healthcare advertising

MARKETING HEALTHCARE TODAYVOLUME 7 - Issue 6

Butler Health System seeks to convince the general public and physicians that patients can get the same advanced care found at major hospitals close to home.

Sonora Regional Medical Center transforms its image from a small rural community hospital into a medical center befi tting its new name.

Kaiser Permanente announces the opening of a new medical center and promotes its services.

INSIDEWHAT’SINSIDEWHAT’SINSIDE4

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and much more…

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STROKE HAPPENS. CAMPAIGNThe brain & Stroke Network at baptist Health System

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ADVANCED CARE…CLOSE TO HOMEbutler Health System launched a campaign to educate the general public and physicians that patients could get the same advanced care found at major urban hospitals - close to home .

040812182230

CARDIOVASCULAR CARE

FAST RESPONSE…BETTER RECOVERYbaptist Health System launched a campaign to educate the public of the signs and symptoms of strokes .

STROKE

FEEL LIKE A KID AGAINSt . Luke’s Cornwall Hospital’s clever advertising message was created to capture the consumer’s attention and then educate them on joint replacement procedures available at their Joint Center .

KNEE AND HIP REPLACEMENT

LIVE WELL. BE WELL.Sonora regional Medical Center created a campaign using local patients with great personal and complex medical stories to build confidence as a local medical center .

PATIENT TESTIMONIALS

TOTAL HEALTH. WITHIN REACHkaiser Permanente created a campaign to promote the opening of their new facility and the services that would be provided there .

FACILITY OPENING

MY HOSPITALSaint Francis Medical Center developed a campaign to help people understand their breadth of services and build a sense of ownership and loyalty to the hospital .

PATIENT TESTIMONIALS

E D I T O R I A L S TA F F

EXECUTIVE EDITOr: Melinda Lucas mlucas@MHTmagazine .com

GrAPHICS:karla Pritchardkpritchard@MHTmagazine .com

Melinda Lucas mlucas@MHTmagazine .com

randy Lucas rlucas@MHTmagazine .com

bUSINESS ANALYST:John Sandiferjsandifer@MHTmagazine .com

PrOJECT SPECIALIST:Allyce Jeanesinfo@MHTmagazine .com

PUbLISHEr & EDITOr:randy Lucas rlucas@MHTmagazine .com

CONTrIbUTING WrITErS:Chanin ballance Del Williams

ADVErTISING SALES:sales@MHTmagazine .com

T O S U B S C R I B E

$175 .00 per year for USA Seven (7) % tax will be added where applicable .Canada delivery - add $20

Overseas delivery - add $45

© 2009 Creative Images, Inc .,SM

ALL RIGHTS RESERVED

INSIDE

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A detailed look at healthcare marketing...

What works?What was involved?

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Marketing Healthcare Today (ISSN #1545-3219) is published bimonthly by Creative Images, Inc .SM - 141 Willets Road • Sylva, NC 28779 • Phone: 828-586-6789. © Entire contents copyright 2009 by Creative Images, Inc . . No part of this publication may be reproduced, digitized or transmitted without the publisher’s written permission . Send all address changes to: Circulation Department; Marketing Healthcare Today; 141 Willets road; Sylva, NC 28779 . Printed in the USA .

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Turning shock To exhilaraTion since 1987.

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But everything we do is based on all the knowledge we can get from research and decades of combined experience in health care marketing communications.

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Strategic Health’s telephone surveys give you what you need to comply with HCAHPS requirements. And we give you the information in a hurry. And we give it to you at a price that’s hard to beat.

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4 MHT Vol.7 Issue 6 • 2009 www.MHTmagazine.com

O R G A N I Z AT I O NI N F O R M AT I O N

bUTLEr HEALTH SYSTEM(Healthcare System)

CONTACT: John righetti2001 Ehrman road, Suite 100Cranberry Township, PA 16066

Phone: (724) 284-4864

AG E N C YI N F O R M AT I O N

Fitting GroupCONTACT: Amy Chiaverini

223 Fourth Avenue, 11th FloorPittsburgh, PA 15222

Phone: (412) 434-6934

TA R G E T A U D I E N C E

Potential patients and their children,referring Physicians

M E D I A U S E D

billboards, brochures, Logo, Stationery, TV/Video

and Web Site

B U D G E T

$75,000

D U R AT I O N

September - December 2008

ADVANCED CARDIOVASCULAR CARE…CLOSE TO HOME.

butler Health System (bHS) is a community health system located in butler County, Pennsylvania . recently, a new Heart & Vascular Center was built as part of bHS’ ongoing expansion effort . The newly-constructed center opened in October 2008, with comprehensive services including the most advanced, state-of-the-art cardiac technology and a full range of amenities - everything a heart patient needs from pre- to post-cardiac surgery .

The opening of the new, more advanced center was an opportunity for bHS to become a regional leader in interventional cardiology and the treatment of vascular

disease . However, bHS faced a major challenge in building its patient list outside of butler County: the public was not sure they could trust a local community hospital with their most delicate and critical cardiology problems .

With the Heart & Vascular Center Launch Campaign, bHS’ goal was to educate the general public, as well as physicians in the region, that patients can get the same advanced care services found at major urban hospitals at the Heart & Vascular Center at butler Memorial Hospital . Accomplishing this goal would also assure that the larger bHS strategy, becoming a trusted leader in cardiology, would be achieved .

Twelve outdoor boards were placed throughout the targeted geographic area to generate awareness of the new heart center .

5MHT Vol.7 Issue 6 • 2009 www.MHTmagazine.com

The initial project for the Heart & Vascular Center was to revise the existing logo design to reflect the name change from the Heart Center at butler Memorial Hospital to the Heart & Vascular Center of butler Memorial Hospital .

The logo design was applied to a stationery suite, including business cards, letterhead and die-cut presentation folders . The streamlined designed ensured that all communications with patients and referring physicians had a consistent and compelling look .

The Capabilities Card was a two-sided rack card that provided an overview of the new Heart & Vascular Center for consumers . It directed readers to the website for more detailed information about the services provided . 2,500 of these cards were displayed at referring doctor’s offices as well as handed out at community events . This was the first phase of the two informational pieces created .

6 MHT Vol.7 Issue 6 • 2009 www.MHTmagazine.comVol.7 Issue 6 • 2009 www.MHTmagazine.com

Four mall boards introducing the practice were placed at Clearview Mall in butler, reaching an average monthly traffic of 671,700 .

