whprms 2011 communications review lori bruss, co-chair carla david, co-chair
Post on 11-Jan-2016
217 Views
Preview:
TRANSCRIPT
WHPRMS2011 Communications
ReviewLori Bruss, Co-chair
Carla David, Co-chair
Important Reminders
Entries are due on 7/15$50 per submission (must be included)Projects completed between 7/1/010-6/30/11Incomplete entry forms or narratives exceeding
one page will be disqualifiedEntries must be submitted in a three-ring binder,
folder or envelope.2 copies of the narrative must be includedAwards will be presented according to how the
entry form was completed
Categories (no changes since last year)
Eliminated:Dollar categories associated with production costsExternal vs. internal publication categories
Added: Annual report/special purpose publicationPhysician relations/communications projectSpecial marketing/public relations project
Judging
Hospital Council of Northwest Ohio
Judging will take place in August
Winners will be notified early September
Winners will be announced at the Annual Conference on October 13, 2011
Judges’ Choice Winners
Kay Van Der Vaart, MBAAdministrative Director – Retail Health &
Marketing
Holy Family Memorial
Polypalooza
The event was developed around a concept and specific goal
Goal was to introduce the internal medicine providers and GI
Cross functional team came together to develop a plan
Several were interested in the giant colon as a draw
Polypalooza
Although the giant colon ‘could’ be a draw
It was important to focus on the main goal
The team drafted goals and desired outcome measures
Polypalooza
As we promoted and prepared for the event – we saved the information on a shared drive
This allows anyone to update information (secure protected from deleting)
Creating the entry then was simple – complete the questions and submit the information within the shared drive
Polypalooza
The evaluation was based on the outcome measure successes
Polypalooza Outcomes
Total Goal- 23 appointments14 immediate appointments/32 verbal commitments
My advice…..
Think FIRST about the event and focus on this as a top priority
Organize all files in one area – live documents to enhance communications and easily grab when needed (go green)
THEN - Determine if you ‘might’ submit this as an entry
Begin to prepare as soon as this is determined
Have fun with it!!
Judges’ Choice Winners
Julie PedrettiDirector of Public Relations & Marketing
Children’s Hospital and Health System
Children's Service Society of WI TV Ad
We developed a TV and radio campaign to significantly increase the number of foster parents recruited in targeted areas of Milwaukee County.
Goals and Objectives
Our contract with the Bureau of Milwaukee Child Welfare specifically states that we were to meet an aggressive goals of recruiting 185 net new foster homes in 2010. The most we’ve ever recruited in the past is about 40 homes each year.
Raise awareness of the need for foster families.
Increase the good feelings about foster parenting.
Encourage those interested to call or apply online.
Target Audience
It was important to feature a foster mom in the TV and radio ads to make moms and dads feel comfortable they could do the job of fostering a child and to encourage them to take the first step to begin the process.
African American Women, age 40 and older, with incomes of $25,000 or more.
Approximately 30 ZIP codes in Milwaukee County.
TacticsTV/radio – featuring foster moms talking
about her real-life experiences.
Cable TV provided ability to select channels/programs that drew our target audience.
Costs were managed by using a local ad agency to shoot the TV ad in a single day and local radio stations to produce the radio ads.
EvaluationWhen individuals applied online or
called the foster care recruitment line, they were asked how they heard about the program. The number of calls related to the radio and TV ads were significant for the months the ads ran. With the radio and TV ads as a foundation to the campaign, as well as community relations and sponsorship efforts, we were able to achieve the 185 net new foster homes for 2010.
My advice…
Be specific about your target audience, clear on your message and build a tracking system into your plan so you can evaluate what is and is not working.
Judges’ Choice Winners
James Shulkin and Stacy ShermanMarketing & Public Relations
Fort HealthCare
“Expert Caring for Life: ‘Ologies’”
WHPRMS Webinar: Submitting a Winning Entry
The purpose of this advertising campaign was to educate and increase brand recognition of the Fort HealthCare Specialty Clinic.
