Strategic Communications –2015 – 2016 Communications Review

2017 - 2018 Communications Plan

WCH Strategic Communications

Media Relations

Digital Communications

Web Design & Production

Staff Communication

Reputation/ Issues

Management

Brand Strategy

Government Relations

Corporate Communications

Conference Services/ Event Management

Social Media

Strategic Communications -Communications Review

November 2015 – October 2016

2016 Staff Engagement Survey

A Thousand Voices for Women’s Health – Part 2

Ribbon Cutting 2016 Video

Official Ribbon Cutting Event – June 10, 2016

Launch of My Health Record

WIHV Communications

Women’s Health Matters

WCH 2017 – 2021 STRATEGY PLANNING PROCESS

Email e bulletin

Public Awareness & Engagement Campaign – The Health Gap

Magazine

The Health Gap Public Awareness and Engagement Campaign

Jointly with Women’s College Hospital Foundation

Measurement Report

Leveraging the broad understanding, acceptance and media hype of the wage

gap issue, we developed an idea that demonstrates that another gap exists for

women – the Health Gap. This idea would illustrate how women are overlooked and underserved because healthcare has not considered the impact of sex and gender

differences.

THE CAMPAIGN IDEA

1. Introduce the Health Gap concept to demonstrate how health inequity impacts women

2. Build awareness of the specific gaps that exist in the health of women

3. Demonstrate what WCH is doing to close these gaps

4. Stimulate dialogue and engage donors to help us close the gaps by supporting WCHF

COMMUNICATIONS OBJECTIVES

Healthcare doesn’t always work the same for everyone. From research, to treatment options, to health care services and programs, many women are overlooked and underserved, because healthcare has traditionally been looked at through a male lens.

Women’s needs including treatment protocols, cultural challenges, lifestyles and schedules are often not taken into consideration.

This is the health gap. And for women in marginalized and disadvantaged communities, this gap is even wider.

Women’s College Hospital is working to close the health gap through groundbreaking research, innovative care models, education and by listening to women caught in the gap.

CAMPAIGN MAIN MESSAGES

• Digital programmatic • Paid social • Toronto Star supplement:

• Print and online special supplement

• Email blast• Street teams • Metro News ads

• TTC subway station posters

• TTC bus shelter ads • Chatelaine insert

• Health gap • 1,000 Voices for

Women’s Health • Ribbon cutting event • Influencer activation

• Website -Thehealthgap.ca

• Owned social media• #HealthGap • Printed materials:

• Street pole flags • Roll-up banners • Window decals • Health Gap

corporate brochure • Lobby blitz event• WCH Connect articles • Website banners

PAID MEDIA

EARNED MEDIA

OWNED MEDIA

April – June 2016

CAMPAIGN ELEMENTS

Platform Target Final Results

Earned Media 25-30 million impressions 34,451,276 impressions

Owned Social 14,209 impressions 2,119,973 impressions

Toronto Star Supplement

6,004,000 impressions 6,004,000 impressions

Microsite N/A 65,833 total site visits

Digital Programmatic 22,833,333 impressions 23,068,395 impressions

Paid Social 8,000,000 impressions 7,886,348 impressions

TTC Posters 3,390,912 impressions 13,404,463 impressions

Bus Shelters 29,176,000 impressions 35,438,831 impressions

Chatelaine Insert 78,000 impressions 79,500 impressions

Total 94,496,454 impressions 122,452,786 impressions

CAMPAIGN GOALS – TARGETS VS. ACTUALS

Tactic Actual Spend

Strategy & Campaign Development $52,100

Creative Development, Production & Project Management $39,440

Media Buy $310,240

Microsite $23,860

PR/Media Relations $45,200

Social Media - content production and influencer outreach $13,770

Total $484,610

CAMPAIGN BUDGET – AGENCY FEES, MEDIA, PRODUCTION

Campaign budget: $500,000

SIX CREATIVE EXECUTIONS USED ACROSS MULTIPLE MEDIA CHANNELS

SIX CREATIVE EXECUTIONS USED ACROSS MULTIPLE MEDIA CHANNELS

Paid media generated the majority of campaign impressions -

72m+ impressions

24

PAID MEDIA: TTC STATIONS, BUS SHELTERS, TORONTO STAR SUPPLEMENT

PAID MEDIA: TORONTO STAR ONLINE & EMAIL BLAST

PAID MEDIA: DIGITAL BANNER ADVERTISING

PAID MEDIA: SOCIAL MEDIA ADS

Magazine

EARNED MEDIA: PUBLIC RELATIONS

Media relations drove 22M+ impressions Top outlets included:o Toronto Star o Chatelaine o FASHION o Marketing Magazine

