Learn from the Best...Learn from the Best: Case studies and proven techniques to leverage your...
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Learn from the Best: Case studies and proven techniques to leverage your Women’s Choice Award and grow your brand with women Presented by: Janette Torres, Director of Partner Services
Transcript of Learn from the Best...Learn from the Best: Case studies and proven techniques to leverage your...
Learn from the Best: Case studies and proven techniques to leverage your Women’s Choice Award
and grow your brand with women
Presented by: Janette Torres, Director of Partner Services
Agenda
• The Power of Women • The Power of the Women’s Choice Award seal • Best practices • Case studies • Additional programs
94% Of women make healthcare decisions for themselves and/or others
80% Of women feel more confident going to a hospital that has earned and proudly displays the Women’s Choice Award.
Once converted, a woman becomes a healthcare organization’s best advocate
Women have a multiplier affect. They influence decisions for themselves, their elderly parents and their children.
Women represent the largest market opportunity in the world
Of women seek visual validation before making a decision—that’s where the seal comes in!
64%
Consider this…
Only the top 10% of hospitals in the US earn the Women’s Choice Award
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Women are the Chief Medical Officers for the family. Women are the original social network. She is your greatest ally and will tell all her friends about the experience she’s had at your hospital We’ve done our research and put our award up against US News, Healthgrades and others and time and time again, the WCA is the leader when it comes to awards that influence her ultimate decision.
The Journey
Illness or Research Care Diagnosis
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DIAGNOSIS – someone receives a diagnosis and needs to needs to find the best options available RESEARCH – consumers will be overwhelmed and go into ‘information overload’ to look for as much information as possible. 91% of consumers will look for validation before making a decision. They’ll read what YOU have to say but they want to know what OTHERS say about you. 3rd party validation! The internet is a woman’s best friend when it comes to information. Is your seal prominently placed on your website?? If not, you’re missing an opportunity to connect instantly with the decision maker. THINK OF THE PATIENT JOURNEY: as healthcare professionals you are familiar with the ins/outs of healthcare, metrics, awards, processes, etc. But the average consumer, is not. She needs something she can anchor on to and that’s what the WCA provides. CARE – once a patient comes into your hospital you want to reassure her that she’s in the best hands. How do you do that? Place the WCA banners in the lobby. Hang the posters in the waiting room. Add messaging in your waiting room monitors that you’re a WCA hospital. She now in your hospital and wondering if she’s in the right place. Reassure her that she is.
Are You REP-ing your Award?
R.E.P = - Recognize your employees for their role in earning
the Women’s Choice Award - Educate them on how you earned the award (i.e,
women are the most powerful consumers in the world, methodology, etc.)
- Promote it within your community
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RECOGNIZE – Use the WCA as an internal celebration. From the front desk to the doctors, let them know that they’ve earned the WCA. More importantly, take a moment to thank them for their role in earning their award. Everyone loves to feel appreciated, and this is a great excuse to do do. Plus it’s nice to know that you have a “leg up” on the competition. EDUCATE– let your entire team know about the award and how you earned it. Explain the methodology, the power of the female consumer, top 10%, etc. The more they know about it, the better. PROMOTE – Now is not the time to be humble. Tell the world about your award. From your community to your local newspapers! Use the award to build credibility and differentiate yourself from your competition.
Where should I use the WCA seal?
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The answer is simple: EVERYWHERE! As the saying goes “if you’ve got it, flaunt it!” Women are multi-taskers by nature so in order to get their attention you have to connect with them several times before things “click” Use the WCA seal on social media, training materials, press releases, website, direct mail, etc. Featuring the seal will NEVER hurt you. It’s a beacon for women and even for men. The "magic" happens when women see our seal. It's the only seal that speaks directly to her and delivers the level of validation she seeks when making decisions. There is no other seal that speaks her language and addresses what matters most to her
Social Media
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Social media is now a “social habit”. Fun fact: people check their social media channels an average of 8 times a day Social media posts are like “the gift that keeps on giving”. One post can be shared by hundreds of followers, which can then share again by hundreds more. Plus, social posts live forever. Don’t miss the opportunity to share the news about your award on your social media channels.
Social Media
Tie your award into relevant female dates or holidays
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Posting about the WCA doesn’t have to be ‘one and done’. Best practice: Look at an annual calendar with relevant female dates such as Women’s Health Week, International Women’s Day, Call Your Doctor Day, National Women’s Health & Fitness Day, etc. and use that as another way to remind your community that you’re a highly recommended hospital by women. Ex: Happy Women’s Health Week: As a highly recommended hospital by women and want to make sure you know where to go to to get the best care.
Print Ads
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Don’t leave the WCA seal out of your print ads.
Website Home Page
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Women do most of their research online prior to making a decision. Make sure you add the WCA prominently on your home page You can’t expect to receive the recognition if it’s buried in your About us / Awards / Recognitions… 83% of patients visit a hospital website before booking an appointment
Website copy
Having a dedicated page about the award helps with SEO
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Don’t just have the seal on your website, link it to content to optimize searches. We are a trusted award by Google so our award-winning hospitals can leverage that by including text about the WCA on your website. Remember: web crawlers don’t pick up images, they read text. Having a dedicated page that talks about the WCA helps with SEO. If you don’t have one already, I highly recommend you create one. Think about some of the leading search terms when it comes to medical searches: best hospital for ___, award-winning, etc. THINK OF THE PATIENT JOURNEY. Think about the way they’re searching for information and follow that model. - We can provide you with copy that you can use to make it easier.
