AUBMC Strategic Planning and Communications
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Transcript of AUBMC Strategic Planning and Communications
© 2010 AUBMC. All rights reserved. www.aubmc.org
AUBMC Strategic Planning and CommunicationsHow we got here, where we are and where we’re headed
© 2010 AUBMC. All rights reserved. www.aubmc.org
Towards a strategy
© 2010 AUBMC. All rights reserved. www.aubmc.org
Situation analysis and assessmentTowards a strategy
What environment am I functioning in?
What is the competition
doing?
What are the needs that exist
around me?
What opportunities
can I take advantage of?
How do I compare to
others?
What do I need to succeed?
What are some of the obstacles
I may face?
© 2010 AUBMC. All rights reserved. www.aubmc.org
Global Trends
Medical Centers and hospitals have accepted marketing and communications as a necessary and important part of their institution.
Target audience is not restricted to patients – there are several external and internal stakeholders that are key.
Multichannel approach to marketing and communications.
Important to empower, engage and inform patients – not just once, at every step.
Patients have increased access to information on line – they are more knowledgeable and demand more information.
Trends in the Medical Field
© 2010 AUBMC. All rights reserved. www.aubmc.org
Global Trends
Digital media is becoming a main channel for marketing and communications
Physicians now spend a full work day each week
online professionally.
Medical apps are fastest growing.
Food and Drug Administration approved for the first time a medical
smart phone app for iPhone and iPad.
Trends in the Medical Field
© 2010 AUBMC. All rights reserved. www.aubmc.org
Global TrendsTrends in the Medical Field
© 2010 AUBMC. All rights reserved. www.aubmc.org
Global Trends
What does that mean?
The medical field is becoming more about information than it ever was.
Patients feel the need to be a lot more involved and aware of the whole treatment process.
Communication is now completely integrated and utilizes several channels to reach its various stakeholders (external and internal).
Trends in the Medical Field
© 2010 AUBMC. All rights reserved. www.aubmc.org
Regional Insights
Brand name means something – well established and recognized institutions rank high on patient choice list.
The perception of an institution and decision making process for a lot of people is very influenced by social circle, family and family doctors.
Proximity is important – physical and social.
Many patients prefer to seek care in another country mainly due to: limited availability of facilities in their country (seek reputable institutions) lack of specialized procedures/expertise (doctor expertise, reputation,
specialty treatment)
Some governments fund treatment outside of their countries (KSA, Qatar, UAE, etc.).
Trends in the Medical Field
© 2010 AUBMC. All rights reserved. www.aubmc.org
Local Insights
Family doctor and family circle are very important in decision making process.
Acceptance of an individual's medical insurance or social security are very important in choosing a medical institution.
In severe and difficult cases patients go to the most reputable institutions and will put less emphasis on cost, facility, etc..
Trends in the Medical Field
© 2010 AUBMC. All rights reserved. www.aubmc.org
What diseases are most prevalent in the region?
Non-Communicable Diseases (NCDs) are the leading cause of death in Lebanon and the region
Trends in the Medical Field
In Lebanon: 84% of deaths are due to NCDs
- 45% CVD- 19% Cancer- 5% Respiratory Disease
Situation may only get worse due to risk factors present:- 36% of total population smoke
daily- 47% physically inactive- 39% high BP- 12% high blood glucose- 62% overweight- 27% obese
In Region: NCDs are leading cause of
death- 23-49%% CVD depending on
country- 11-20% Cancer depending on
country
© 2010 AUBMC. All rights reserved. www.aubmc.org
What is competition doing?
Local Countries
Trends in the Medical Field
Activities include:- Advertising - PR- Community
Education Events
Messages focus on:- NCD education- New
technology- State-of-the-art
facilities
Foreign Countries Individual Hospitals
Activities include:- Advertising - PR- Sponsorships- Medical
Conference attendance
Messages focus on:- Country safety- Language
capabilities- State-of-the-art
facilities
Activities include:- Advertising - PR- Sponsorships- Medical
Conference attendance
Messages focus on:- 1-2 Disease
Specialties- Research- CSR- Technological
breakthroughs
© 2010 AUBMC. All rights reserved. www.aubmc.org
Target Audience
We need to know WHO we are talking to.
What we say depends on who we are saying it to.
Audience dictates our message.