Cable TV Advertising gave them the ability to reach a specific target over a specific geographic area, while increasing the visibility of the new Heart & Vascular Center . Three different spots were shown throughout the three-month buy, and the ads were posted on the website as well . Coverage reached 80 .3% of the target market in butler County .

Following the distribution of the Capabilities Card, a four-page brochure outlining the Heart & Vascular Center’s services and offerings was created to give a more in-depth look of the center . 2,000 brochures were distributed at community events and in referring physicians’ offices as a follow-up to the Capabilities Card .


rESULTS

Increasing patient traffic would establish the Heart & Vascular Center as a regional leader in cardiology, achieving bHS’ campaign goals . In the three months during the campaign and afterwards, patient numbers increased month-over-month . The total hospital encounters in the three months that the campaign ran, October to December, increased by 30% . In the three months following the campaign, January through March, the total hospital encounters increased by 18% . Procedure volumes also increased month-by-month after the campaign for catheterization lab procedures by 17%, EkGs by 3%, and nuclear cardiology procedures by 22% .

High patient numbers and procedure volumes are evidence that this campaign successfully communicated the comprehensive services and high level of patient care that can be found at the Heart & Vascular Center to potential patients and to physicians . People heard about the opening of the new center, learned details about it from the marketing materials produced and trusted the Heart & Vascular Center with their cardiac care, making butler Health System a leader in the field .

A Heart & Vascular Center website announcing the opening of the center was created and linked to the main bHS website . The site allows quick and easy access to information such as services, physician bios and insurance information and features videos and photography .



THE brAIN & STrOkE NETWOrk AT bAPTIST HEALTH SYSTEM

CONTACT: Michael Zucker215 E . Quincy, Suite 200San Antonio, TX 78215Phone: (210) 297-1040

AG E N C Y

GUErrA DEbErrY COODYCONTACT: Carey Quackenbush

122 E . Houston StreetSan Antonio, TX 78205Phone: (210) 223-2772


Primary: Adults 45+Secondary: Women age 25+

M E D I A U S E D

billboards, brochures, Email, Magazine Ads, Newspaper Ads,

Press release and Web Site / banner Ads

B U D G E T

$500,000

D U R AT I O N

3 months

San Antonio, Texas has one of the most competitive healthcare markets in the country, with four multi-campus systems and more than a half dozen single-campus or specialty facilities serving a city of just more than 1 million . Although San Antonio is the 7th largest city in the US, none of its healthcare facilities provided comprehensive care for stroke, which is the 3rd leading cause of death in the US . After a very high-profile case in which a stroke patient’s treatment was delayed because of the lack of on-call neurologists, the deficiency in service became top-of-mind as the local media profiled the case and its circumstances .

STROKE HAPPENSSTOP PLAYING THE ODDS…

baptist Health System (bHS) in San Antonio already had plans for a comprehensive stroke care program in the works at the time, the lynchpin of which was on-going negotiations for on-call coverage with local neurologists . bHS immediately stepped up efforts and worked with those neurologists to get the program launched quickly . The result of those efforts, The brain & Stroke Network at baptist Health System, debuted on August 4, 2008, only six weeks following the case that was the catalyst .


The main objective of the “Stroke Happens” campaign is essentially behavioral . Their goal was to educate the average person about the signs and symptoms of a stroke . In the event of a stroke, the most important thing is to call 911 within the 3-hour window of opportunity for treatment .

before the opening of The Stroke Network at baptist Health System, stroke patients suffered and had to seek treatment in Austin, over an hour away . The hospital systems were getting blamed for this lack and negative opinions were high – not just of baptist Health System – but of all other hospital systems in San Antonio . In addition to education, their goal was to reverse this public opinion and spread awareness of the 24/7 stroke treatment options available at baptist Health System .

Community reaction to the campaign has been overwhelmingly positive . City and county officials praised the effort, and regional trauma council leaders, emergency service providers and physicians have all applauded the campaign, which has supported the new brain and stroke network . by being the first hospital system to change the status quo, baptist Health System received favorable coverage in the media and public opinion became increasingly positive .

based on Google analytics for www .thestrokenetwork .com, the site had 6,900 page views and 2,347 absolute unique visitors in the course of the campaign . They received an incredible 92 .7 million impressions during the campaign, for a total cost of .004 cents per impression, according to Agency research .


bHS leveraged the understood medical urgency of a heart attack to draw a parallel to stroke by describing it as a brain attack, with implications from delayed treatment being just as disabling .

In conducting informal research during the messaging development phase, they learned that the majority of adults did not understand what a stroke is . The assumption was that a stroke is somehow related to a heart attack . because that majority understands the need for urgent care with regard to a heart attack, bHS used that to create a parallel between a heart attack and a stroke, or brain attack .

To communicate such an important and life saving message as “Stroke Happens,” they needed to use all levels of communication and fully integrate all of the tactics . The challenge was to bring to life the idea that a stroke is similar to a heart attack in the way that it comes on suddenly and can be life-threatening if not treated very quickly and explain the importance of this information to their primary and secondary audience . Their primary audience consisted of adults 45+ . The secondary audience was women age 25+ .

To accomplish this, bHS needed two critical components: an all encompassing media plan that

would engage their audience on a daily basis across a broad platform of mediums and arresting creative to hold their attention .

The media strategy included mass mediums such as billboards, TV, radio and newspaper . They also included more targeted newspapers and magazines, as well as a search word campaign, online banners, pushcards, magnets, greeting cards, brochures and experiential events to touch our target market on an ongoing basis for the length of the campaign .

Each of these mediums featured the creative concept for “Stroke Happens” . Three main visuals were used: an alarm bell, an old fashioned alarm clock and a bomb . These concepts visually reference the sense of time, quickness and danger that are triggered by a stroke . The concept focuses on a few powerful elements: the imagery, the headline and concise, urgent copy . This striking combination of elements creates a visual that gives a lasting impression . The creative focuses on the message, encouraging people to know the signs and symptoms of a stroke . Every creative piece carries this visual, the educational message and the web address . The website is used as tool for further education and interactive elements .


The secondary behavioral objective was to educate patients to the extent that, if they suffered a stroke, they should seek treatment at a baptist hospital to receive the full spectrum of neurological and rehabilitative care . To meet this secondary objective, bHS spent time and money communicating with the EMS personnel serving their county, as they have the choice of where to take their patients . They also worked with the EMS community to distribute educational materials throughout the community .

