicators Digital
Engagement/MarketingData, web-driven analytics, laser focus on
reaching the right online audienceLots of new terms: click thru
rate (CTR), cost-per-click (CPC), cost per acquisition (CPA),
pay-per-click (PPC), redirect, search engine marketing (SEM),
search engine optimization (SEO), bounce rateThis group is critical
to the success of PR, marketing and development teams. This group
should be seen as the backbone of any advancement efforts.Metrics:
data, data, data@cnelsonutah @kwilets
Understanding the DNA of Fundraisers and Communicators
Development/Fundraising ProfessionalsTraditionally have earned
their way to becoming major gift or principal gift officersStrong
interpersonal skills, love making personal connections and then
connecting donor to the organization, working toward
transformational giftsTypically very good at explaining the
organizations overall value to the community and articulating big
picture vision of organizationMetrics: did the action move the
donor relationship to the next stage, number of meaningful
contacts, donations received @cnelsonutah @kwilets
Understanding the DNA of Fundraisers and Communicators
Commonalities My job is the most important, or most relevant, to
the organizations overall successMy issue (or event) is going to
drive donations (or media coverage or new business) to the
hospital. Therefore, youre project, while important, isnt as high a
priority as mine. Translation get on board with what I need from
you or get out of my way.Word of mouth is a universal metric for
each group. Others sharing your message is the most powerful tool
we each have and the holy grail of all of our efforts.
The fun for me in collaboration is, one, working with other
people just makes you smarter; that's proven.
Lin-Manuel MirandaLearning to Share
Communication and Marketing Teams Are Transforming Content
marketing strategy is driving consolidation of traditional PR and
marketing functionsIT and the role of the internet continues to
evolve from MarComm to MarTechContent marketing drives user
experience leading to integrated patient portals (one stop
shopping)Difficult to get support until PR, marketing, web and IT
teams have aligned
Learning to Share@cnelsonutah @kwilets
Collaboration Works Best When Roles are DefinedInventory what
you already have and reuse existing content and assets. Sarah Foley
story.Respect (PR people arent just good copy editors)Engagement
first, donations second How does what youre doing advance the
relationship (cultivation is to important to leave just in the
hands of the fundraising team)?
Learning to Share@cnelsonutah @kwilets
Let your PR team help you find the right story and then respect
what they have to say. Open conversation. Let them help you find
the angle. Help uncover an angle. It may not be the story you want
to tell. Sarah Foley story told the story.Use the right people for
the right project. 26
Case Study When It Works Well Key TakeawaysPlanning is keyUse a
creative brief or detailed planning document to create clear
accountabilities and deadlinesUnderstand what each team needs in
terms of metrics and outcomes determine if the project is worthy of
collaborationShare credit for success and failure
@cnelsonutah @kwilets
July August Sept-June.Hospital Birthday Gala Public Campaign
Case Study When It Works Well
Case Study When It Works Well Overview and Action Plan
University of Utah Hospital 50th AnniversaryFriday, July 10 at
10:30-11:30 amMedia Pitch: What do you get Utahs only academic
hospital for its 50th birthday? Find out today as CEOs from local
hospitals join Gov. Gary Herbert, the Utah Jazz, and local
philanthropists to mark University of Utah Hospitals golden
anniversary. Agenda:Location: base of escalators in University
Hospital Atrium Welcome and brief remarks about history of
University of Utah Hospital - David EntwistleBrief remarks and
introduction of future capsule Dr. Sean Mulvihill or Dr. Vivian
LeeGov. Herbert and proclamation presentation (or SLC Mayor, Salt
Lake County Mayor)Brief Remarks and gift presentation - Randy Rigby
and Alec Burks from Utah Jazz Reflections on 50 years of service -
Reed Brinton, University donor and celebrating his 100th
birthdayLisa/Spence Eccles from George S. Eccles Foundation
announcing $50,000 grant in honor of 50th anniversary. Announce the
#50Forward campaign that challenges people to donate $50 in honor
of someone they know who has benefitted from the services of
University of Utah Hospital. Presentation of Peer Hospital and UHA
Gifts Salt Lake Regional Dale Johns or Ed LambSt. Marks Steven
Bateman LDS Hospital Jim Sheets Intermountain Medical Center David
Grauer Primary Childrens Hospital Katy WelkieThank you and
conclusion David EntwistleLogistics:Sound Public Affairs
teamBackdrop Foundation Future Capsule Story Collection and Display
Public Affairs and FoundationVideo on web and display of stories
and pictures from elementary studentsCake Foundation and Hospital
HR (do we have people come to the lobby for cake or have cake
delivered to unit)Media invites Public AffairsVIP invites
FoundationVideo recap Public AffairsHistorical display/timeline web
Oversized display of fine arts poster Foundation Invitees:Hospital
Board members, Foundation Board members, Management Council,
targeted donors, media, staff, faculty, UHA leadership,
administrators from other hospitals VIP Luncheon following
event:Redrock Room or Hospital Board Room?Catering Foundation
Anything missing? Ancillary: Happy birthday to Hospital and cake
for employees Unveiling of 50th anniversary posterUnveiling of
50Forward Campaign and Billboards 50Forward Capsule Placement in
Trophy CaseVIP Lunch
RADIO 1RADIO 2
Case Study When It Works Well
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Media Coverage Link
Video link
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