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 experiences

TRANSCRIPT

Page 1: How to Humanize Your Hospital's Brand -- Step-by-Step
Page 2: How to Humanize Your Hospital's Brand -- Step-by-Step

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!

Page 3: How to Humanize Your Hospital's Brand -- Step-by-Step

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

Page 4: How to Humanize Your Hospital's Brand -- Step-by-Step

KRISTAKOTRLA.com

Page 5: How to Humanize Your Hospital's Brand -- Step-by-Step

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

Page 6: How to Humanize Your Hospital's Brand -- Step-by-Step

Make sure you stay to the end…

Page 7: How to Humanize Your Hospital's Brand -- Step-by-Step

The Slightly Weird Way I Stumbled On the Power of Humanizing Your Brand

Page 8: How to Humanize Your Hospital's Brand -- Step-by-Step

Who is Block Imaging?

B2B in the Health Care Industry

Refurbished Medical Imaging Equipment, Parts and Service

Page 9: How to Humanize Your Hospital's Brand -- Step-by-Step

Once upon a time

There was a healthcare Company that needed to {grow}

So they started their content marketing journey

With 1 person

Page 10: How to Humanize Your Hospital's Brand -- Step-by-Step

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…

Page 11: How to Humanize Your Hospital's Brand -- Step-by-Step

Until one day…

The company went ALL IN

Made content marketing their culture

And inspired EVERYONE to participate

And because of that…

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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

Page 13: How to Humanize Your Hospital's Brand -- Step-by-Step

And because of that…

Others now benefit from hearing our example and taking the fast route to success

Page 14: How to Humanize Your Hospital's Brand -- Step-by-Step

Of getting buy-in

Page 15: How to Humanize Your Hospital's Brand -- Step-by-Step

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

Page 16: How to Humanize Your Hospital's Brand -- Step-by-Step

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.

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Transform or Die

Bad situations can be the perfect catalyst for rapid change.

#humanizeyourbrand

#braveatwork

Page 18: How to Humanize Your Hospital's Brand -- Step-by-Step

Recipe for Accelerating…

{transformation}

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How to Accelerate Transformation

Frustration is good (hungry for disruption)

Accept responsibility

Copy a proven model

Teamwork matters

Start with WHY

Page 20: How to Humanize Your Hospital's Brand -- Step-by-Step

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

Page 21: How to Humanize Your Hospital's Brand -- Step-by-Step

Are you

BRAND-centric or

PATIENT-centric?

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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…

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culture

HYPE vs HELPSmart marketing is about help not hype. ~@JayBaer #youtility

leadership

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You Might Be Brand-centric if…

Your Capabilities

vs.

Solving People’s Problems

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You Might Be Patient-centric if…

and

Helping People Connect to People

Solving People’s Problems

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“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…

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You need to humanize…

Because being a faceless brand is risky, dangerous, expensive, not cutting it.

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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

~@TheSalesLion

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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.

Page 30: How to Humanize Your Hospital's Brand -- Step-by-Step

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

Page 31: How to Humanize Your Hospital's Brand -- Step-by-Step

Humanizing Your Brand Content

Is 100% about building TRUST

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TRUST

Truth

Relevance

Unselfishness

Simplicity

Timing

~@rohitbarghavaLikeonomics: The Unexpected Truth Behind Earning Trust, Influencing Behavior, and Inspiring Action

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Because this is the ERA of

e-Patient

ACOs

Constant Change

A day and age when we need to inspire people…

to change themselves.

Page 34: How to Humanize Your Hospital's Brand -- Step-by-Step

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

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QUESTION = CONTENTAnswer their questions. Solve their problems. Earn trust.

Your New Mantra

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So We Asked The Team To Brainstorm Every Question That We Are Asked

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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

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Apparently,whatever people are asking YOU about, they are also asking GOOGLE. Crazy, right?

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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

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Because Every Page is Page 1Answer their questions. Solve their problems. Earn trust.

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Price / Cost

Your version could be “Knee Surgery Cost Guide” or “How Much Does It Really Cost to Have a Baby Without Insurance?”

