how to humanize your hospital's brand -- step-by-step
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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 experiencesTRANSCRIPT
You’re in the right place if…
You are looking for new ways to bring your hospital brand to life
You feel like there is a big gap between this wonderful hospital you represent and the story that is told (or not told) online
You’re trying to “go social” and are struggling to get people from other departments involved… especially leadership
You’ve started blogging (Hooray!) but now wondering, “Is this really working?”
You’re trying to keep pace with all the marketing opportunities (and trends and new platforms) and it is overwhelming to know which are the most effective for long term results
You need help getting buy-in, participation and results
Believe me, I have been there too!
Introduction
Krista KotrlaSenior 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
Here’s What 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 writing (but you’re 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 Marketing sounds 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 Imaging’s 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 isn’t 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-centricWe’re #1
See our awards
We’re the best at
Check out our scores
Our new campaign
Patient-centricWhat to expect during first appointment
Here’s what treatment looks like
Success stories
Here are some tools and resources
Answers to common questions
Meet the people standing ready to serve you
It’s the difference between…
You Might Be Brand-centric if…
Your Capabilities
vs.
Solving People’s Problems
You Might Be Patient-centric if…
and
Helping People Connect to People
Solving People’s 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 we’ve ever been
2. More demanding than we’ve ever been
3. More loyal than we’ve ever been… potentially
When You Are Choosing a Hospital
Here’s a secret…
You don’t 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
[email protected]: 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 = CONTENTAnswer 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 Points for 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 you’re 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 1Answer 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 Procedure for Hip Replacement”
Problems
Your version could be “Colonoscopy Problems and How to Prevent Them” or “Fertility Problems in Males and What To Do About It” or “Robotic Surgery Problems and What To Do About It”
The Secret About The Magic 5
Get people “in the door” of your website
Addressing the question is enough
They create perfect timing
Don’t be afraid to address the same topic from several different angles
The Magic Content Formula I Wish I Had Known When We Got Started[DO NOT HIT ENTER] + [the magic word] = Organic Success
DO NOT HIT ENTER
Start entering your keyword into google…
Pause -- after -– every – character
And DO NOT HIT ENTER
DO NOT HIT ENTER
[DO NOT HIT ENTER] + [the magic word] = Organic Success
[eczema treatment for kids] + [the magic word]
The Magic Word
Guide
The Magic Formula
Good >> “How Much Does a CT Scanner Cost?” 46,400 views
Best >> “CT Scanner Price Guide” 93,300 views
Good >> “How Do I Treat My Kid for Eczema?”
Best >> “Eczema Treatment for Kids Guide”
[DO NOT HIT ENTER] + [the magic word] = Organic Success
Question = ContentBecause Every Page is Page 1
Be Their Guide Appear When and Where They Need You Most
Answer their questions. Solve their problems. Earn trust.
Your Brand Has a Soul1000’s of them. And they are answering authentic questions every day. They are solving problems, empowering patients and connecting with people. How do you capture that offline humanity and share it better online?
TAKEAWAY >> How is the online version of you building trust?
Give Individuals a Voice
• Blog / Articles / Content
• Staff Pages
• Videos
• Social Media
TIP: Put a real person’s name on EVERYTHING
Staff, Volunteers, Patients,
Visitors, Friends and
Families
Yehonatan N. Tuner, M.D.
Shaare Zedek Medical Center
Jerusalem, Israel
It Works the Other Way Around Too
Get Personal
Put a real person’s name on everything
• Blogs are written by a person
• Emails are from a person
• Contact info posted could be [email protected] instead of [email protected]
Put photos of your people on everything
Share a little something random about each person
Example
Author Bylines
Personal Page
Business Cards
JOSH BLOCKPresident BLOCK IMAGING Phone 517-668-8800
………………………………………………………………………….
website | about | youtube | llnkedin | google+
Email Signatures
Where to find them. Everywhere.
It is a simple as walking the halls and noticing
Sit, visit and ask:What brings you here today?
What do you look forward to in the future?
What’s one piece of advice you’d give to others?
Send a survey
Make it easy for people to nominate an inspiring person
Ask hospital staff to identify warriors of enthusiasm
Plaster your walls with stories
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
Leadership Buy-in and Participation
Humanizing:
• Inspires empathy and higher performance.
• Increases authority online.
• Inspires more advocates.
