"building your brand with wellness"

Chris BoyerInova Health System

Chris BevoloInterval

Building Your Brand With Wellness

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Today’s session

Introductions

Overview of branding and wellness

FitFor50 Campaign Overview

Engaging consumers in wellness

Campaign Results

Q & A

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Chris BoyerSr. Manager, Digital CommunicationsInova Health System

Advisory Board Member, Mayo Clinic Center for Health Care Social Media

@chrisboyer

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Chris BevoloPresidentInterval, Inc.www.thinkinterval.comchris@thinkinterval.com@IntervalChris

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Branding and

Wellness

The Wellness Whirlwind

• healthcare reform• ACOs• “Buying Health, Not Sickness”• “Wellness: The Way to a Healthy

Bottom Line.”• more and more providers

focusing on wellness

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Branding and

Wellness

What do we mean by brand?

“A brand is a person’s gut feeling about a product, service or company.”

Marty Neumeier Zag

“A brand is the value, the emotion, the connection a consumer has with any

organization, product or service.” Chris Bevolo

A Marketer’s Guide to Brand Strategy

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Branding and

Wellness

Why wellness?

• it typically mirrors stated mission/vision

• it’s the right thing to do• nearly every provider can speak

to wellness offerings/content• wellness-based marketing calms

critics• it’s relevant!!!!

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Branding and

Wellness

It’s relevant!!!

• Joe Public Doesn’t Care About Your Hospital

• Minority of people are actually seeking care at any given time

• Already difficult to reach consumers in saturated market

• Message must answer “what’s in it for me” - it must be RELEVANT

• Wellness content builds bridges NOW to utilization LATER

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Branding and

Wellness

For Joe Public, relevance is the difference between...

Healing vs. health

Outbound vs. inbound

Look at us! vs. Look at you!

Joint Replacement vs. Joint Pain

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Branding and

Wellness

The challenges with wellness

• not typically a strategic priority• long-term investment in brand

(not short term driver of volumes)• “Where’s the money?”• Everyone can do it

- can be hard to differentiate- may lead to dilution

(“We care” anybody?)

Go out there first, go out there strong!

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Goals of FitFor50

campaign

Deliver on brand promise

Promote physicians/specialists as subject matter experts

Engage men/women ~ age 50 in preventative health

Provide awareness of breadth of hospital wellness services

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Goals of FitFor50

campaign

Primary communication through website: www.FitFor50.org

Other engagement:• Blogs, Twitter, Facebook• Radio, TV, outdoor• Events, in-hospital promotion

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FitFor50 Website

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FitFor50 Website

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Online playbook

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Make an Appointment

Links to inova.org

Daily tips

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“12 Days of Fitness”

(Dec 2010)

Email and blog posts tied to seasonal theme

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FitForWinter(Feb 2011)

Integrated playbook with tipsActionable check-lists

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FitFor50 results

6,501 registrants (Sep - Oct 2010)

500+ Facebook followers

3,541 updated CRM records 1,748 new CRM records

Drove 300 participants to enroll in 8K fitness run

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FitFor50 results

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FitFor50results

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FitFor50 results

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FitFor50 results

Utilization: Oct-Dec, 2010 Correlation or causation?

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Q & A

Contact us:chris.boyer@inova.comchris@thinkinterval.com

Follow us:@ChrisBoyer@IntervalChris

Learn more:www.thinkinterval.com

Subscribe to hcmktg e-newsletterDownload “Arrogant Healthcare

Marketing Bastards” podcast

Blog: www.chrisbevolo.com

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