The umbrella effect of this communication was that baptist Health System was top-of-mind for many in the emergency medicine field . Combined with the other hospital credentials (accredited chest pain centers, fastest door-to-cath times and so on) baptist Health System became the gold standard for the EMS . Soon after the launch of the campaign, ambulances were lining up outside the hospitals, refusing to go anywhere else . The baptist hospital in the Medical Center was so inundated with patients the week following the campaign launch that they had to halt all communication efforts until the patient numbers decreased to a manageable number . Never before has one of their hospitals had to reorganize patient beds, transfer patients to other hospitals or double-staff their Er to handle the patient flow in a non-disaster situation .

The quantifiable objective was to increase the number of patients presenting stroke symptoms in the five baptist Health System hospitals over time . This objective has measurable results that will appear more clearly over time . As with most health related data, the results are shown in the data year after year instead of in the short range . Initial information shows the level of actual strokes treated at the hospital has not risen too dramatically . 298 patients presented with stroke in the first month and a half of the campaign, which is slightly higher than previous year’s data, according to baptist hospital records . hospital records .

Pushcards were distributed at the hospitals, in the community and at events . Pushcards were used as talking points to initiate conversation, pass on a small bit of knowledge, and drive users to the website for more information . by the end of the campaign nearly 4,000 pushcards had been distributed . The pushcards were printed in English and Spanish and even supported a Spanish web address for Spanish speaking consumers to find more information .

The brochure was one of the tools used during the campaign to touch the target audience and give more detailed information about strokes and how to prevent them, as well as what to do in case someone is experiencing the symptoms .



ST . LUkE’S COrNWALL HOSPITAL

(Hospital 150-499 beds)CONTACT: Judi Stokes

70 Dubois StreetNewburgh, NY 12550Phone: (845) 568-2845


MOMENTUM ADVErTISING & DESIGN

CONTACT: renee bulla1793 route 52

Fishkill, NY 12524Phone: (845) 896-1010


People 50+

M E D I A U S E D

brochures, Magazine Ads, Newspaper Ads, radio, billboard,

Web Site / banner Ads

D U R AT I O N

3 months

B U D G E T

$40,000

FEEL LIKE A KID AGAINWITH CLUB MOBILITYWITH CLUB MOBILITY

The objectives of this campaign were to increase awareness of the St . Luke’s Cornwall Hospital’s Joint Center and increase procedures at the center . The advertising message was created to capture attention by using intriguing images and then educate and cause action - so the message was able to hit the appropriate “hot buttons” to cause a person to choose to have their procedure at St . Luke’s Cornwall Hospital .


:60 RADIO - “PASSION - MOBILITY”

VO: Passion! - You’ll find it at the new St . Luke’s Cornwall Hospital . MD: Hi, I’m Dr . ken rauschenbach, orthopedic surgeon and member of the St . Luke’s Cornwall Hospital - Center for Joint replacement team . And my passion is helping people regain their mobility . Using advanced technology and an innovative rehabilitation program, we’re getting hip- and knee-replacement patients back on their feet more quickly .

This passion for mobility is shared by the friendly and professional specialists at our many convenient physical therapy sites .

VO: At St . Luke’s Cornwall Hospital, you’ll see this passion everywhere . . .

In our kreisberg Family Center for Pain Management, which provides welcome relief to those suffering from chronic pain…

And in our newly expanded Center for Wound Healing and Hyperbaric Medicine, where patients with non-healing wounds receive specialized treatment .

Close: To learn more about our passion,visit our new website stlukescornwallhospital .org and register to win a restaurant gift certificate .

St . Luke’s Cornwall Hospital … Your Health – Our Passion!

A Clinical affiliate of The Mount Sinai Hospital .

RADIOSPOT...

The Newspaper ads ran in 10 local publications, reaching approximately 1 .1 million readers .

The above radio spot ran on 8 local stations, reaching approximately 1 .1 million listeners .


The campaign was part of an initiative that resulted in a 60% increase of joint replacement procedures performed compared to the previous year .

The brochure was informative about the services as well as stressing the skill and commitment of the providers and staff at the Center for Joint replacement .


Source: Society for Healthcare Strategy and Market Development. 2009 Calendar of Health Observances and Recognition Days. For more information, visit www.stratsociety.org.

DON’T FORGET THESE IMPORTANT NATIONAl HEAlTH REcOGNITIONS

NOVEMbEr 2009MONTH-LONG:Alzheimer’s Disease Awareness MonthDiabetes MonthEpilepsy Awareness MonthFamily Caregivers MonthHome Care MonthHospice MonthHospice and Palliative Care MonthPancreatic Cancer Awareness Month

WEEk-LONG:Allied Health Professionals Week . . . . . . . . . . . November 1-7Diabetes Education Week . . . . . . . . . . . . . . . . . November 1-7Health Information and Technology Week . . . . November 1-7Medical Staff Services Awareness Week . . . . . . November 1-7Medical-Surgical Nurses Week . . . . . . . . . . . . . November 1-7Urology Nurses and Associates Week . . . . . . . November 1-7bladder Health Week . . . . . . . . . . . . . . . . . . . November 8-14Lung Cancer Awareness Week . . . . . . . . . . . . November 8-14Perioperative Nurse Week . . . . . . . . . . . . . . . November 8-14radiologic Technology Week . . . . . . . . . . . . . November 8-14

DAYS:Great American Smokeout . . . . . . . . . . . . . . . . .November 19

DECEMbEr 2009MONTH-LONG:Safe Toys and Celebrations Month

WEEk-LONG:Aplastic Anemia & MDS Awareness Week . . . . December 1-7 DAYS:AIDS Day . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .December 1

JANUArY 2010MONTH-LONG:birth Defects Prevention Awareness Monthblood Donor MonthCervical Cancer Screening MonthCervical Health Awareness MonthGlaucoma Awareness Month

WEEk-LONG:Healthy Weight Week . . . . . . . . . . . . . . . . . . . . January 17-23Nurse Anesthetists Week . . . . . . . . . . . . . . . . . January 24-30Medical Group Practice Week . . . . . . . . . . . . January 25-29