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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”

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Best

Your version could be “Best Treatment for Sunburn” or “Best Sore Throat Remedies for Fast Relief” or “Best Procedure for Hip Replacement”

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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”

Page 45: How to Humanize Your Hospital's Brand -- Step-by-Step

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

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The Magic Content Formula I Wish I Had Known When We Got Started[DO NOT HIT ENTER] + [the magic word] = Organic Success

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DO NOT HIT ENTER

Start entering your keyword into google…

Pause -- after -– every – character

And DO NOT HIT ENTER

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DO NOT HIT ENTER

[DO NOT HIT ENTER] + [the magic word] = Organic Success

[eczema treatment for kids] + [the magic word]

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The Magic Word

Guide

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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

Page 51: How to Humanize Your Hospital's Brand -- Step-by-Step
Page 52: How to Humanize Your Hospital's Brand -- Step-by-Step

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.

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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?

Page 54: How to Humanize Your Hospital's Brand -- Step-by-Step

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

Page 55: How to Humanize Your Hospital's Brand -- Step-by-Step

Yehonatan N. Tuner, M.D.

Shaare Zedek Medical Center

Jerusalem, Israel

Page 56: How to Humanize Your Hospital's Brand -- Step-by-Step

It Works the Other Way Around Too

Page 57: How to Humanize Your Hospital's Brand -- Step-by-Step

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

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Example

Page 59: How to Humanize Your Hospital's Brand -- Step-by-Step
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Author Bylines

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Personal Page

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Business Cards

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JOSH BLOCKPresident BLOCK IMAGING Phone 517-668-8800

………………………………………………………………………….

website | about | youtube | llnkedin | google+

Email Signatures

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Page 70: How to Humanize Your Hospital's Brand -- Step-by-Step
Page 71: How to Humanize Your Hospital's Brand -- Step-by-Step

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

Page 72: How to Humanize Your Hospital's Brand -- Step-by-Step

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

Page 73: How to Humanize Your Hospital's Brand -- Step-by-Step

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?

Page 74: How to Humanize Your Hospital's Brand -- Step-by-Step

Start With WhyIt’s not about you. It’s about the mission you’re inviting people to participate in.

Page 75: How to Humanize Your Hospital's Brand -- Step-by-Step

START WITH WHY:How great leaders inspire action.

Simon Sinek

Page 76: How to Humanize Your Hospital's Brand -- Step-by-Step

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

Page 77: How to Humanize Your Hospital's Brand -- Step-by-Step

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.

Page 78: How to Humanize Your Hospital's Brand -- Step-by-Step

Q: How do you get a guy to “like” a feminine hygiene product on facebook?A: Start with WHY

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Page 80: How to Humanize Your Hospital's Brand -- Step-by-Step

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

Page 81: How to Humanize Your Hospital's Brand -- Step-by-Step

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

Page 82: How to Humanize Your Hospital's Brand -- Step-by-Step

Humanize Your Content

• Help not Hype

• Question = Content

• Give people a voice and show your face

• Share your WHY

Page 83: How to Humanize Your Hospital's Brand -- Step-by-Step

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

Page 84: How to Humanize Your Hospital's Brand -- Step-by-Step

Online = OfflineDigitizing the Soul of Your Brand and Inspiring a Patient-centric Culture

Page 85: How to Humanize Your Hospital's Brand -- Step-by-Step

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

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Company Wide Launch-Train-Integrate

Page 87: How to Humanize Your Hospital's Brand -- Step-by-Step

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

Page 88: How to Humanize Your Hospital's Brand -- Step-by-Step

What if…

You incorporated content collection into the patient process?

You asked every patient why they chose your hospital?

Offline Online

Page 89: How to Humanize Your Hospital's Brand -- Step-by-Step

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

Page 90: How to Humanize Your Hospital's Brand -- Step-by-Step

What if…

Your social media listening tool was used for connecting with people talking about things other than your brand?

Page 91: How to Humanize Your Hospital's Brand -- Step-by-Step

What if…

You provide newborn pics for families to share

Offline Online

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What if…

Everyone realized that they had influence and that their story mattered?

Inspired Culture

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How?

Page 94: How to Humanize Your Hospital's Brand -- Step-by-Step

Chief Content Officer

Brand Journalist

Copywriter

Storyteller

Script writer

Interviewer

SEO-er

Bridging the gap

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How to Collect Content

Send drafts via email to CCO

In person interview

Video interview

BCC the CCO when answering a question

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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.

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The 2 Most underused web pages on almost every hospital site

1. About Us

2. Contact Us

3. Resources

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About Us

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Contact Us

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Resources

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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!

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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

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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