Press Release
• Use the press release template provided to you
• Distribute the news to your local media outlets, trade publications and more.
Banners
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When asked where women would most likely notice a hospital’s award, the top three locations were: hospital entrance; hospital waiting room; hospital website. Think of the hospital journey. Make sure you’re reassuring the patient every step of the way that they’re in great hands. 54% higher propensity to rate a hospital higher on HCAHPS when they see the Women’s Choice Award seal in the waiting rooms
Video
11k views 154 shares 417 likes
Received nearly TWICE as
many views than other videos they’ve posted in
the last year.
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More and more consumers prefer “snackable” content like videos. CT Children’s Hospital posted a video announcing their award and it received Their videos receive an average of 6k views. Their video about the WCA received over 11k views.
Think Outside the Box
On hold messaging Newsletters
Radio/TV spots Event sponsorships Outdoor billboards Internal campaigns Recruiting efforts
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Think outside the box! Here are some examples Include the WCA seal on your on-hold messaging, TV spots, radio spots, event sponsorships, outdoor signage and more! Best practice: Hospital added signage at playground for pediatrics and emergency care. Hospital added signage at local malls to promote their breast center award (female shoppers) Add WCA to your recruiting language. Everyone wants to work for the best.
Case Studies
• New management came in and decided to leverage the seal more than they had in the past.
• Limited budget – only included the WCA on existing initiatives (nothing new!) • Included the WCA seal on outdoor billboards, print ads, website, hospital monitors • The results:
Previous year Current year
Primary Care visits 43,539 55,790
OB/GYN visits 6,039 8,487
HCAHPS score 75 78.6
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Hospital had earned the award consistently for several years but never fully leveraged it. Over 1k new patients/month in primary care! Other service lines like surgery, orthopedics and cancer care saw increases. The only difference in their marketing was adding the WCA to their materials
Case Studies
• Conducted multiple tests with a variety of hospitals using ads with/without the award.
• Facebook ads showing the Women’s Choice Award seal received significantly more click throughs than ads without the seal.
How much more?
30% increase in CTR
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Another example of why you should include the seal in your marketing: increase in Click throughs! These are actual ads that we’ve tested with partners. In different areas and with different awards, on average both had an increase in CTR of 30% over ads that did not have the seal. Why? Because the seal catches their attention and connects with women instantly
Where can I go to find all the resources available?
https://www.womenschoiceaward.com/hc-overview
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We’ll be sending a link after the webinar but pls make a note of this website this is your “Go To”
Healthcare Portal
• Talking points • Press release templates • Case studies • Infographics • Information on our patient
education library • Roadmap to success
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Your 24/7 portal if you can’t reach me
Patient Education
• Full library of professionally created educational resources (over 175!)
• Turnkey flyers, brochures and content that can be customized with your logo and information
• Library include materials for bariatrics, obstetrics, heart care, cancer care, patient safety, stroke care, orthopedics, breast care and more!
• Free access for your service lines
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Introduce you to PERL: Patient Education Resource Library Created based on demand from our hospitals Challenge: not enough internal resources to create materials. Even if internal resources were available, content creation is taking too much time and not allowing to focus on more profitable projects Materials can be easily customized with your logo and contact information- literally drag and drop Content is also available on WORD for those who want to use their own branding, colors Comparable services cost over $25k. Our program is a fraction of the cost for full access to the library Most of you should have access to PERL but if not, please contact me and we’ll send your login
Additional Programs Available
• Walmart kiosk program • Reach thousands of consumers right
in your service area! • Digital campaigns provide brand
awareness, email acquisition and digital targeting
• Campaigns start as low as $5k/month
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- Walmart kiosk campaigns have been extremely successful for everything from promoting mammograms to flu shots
Additional Programs Available
• Access our physician distribution network of over 250k
• Geo-target physicians and/or their patients to promote your hospitals’ services – Zip codes – Medical specialties
• Include information about your services, community events, educational material, etc.
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Turnkey program that allows you to reach Written permission and access to over 250k Materials to be provided by hospital Information about your services, community events
SAVE THE DATE!
Discussing additional programs in greater detail
1 minute exercise Write down 3 things you can
immediately start implementing in your internal or external marketing efforts.
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After all you’ve seen today, I’m sure your wheels are turning and your creative juices are flowing. Let’s not let that go. So please take a moment to write down 3 things that you can immediately implement in your internal/external marketing.
Thank you for your time!
Janette Torres [email protected]
Ruth Castillo
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Hope you’ve walked away with some great ideas on how to leverage your award and also some of the programs that you can enroll in to grow your admissions We will be sending the recording of this webinar to all attendees, feel free to share If you’d like to learn more about our additional programs like Walmart kiosk or Physician distribution program, please contact me directly. Make sure to save the date for August 24 at 3pm ET for our next webinar
