no hospital logo no branding - ragan communications · 2018-05-02 · no hospital logo –no...

No hospital logo – no branding:Use brand journalism to get

consumers to choose your physicians

Sue Klein, Interactive StrategyNebraska Methodist Health Systemsue.klein@nmhs.org@sueklein100

A bit about the market…

• Metro area of 925,000 people

• 5 Fortune 500 HQ & 5 Fortune 1,000 HQ

MUTUAL OF OMAHA | BERKSHIRE HATHAWAY | CONAGRA | TD AMERITRADE | UNION PACIFIC

• 19 hospitals including 2 teaching & a children’s hospital

A bit about us…

• 3 Hospitals, 22 Primary Care Clinics, 5 Specialty Clinics

• Over 250 employed physicians

• Methodist Women’s Hospital is the regional leader in births

• Largest perinatal practice in several states

• Busiest NICU in several states

How do parents choose a physician?

11% consumers choose a new primary care provider annually*

52% of parents think the Doctor’s years of experience is important^

50% consider word of mouth from family & friends^

*Center for Studying Health System Change 2007 | ^ CS Mott Children’s Hospital Poll 2013

Do you reach new parents with logos & tag lines….

Or brand journalism…..

ParentSavvy.com® is born

A local resource welcoming to all parents –spotlighting our physicians

Marketers need to focus on creating

interesting, ongoing content that will

attract and engage consumers, rather

than relying on old-fashioned,

simplistic, repetitive message pushing. LARRY LIGHT, FORMER CMO MCDONALD’S

Rather than writing the story we want to tell, we need to write they story they want to read.

5 LESSONS IN BRAND JOURNALISM FROM RAGAN’S CONTENT SUMMIT

BY KELSEY MOHRING

Leading with Credibility

Physician authored content

Ask an Expert

Warmer physician profile

Physician-Authored Original Content

Approve researched & written content

Convert “hand-outs” to brand journalism pieces

Ask an Expert

Consumer-generated questions, physician answers

Focus on the knowledge of the doctor

Physician Profile

Warm bio – aimed at parents

Highlight the physician’s content & experience

Easy to choose the physician for appointment

How do we attract parents?

Credible Information – it’s not just for websites.

Get Creative to Drive Trafficvaluable information – when they need it

Leading with Credibility – with Partners

Media partnerships

Content – it’s not just for web sites – it can be for ads too!

Strategically-chosen partnerships

Family-focused, local organizations

Healthy activity or education

KETV MEDIA PARTNER

#1 station in area, ABC affiliate

Featuring our physicians’ experience

KETV.com/Healthy-Families

Mommy Minutes

15-second promo’s

Facebook Contests

Social Media Posts

KETV – Broadcast MEDIA PARTNER

15 second “Did you know….”

KETV.com/Healthy-Families MEDIA PARTNER

Exclusive online section

Content provided by ParentSavvy.com & Mayo News Network

Layering Content

“If it moves, sponsor it;

if it doesn't move, paint it red.”

COCA COLA FORMER CHAIRMAN ROBERTO GOIZUETA

“A consumer’s need for information drives Brand Journalism.

Consumers will choose you because you have engaged them with credible content

and answers to their questions.

Not because of the name on your logo.”

Stephen Zubrod, CMO Nebraska Methodist Health System

Fontenelle Forest COMMUNITY PARTNER

Activate the partnership

Quid pro quo

Shared original content

Omaha Storm Chasers COMMUNITY PARTNER

Lil Chasers Club

E-newsletter tips from Dr. each month

Table at events and games

In-game signage & announcements

Daddy / Daughter Princess Night at the Omaha Storm Chasers COMMUNITY PARTNER

But there is no logo!?

fears of the C-suite

Fears of marketers and executives…

We are spending valuable $$ and not mentioning our brand.

People won’t know it is us.

We won’t get any business from this kind of activity – we are wasting money that could be spent on our brand.

Measure & Communicate

Stats are your friend…

The results are the answer

Over 300,000 sessions / year

An average of 1,000 visitors each day. 80% new• UP 26% YEAR OVER YEAR

• AUGUST IS UP 48% OVER 2014

500 people/month view expert doctor profiles

Metrics to measure

Visits to your brand journalism site

Time on page

Make your CTAs measureable

Don’t keep it a secret…

Communicating Success

Physician contributors Engage physicians

Communicate their promotion & success

Executive Suite Show relevant metrics

Educate and inform based on fact

Brand Journalism – Top 3

1. Lead with the credibility of your physiciansBRAND JOURNALISM SITE + ADVERTISING

2. Leverage strategic community partnersACTIVATE YOUR PARTNERSHIP | QUID PRO QUO

3. Measure, educate and communicatePHYSICIANS | EXECUTIVE SUITE

Mommy Minute

ResourcesSue.Klein@NMHS.org

ParentSavvy.com

KETV.com/Healthy-Families

ParentSavvy.com/Baseball

ParentSavvy.com/Forest

But I am marketing a whole hospital…

Reach your audience with information they value