Keeping referrals and patient visits local in our Specialty Clinic provides many advantages for our residents, physicians, and our organization.
WHPRMS Webinar: Submitting a Winning Entry
Campaign Goals:Increase brand awareness.Inform current and prospective patients about
specialty services available “close to home.”Decrease perception of only having “small town
capabilities.”Increase understanding of “Ologies” as the
branding of our specialized services.Increase visits to our Specialty Clinic.
WHPRMS Webinar: Submitting a Winning Entry
Creative Components:TelevisionRadioOutdoorInteractivePrint
The creative execution forall printed, broadcastand interactive tacticsdirectly supported thecampaign goals andobjectives.
WHPRMS Webinar: Submitting a Winning EntryDetermining Campaign Goals & Objectives
Community Survey5,000 households were mailed a questionnaire,
measuring their level of awareness of our brand and services. Results showed a low awareness of specialty services at our hospital.
Focus Group ResearchMultiple focus groups were subsequently held in
different towns in our service area. Current patients and non-patients were studied separately to measure their level of awareness and opinions about our brand.
WHPRMS Webinar: Submitting a Winning EntryDetermining Campaign Goals & Objectives
Physician and Leadership InputPhysician needs and strategic goals from our
leadership team were considered, along with research results, to determine campaign goals and objectives.
SWOT AnalysisStrengths, Weaknesses, Opportunities and Threats
analysis was included as part of our research findings, and the campaign was integrated into our overall strategic marketing plan for the organization.
WHPRMS Webinar: Submitting a Winning Entry
Determining Campaign Goals & ObjectivesCampaign Measurement
Patient volumesWebsite and call center trafficImprovements in awareness and brand
recognition would be measured again over time.
WHPRMS Webinar: Submitting a Winning Entry
Creative StrategyResearch results were a primary consideration when
developing the Creative Brief (CB) with our advertising agency. The CB helps communicate the creative strategy; How to visually represent our message and solve our brand awareness challenge.
CB components promote a thoughtful discussion about what key messages we’re trying to convey, who our audience is, why the campaign is important, challenges to overcome for success, and pertinent information for each tactic.
WHPRMS Webinar: Submitting a Winning Entry
Creative RationaleThe print tactics were designed to highlight specialty
services - represented as “ologies” - against imagery that was relatable and desirable. The way that the featured “ology” was shown suggests that more information can be found on our website.
WHPRMS Webinar: Submitting a Winning Entry
Creative RationaleBroadcast tactics conveyed a message that specialized, expert
care can be found right in one’s own backyard. Truly, we bring a wide variety of services to our area residents, so they needn’t travel out of town to see a specialist.
Due to the complex level of information that potential patients would need to seek before making an appointment or seeking a referral, all tactics directed individuals to call or view more detailed information on our website.
By driving inquiries and traffic to one phone number and specific URLs, campaign results werevery measureable.
WHPRMS Webinar: Submitting a Winning Entry
Steps taken to produce the campaign:Conducted and analyzed market researchDefined project’s situation analysis, target audiences, goals,
key messages, etc.Developed creative messaging:
Depicted everyday people in everyday situations.Listed “ologies” available at Specialty Clinic
(such as Cardiology, Neurology, Nephrology, Pulmonology, Rheumatology, Oncology, etc.).
Added “Compassionology,” Expertology,” and “Convenientology” as a creative way to represent our high level of service (as specialties) in thecontext of the campaign.
WHPRMS Webinar: Submitting a Winning Entry
Steps taken to produce the campaign, cont’d:Creative decisions were carefully made to
maximize appeal and remain cost efficient.For television, all of the talent that was used
are real patients of ours, recognized by other residents in our communities.
The commercial was shot on location in Fort Atkinson, where our hospital and Specialty Clinic are located.
WHPRMS Webinar: Submitting a Winning Entry
Steps taken to produce the campaign, cont’d:The outdoor, print and interactive components used
carefully-selected imagery of healthy people enjoying leisure activities, paired with a short list of different “ologies” that we offer.