DAYS:Find A Dentist Day . . . . . . . . . . . . . . . . . . . . . . . . . January 11Women’s Healthy Weight Day . . . . . . . . . . . . . . . . January 21IV Nurse Day . . . . . . . . . . . . . . . . . . . . . . . . . . . . . January 25

WE ARE A HEALTHCARE AGENCY THAT ISN’T A HEALTHCARE AGENCY.We’ve worked with an extensive list of healthcare

clients. We understand the demands you face and the

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What really sets us apart, however, is that we’re not

a healthcare agency. From lifestage marketing in the

financial sector, to customer experience marketing in

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relationships that matter is what we do. We engage and

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CALL PATTI BRIdGE AT 312- 422-59 00 oR vISIT LAuGHLIN.Com/HEALTHCARE

23030-LCHeathcareAD3.indd 1 2/13/09 10:17:01 AM


Language…The Road to Deeper Relationships With the Latino Market

by Chanin ballance, CEO viaLanguage

Even in today’s economy, businesses are spending to reach the US Latino market . In fact, more than $5 billion was aimed at this market in 20081 . According to the Selig Center for Economic Growth at the University of Georgia’s Terry College of business, the share of buying power controlled by Latinos will grow to 10 percent, or $1 .4 trillion, of the US total by 2013 . That puts Hispanics ahead of all other minority groups, including African Americans . Given these numbers, this is an important audience for businesses to continue to reach . However, from a language standpoint, it’s not as simple as you may think .

Ensure authenticity - translation vs. transcreation - Language is used to describe how we feel and see the world . It’s all about the spoken word and how we interpret what’s being said or read . Latinos are a very experiential culture . They are driven by emotion and direct experience . They are not driven by data or facts .

For marketers to successfully reach this audience, they should understand that what works with the general market can’t simply be transferred to the Latino market . Instead, messages must be culturally adapted to capture the thought, meaning and feeling, not just the words .

“If you translate information without adapting your message, you’re branding your appeal in a way that is not attractive or effective,” says Diego basabe, in viaLanguage’s Healthcare business Unit that focuses on Limited English Population translations and transcreation services . “Marketers who culturally adapt or transcreate see their investment returned immensely . For example, our localization of the San Francisco Health Plan website into Spanish and Chinese led to a 50% increase in website hits which translated into 25% increase in their membership . In this case, website cultural adaptation paid off for them – huge,” notes basabe .

1Source: TNS Market Intelligence

Regence BlueCross BlueShield – how they did it - regence blueCross BlueShield is a nonprofit health plan serving members in Oregon, Washington, Idaho and Utah . regence is the largest health insurer in the Northwest/Intermountain region and has about 2 .5 million members .

Francisco Garbayo is the leader and content expert for regence’s Latino initiative . recognized for building relationships in the Latino community, Francisco delivers astute marketing strategies to help build Latino membership at regence .

“Growth numbers alone predicate that we should address this market, but beyond that, it is a population that has experienced some serious health disparities particularly when it comes to health care . Latinos are an underserved population and we want to help change this,” says Garbayo .

Marketing: current model vs. Latino model - You can’t apply an Anglo marketing model to reach Latinos . Family is center with most Latinos, and often the Latino family isn’t the traditional family by Anglo standards . Instead it’s an extended family and community with a belief in the collective “we” and a focus on cooperation instead of competition . In many cases Latinos buy to enhance experience with family and community . Decisions are based on cultural norms and word of mouth . brand loyalty is high compared to Anglos and passes from generation to generation .

2Source: “bravo, the right Model for Hispanic Marketing .”

Translation Transcreation

• Conveys the exact • Customizes the source meaning of the material for the source material target audience

• Best for legal documents, • Ideal for marketing official notices, statistical materials, newsletters, . information, etc . community programs, etc

Current Model2 Latino Model

• Serves the individual • Serves the community

• Assumption that happiness • Mindset and outlook remains can be bought steeped in the folklore and culture of more agrarian societies

• Ownership of goods • Less materialistic, more emotional, could, in themselves, intuitive, ritualistic, religious, make us happy superstitious and romantic

• Reflects Western science- • Centered on tight-knit communities based thinking and uses telling stories, word of mouth and analytical tools to trust to make purchases make purchases

“Take our previous regence brand tagline, “Together we can take charge,” which didn’t resonate well with Latinos,” explains Garbayo . “So, for our Latino outreach we worked with our marketing department to keep the brand but modifi ed it to “Juntos podemos” or “Together we can.” This changed the meaning from “take charge” to “we can do it,” which is a more suitable message for the Latino community .” regence’s net promoters score (NPS), a customer loyalty metric, grew exponentially, confi rming that Regence was communicating the right message .

Tips for cultivating relationships - keeping with Latino preferences, regence primarily uses radio, TV, print and community outreach . Direct mail pieces aren’t effective . “Our campaigns are educational versus being advertised to,” explains Garbayo . “We run our ‘Health Minute’ on Latino TV stations instead of running a sales-focused ad about our insurance plans, for example .”

Latinos are loyal radio listeners and statistically spend an average of 26 to 30 hours each week listening to the radio . That’s 13 percent more than the rest of the population, so radio spots make sense .

Cultivating relationships within the community is very important . Find community leaders and thought leaders you can partner with . If it’s the right message, they’ll want to support it and, if it helps the community, it’s accepted .

The Latino market offers great potential for US businesses . Direct translations and usage of general market strategies tend to miss the emotional and culturally relevant elements . Some results will be there, but not with the sales volume, power and recollection that a truly culturally-attuned marketing and advertising effort can attain . Approaching this market in a culturally sensitive way can improve your success greatly .

Cultivating relationships within the community is very important. Find community leaders and thought leaders you can partner with. If it’s the right message, they’ll

want to support it and if it helps the community it’s accepted.

Great results: this Regence Idaho print piece uses a recognized community hero, depicting success as a Latino, leadership and community roots.

Lucio Prado

Lucio es una persona de negocios muy exitosa que ha brindado su tiempo y talento al servicio de nuestra comunidad. Él ha sido DJ voluntario en la Radio Estatal de Boise durante los últimos diez años, informando, educando y guiando a sus oyentes. Debido a su participación activa, ayuda voluntaria y visión original se estableció hace un año la Cámara de Comercio Hispana y hoy él es el Director de esta organización. Además, es Consejero Local del Instituto Mexicano, Consejero Directivo de las Obras Caritativas Católicas de Idaho y también es dueño de un restaurante mexicano.Regence, celebra con mucho orgullo sus logros y contribuciones a nuestra comunidad.

