viterbo ppt feb 15
TRANSCRIPT
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Marketing and BrandingPamela Maas
Chief Business Development and Marketing Officer
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
• What is marketing- define marketing.
• Branding – discuss the value of brand positioning.
• “We need an ad” - Understand why defining corporate market strategy is a must. Marketing is not just an ad.
• Unplugging digital marketing – review how digital channels are changing how we market and engage consumers.
Topics for Today
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
What is Marketing?
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service.
What is Marketing?
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Build awareness of an organization and its services Top of mind Positive image Differentiate
Increase dialogue between organization and its customers Communication Benefits and value Relationships Experience
Successful marketing will . . .
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Invite new customers to try the organization Top-of-mind Information Experience
Generate loyalty to the organization Brand promise Growth goals Advocacy, word-of-mouth and philanthropy
Successful marketing will . . .
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Has marketing’s role changed?
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Marketing is not advertising. Advertising is a tactical channel
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.Pamela Maas, MBA 9
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
What is a brand?
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Brands What are they and where do they come from?
PerceivedExperienced
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
What is a Brand?
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Benefits of a Strong Brand
• Influence consumer choice• Attract and retain the best talent• Create contracting and partnering leverage• Shape referral patterns• Build customer loyalty• Better weather the economic and cycles• Better manage competitive encroachment
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
What’s your brand knowledge?
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
B I N G O
peach
steak
melon jelly
carrot
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Source: Interbrand; Rank is based on how much the brand is likely to earn for the company in the future based onfinancial strength, importance of driving consumer selection, and likelihood of ongoing branded revenue.
Most Valuable US Brands
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
What is positioning?
• Strategic decision to shape what the marketplace thinks of the organization
• Comfortable, yet stretching statement of self-identity
• Combination of historical perception, current perception, and future (desired) perception
• Decision that leads to a unique advantage in the marketplace
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
http://www.youtube.com/watch?v=nmwXdGm89Tk
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Gundersen’s Brand Positioning• Definitions
– Brand promise: Articulates what people can expect to experience each and every time they visit or contact any Gundersen location.
– Brand expression or tagline is the public version of the promise. It should give the audience an emotional connection to the brand by communicating the brand experience they can expect in a way that is relevant.
• Gundersen Health System “Brand” should:– Evoke emotional connection with the staff and people and the communities that
we serve – Reflect strength of system (work for all parts - hospital, clinics, nursing homes,
ENVISION, national products, affiliates - and feel “bigger” than a community hospital)
– Reflect quality /service– Reflect excellence in all we do– Reflect patient-centric focus– Reflect our integrated approach to care for the communities and populations we
serve
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Everything is going to be alright . . .
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
One last camping trip. . .
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Sometimes traditional therapy isn’t enough. . .
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
“The more consistent the brand is across all customer touch points and over time, the more the brand will have made a firm impression.” (Source: Brand Consistency: The Value Multiplier, Inner Workings)
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Branding = Brand Promise = Customer Interactions at all Touch points
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
By keeping the brand identity consistent and readily recognizable, an organization is able to extend the halo of brand expertise, quality and service across the entire enterprise. Hence, strengthening our brand equity.
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
DIGITAL IS CHANGING THE WAY WE MARKET AND ENGAGE
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Digital is Changing the Way We Engage• Web
• Social Media
• Mobile Marketing
• Search engine marketing
• Search engine optimization
• Display advertising
• Content Marketing
• Mobile and patient portals
• Health Apps
• Viral or Buzz Marketing
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Social Network Engagement
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Digitalitis - that nagging, uncomfortable, and sickly feeling that you're not fully embracing the role of digital marketing and it's causing bloating to your marketing budget and efforts.
Source: SpringBoard Brand & Creative Strategy
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Digital Customer Engagement
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Marketing, Engaging and Communicating is a 24/7 proposition
40 Source: MRI Doublebase, 2013
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Better Health Through Mobile
Source: “15 Mobile Apps For Better Health”, Information Week Healthcare, informationweek/healthcare.com
Pocket CPR/First AidiManage Migraine Baby BumpMyFitnessPal
Glucose Tracker
Family Drug Guide
Period Calendar Deluxe
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Better Health Through Mobile
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Better Health Through Mobile
Health4Me Check claims and account balances Locate nearby urgent care facilities
and ERs Access an experienced registered
nurse 24 hours per day/seven days per week for advice regarding any kind of medical question
And more . . .
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Mobile Health as Part of Treatment
• Mobile Apps• Reducing the cost of care• Improving the health of
populations• Providing the right care at
the right place• Changing the way we care
for patients• Changing the way patients
seek care
The future of medicine…Rock Center: Doctor says he prescribes more apps than medications
Eric Topol• Cardiologist and Chief Academic
Officer, Scripps Health• Professor of Genomics, Scripps
Research Institute in San Diego• Author of "The Creative
Destruction of Medicine
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Virtual Visits
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Digital Integration
Digital platforms are revolutionizing business processes everywhere and at multiple touch points. • Reach and engage consumers through social
communities and groups• Acquire and retain customers through relevant digital
channels• Monitor on-line customer sharing and feedback• Improve patient and physician/provider relationships• Support patient with digital care management tools• Promote better health and self management• Build brand equity through digital channels
Marketing as a digital change agent
Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
QUESTIONS?
Thank You.