Towards a Strategy
© 2010 AUBMC. All rights reserved. www.aubmc.org
AUBMC Target Audience
Target AudienceTowards a Strategy
© 2010 AUBMC. All rights reserved. www.aubmc.org
Potential objectives of marketing strategy
Increase sales/profit
Increase brand
awareness
Increase market share
Counter competitive strategies
Strategic Marketing
© 2010 AUBMC. All rights reserved. www.aubmc.org
Disease states with high
prevalence and/or burden?
Niche markets to our community
(local/regional)?
Opportunities where we have
expertise?
Grow departments with
room to grow?
Where do we want to go?Strategic Marketing
© 2010 AUBMC. All rights reserved. www.aubmc.org
AUBMC – How we got here
© 2010 AUBMC. All rights reserved. www.aubmc.org
How it started
New leadership in place Summer 2009
Patient Satisfaction Survey
Opportunities identified
AUBMC Strategic Planning and Communications
© 2010 AUBMC. All rights reserved. www.aubmc.org
What we heard from patients
AUBMC Strategic Planning and Communications
To them, I am just a number.
AUBMC? Oh, you
mean AUH!
They have the best doctors.
The facility is so old.
They do not treat me well or with
care.
They are more expensive and only for people
that speak English.
Wouldn’t go anywhere else – only
place I trust.
They are the best – my
whole family goes there.
© 2010 AUBMC. All rights reserved. www.aubmc.org
New leadership, new strategic direction
AUBMC Strategic Planning and Communications
AUBMC 2020 Vision
Covers AUBMC and FM
AUBMC 5 Year Plan
Covers AUBMC as an operation
© 2010 AUBMC. All rights reserved. www.aubmc.org
New AUBMC Mission Statement
The American University of Beirut Medical Center (AUBMC) is an academic medical center dedicated to the passionate pursuit of improving the health of the community in Lebanon and the region through the delivery of exceptional and
comprehensive quality care to our patients, excellence in education and training, and
leadership in innovative research.
Why we exist
© 2010 AUBMC. All rights reserved. www.aubmc.org
Where we want to beRegional Leadership – Competing with the West
AUBMC 2020 Vision
To be the leading academic medical center in Lebanon and the region
by delivering excellence in patient-centered care, outstanding
education and innovative research.
© 2010 AUBMC. All rights reserved. www.aubmc.org
6 Paths to our visionHow to get there
AUBMC 2020 Vision
Development and implementation of the new AUBMC 2020 Medical Complex
Recruitment of top-caliber, highly specialized and accomplished faculty
Relentless focus on understanding the patient and his/her changing needs
Innovation through the creation of clinical and research Centers of Excellence
Commitment to the academic and research mission of the Faculty of Medicine and AUBMC
Establishment of strategic partnerships and collaborations locally, regionally and internationally
AU
BM
C 2020 V
ision
© 2010 AUBMC. All rights reserved. www.aubmc.org
GoalsAUBMC 5 Year Plan
Provide patient-centered care
Ensure patient care quality and safety
Guarantee service excellence to our patients, physicians, and employees
Ensure operational efficiency
Maintain our financial performance to support our mission
© 2010 AUBMC. All rights reserved. www.aubmc.org
External Communication Plan
© 2010 AUBMC. All rights reserved. www.aubmc.org
Objectives
To regain public confidence
To establish brand recognition
To establish brand loyalty
To establish brand leadership
To raise awareness
External Communication Plan
© 2010 AUBMC. All rights reserved. www.aubmc.org
Consolidate market leadershipPosition AUBMC in MENA as the undisputed leader in healthcare
Ultimate patient experienceMost advanced technologyHighest caliber faculty Highest standards of care as shown through accreditationsProfessional staffInternational reach through affiliations Promotion of unique services and skills
ObjectivesExternal Communication Plan
© 2010 AUBMC. All rights reserved. www.aubmc.org
Message Propagation Chain – Communication Channels
Phase I: Announcement Communication Objective: create awareness about the “new” AUBMC – leadership,
vision, objectives/action plan – and creating anticipation for the upcoming changes
Phase II: Brand Recognition Communication Objective: progressively implementing and establishing the new
revamped brand identity, to pave the way for the change in perception; and targeted
communication over specific periods relevant to the local and regional audience,
recognizing AUBMC’s superiority in the medical services
Phase III: Brand Loyalty Communication Objective: Supporting the brand affinity among the target audience
and making AUBMC their TOM and TOH for healthcare
External Communication Plan
© 2010 AUBMC. All rights reserved. www.aubmc.org
Target Audience
General public Class A, B, C
Physicians Local Regional
Alumni Medical Non-Medical
Media Specialized Media – Health and Economics All media – News and Society
Industry Opinion LeadersNGOsPharmaceuticalsSuppliersGovernment Entities
Potential Donors
External Communication Plan
© 2010 AUBMC. All rights reserved. www.aubmc.org
Delivery Platforms
Advertising
Includes billboards, TV, newspapers, magazines, etc.