OWNED MEDIA: WCH, WCHF WEBSITE & HEALTH GAP MICROSITE

OWNED MEDIA: WCH, WCHF, WCRI, WIHV SOCIAL MEDIA

Over 65k site visits thehealthgap.cao Owned social media drove 2K to

thehealthgap.ca

#HealthGap was mentioned over 1K times & earned 1.7M impressions

Owned social media channels delivered +2M impressions overallo Twitter was the main driver

CONTINUING THE HEALTH GAP CONVERSATION

Strategic Communications -2017 - 2018 Communications Plan

Communications Goals

1. Continue to increase awareness of and the profile of the WCH brand as the hospital that is closing the health gaps for patients and delivering innovative solutions for our health system

2. Communicate our unique commitment to being a world leader in advocating for and advancing the health of women

3. Strengthen our reputation by promoting our clinical services, academic programs, research institute and WIHV

4. Create opportunities for collaboration between foundation and hospital on all communications activity and ensure all communications across the organization are on brand and strategically aligned.

Target Audience Groups

Government stakeholders: MOHLTC TC LHIN

OHA

Academic Partners: University of Toronto

CAHO & TAHSN

Internal community: WCH, WCRI & WCHF Staff

PhysiciansVolunteers

External: Patients

Partner community organizationsGeneral public

Owned Media Channels

WCH Intranet - www.MyWCH.ca www.WomensCollegeHospital.ca www.TheHealthGap.ca www.WomensResearch.ca and www.WomensXchange.ca www.globalwomenscancers.ca www.WomensHealthMatters.ca and www.FemmesEnSante.ca WCH Connect weekly Newsletter and WCH Connect online Digital screens across throughout the hospital Hospital posters and brochure displays WCH Facebook page WCH Twitter - @WCHospital - with #WCHtoday, #WCHjobs, #HealthGap WCRI Twitter - @WCRInstitute & @Womens_Xchange WIHV Twitter - @WCHWIHV WHM Twitter - @WHealthMatters - with #MyHealthMatters WCH Youtube channel WCH Pinterest site WCH LinkedIn page

Communications Tactics – Key Projects

With the introduction of WCH’s new strategic plan we will have the opportunity to continue strengthening WCH’s profile and reputation as a leading, innovative, academic hospital and to highlight our specific focus on the health of women and closing the health gaps, by implementing breakthrough communications that strengthen awareness of our core strategic areas.

New WCH Strategic Plan 2017 - 2021Develop a communications plan and implement various printed and online content and materials to promote WCH’s new strategic plan and the main areas of focus within it.

Accreditation 2017Implement an internal communications campaign that will inform all staff, clinicians and volunteers of the required preparations for our Accreditation Canada audit and will inspire them to continue our commitment to the highest standards of quality in everything we do.

Communications Tactics – Key Projects

Surgical Services StrategyWork with Dr. David Urbach and his surgery teams to develop a communications strategy that will raise awareness for the surgical services, team of surgeons and unique surgical model of care at WCH.

WCH Access and Innovation report (June 2017)Clinical innovations that are closing the Health Gaps –joint obstetrics and gynecology program, Toronto Academic Pain Management Institute (TAPMI), ambulatory surgical services, surgery for trans health patients

WCRI Impact and Innovation report (September 2017)Research that is advancing healthcare for woman – core research programs: HIV, postpartum depression, gender based violence, trauma informed care, Women’s Xchange, genetic cancers screening, multiple chronic conditions.

Communications Tactics – Ongoing Initiatives

WCH Connect weekly email and website newsletter email Communications for internal programs (e.g. Flu vaccine campaign, staff surveys, nursing

week, academic and research awards etc.) Conference Centre services and event coordination WIHV communications, media relations and social media management Clinical/departmental brochures (around 15 per year) Patient Handbook production & updates Management of hospital-wide displays and communications signage. Media outreach & incoming media requests Corporate events: December 6th, International Women’s Day, Staff Engagement events,

Staff Holiday Party Government stakeholder correspondence, invitations & event management WCH public website & Intranet content production & updates WCRI & Women’s Xchange website production & updates Women’s Health Matters website content production Women Health Matters monthly e-bulletin Social Media monitoring for all hospital channels & content management Hospital-wide digital screens – content production & updates Management of organizational data sets – Drug Formulary, WHMIS, Clinical Directory Hospital audio/visual, photography and video services management

Questions?Lili Shalev-Shawn

Chief Communications and Marketing OfficerStrategic Communications

Lili.ShalevShawn@wchospital.ca