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Heroes in Our Community

Regence is proud to honor Lucio Prado as the Regence Latino

Hero in Idaho for his commitment, hard work and dedication as

a Latino in the community.

Celebrating the diversity, vision and achievements of our people.

Together We Can

Héroes de Nuestra Comunidad

Regence tiene el honor y el orgullo de presentar a Lucio Prado

como el Héroe Latino de Idaho. Celebrando su compromiso,

arduo trabajo y dedicación a la comunidad Latina.

Celebrando la diversidad, visión y logros de nuestra gente.

Juntos Podemos



SONOrA rEGIONAL MEDICAL CENTEr

(Hospital under 149 beds)CONTACT: Doug Duffield

1000 Greenley roadSonora, CA 95370

Phone: (209) 536-5023


Tuolumne and Calaveras County residents

M E D I A U S E D

Magazine Ads, Newspaper Ads, radio, TV / Video

Web Site / banner Ads

D U R AT I O N

2 years

LIVE WELL. BE WELL.PATIENT TESTIMONIALS

After building a state-of-the-art hospital in 2004 and being renamed, the former Sonora Community Hospital found itself needing to transform its image from a small rural community hospital into a medical center befitting its new name: Sonora regional Medical Center .

To rebrand Sonora regional Medical Center, the in-house marketing team created a campaign that featured local patients with great personal and complex medical stories . The patient testimonial campaign included a total of 14 patients over the span of approximately two years . These stories featured a woman diagnosed with a brain tumor; one of the community’s oldest cancer patients; a grandmother with a 98 percent blocked coronary artery; one of the Medical Center’s own physicians needed emergency gallbladder surgery; and a retired corrections officer couldn’t walk more than a few steps as a result of peripheral arterial disease .

These stories had the combined effect of showing how the Medical Center could handle the complex medical needs of patients, thereby could be trusted to care for the community’s every day health needs too .


:60 RADIO - “HOME CARE”

ANGIE kING: My name is Angie king . I was diagnosed with ovarian cancer in May of ‘07’ . Dr . Drakes, is my oncologist [and] I credit him for saving my life .

Community Home Care of Sonora regional Medical Center was recommended to me after I had surgery at Stanford hospital . When I arrived home, there was someone here at our doorstep the following day .

ANNOUNCEr: There’s no place like home—especially after a hospital stay or during a long illness . being in a familiar surrounding with friends and family encourages healing .

ANGIE kING: My primary caregiver is my husband, Stan . He is on duty 24/7 . So when the nurses come, once or twice a week, he has a bit of a break and does not have 100% of the burden and the chore of taking care of me .

Their treatment of me has been extremely professional, and encouraging, and caring, and they seem to thoroughly enjoy what they do . They come in here very cheerful and happy to serve their patient .

ANNOUNCEr: Community Home Care offers you just that: medical center quality care provided by loving, compassionate professionals in the comfort of your own home . It’s that simple .

Sonora regional Medical Center…Live Well . be Well .

RADIOSPOT...

In a region composed of many smaller outlying communities, it was also important to feature patients from the far corners of the county in an effort to further solidify the message that Sonora regional was an excellent medical option, close to home .

Prior to the transition of positioning itself as a regional medical center, many of the featured patients may have chosen to travel to California’s Central Valley to receive the advanced diagnostic exams and specialist care needed . but, through the media campaign which combined print and radio, and later video adaptations placed on the hospital’s website, local celebrities were made as the community began talking about their neighbor’s success stories and the Medical Center’s patient volume increased .

This ad and radio spot featured Angie king, an ovarian cancer patient treated at Sonora regional Medical Center .


:60 RADIO - “GALLBLADDER SURGERY”

CHArLIE MCkELVEY: This is Charlie Mckelvey . I have been a dentist in Tuolumne County for over 20 years, and this is one of the few times that I have been a patient rather than a doctor . It is much different when you are on the receiving end of care .

I had been experiencing some pain for some time, sporadic . It would go away . but this time it was not going away . So I had my wife take me down to the emergency department at Sonora regional Medical Center . It was there that they diagnosed the need for me to get my gallbladder removed .

I was not disappointed with the type of care that I received at Sonora regional Medical Center or by Dr . reed .

ANNOUNCEr: Highly trained surgeons at Sonora regional Medical Center perform minimally invasive surgeries that allow for small incisions and short procedure times, all designed to get you back to life .

CHArLIE MCkELVEY: Having it done laparoscopically allowed me to really only be in the hospital for just one night, and then I went home, and I was back to work at the end of the week .

I would without hesitation refer many people to the hospital .

ANNOUNCEr: The Medical Center provides outstanding care, superior diagnostic exams and excellent surgeons close by . Whether it’s 3 a .m . or mid-afternoon, we’re always here for your “unexpected” surgical needs .

Sonora regional Medical Center…Live Well . be Well .

RADIOSPOT...

The patient testimonial campaign contributed to increased patient volume in targeted services lines (the Medical Center saw a 45 .5 percent increase in Cath Lab volume and a 12 .4 percent increase at its Cancer Center) and but also resulted in a spillover effect of increasing overall outpatient visits by 10 percent and hospital admissions by six percent .*

Community perception scores also increased as a result, in part, of highlighting the Medical Center’s capabilities . In fact, the campaign was so successful in garnering community confidence in Sonora regional Medical Center that, when it came time to close the competing 150 year-old county hospital, local government officials felt that Sonora regional Medical Center could handle the burden of being the sole provider of medical care in Tuolumne County .

*All volume increases measured by Compounded Annual Growth Rate.

This ad and radio spot featured Charlie Mckelvey, a local dentist, who was treated at Sonora regional Medical Center .


TV /VIDEO...

“Hi my name is Gary Poore, from Groveland . I always go on Harley runs . riding the bike was fine but like after you park and then you walk

its just like (uhhhh, ahhhh) . To walk around this building once I would have to sit down for five or ten minutes .

Dr . Mcbride from Sonora regional Medical Center did a bypass . It’s like I’m ten years younger .”

ANNOUNCEr: Peripheral Arterial Disease is a serious condition that can cause pain and discomfort when you walk,

even for a short distance, and is a sign that blood flow to some part of the body may be blocked .

“It’s a brand new hospital . You can go here, get top treatment as you would in San Francisco or any other big medical facility,

and yet you’re close to family and friends to come visit you .”

