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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. ...

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 Presentation Transcript

  • 1. Building Your Brand With Wellness Chris Boyer Inova Health System Chris Bevolo Interval
  • 2. Today’s Introductionssession Overview of branding and wellness FitFor50 Campaign Overview Campaign Results Q&A
  • 3. Chris BoyerDirector, Digital MarketingInova Health SystemAdvisory Board Member,Mayo Clinic Center for Health CareSocial Media@chrisboyer
  • 4. Chris BevoloPresidentInterval, Inc.www.thinkinterval.comchris@thinkinterval.com@IntervalChris
  • 5. The Wellness WhirlwindBranding BEYOND THE BOTTOM LINE: and IDEAS FOR THE FUTURE OF PUBLIC INVESTMENT IN MINNESOTAWellness March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
  • 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. 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. 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. Branding andWellness
  • 10. Joe Public Doesn’t Care About Your Hospital!Branding andWellness
  • 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. 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. 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. 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. Goals of Primary communication FitFor50 through website:campaign www.FitFor50.org Other engagement: • Blogs, Twitter, Facebook • Radio, TV, outdoor • Events, in-hospital promotion
  • 16. FitFor50 Website
  • 17. FitFor50 Website
  • 18. Online playbook
  • 19. Online playbook
  • 20. Links to Make an inova.org AppointmentDaily tips
  • 21. Email and blog posts tied to seasonal theme“12 Days of Fitness” (Dec 2010)
  • 22. Integrated playbook with tipsFitForWinter Actionable check-lists (Feb 2011)
  • 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. FitFor50 results
  • 25. FitFor50 results
  • 26. FitFor50 results
  • 27. Correlation vs. causation - - Nov - Dec, 2010Utilization
  • 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. 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