Equip ePatients and ACOs.
Reduce expenses and grow
your impact.
Why should leadership care?
Start With WhyIt’s not about you. It’s about the mission you’re inviting people to participate in.
START WITH WHY:How great leaders inspire action.
Simon Sinek
Start With WHY
Being able to communicate the deeper WHY is how you inspire others:
To buy-in and participate
To brainstorm questions for great content
To humanize the brand
To trust your hospital over the other 800-bed hospital located just north of town
To share their story with you and trust that you’ll use it to inspire others
Start With WHY [example]
[non-human] BEFORE: Premier worldwide provider of refurbished imaging equipment, parts and service
[humanized] AFTER: We believe that a “second chance at life” for a diagnostic imaging system means a “second chance at life” for PEOPLE. We extend the life of imaging equipment so that healthcare providers worldwide can extend the lives of patients.
Q: How do you get a guy to “like” a feminine hygiene product on facebook?A: Start with WHY
Start With WHY [example]
[non-human] BEFORE: Feminine hygiene products and menstrual information
[humanized] AFTER: Rewriting the rules for women: championing girls’ confidence and inspiring women to lead, throw and swing for the fence. #likeagirl
What epic mission are you inviting others to join you in achieving?
What do you believe in so much that sharing it with others could inspire them into action with enthusiasm?
Start With WHY
Humanize Your Content
• Help not Hype
• Question = Content
• Give people a voice and show your face
• Share your WHY
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
Online = OfflineDigitizing the Soul of Your Brand and Inspiring a Patient-centric Culture
Actionable Tips [for success]
Align Strategy, Leadership and Culture
Culture Playbook:
1. Why are we doing this?
2. How do we behave?
3. What do we do?
4. How will we succeed?
5. What is most important right now?
6. Who must do what?
Strategy
Leadership
Culture
Company Wide Launch-Train-Integrate
1. Include everyone in the vision
2. Use the culture playbook to train to all employees
3. Reference one principle from the playbook in every single team meeting
4. Recognize and award team members successfully living out the vision
5. Share stories of team members making an impact by their participation
6. Write the expectations into every person’s job description
7. Add the expectation into annual reviews and future hiring criteria
8. Add playbook to training and on boarding process for every new employee
9. Provide ongoing education to rally people around the vision
10. Continue equipping people to be more effective with less ongoing support
11. Set ambitious goals
12. Celebrate successes as a team
13. Continually look for new creative ways to involve everyone
14. Don’t continuously change the vision and strategy
15. Be a warrior of enthusiasm… INSPIRE
Integrate It Into Every Day Culture
What if…
You incorporated content collection into the patient process?
You asked every patient why they chose your hospital?
Offline Online
What if…
Your waiting areas were equipped with a “Create a Special Card” tool to send to a patient or share on social media?
Your walls were plastered with images of people and the micro-stories that inspire you to push the boundaries in healthcare?
Offline Online
What if…
Your social media listening tool was used for connecting with people talking about things other than your brand?
What if…
You provide newborn pics for families to share
Offline Online
What if…
Everyone realized that they had influence and that their story mattered?
Inspired Culture
How?
Chief Content Officer
Brand Journalist
Copywriter
Storyteller
Script writer
Interviewer
SEO-er
Bridging the gap
How to Collect Content
Send drafts via email to CCO
In person interview
Video interview
BCC the CCO when answering a question
Why You Need to Add Video to Your Content Marketing Mix
People want to consume information in different formats
Humanizes your message
SEO
Additional links in Google searches
Another platform for users to find you as a resource
More helpful for visual learners
More human and authentic way to connect
It gives people an “inside look” that builds trust and likeability
TAKEAWAY >> You don’t need a viral video. You need 100’s of videos that answer a question and solve a problem.
The 2 Most underused web pages on almost every hospital site
1. About Us
2. Contact Us
3. Resources
About Us
Contact Us
Resources
Everyone can help in 10 min a day
Collect list of frequently asked questions to used as content ideas
Take photos of celebratory moments
Identify micro-stories
TAKEAWAY >> Ask everyone to help!
Where do you start?
Start with WHY
Collect questions and start answering them
Give people a voice
Get leadership buy-in
Launch, train, integrate with culture
Prove results
How to Humanize Your Hospital’s BrandIs really about democratizing your brand
The mission must live in the hearts and minds and actions of the people
