how to humanize your hospital's brand -- step-by-step

Download How to Humanize Your Hospital's Brand -- Step-by-Step

Post on 23-Aug-2014

337 views

Category:

Healthcare

4 download

Embed Size (px)

DESCRIPTION

Presented by Mayo Clinic Center for Social Media, Ragan Communications and Astute Solutions. In Krista Kotrla’s new 75-minute webinar, “How to humanize your hospital’s brand—step-by-step,” you’ll find out why the right message matters so much. Here’s a secret: People don’t really want to pick a hospital. They want someone to help them: They want answers to questions. They want acknowledgement of their unique situation. They want to believe that the people they trust with their health are passionate about helping. Every industry struggles with being more customer-centric Hospital communicators especially ought to be more patient-centric than brand-centric—always. That means ONE THING: Put more humanity in your messages. During this webinar, you’ll learn: How to humanize your brand content Why you should involve every employee in your content strategy How to inspire other team members to get involved 5 types of content you should be (but you’re probably not) writing Why you need to add video to your content marketing The 2 most underused web pages on almost every hospital site How to make sure your online brand matches patients’ offline experiences

TRANSCRIPT

  • Youre in the right place if You are lookingfor new ways to bring your hospital brand to life You feel like there is a big gap between this wonderfulhospital you represent and the story that is told (or not told) online Youre trying to go social and are struggling to get peoplefrom other departmentsinvolved especially leadership Youve started blogging (Hooray!) but now wondering, Is this really working? Youre trying to keep pace with all the marketingopportunities (and trends and new platforms) and it is overwhelmingto know which are the most effective for long term results You need help gettingbuy-in, participationand results Believe me, I have been there too!
  • Introduction Krista Kotrla Senior Vice President of Marketing at Block Imaging Content Strategist | Inbound Evangelist Boot wearing Texan, wife and mom of 3 Aspiring warrior of enthusiasm Hoping to inspire you to #humanizeyourbrand #braveatwork
  • KRISTAKOTRLA.com
  • Heres What Youll Learn How to humanize your brand content Why you should involve every employee in your content strategy How to inspire other team members to get involved 5 types of content you should be writing (but youre probably not) Why you need to add video to your content marketing The 2 most underused web pages on almost every hospital site How to make sure your online brand matches patients offline experiences
  • Make sure you stay to the end
  • The Slightly Weird Way I Stumbled On the Power of Humanizing Your Brand
  • Who is Block Imaging? B2B in the Health Care Industry Refurbished Medical Imaging Equipment, Parts and Service
  • Once upon a time There was a healthcare Company that needed to {grow} So they started their content marketing journey With 1 person
  • Marketing would try and get buy-in And everyone in the company would say, Content Marketingsounds awesome.You should do that! Good luck, Marketing. It was like pulling teeth to get content. And I was sad. Until one day And everyday
  • Until one day The company went ALL IN Made content marketing their culture And inspired EVERYONE to participate And because of that
  • Block Imagings Results Before (2011) 1 blog post/month 7,000 web visits/month 10 web leads/month 5% sales from web leads After (2014) 18 pieces of content/month 60,000 web visits/month 880 web leads/month 40% sales from web leads
  • And because of that Others now benefit from hearing our example and taking the fast route to success
  • Of getting buy-in
  • Face the Facts Good News 1000s of people are searching online for our products and services Bad News 1000s of people are searching online for our products and services and not finding us
  • And the people who are finding us How are we any different than the competition? It isnt cutting it anymore. We have a decision to make.
  • Transform or Die Bad situations can be the perfect catalyst for rapid change. #humanizeyourbrand #braveatwork
  • Recipe for Accelerating {transformation}