The “Ology” list was presented as if a computer mouse was being scrolled over each word, suggesting the next step to take is to go to our website.
The media buy and supporting marketing activities were thoughtfully planned and implemented throughout the year.
Each tactic was matched with a way to measure results.
WHPRMS Webinar: Submitting a Winning Entry
Suggestions for creating your ownwinning entry:
Select entries that are strategic in nature. Fun campaigns are fun, but campaigns that garner results seem to resonate with the judges.
Include an outline of the WHPRMS Entry Form as part of your creative/strategic planning process very early on in your campaign planning. This also makes it much easier to remember details and fill out the form by the deadline!
Be sure each component of your entry cansatisfy the defined campaign goals andobjectives.
WHPRMS Webinar: Submitting a Winning Entry
Suggestions for creating your ownwinning entry, cont’d:
Presentation is everything! Type your entry form information.Use professional-looking presentation materials, quality color
printouts and polished pieces in your final entry portfolio.Entries that give significant attention to the evaluation and
measurement of results section of the entry form seem to be scored higher by judges.
Submitting creative pieces that are unique and innovative is both attention-getting andmemorable, and hopefully what the judgesare looking for!
WHPRMS Webinar: Submitting a Winning Entry
Good luck!
Carol Mehlberg Winner
Tim DoerflerMarketing & Public Relations Coordinator
St. Mary’s Hospital
Super Bowl of Patient Satisfaction
As we all know, patient satisfaction is a hot topic now. With increased transparency, and competition for an audience that has flexibility of choice to pick a hospital of their preference, it’s becoming the default way for potential inpatients to gauge how well they will be treated (beyond the clinical results).
Super Bowl of Patient Satisfaction
Objectives
1. To increase staff awareness of Press Ganey, and the methodologies of patient satisfaction – including survey criteria, ranking, reporting measures & peer comparison.
2. By acknowledging and rewarding performance, we hoped to elicit a positive change in behavior of clinical staff, resulting in a team-oriented approach to the pursuit of exceptional Press Ganey scores.
Super Bowl of Patient Satisfaction
Target AudienceThe primary audience was on the clinical staff
of St. Mary’s Hospital. The Patient Satisfaction Task Force communication efforts have reached most of the on-campus employees, with 1500+ attending the tailgate celebration.
Secondary public audience: An undetermined number of patients/visitors have observed our in-facility promotions.
Super Bowl of Patient Satisfaction
Steps taken to produce…Super Bowl analogyDepartment percentage scores were posted on footballs
and affixed to the corresponding yard line.Created a competitive buzzHeld a tailgate party before Super Bowl Sunday
celebrating the success (hosp achievement of sustaining a 90% for 3 months “Likelihood to recommend)
Q2- Patient Satisfaction is In Full Bloom
Super Bowl of Patient Satisfaction
Jan-June 2010
An annual “Employee Partnership Survey” was conducted in April to gather feedback crucial to evaluation.
Objective A- 2,027employees, 86.9% rated “strongly agree” to questions related to work group awareness of patient satisfaction communications
A statistically significant overall qualitative indicator has been observed as most clinical units showed an upward trend during the campaign period.
Super Bowl of Patient Satisfaction
As an aside, this campaign received endorsement from St. Mary’s Administrative Council because it aligned perfectly with our overall employee engagement goal of increasing our staff participation rate from 68% last year to 75% for this year’s survey. According to Press Ganey, our mean score went from the 47th percentile to the 72nd percentile, a 25% point increase.
Super Bowl of Patient Satisfaction
A few weeks ago, the Patient Satisfaction Task Force coordinated a heavily attended all-employee event to recognize the achievement of sustaining 90% or above for 3 consecutive months for the Press Ganey measurement: “likelihood to recommend our hospital to others.” The Task Force awarded 1,214 cupcakes and 385 packages of apples to colleagues!
tim_doerfler@ssmhc.com
Entries Due: July 15, 2011
top related