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"Building Your Brand With Wellness"
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Transcript of "Building Your Brand With Wellness"
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Chris BoyerInova Health System
Chris BevoloInterval
Building Your Brand With Wellness
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Today’s session
Introductions
Overview of branding and wellness
FitFor50 Campaign Overview
Engaging consumers in wellness
Campaign Results
Q & A
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Chris BoyerSr. Manager, Digital CommunicationsInova Health System
Advisory Board Member, Mayo Clinic Center for Health Care Social Media
@chrisboyer
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Branding and
Wellness
The Wellness Whirlwind
• healthcare reform• ACOs• “Buying Health, Not Sickness”• “Wellness: The Way to a Healthy
Bottom Line.”• more and more providers
focusing on wellness
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Branding and
Wellness
What do we mean by brand?
“A brand is a person’s gut feeling about a product, service or company.”
Marty Neumeier Zag
“A brand is the value, the emotion, the connection a consumer has with any
organization, product or service.” Chris Bevolo
A Marketer’s Guide to Brand Strategy
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Branding and
Wellness
Why wellness?
• it typically mirrors stated mission/vision
• it’s the right thing to do• nearly every provider can speak
to wellness offerings/content• wellness-based marketing calms
critics• it’s relevant!!!!
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Branding and
Wellness
It’s relevant!!!
• Joe Public Doesn’t Care About Your Hospital
• Minority of people are actually seeking care at any given time
• Already difficult to reach consumers in saturated market
• Message must answer “what’s in it for me” - it must be RELEVANT
• Wellness content builds bridges NOW to utilization LATER
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Branding and
Wellness
For Joe Public, relevance is the difference between...
Healing vs. health
Outbound vs. inbound
Look at us! vs. Look at you!
Joint Replacement vs. Joint Pain
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Branding and
Wellness
The challenges with wellness
• not typically a strategic priority• long-term investment in brand
(not short term driver of volumes)• “Where’s the money?”• Everyone can do it
- can be hard to differentiate- may lead to dilution
(“We care” anybody?)
Go out there first, go out there strong!
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Goals of FitFor50
campaign
Deliver on brand promise
Promote physicians/specialists as subject matter experts
Engage men/women ~ age 50 in preventative health
Provide awareness of breadth of hospital wellness services
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Goals of FitFor50
campaign
Primary communication through website: www.FitFor50.org
Other engagement:• Blogs, Twitter, Facebook• Radio, TV, outdoor• Events, in-hospital promotion
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FitFor50 Website
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FitFor50 Website
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Online playbook
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Make an Appointment
Links to inova.org
Daily tips
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“12 Days of Fitness”
(Dec 2010)
Email and blog posts tied to seasonal theme
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FitForWinter(Feb 2011)
Integrated playbook with tipsActionable check-lists
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FitFor50 results
6,501 registrants (Sep - Oct 2010)
500+ Facebook followers
3,541 updated CRM records 1,748 new CRM records
Drove 300 participants to enroll in 8K fitness run
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FitFor50 results
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FitFor50results
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FitFor50 results
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FitFor50 results
Utilization: Oct-Dec, 2010 Correlation or causation?
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Q & A
Contact us:[email protected]@thinkinterval.com
Follow us:@ChrisBoyer@IntervalChris
Learn more:www.thinkinterval.com
Subscribe to hcmktg e-newsletterDownload “Arrogant Healthcare
Marketing Bastards” podcast
Blog: www.chrisbevolo.com
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