Building Your Brand   With Wellness                    Chris Boyer            Inova Health System                   Chris ...
Today’s   Introductionssession   Overview of branding and          wellness          FitFor50 Campaign Overview          C...
Chris BoyerDirector, Digital MarketingInova Health SystemAdvisory Board Member,Mayo Clinic Center for Health CareSocial Me...
Chris BevoloPresidentInterval, Inc.www.thinkinterval.comchris@thinkinterval.com@IntervalChris
The Wellness WhirlwindBranding     BEYOND THE             BOTTOM LINE:     and      IDEAS FOR THE FUTURE OF           PUBL...
The Wellness WhirlwindBranding     and       “Wellness is good business. It              improves health and generatesWell...
What do we mean by brand?Branding           “A brand is the value, the emotion, the     and    connection a consumer has w...
Why wellness?Branding    • it’s the right thing to do     and    • it typically mirrors statedWellness      mission/vision...
Branding     andWellness
Joe Public Doesn’t Care About                    Your Hospital!Branding     andWellness
It’s relevant!!!Branding    • Joe Public Doesn’t Care About              Your Hospital     and    • Minority of people are...
For Joe Public, relevance is           the difference between...Branding     and            Healing vs. healthWellness     ...
The challenges with wellness            • not typically a strategic priorityBranding    • long-term investment in brand   ...
Deliver on brand promise  Goals of             Promote physicians/  FitFor50   specialists as subject mattercampaign     e...
Goals of   Primary communication  FitFor50   through website:campaign     www.FitFor50.org             Other engagement:  ...
FitFor50 Website
FitFor50 Website
Online playbook
Online playbook
Links to     Make an             inova.org   AppointmentDaily tips
Email and blog posts tied to               seasonal theme“12 Days of    Fitness” (Dec 2010)
Integrated playbook with tipsFitForWinter   Actionable check-lists  (Feb 2011)
7,200 registrantsFitFor50     550 Facebook followers  results            6,500 updated CRM records              2,250 new ...
FitFor50  results
FitFor50  results
FitFor50  results
Correlation vs. causation -                  - Nov - Dec, 2010Utilization
Integrate with other wellness   Future    programs  state of   Increase participation ofFitFor50?    physicians           ...
Contact us:      chris.boyer@inova.comQ&A   chris@thinkinterval.com      Follow us:      @ChrisBoyer      @IntervalChris  ...
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Building Your Brand With Wellness - Inova Health System's FitFor50 program

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This is a presentation that Chris Bevolo with Interval marketing (http://www.thinkinterval.com) and I recently gave at the Sixteenth National Healthcare Marketing Strategies Summit in Orlando Florida. Description: "Health and wellness messaging is a powerful way to build a hospital brand and differentiate your organization. Examine a successful campaign that engaged consumers directly to promote healthy habits and fitness tips. Learn how the campaign, which features a local sports celebrity and an online, interactive tool, resulted in more than 26,000 unique Web visits and 6,000 registrants in the first month."

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  • Building Your Brand With Wellness - Inova Health System's FitFor50 program

    1. 1. Building Your Brand With Wellness Chris Boyer Inova Health System Chris Bevolo Interval
    2. 2. Today’s Introductionssession Overview of branding and wellness FitFor50 Campaign Overview Campaign Results Q&A
    3. 3. Chris BoyerDirector, Digital MarketingInova Health SystemAdvisory Board Member,Mayo Clinic Center for Health CareSocial Media@chrisboyer
    4. 4. Chris BevoloPresidentInterval, Inc.www.thinkinterval.comchris@thinkinterval.com@IntervalChris
    5. 5. The Wellness WhirlwindBranding BEYOND THE BOTTOM LINE: and IDEAS FOR THE FUTURE OF PUBLIC INVESTMENT IN MINNESOTAWellness March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
    6. 6. The Wellness WhirlwindBranding and “Wellness is good business. It improves health and generatesWellness other business for the hospital in the community.” Steven K. Jones, president and CEO of Robert Wood Johnson University Hospital in New Brunswick, NJ HealthLeaders - August 2010 “Wellness: The Way to a Healthy Bottom Line.”
    7. 7. What do we mean by brand?Branding “A brand is the value, the emotion, the and connection a consumer has with anyWellness organization, product or service.” Chris Bevolo A Marketer’s Guide to Brand Strategy “A brand is a person’s gut feeling about a product, service or company.” Marty Neumeier The Brand Gap
    8. 8. Why wellness?Branding • it’s the right thing to do and • it typically mirrors statedWellness mission/vision • nearly every provider can speak to wellness offerings/content • wellness-based marketing calms critics • it’s relevant!!!!
    9. 9. Branding andWellness
    10. 10. Joe Public Doesn’t Care About Your Hospital!Branding andWellness
    11. 11. It’s relevant!!!Branding • Joe Public Doesn’t Care About Your Hospital and • Minority of people are actuallyWellness 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
    12. 12. For Joe Public, relevance is the difference between...Branding and Healing vs. healthWellness Outbound vs. inbound Look at us! vs. Look at you! Joint Replacement vs. Joint Pain
    13. 13. The challenges with wellness • not typically a strategic priorityBranding • long-term investment in brand (not short term driver of volumes) and • “Where’s the money?”Wellness • Everyone can do it - can be hard to differentiate - may lead to dilution (“We care” anybody?) Go out there rst, go out there strong!
    14. 14. Deliver on brand promise Goals of Promote physicians/ FitFor50 specialists as subject mattercampaign experts Engage men/women ~ age 50 in preventative health Provide awareness of breadth of hospital wellness services
    15. 15. Goals of Primary communication FitFor50 through website:campaign www.FitFor50.org Other engagement: • Blogs, Twitter, Facebook • Radio, TV, outdoor • Events, in-hospital promotion
    16. 16. FitFor50 Website
    17. 17. FitFor50 Website
    18. 18. Online playbook
    19. 19. Online playbook
    20. 20. Links to Make an inova.org AppointmentDaily tips
    21. 21. Email and blog posts tied to seasonal theme“12 Days of Fitness” (Dec 2010)
    22. 22. Integrated playbook with tipsFitForWinter Actionable check-lists (Feb 2011)
    23. 23. 7,200 registrantsFitFor50 550 Facebook followers results 6,500 updated CRM records 2,250 new CRM records Drove 325 participants to enroll in 8K tness run
    24. 24. FitFor50 results
    25. 25. FitFor50 results
    26. 26. FitFor50 results
    27. 27. Correlation vs. causation - - Nov - Dec, 2010Utilization
    28. 28. Integrate with other wellness Future programs state of Increase participation ofFitFor50? physicians Continue to enhance online experience Expand program/frequency Nail down that direct ROI!!!!
    29. 29. Contact us: chris.boyer@inova.comQ&A chris@thinkinterval.com Follow us: @ChrisBoyer @IntervalChris Learn more: www.thinkinterval.com Subscribe to hcmktg e-newsletter Download “Arrogant Healthcare Marketing Bastards” podcast Blog: www.chrisbevolo.com

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