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CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
CBD Marketing healthcare and hospital sustainability webinar
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CBD Marketing healthcare and hospital sustainability webinar

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Slides from a webinar presented to healthcare marketers on consumer attitudes towards sustainability messaging in healthcare.

Slides from a webinar presented to healthcare marketers on consumer attitudes towards sustainability messaging in healthcare.

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  • 1. healthcare sustainability<br />attitudes and opportunities<br />Mark D. Shevitz<br />Director, Brand Strategy<br />Colman Brohan Davis<br />www.cbdmarketing.com<br />
  • 2. meet CBD<br />23 years of B2B/B2C expertise<br />Award-Winning<br />Chicago-based, global reach<br />Liz BrohanCo-CEO<br />Lori ColmanCo-CEO<br />
  • 3. Navigate online<br />Know end-user drivers<br />Go to market<br />
  • 4. integratedmarketing and sales leadership<br />dedicated staff with<br />global, national and <br />regional brand expertise<br />public relations<br />customer engagement/research<br />integrated media services: online, offline, social<br />database marketing: demand generation, cultivation <br />promotions and events<br />sales support<br />creative through production<br />
  • 5. healthcare consumersurvey<br />comparison to anotherindustry<br />sustainability that matters tohealthcare consumers<br />key takeaways<br />
  • 6. “sustainable business practice” is:<br />regulated and quantifiable<br />corporate window dressing<br />depends on whom is speaking<br />
  • 7. CBD survey of healthcare consumers<br />assess consumer awareness and interest in the sustainable initiatives of healthcare facilities<br />awareness<br />benefits<br />interest<br />7<br />
  • 8. methodology<br />150 nationally-distributed Zoomerang panelists<br />M/F, most over age 35<br />online survey<br />March 1-3, 2011<br />8<br />
  • 9. healthcare sustainability defined<br />sustainability in healthcare means the same as in other industries: <br />doing more with less<br />using technology and design to be more efficient<br />finding ways to reduce environmental impact<br />9<br />
  • 10. healthcare sustainability defined<br />beyond waste reduction and use of technology, a slight majority (52%) of all respondents did not know what a healthcare facility might doto be more sustainable<br />10<br />
  • 11. healthcare sustainability matters…<br />when prompted, over 80% of all respondents indicated that sustainability practices at healthcare institutions are important to them<br />11<br /><ul><li>designing and operating healthier buildings
  • 12. using more sustainable products and materials
  • 13. using safer chemicals and green chemistry
  • 14. promoting nutritious, sustainable food choices
  • 15. reducing energy and water consumption
  • 16. minimizing pharmaceutical, medical and other waste and emissions</li></li></ul><li>…but healthcare consumers aren’t getting the message<br />most (75%) of all respondents have never thought about the environmental impact of their local hospital<br />12<br />
  • 17. …but healthcare consumers aren’t getting the message<br />an overwhelming majority (92%) of all respondents do not recall reading or hearing about sustainability practices in the healthcare industry in the last year<br />13<br />
  • 18. consumer perceptions of sustainability in the food industry<br />
  • 19. 15<br />Have you…<br />recently noticed more food or beverages being marketed as “green” or “sustainable”?<br />recently noticed more food or beverages companies talking about their “green” or “sustainable” business practices?<br />seen more news or media discussions related to “green” or “sustainable” food or beverages?<br />Source: CBD Primary Research, August, 2010 ©CBD Marketing<br />
  • 20. 16<br />The #1 reason<br />Better for the environment 34%<br />Healthier for me and my family 32%<br />Better quality13%<br />Reflects my values12%<br />Less likely to make me ill 9%<br />No 40%<br />Yes 60%<br />Ages 18-49: Yes = 78% with “healthier” as #1<br /> Age 65+: Yes = 37% <br />
  • 21. back to healthcare consumers…<br />
  • 22. publicizing sustainability programs have the potential of positively impact consumer perceptions about the facility<br />18<br />If a healthcare facility in your neighborhood publicized their sustainability plans and accomplishments, how do you think your perception of them would change?(check all that apply)<br />
  • 23. most (83%) of all respondents indicate that a sustainability program has the potential to impact which facility they choose<br />19<br />Suppose one of your local hospitals had a robust sustainability program. In a non-emergency medical situation, would you be more likely to go to this facility than to another hospital nearby?<br />
  • 24. 20<br />most important sustainable practices<br />Percentage of respondents who said that a given sustainability practice was “important,” “very important,” or “a top priority” to them.<br />
  • 25. women are significantly more likely to cite these initiatives as “very important” or “a top priority”<br />21<br />
  • 26. reducing cost of care and increasing quality of care are the two most important benefits to respondents<br />22<br />What do you feel is the most important benefit of sustainability in the healthcare industry?<br />Lower healthcare costs<br />Higher quality of care<br />Reduced environmental impact<br />Other<br />Better workplace experience forthe staff serving patients<br />
  • 27. women are significantly more likely to say their choice of facility might be influenced by knowledge of a sustainability program<br />23<br />Of those that answered “Yes” to question: Suppose one of your local hospitals had a robust sustainability program. In a non-emergency medical situation, would you be more likely to go to this facility than to another hospital nearby?<br />
  • 28. most (82%) of all respondents indicate an interest in learning more about the sustainability initiatives of their local hospital<br />24<br />Would you be interested in reading about your local hospital&apos;s sustainability program, and the positive results they&apos;ve achieved?<br />
  • 29. 25<br />females are more likely to be interested in learning about the sustainability initiatives of their local hospital<br />Would you be interested in reading about your local hospital&apos;s sustainability program, and the positive results they&apos;ve achieved?<br />
  • 30. key takeaways<br />
  • 31. key takeaways<br />healthcare consumers want to hear more about sustainability initiatives<br />27<br />
  • 32. key takeaways<br />right now is the best time to start messaging about your sustainability initiatives<br />28<br />
  • 33. key takeaways<br />but at some point, sustainability will become table stakes in healthcare, just as it has in other industries – get started and differentiate instead of “keeping up with the Joneses” later<br />29<br />
  • 34. key takeaways<br />connecting the dots is critical:<br />start with a focus on sustainable initiatives that allow you to highlight patient-facing impacts (lower costs, better care, patient safety, etc.)<br />30<br />
  • 35. key takeaways<br />use the Wal-Mart example:start with your suppliers<br />31<br />
  • 36. 32<br />“at some point, the world is going to hold corporations responsible for the impact they had on the environment”<br />“ we were not meeting the expectations of people, particularly the 25 – 35 year old buyers”<br />Lee Scott, chairman, former CEO <br /> Fortune’s Brainstorm Green, April 2010<br />
  • 37. key takeaways<br />sustainability matters to employees and potential hires, too<br />in a nationwide survey of healthcare workers last year, nearly 25% said working for an environmentally conscious company was an “extremely important” factor in deciding on an employer<br />33<br />
  • 38. crowdsource sustainable initiatives<br />34<br />
  • 39. you have a role to play<br />
  • 40. 36<br />The upside of authenticity<br /><ul><li>Resource efficiency
  • 41. Cost savings
  • 42. Employee recruitment and satisfaction
  • 43. Clear brand guidelines
  • 44. Customer loyalty</li></li></ul><li>healthcare sustainability<br />thank you<br />CBD Marketing<br />info@cbdmarketing.com<br />312-661-1050<br />

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