ANNOUNCEr: We have the community’s first vascular surgeon along with highly trained nurses and technologists .

“Dr . Mcbride, she is excellent . As far as I’m concerned she gave me my life back .”

“Hi my name is Gary its just like (uhhhh, Dr . Mcbride from Sonora ANNOUNCEr: Peripheral

ANNOUNCEr: The Medical Center’s vascular services include the latest in prevention and response to vascular disease .

“Sonora regional Medical Center, they were so fantastic .”

ANNOUNCEr: Sonora regional Medical Center . . . Live Well . be Well .

This ad and web video featured Gary Poore, a patient who had bypass surgery to correct Peripheral Arterial Disease at Sonora regional Medical Center .



kAISEr PErMANENTECONTACT: kristin kruhm2101 East Jefferson Street

rockville, MD 20852Phone: (301) 816-6458


CrOSbY MArkETING COMMUNICATIONS

CONTACT: Julian Hernandez705 Melvin Avenue, Suite 200

Annapolis, MD 21401Phone: (410) 626-0805


All/general public in the service area around Fredericksburg

*To enroll, you must meet our service area eligibility requirements. Medicare Plus enrollees must permanentely reside in

the plan’s service area. At this time, the Fredericksburg, VA, area is not part of the

plan’s service area for Medicare Plus enrollees.

M E D I A U S E D

billboards, Direct Mail, Newspaper Ads, Outdoor Transit, radio and Web Site / banner Ads

D U R AT I O N

September - December 2008;Follow up mailers were sent in

Spring ‘09

TOTAL HEALTHINTRODUCING A NEW MEDICAL CENTER…

kaiser Permanente had three main objectives when introducing the Total Health Campaign which promoted the opening of the new medical center in Fredericksburg, VA . Those objectives were to announce the medical center opening and promote center features, as well as to communicate brand and key campaign messaging .

Highlights of the campaign included a web site devoted to the center opening . Most marketing materials included tracking codes to track traffic to the web site . Web site visitors who completed a survey received a gift .

There were 777 leads generated from the website . Medical Center membership came to 1,304 members within the first month of opening .

TA R G E T A U D I E N C E M E D I A U S E D


Approximately 417,000 pieces of direct mail were printed and distributed .

Colorful ads conveyed a simple, yet effective message .


H AV I N G T RO U B L E N AV I G AT I N G T H E H E A LT H C A R E A R E N A ? W H E N I T C O M E S TO S T R AT E G Y, WH E R E TO D O I S TA RT ?


P R E S S U R E D A B O U T D W I N D L I N G M A R K E T S H A R E ? A M I D E L I V E R I N G T H E O P T I M A L PAT I E N T E X P E R I E N C E E V E RY T I M E ?


W H AT A R E S O M E S T R AT E G I E S TO I M P RO V E B OT H E M P L OY E E A N D PAT I E N T S AT I S F A C T I O N ? W H AT A R E T H E B E S T


WAY S TO M A K E A P O W E R F U L I M PA C T O N T H E PAT I E N T E X P E R I E N C E ? B E E N T H E R E , D O N E T H AT. WH AT N O W ? H O W


C A N I M A X I M I Z E RO I ? H O W D O I M A I N TA I N M A R K E T S H A R E I N T H E F A C E O F N E W C O M P E T I T I O N F RO M S P E C I A L I T Y


P RO V I D E R S ? W H AT A R E S O M E S T R AT E G I E S F O R B U I L D I N G M Y P H Y S I C I A N N E T W O R K ? H O W D O I E F F E C T I V E LY I N T E


G R AT E R E TA I L I N TO M Y P L A N ? H E L P M E S Q U E E Z E T H E M O S T O U T O F M Y B U D G E T ? W H Y I S M Y B R A N D


I S A L L O V E R T H E M A P ? H O W D O I M A K E S U R E I ’ M U T I L I Z I N G TO DAY ’ S M O S T R E L E VA N T M E D I A ? M Y C R E AT I V E L O O K S


G O O D B U T W I L L I T W O R K ? H O W D O I M OT I VAT E A L E S S - T H A N - M OT I VAT E D W O R K F O R C E ? C A N YO U H E L P M E B U I L D


C R E AT E A N E N V I RO N M E N T T H AT I S AT T R A C T I V E TO P OT E N T I A L E M P L OY E E S ? H O W C A N I M A I N TA I N S TA B I L I T Y I N


T H E M I D S T O F I N E V I TA B L E E M P L OY E E T U R N O V E R ? W H AT ’ S A L L T H I S B U Z Z A B O U T C U LT U R E ? H O W D O I K N O W I F


I ’ M H I R I N G T H E B E S T E M P L OY E E S P O S S I B L E ? W H AT RO L E S H O U L D V O L U N T E E R S P L AY I N C U S TO M E R S E RV I C E ?

JON HEADLEE , PRES IDENT | 812 . 253 . 6300 | WWW.TENADAMS .COM

Ten Adams is a leader in providing strategic healthcare solutions to some of the top-ranked

healthcare organizations in the United States. Unlike ordinary advertising agencies or

consulting firms, Ten Adams blends more than 20 years of proven experience in our three

key areas of expertise — business development, marketing and workforce development.

All with a single-minded focus on healthcare. So if you need a little push in the right direction

— or a whole lot of help — Ten Adams has the answers to help get you on track.

N E E D H E L P ? R E L A X . WE K N O W H E A LT H C A R E .

The above table tents were displayed on the food court tables at the Spotsylvania Mall .

The Coming Soon Flyers were available to all kaiser Permanente sales staff to hand out at sales meetings and events . They were also distributed at various community events as well as at the kaiser Permanente Woodbridge Medical Center, which is the nearest center to the kaiser Permanente Fredericksburg Medical Center .























I ’ M H I R I N G T H E B E S T E M P L OY E E S P O S S I B L E ? W H AT RO L E S H O U L D V O L U N T E E R S P L AY I N C U S TO M E R S E RV I C E ?

JON HEADLEE , PRES IDENT | 812 . 253 . 6300 | WWW.TENADAMS .COM

Ten Adams is a leader in providing strategic healthcare solutions to some of the top-ranked

healthcare organizations in the United States. Unlike ordinary advertising agencies or

consulting firms, Ten Adams blends more than 20 years of proven experience in our three

key areas of expertise — business development, marketing and workforce development.