Public Relations
Includes press releases, public awareness initiatives and patient education campaigns,
interviews, etc.
Electronic
Email blasts
Interactive emails – exciting interactive and catchy communications
Social Media AUBMC Facebook page
AUBMC Linked In account
AUBMC Twitter account
AUBMC YouTube Channel
AUBMC website
LCD Screen Messages
External Communication Plan
© 2010 AUBMC. All rights reserved. www.aubmc.org
Delivery Mechanisms continued
AUBMC External Newsletter – AUBMC Pulse
AUBMC Corporate marketing materials – stationary, brochures, posters, invitations, premiums,
etc.
AUBMC and FM Departmental Marketing Materials – brochures, flyers, guides, posters,
invitations, etc.
Meetings/Events:
Center Openings
AUBMC 2020 “Road Show”
Ad hoc meetings based on opportunity
Face to face/one and one/roundtable meetings based on need/opportunity include potential
donors, media, patients
Public Lecture Series
Leadership Meetings with other medical institutions
External Communication Plan
© 2010 AUBMC. All rights reserved. www.aubmc.org
AUBMC Launch CampaignPhase 1 – Re-branding
Name Promise Improvement
AUBMC 2020 Strategic Communications
Phase 1
Goals:Establish name of AUBMC (public recognizes
AUH)Raise awareness on our new promise/slogan
Set the stage for future expansion/improvement
Wide-spread local campaign across outdoor media, TVC, print ads, interviews and press conference (Arabic and English)
© 2010 AUBMC. All rights reserved. www.aubmc.org
AUBMC Launch CampaignPhase 1 – Name + Promise Outdoor Billboard
AUBMC 2020 Strategic Communications
© 2010 AUBMC. All rights reserved. www.aubmc.org
AUBMC Launch CampaignPhase 2 – Re-branding + Messaging
Facts and Figures Care (patient-centered)
AUBMC 2020 Strategic Communications
Phase 2: Seeding
Focus on:Competitive differentiators
Experience, best faculty, technology/innovation, quality of care (incl. accreditations), and patient-
centered care
Wide-spread local and regional campaign across outdoor media, billboards, print ads, interviews, in-flight magazines (Arabic and English)
Update public
image to be
more patient
friendly
© 2010 AUBMC. All rights reserved. www.aubmc.org
AUBMC Launch CampaignPhase 2 – Re-branding + Messaging Outdoor BBs
AUBMC 2020 Strategic Communications
© 2010 AUBMC. All rights reserved. www.aubmc.org
10/5/10
© 2010 AUBMC. All rights reserved. www.aubmc.org
AUBMC CampaignAUBMC 2020 Strategic Communications
Phase 3:Promotion of New & Unique Services/Skills
AUBMC Preventive Cardiology Clinic
© 2010 AUBMC. All rights reserved. www.aubmc.org
AUBMC CampaignAUBMC 2020 Strategic Communications
AUBMC Multiple Sclerosis Center
© 2010 AUBMC. All rights reserved. www.aubmc.org
PR Strategy and Plan
© 2010 AUBMC. All rights reserved. www.aubmc.org
Creating long-lasting communication programs
Supporting corporate brand image through combining public relations and
publicity, media relations and special events media optimization
Building and maintaining AUBMC’s reputation by developing notoriety, increasing
awareness, and raising the level of our target market’s recognition
Developing data and information services that will be target-specific to those who otherwise might not have access to information
Provide the proper material to the ideal vehicle to keep influencers (concerned media, partner entities, interested targets, etc) updated on AUBMC’s related news and activities
PR Strategy General Objectives
© 2010 AUBMC. All rights reserved. www.aubmc.org
Delivery Mechanisms
Website and web (social media) technology
Press Conferences, Press Releases, Feature articles, Radio and TV
Interviews
Provision of hard copy publications to other stakeholders, government
entities, NGOs, Professional Associations & Bodies
PR Strategy
© 2010 AUBMC. All rights reserved. www.aubmc.org
Aligned to the 3 Phases
Phase I - Announcement: Build Trust and Create Awareness
Press Conference to launch new identity and vision
New Identity Rationale
AUBMC’s previous accomplishments
AUBMC’s future projects, enhancements, additional services
Facts and figures of relevance
Elaboration about AUBMC’s outreach program
Launching of a newsletter to be distributed to all concerned entities (stakeholders and
media)
New management profiling (CVs, breakthroughs, plans, etc.)
