"Building Your Brand With Wellness"
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Chris Boyer Inova Health System Chris Bevolo Interval Building Your Brand With Wellness 1
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Presentation on building healthcare brands with wellness given at the 2011 National Healthcare Marketing Strategies Summit in Orlando by Chris Bevolo, Interval, and Chris Boyer, Inova Health System.
Transcript of "Building Your Brand With Wellness"
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
2
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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