All with a single-minded focus on healthcare. So if you need a little push in the right direction

— or a whole lot of help — Ten Adams has the answers to help get you on track.

N E E D H E L P ? R E L A X . WE K N O W H E A LT H C A R E .

:60 RADIO - “NEW MEDICAL CENTER”

FEMALE VO: At kaiser Permanente, we don’t just treat illness we maximize wellness . We’re into preventive care and helping you take the best possible care of your body, mind and spirit . We’re all about total health . It’s at the core of everything we do . And, soon we’ll be opening a new medical center in Fredericksburg . You’ll find our primary care physicians, a lab and a pharmacy, all under one roof . Our electronic medical records keep you and your kaiser Permanente health care providers connected 24/7 . If you need to see a specialist, we have a network of community physicians and Mary Washington Hospital is next door . It’s life and health simplified . Visit kpfredericksburg .org to learn more about the new medical center and get a complimentary reusable grocery bag for taking a quick health survey . That’s kpfredericksburg .org . It’s total health . Within reach .

CLOSING TAG: To enroll, you must meet our service area eligibility requirements . Medicare Plus enrollees must permanently reside in the Plan’s service area . At this time, the Fredericksburg, Virginia area is not part of the Plan’s service area for Medicare Plus enrollees . kaiser Foundation Health Plan of the Mid-Atlantic States, Inc ., 2101 East Jefferson Street, rockville, Maryland, 20852 .

RADIOSPOT...

For the fall radio campaign, kaiser Permanente purchased 143 .6 GrPs/week for a total of 1,579 .6 GrPs . Total exposure was approximately 16M impressions .


How Web-Based Print Management is Driving Down Corporate Printing Costs

by Del WilliamsDel Williams is a technical writer based in Torrance, California.

Instead of complex order, inventory and billing of corporate printed materials, companies are opting for free, secure, personalized, web-based print management.

Whether for sales, marketing, billing or customer education, corporate print material remains a critical part of customer contact . Despite the Internet, print material ranging from brochures, cards, inserts, and letterhead to manuals, tri-folds, billing forms, and pocket folders are often the first or last point of customer contact .

but, providing needed print material throughout an organization with national and regional offices has become too costly and burdensome by traditional means . Without a centralized system, there can be excessive administrative busywork to update product descriptions, photos, and order forms; the headache of properly invoicing, shipping, and billing between national and regional offices; and the constant balance of customizing content for local use while keeping the corporate brand consistent .

The larger the organization and more varied the print material, the greater the logistical obstacles . For this reason, a growing number of companies are optimizing print and digital management with free, secure, personalized web service . Some companies are finding a competitive advantage in “pay-as-you-go” billing, along with the ability of local markets to order personalized brochures and print material in small quantity at a bulk discount price .

“Compared to our old system, we’re saving about 35% of our print budget in saved time and resources with no out-of-pocket cost,” says Terry Jackson, Administrative Coordinator for Innovative Senior Care (ISC) . “We can customize, order, inventory, bill and track our corporate print material through our web portal .”

To better serve its customers, ISC aimed to streamline its handling of print material, while cutting costs . As a rehab and health-focused in-house program of brookdale, the largest senior living community owner-operator in the U .S ., ISC serves over 550 senior living and retirement communities across the nation with rehabilitation, fitness, education, and home health services.

In the course of business, ISC uses a variety of print material . but managing the order, inventory, distribution, and billing of the print material company-wide had become tedious by conventional means .

Previously, several order forms were kept for print material in Word or PDF format, and these were frequently updated . At customer request, the latest order form was emailed to them, along with illustrative photos .

“With the old system, it was confusing to keep track of who ordered what print material, and the process got more complicated when customers used outdated order forms,” says Jackson . “between maintaining the order forms, photos, inventory, invoicing, billing, and emailing, we spent about four workdays a month in print material-related administrative busywork .”

Moreover, pricing and shipping charges weren’t readily available with the old system . Corporate paid up front, with no systematic way of charging its local community customers for the cost of the print material .

“We weren’t adequately able to track the use of print material, budget for it, or plan for the best use of it,” says Jackson .

Supply and demand sometimes got out of whack, with local communities ordering too much of some print material, triggering an inventory shortage and the purchase of more . Excess print material inventory had to be disposed of when it became outdated or obsolete .

To optimize its use of print material, ISC turned to web-based print management service offered by Fidelity Offset (www.fidelityoffset.net), a full-service printing company . The service enables authorized ISC users to instantly view, order, inventory and track any corporate print material from a single, customer-branded website . On the site, users can change copy and images, merge data, manage direct mail lists, coordinate print material with email and Internet campaigns, and manage costs, budgets, and ordering .


“Now our users can view and order our brochures, manuals and print material from any Internet connected PC, with the latest descriptive content, photos and pricing,” says Jackson . “Our directors, who travel a lot, love it .”

Web-based print management can also assist with operation costs . For instance, it enables corporate professionals to design print material templates, which local authorized users can quickly customize by date, time, location or other factors to fi t local needs . Corporate brand and message stay consistent, while local needs are effi ciently met.

“Local users can customize, preview, approve, and submit orders using the Print-Smart Management Center,” says Jackson . “They get it right from the beginning on everything from business cards to event fl yers, so there’s no need for a re-do . Order turnaround can be as fast as next day .”

A web-based service also eliminates administrative red tape in billing, as local users typically enter their business unit and department number while ordering .

“Since costs are charged locally when ordering, it avoids tedious corporate chargebacks,” says Jackson . “Minimum and maximum order limits can also prevent hoarding and help even out inventory levels .”

A web-based print management service enables just-in-time printing with one to two day turnaround throughout most of the

U .S ., this eliminates the large, upfront inventory cost of typical printers . A “pay-as-you go” option also allows local units to buy print material at the entire organization’s bulk discounted price . The printing company essentially fi nances the purchase at no cost to the customer, and stores the print materials in its warehouse until needed .

“The just-in-time and ‘pay-as-you-go’ options help ensure we get the best price on print materials without buying excess inventory,” says Jackson . “We can run reports anytime to see who’s ordering what, which helps us to optimize our inventory, budget and marketing efforts .”

brookdale Senior Living, the largest senior living community owner-operator in the U .S ., is using the print management to effectively manage its brand on items ranging from logos, inserts, fl yers and posters, to cards, postcards, and envelopes .