PR Strategy
© 2010 AUBMC. All rights reserved. www.aubmc.org
Aligned to the 3 Phases
Phase 2 – Brand Recognition:
Maintaining press relations and awareness
Establishing AUBMC as a reference in healthcare
Launch follow-up with concerned entities:
Regular update on activities and events (press releases, newsletter, one-on-one
press briefings, monthly lunches, etc.)
Lobbying with media for feature articles / interviews concerning topics of
relevance on which light is to be shed
Maintaining a two way communication process with partner entities (requesting
feedback on material sent, mini-questionnaires, etc.)
PR Strategy
© 2010 AUBMC. All rights reserved. www.aubmc.org
Aligned to the 3 Phases
Phase 3 – Brand Loyalty:
Maintaining press relations and awareness
Establishing AUBMC as a reference in healthcare
Generate more content for maintained interest:
Sharing breakthrough, new technologies implemented, etc.
Organizing a series of tours for partner entities and media at AUBMC
where each tour would be viewed from a different angle
PR Strategy
© 2010 AUBMC. All rights reserved. www.aubmc.org
Ongoing initiativesExternal Communication Plan
Daily Weekly Bi-weekly Monthly
Media Requests Website news updates Highlighting of an AUBMC
service/department on the web and social
media
PR Media Newsletter
Facebook – review, post and answer Meetings with media
Media Lunches
Twitter – review, post and answer
AUBMC story write-up/post
Meetings with NGOs and patient advocacy
groups
Health Tips Agency Meetings
Meetings with potential private
partners – banks, organizations
Press releases
© 2010 AUBMC. All rights reserved. www.aubmc.org
Ongoing initiativesExternal Communication Plan
Quarterly Semiannually Annually Ad hoc
Leadership Meetings with other medical
institutionsReferral Network Building Events –
“speed dating” educational
“specialty” sessions
AUBMC Calendar Patient survival meetings
Media workshops AUBMC/FM Annual Report – Public
New Center and Event Openings
PR Media Kit AUBMC Greeting CardMeetings with
potential partnership organizations* – ex.
Kidzmania, KMC, etc.External Newsletter –
AUBMC Pulse
Educational/Research Forum with Regional
Medical Schools*
Patient Awareness Initiatives for
services/departments*
MOU Signings
Press Conferences
Patient Retention Initiatives –
Meet the
Specialist Ask your Doctor Support Groups
Communications Calendar
PR Briefing Document to staff
© 2010 AUBMC. All rights reserved. www.aubmc.org
Internal Communication Plan
© 2010 AUBMC. All rights reserved. www.aubmc.org
Objectives
Engagement
Awareness
Alignment
Continuous
Internal Communication Plan
© 2010 AUBMC. All rights reserved. www.aubmc.org
Objectives
To align all employees on new Mission, Vision and AUBMC 5 year plan
To communicate new culture change at AUBMC to existing employees
To ensure all internal constituents are aware of and aligned to major initiatives
and changes
To ensure new employees are aligned to new AUBMC identity and branding
from the moment they are hired
To increase awareness on services, programs and units at AUBMC to AUBMC
and AUB community
To improve and maintain high levels of employee morale and motivation
Internal Communication Plan
© 2010 AUBMC. All rights reserved. www.aubmc.org
Target Audience
Leadership
AUB
AUBMC
FM
Faculty
MDs
Nurses
Internal Communication Plan
AUBMC Staff
Residents
Students
AUB Community
© 2010 AUBMC. All rights reserved. www.aubmc.org
Strategic MarketingWhere do we go from here?
© 2010 AUBMC. All rights reserved. www.aubmc.org
AUBMC Strategic Planning Process
© 2010 AUBMC. All rights reserved. www.aubmc.org
AUBMC Strategic Planning Process