Hospital Marketing Journal

Branding Webinar - Branding in a New Era of Healthcare: Not Your Father's Hospital

Does your brand connect consumers to the comprehensive healthcare support they seek? Healthcare today is far more encompassing than it's ever been before, touching virtually every aspect of how we equip ourselves to live our lives - physically, mentally and spiritually. Healthcare is no longer confined within the walls of your hospital, your ambulatory care centers or the offices of the physicians you employ. It’s more a product of the thousands of choices we, as individuals, make every day. As a result, how consumers view healthcare and their expectations of providers is changing significantly. Your organization - and your brand - are judged on the basis of your value to consumers in very broad terms - the extent to which you integrate with their lives, anticipating and proactively addressing needs based on information they have provided. Join Ten Adams on May 17th at 3 PM Eastern to discover how to deal with these changing expectations and their impact on your hospital's success. In this 30 minute webinar we will discuss: • Today's New Proposition in Healthcare and How it Touches Every Aspect of Our Lives • The Emerging Challenge of Brand Leadership • The Five D's of Brand Strategy Creation and Execution • The Value of Customer Relationships and Emotional Connectivity as Demonstrated by Harley Davidson and Apple Don't miss this opportunity to take a deeper look at how hospital brands must change to meet consumers' expectations in the new era of healthcare. Space is limited. Register here to hold your spot.

Ten Adams in the East.

by Holly Smith

As part of my MBA program at the University of Evansville (@UEBusiness), our cohort recently took our required international excursion. After much deliberation, the class chose China due to the increased globalization and emphasis on China’s role in world economics and unique cultural experiences. The focus of our trip was to get a true business and cultural perspective. We met with several companies operating in China such as Kodak, Lenovo, and the US-China Business Council. In addition, we experienced several cultural sites such as the Forbidden City, The Great Wall, the Jade Buddha and Yuyuan Classical Garden. My first impression was how westernized the country really is. As a passionate marketer, it was readily apparent to me how culture and demographics influence their marketing and advertising style. It was clear that ‘red’ is a very significant color. Red symbolizes good fortune and joy.  It is shown dominantly in advertising and building signage. Also, the emphasis on action was prevalent with an air of movement in both photography and graphics. Most surprising was the widespread use of American actors/actresses and the desire for westernized culture.  At times I felt like I was on a street in Chicago with McDonalds, Pizza Hut, Coach, Sephora and Apple all within blocks of each other on Nanjing Road in Shanghai. They definitely have a spirit of innovation and sophistication. I had the privilege of being in China on International Woman’s Day - a mix of Mother’s Day and Valentine’s Day.  On this morning, the women were all decked out and shopping was high on their priority list. There was a line outside the Coach store. But, don’t think you’ll score hefty discounts in China. The imposed 70% luxury tax derailed many of my purchases. I did visit a ‘knock-off’ market; however, my bartering skills were not up to par, so when needed, I leaned on my savvy classmates, which surprisingly were male. Censorship and control was apparent. I was desperately missing Facebook. Every time I took an amazing picture I wanted to post, I was crushed to remember  -  I’m social media paralyzed! I even got called out on Twitter as being ‘Twitterless in China.’ In the 80’s it was - I want my MTV. Now it’s -  I want my social media. I know they have their own versions of YouTube and other social media platforms, but they are all monitored by the government. My only real challenge was the orthopedic boot (#daboot) I ended up wearing on my foot on the trip – a result of an injury at my 6 year old’s birthday party at a bouncy house.  Boy was I glad that injury didn’t happen in China. As you can only imagine, their hospitals have access issues due to the population size. Also, I was informed that cash payment for services is often required. I did hear about private healthcare options, but just glad I didn’t have to experience this for myself! The biggest take away for me, which I now look back on in reflection, is that marketing is marketing, but the things I missed the most where clean air, clean water and freedom.