“Our marketing materials are available at the website,

accessible to all our communities nationwide,” says Jennifer Malloy, Marketing Support Services Manager for brookdale Senior Living .

Communities can customize some event templates, pricing is immediate, and prints are typically available with 1 to 2 day turnaround .

“The web service streamlines our process for recurring print work,” concludes Malloy . It saves us time and money . It helps us get out our corporate message---quickly, clearly, and effi ciently.”

Instead of complex order, inventory and billing of corporate printed materials, companies are opting for free, secure, personalized, web-based print management .


Media FocusCancer Services

bEHIND ME/AHEAD OF ME CANCEr CAMPAIGNOrganization: Hillcrest Hospital -- Mayfield Hts, OHAgency: Adcom Communications -- Cleveland, OH

STAND & FIGHT CANCErOrganization: East Texas Medical Center -- Tyler, TXAgency: SkAr Advertising, Inc . -- Omaha, NE SCrEENING FOr LIFE - brOCHUrE

Organization: Delaware Division of Public Health - Cancer -- Dover, DEAgency: Aloysius butler & Clark -- Wilmington, DE

UHS COLOrSOrganization: University Health Systems of Eastern Carolina -- Greenville, NCAgency: Jennings -- Chapel Hill, NC


Media Focus

CANCEr CAMPAIGNOrganization: MedCentral Health System -- Mansfield, OHAgency: knox Marketing Inc . -- Akron, OH

rMC ELEVATOr MAPSOrganization: resurrection Medical Center -- Chicago, ILAgency: Donovan Design -- Chicago, IL

ONCOLOGY CAMPAIGNOrganization: ProMedica Health System -- Toledo, OHAgency: Hart Associates -- Maumee, OH



SAINT FrANCIS MEDICAL CENTEr

(Healthcare System) CONTACT: Cathy brockmeier

2620 West Faidley AvenueGrand Island, NE 68803Phone: (308) 398-5824


David and AssociatesCONTACT: Shaun Schleif223 East 14th, Suite 150

Hastings, NE 68902Phone: (402) 462-6226


Primary Target: Females 25 - 65 who have a say in the health related

decisions for their children, as well as their parents and parent-in-laws

M E D I A U S E D

Newspaper Ads, radio, TV/Videoand Web Site / banner Ads

B U D G E T

$150,000

D U R AT I O N

October 2008 - Current

MY HOSPITALFOR EVERY HEALTHCARE NEED

Saint Francis Medical Center is a 159-bed hospital in Grand Island, Nebraska . The hospital serves a 26 county region in central Nebraska with primary and specialty care services including a cancer treatment center, inpatient rehabilitation unit, neonatal intensive care unit and a Level III trauma center . Additionally, in 2007, the hospital opened its patient tower with spacious private rooms in a building designed to provide a healing environment for patients and their families .

Their advertising in the last year prior to the campaign had focused on the opening of the tower . The community was very excited about it, but they learned from their focus groups that people were not familiar with the services that they offered . This was especially true with specialty services that had recently become available due to the recruitment of new physicians .

The “My Hospital” campaign had two goals . The first goal was to help the community understand the breadth of services that Saint Francis offered . At the same time, they would build a sense of ownership and loyalty to the hospital . They wanted to position themselves as the hospital that was there for their community when they needed it, close to home, trusted and reliable, so that they could get on with living their lives .


research indicated that Saint Francis Medical Center had a 58% top-of-mind awareness throughout central Nebraska . Changes in the hospital’s image has jumped 20% with a 92% advertising recall in the Saint Francis Primary Market Area .


:30 TV - “Douglass Family”

My baby .

My life .

My family .

My hospital .

Specialty medial services right here where your family is, where your life is . Saint Francis Medical Center . . .Well beyond healthcare .

TVVIDEO...

My pain .

Television spots reached from Lincoln Nebraska to North Platte Nebraska .


RADIOSPOT...ANNOUNCEr: Heart care at the heart hospital at Saint Francis saved Dave Sanders life .

DAVE SANDErS: It was during archery deer season and I climbed up in my tree stand and had a very enjoyable morning . Got down . Got in the truck . Started back towards Grand Island and started noticing some pain in my neck . My jaw started hurting kinda like I’d been punched . I said I’m going to go over to the emergency room . One of the emergency room nurses put a nitroglyceryn tablet under my tongue and then I knew I was having a heart attack . To make a long story short, they got all the prep work done right there in the Er . They wheeled me up to the cath lab . I can tell you that Dr . Freeling and his staff were very professional, very caring - an absolute first-rate job . I mean it’s a big deal having a heart attack . Your life is in the balance .

ANNOUNCEr: Now Dave Sanders is back on the hunt thanks to Saint Francis Medical Center . . .Well beyond healthcare .

:60 RADIOradio reached throughout central and south central Nebraska

Newspaper ads were designed to showcase different members of the community with various reasons why they had to go to Saint Francis Medical Center . The ads were limited to running in Grand Island/Hall County .

Hospital / Agency

Contact Name

Address

City State Zip

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A creative use of sig

ns

promotes a hospital’s many

services…

A New York campaign

educating families on the

importance of having a

regular physician…

Creative marketing p

ositions

a local hospital as a

leader

in spine care…

MARKETING HEALTHC

ARE TODAY

INSIDEWHAT’SINSIDEWHAT’SINSIDE

VOLUME 7 - ISSUE 1

04

A New York campaign

educating families on the

importance of having a

regular physician…

08

Creative marketing p

ositions

a local hospital as a

leader

in spine care…

12

and much more…

A creative use of sig

ns

promotes a hospital’s many

services…

MARKETING HEALTHC

ARE TODAY

VOLUME 7 - ISSUE 1

MARKETING HEALTHCARE TODAYVOLUME 7 - Issue 2

A regional healthcare organization demonstrates cardio-vascular expertise…

UVA Health system engages employees to build brand loyalty…

A leading provider in surgical weight loss services in Maryland receives special recognition…

INSIDEWHAT’SINSIDEWHAT’SINSIDE

18

28

and much more…

A regional healthcare organization demonstrates cardio-vascular expertise…

32

A COMMON THREAD OF EXCEPTIONAL CARECAMPAIGN12

SAVE THE DATE

ENTRY DEADLINE: FEBRUARY 27, 2010(LATE DEADLINE: MARCH 15, 2010)

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