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Doing Digital the Right Way: How to Engage Customers and Manage Perceptions Using a Clear Brand Voice
Presented to: 2011 Engagement Expo
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It's not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.
+ Charles Darwin
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+ Metroplex is among the most competitive markets for healthcare
+ Tired experience out of step with user needs, business requirements and brand
+ Successful CRM, advertising and organizational shifts
+ Leadership saw the writing on the wall
“We don’t just want one of the best websites in the health care industry—we want one of the best websites on the internet.”
- Baylor Executive, 2007
The situation
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Getting from there to here
1.Website – Rethink family of public facing sites from the ground up
2.Social Marketing – Identify where to be and what to do
3.Mobile – Activate the channel
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Key insight 1
Patients not customers!
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Key insight 2
Focus on the 80%
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Key insight 3
Continuity + consistency
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Key insight 4
Think big, plan in stages
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Key insight 5
Our brand is our brand no matter where
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The impact
Success is in the numbers. + In August ’08, there were approximately 60,000 home page views.
September ’08, the month after launch, home page views soared to nearly 160,000 = 166% increase
+ Find a Physician page views in September ’08 were less than 2,000. October ’08 they were nearly 14,000 = 600% increase
+ Find a Location page views in August ’08 were approximately 2,000. September ’08 they reached nearly 12,000: 500% increase
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Website refresh – survey feedback
“Information is clearly organized and easy to understand. pPhone numbers, health resources and other pertinent pinformation can be easily located.”
“I think the website has found a way to provide a huge amount oof information without getting too cluttered or confusing.”
“Job well done…covers all the needs someone would need to ffind in a simple, easy to navigate way.”
“It’s an excellent webpage I’m a patient at a similar hospital. It’s unice to see a website that’s easy to navigate.”
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Getting from there to here
1.Website – Rethink family of public facing sites from the ground up
2.Social Marketing – Identify where to be and what to do
3.Mobile – Activate the channel
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An open door to humanity online
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No shortage of engagement opportunities
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Honing in on Baylor’s key audiences
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Key insight 1
Not all social media is equal
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Key insight 2
Wherever you go, be there with purpose
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Key insight 3
It’s about engagement, not publishing
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Key insight 4
It’s a process, not a project
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Key insight 5
Always connect the dots
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Getting from there to here
1.Website – Rethink family of public facing sites from the ground up
2.Social Marketing – Identify where to be and what to do
3.Mobile – Activate the channel
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A growing eco-system of opportunity
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Smartphones are the future
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Key insight 1
Simplify user interactions, make tough choices
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Key insight 2
Lead with navigation
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Key insight 3
Don’t over write or over design
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Key insight 4
Account for multiple phone platforms
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Key insight 5
Mobile is more than the phone
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Awesome image/graphic
Bringing it all together
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It all starts at home
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Give them somewhere comfortable to land
Make it close by
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Speak their language, dude
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Engage on the go
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IAGT Registration soared
2011 2010 20090
500
1000
1500
2000
2500
3000 2653
15261339
Up 74%`
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Web registration rocked!
2011 2010 20090
200
400
600
800
1000
12001033
480353
Internet Registration
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IAGT How Heard
31%
10%14%9%
5%
9%
2%
3%
4%2%
4%
9%
Direct Mail MagazineFriend/RelativeBrochure/Flyer Repeat CustomerInternetHospitalNewspaperTelevisionEmployee/VolunteerCo Worker/EmployerAll other
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Clear brand = Circle of engagement
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The Top 5 Things We Learned
+ Ask your audience what they want
+ Give your audience what they value
+ Make it easy for your audience to engage with you
+ Keep it fresh—surprise them when you can
+ Remain true to your brand strategy
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Thank you
Jason Cieslak Patricia ReupkeManaging Director Director of Consumer Relationship MarketingSiegel+Gale Baylor Health Care System10960 Wilshire Boulevard, #400 2001 Bryan Tower, #750Los Angeles, CA 90024 Dallas, TX 75201
(310) 312-2212 (214) [email protected] [email protected]