  • How to Accelerate Transformation Frustration is good (hungry for disruption) Accept responsibility Copy a proven model Teamwork matters Start with WHY
  • How to Humanize Your Hospital Brand [Step by Step] 1. Patient-centric Content That Builds Trust 2. Leadership Buy-in and Participation 3. Start with WHY (noble purpose, join a mission) 4. Integrate It Into Your Culture
  • Are you BRAND-centric or PATIENT-centric?
  • When Your Website is Trying Too Hard Brand-centric Were #1 See our awards Were the best at Check out our scores Our new campaign Patient-centric What to expect during first appointment Heres what treatment looks like Success stories Here are some tools and resources Answers to common questions Meet the peoplestanding ready to serve you Its the difference between
  • culture HYPE vs HELPSmart marketing is about help not hype. ~@JayBaer #youtility leadership
  • You Might Be Brand-centric if Your Capabilities vs. Solving Peoples Problems
  • You Might Be Patient-centric if and Helping People Connect to People Solving Peoples Problems
  • I was impressed with your website that featured photos of your staff, with opportunities to allow each person to really be a person someone would feel comfortable reaching out to. I research prospects all day, every day, and this is the first time I have seen this open company approach greeting visitors to a website. I will be forwarding this information on to our CEO and our Marketing Director who are always looking for new ideas. I prefer dealing with that type of company that believes in its people What if you received a note
  • You need to humanize Because being a faceless brand is risky, dangerous, expensive, not cutting it.
  • The Facts: As Consumers, We Are 1. More impatient than weve ever been 2. More demanding than weve ever been 3. More loyal than weve ever been potentially ~@TheSalesLion
  • When You Are Choosing a Hospital Heres a secret You dont really want to pick a hospital. You want help solving a problem.
  • As a Patient You feel vulnerable, overwhelmed, scared, trying to decide who to trust and just want: Answers to questions To know what to expect To know you are not alone To know our situation is understood A guide to get through it To feel empowered with a plan, tools, support
  • Humanizing Your Brand Content Is 100% about building TRUST
  • TRUST Truth Relevance Unselfishness Simplicity Timing ~@rohitbarghava Likeonomics: The Unexpected Truth Behind Earning Trust, Influencing Behavior, and Inspiring Action
  • Because this is the ERA of e-Patient ACOs Constant Change A day and age when we need to inspire people to change themselves.
  • 1. Patient-centric Content That Earns TRUST 2. Leadership Buy-in and Participation 3. Start with WHY (noble purpose, join a mission) 4. Integrate It Into Your Culture How to Humanize Your Hospital Brand
  • QUESTION = CONTENT Answer their questions. Solve their problems. Earn trust. Your New Mantra
  • So We Asked The Team To Brainstorm Every Question That We Are Asked
  • And Came Up With a List of 700+ Every question become a title for new content How Much Does a CT Scanner Cost? How Much Does a Used MRI Cost? Do I Need Lead Lining for My R/F Room,Rad Room,X-ray or C-Arm? Low Field Open MRI vs Closed MRI 3 Price Pointsfor Digital X-ray Equipment Top 5 Rarest Used MRI Scanners (and Best Substitute MRI Machines) MRI Maintenance: How to Beat the MRI Helium Shortage FDA 2579 Form What Is It and Where Do I Get One? Top Four MRI Scanner Service Problems and Solutions
  • Apparently, whatever people are asking YOU about, they are also asking GOOGLE. Crazy, right?
  • 5 types of content you should be writing (but youre probably not) 1. Price / Cost 2. Guides / Resources 3. Versus 4. Best 5. Problems Bonus Sharing Your WHY Virtual Tour Treatment Programs
  • Because Every Page is Page 1 Answer their questions. Solve their problems. Earn trust.
  • Price / Cost Your version could be Knee Surgery Cost Guide or How Much Does It Really Cost to Have a Baby Without Insurance?
  • VS. Your version could be Knee Surgery vs Physical Therapy or C- Section vs Induction or Chemotherapy vs Radiation for Breast Cancer or Colonoscopy vs Sigmoidoscopy
  • Best Your version could be Best Treatment for Sunburn or Best Sore Throat Remedies for Fast Relief or Best Procedu