Brand Leadership

by Scott Mosley

There is a new proposition in healthcare. Healthcare today is far more encompassing than it’s ever been before, touching virtually every aspect of how we equip ourselves to live our lives – physically, mentally and spiritually – in an increasingly difficult world. Healthcare is no longer confined within the walls of your hospital, your ambulatory care centers or the offices of the physicians you employ. It’s more a product of the thousands of individual choices we, as individuals, make every day. As a result, how consumers view healthcare and their expectations of providers is changing significantly. Your organization – and your brand – are judged on the basis of your value to consumers in very broad terms – the extent to which you integrate with their lives, anticipating and proactively addressing needs based on information they have provided. Consumer perceptions of healthcare providers – and the relative value assigned to their brands – are a function of at least five key factors. The first is access. In this age of electronic connectivity it’s essential that we consider the new standards of access – to personalized health information, to professional services and to the support of individuals dedicated to personal lifestyle enhancement. The next is accountability. With the advent of patient-centered medical homes and accountable care organizations, consumers will come to expect a new level of responsibility for the outcomes associated with the healthcare experience – responsibility that starts with their principal healthcare provider. And, they will expect that principal provider to seamlessly integrate a full spectrum of healthcare services and the ability to deliver them in an integrated manner, absent the frustrations of fragmentation which have long plagued our healthcare system. Finally, consumer perceptions will increasingly be influenced by the expertise exhibited by their principal healthcare organization. And, by expertise we’re not only referring to the knowledge possessed by any single provider, but the collective knowledge that comes from the sharing of information and a highly collaborative, multidisciplinary approach to care coordination. These are the new standards and expectations against which your organization’s brand will be assessed and value assigned, rooted in emotionally-based judgments of your organization’s ability to stand as a good “life partner” for an individual and their family. Today’s brand leader carries a heavier burden of responsibility. Brand leadership is a very personal endeavor which demands more of those who accept the role and embrace its challenges and opportunities. In what ways do you see the elevated role of brand leadership emerging?

Addy Awards. MadMen Style.

Just as the Superbowl brings awareness to the best in advertising every year, so does the American Advertising Federation’s ADDY Awards — an evening honoring the top talent in the Tri-State advertising circuit. Ten Adams was honored with twenty Addy Awards for hospital advertising campaigns for St. Mary’s Health System, Trover Health System, The Christ Hospital, and St. Margaret Mercy Healthcare Centers. The event, held on February 11, featured a throwback to the 1960s advertising reign, made popular by the AMC television series, Mad Men. From skinny ties, to wiggle skirts, and evening gloves, the Ten Adams team and other Advertising Professionals sported their retro best that would make you feel like you were walking down mid- 20th century Madison Avenue. The AAF’s annual Addy Awards recognizes the best and brightest advertising representative of true creative excellence from media and companies of all types, sizes and locations through the organization’s 200 member advertising clubs and 15 districts. For the local Evansville round of the AAF’s Addy Awards, Ten Adams was honored with the Best of Show for St. Mary’s Health System’s “Women’s” campaign and two Judge’s Choice Awards.  Ten Adams was also awarded Gold Addys in Newspaper Campaign, color; Mixed-Media, Local Consumer; TV Campaign categories (4); Interactive Media Online Campaign, and Advertising Industry Self-Promotion, Invitation. Ten Adams was honored with Silver Addys in Newspaper, Fractional Page Color (3); Television, Local TV; Mixed-Media, Local Consumer; Interactive Media Online Campaign; and, two Bronze Addys for a grand total of twenty Addys. Thank you to our clients for allowing us to create exceptional work!

Diligence

by Scott Angle

Seeing things through to the end is tough for anyone; but try being the guy who wants to bring ‘light’ to the world. Thomas Edison toiled through hundreds of failures and obstacles trying to get his bulb to burn. How many obstacles are in the way of finishing your tasks in the workplace?  Those obstacles are overcome with Diligence. Diligence matters in the workplace and is a key character trait to call out and instill within staff.  It is, essentially, investing the necessary time and energy to see a task completed. Edison once said, “Many of life’s failures are people who did not realize how close they were to success when they gave up.” The task may seem too small, or even too big, for you, but success is found in both places. We just need to be diligent. The diligent person succeeds in finishing any task by keeping these items in mind. Know what you’re getting into – diligent people study and understand the task; to both, seek ways to improve execution, and spot things that would distract them from it. There’s a reason you need to ‘get the ball rolling’ – an object in motion tends to stay in motion, and diligent people know that procrastination is one of success’s worst enemies.  By jumping into a task immediately, with goals in mind, you set out milestones for yourself to build both confidence and momentum. Put as much diligence into rest and relaxation, as you would the task at hand – diligent people pour their whole selves into a task, but know that they must also step away from the task for the break they need. Stretch yourself, but establish realistic deadlines.  Find a productive rhythm to your work and non-work life. This will help you dance through any task. If it’s worth the effort, it’s worth the effort to make it right – diligent people pay attention to details and mind the quality of what they deliver to others. You would do well to mind the carpenter’s adage – measure twice, cut once. I believe that no one sets out to fail or give up on a task. We all want to succeed and excel at everything we do. Still, life happens in the meantime; then we’re distracted or discouraged and, finally, the task is collecting dust on our desk. The diligent person finds a way to get started, stay the course, and ultimately finish strong to completion. You may not be inventing the light bulb, but what you and your co-workers do is important to success. Stay diligent and reminds others to do the same. In what ways have you seen those around you demonstrate diligence?