Consumer Engagement through Echo-Branding Presented by: Dan Dunlop, Jennings Brooke Tyson Hynes, Tufts Medical Center April 8, 2008

Getting Beyond Jargon Hive Marketing Buzz Marketing Tsunami Marketing Consumer Anthropology Ethnographic Research

Hive Marketing

Buzz Marketing

Tsunami Marketing

Consumer Anthropology

Ethnographic Research

Echo-Branding Identification - Aligning our personal values with those of other organizations, brands, etc. Echo-branding leads to “identification” - the fusion of self and brand, thereby addressing one’s existential need for meaning and belonging. This is the same reason employees perform better for organizations where they share a sense of purpose and a vision.

Identification - Aligning our personal values with those of other organizations, brands, etc.

Echo-branding leads to “identification” - the fusion of self and brand, thereby addressing one’s existential need for meaning and belonging.

This is the same reason employees perform better for organizations where they share a sense of purpose and a vision.

Echo-Branding It is not about your organization You matter most in the ways you are relevant to the consumer Identify needs and values of your target audience Make your marketing reflective Everything is about “context” Messaging Media strategy

It is not about your organization

You matter most in the ways you are relevant to the consumer

Identify needs and values of your target audience

Make your marketing reflective

Everything is about “context”

Messaging

Media strategy

Why Echo-Branding? Think of your life… Fast-paced, disconnected Where do we find connections today? Starbucks Krispy Kreme Doughnuts Toyota Prius Our brand affiliations help us with self-branding

Think of your life…

Fast-paced, disconnected

Where do we find connections today?

Starbucks

Krispy Kreme Doughnuts

Toyota Prius

Our brand affiliations help us with self-branding

More Examples Burt’s Bees Aveda Subaru Others?

Burt’s Bees

Aveda

Subaru

Others?

What are these Values? “ The space where goods and emotions intersect.” Self-actualization Questing: Leisure, exploration and adventure Self-worth: Taking care of me Reward: Indulgence (I deserve…) Renewal: Spa, bath Connecting: Family Convenience (time) Environmental/Sustainability

“ The space where goods and emotions intersect.”

Self-actualization

Questing: Leisure, exploration and adventure

Self-worth: Taking care of me

Reward: Indulgence (I deserve…)

Renewal: Spa, bath

Connecting: Family

Convenience (time)

Environmental/Sustainability

Some Good Reading

Tufts Pediatric Specialty Campaign Launching suburban specialty centers Boston Metro - Expensive media market Players: Mass General, Beth Israel Deaconess, Brigham and Women's Competing with Boston Children's Brand confusion: Tufts-New England Medical Center and Floating Hospital for Children

Launching suburban specialty centers

Boston Metro - Expensive media market

Players: Mass General, Beth Israel Deaconess, Brigham and Women's

Competing with Boston Children's

Brand confusion: Tufts-New England Medical Center and Floating Hospital for Children

Tufts Pediatric Specialty Campaign Floating Hospital for Children

Floating Hospital for Children

Tufts Pediatric Specialty Campaign Floating Hospital for Children 1894 - Floating hospital ship in Boston Harbor 1919 - Similac developed 1940 - Children’s playroom 1963 - Family Participation Unit established Loyalty of internal brand constituents Loyalty with physicians trained there Confusion outside of Tufts Challenge with relevance

Floating Hospital for Children

1894 - Floating hospital ship in Boston Harbor

1919 - Similac developed

1940 - Children’s playroom

1963 - Family Participation Unit established

Loyalty of internal brand constituents

Loyalty with physicians trained there

Confusion outside of Tufts

Challenge with relevance

Our Target Audience

Our Target Audience Suburban Boston mom & referring Physicians What is her life like? Daily routine? What are the things she values most? What does she need more of? How can we help her? How can we connect with her?

Suburban Boston mom & referring Physicians

What is her life like?

Daily routine?

What are the things she values most?

What does she need more of?

How can we help her?

How can we connect with her?

Developing the Campaign: Campaign Concepts

Developing the Campaign: Campaign Concepts

Developing the Campaign: Campaign Concepts

Developing the Campaign: Campaign Concepts

Developing the Campaign: Campaign Concepts

Consumer Research

Activity Book Concept

Developing the Campaign

Developing the Campaign

Developing the Campaign

Message Dissemination It’s not just what you say, or how you say it; it’s also where you say it Media that fits the context of our target’s life Cinema screen Transit - Light rail and bus Direct mail Parenting magazines Community radio Community newspapers Web banners

It’s not just what you say, or how you say it; it’s also where you say it

Media that fits the context of our target’s life

Cinema screen

Transit - Light rail and bus

Direct mail

Parenting magazines

Community radio

Community newspapers

Web banners

Launching the Campaign Secure buy-in along the way; creative brief Consumer testing of concepts on the street Inclusive development process Testing levels of brand awareness for “Tufts” and “Floating Hospital for Children” in suburbs Bring internal audiences along throughout Supply sources of validation

Secure buy-in along the way; creative brief

Consumer testing of concepts on the street

Inclusive development process

Testing levels of brand awareness for “Tufts” and “Floating Hospital for Children” in suburbs

Bring internal audiences along throughout

Supply sources of validation

Print Ads

Radio

Transit Advertising

Transit Advertising

Transit Advertising

Bus Signage

Cinema Ads

Cinema Ads

Cinema Ads

Cinema Ads

Appointment & Rolodex Cards

Physician Fact Sheets

Physician Open House Invitation

Physician & Practice Insert Cards

Web Banners

Landing Page

Direct Mail Postcard

Direct Mail Postcard

Direct Mail Postcard

Results “ Our phones are crazy with people calling as a result of the newspaper ads and the mailing,” LGH/NEMC Program Coordinator in a September 6, 2007 email. Chelmsford Campus - 1,800 patients in year one; at capacity for MDs Vastly improved payer mix

“ Our phones are crazy with people calling as a result of the newspaper ads and the mailing,” LGH/NEMC Program Coordinator in a September 6, 2007 email.

Chelmsford Campus - 1,800 patients in year one; at capacity for MDs

Vastly improved payer mix

Validation & Value-Added

Validation & Value-Added

UNC Heart Campaign Echo-branding Boomers/Affluentials - seeking self-actualization Questing Travel Reward and renewal Second careers Reconnecting with family

Echo-branding

Boomers/Affluentials - seeking self-actualization

Questing

Travel

Reward and renewal

Second careers

Reconnecting with family

UNC Heart Campaign

UNC Heart Campaign: Internal Rollout

UNC Heart Campaign: Internal Rollout

UNC Heart Campaign

UNC Heart Campaign

UNC Heart Campaign

UNC Heart Campaign

UNC Heart Campaign Results: Increased payer mix from 12% to 25% Web traffic increased 1400% 3000 patient visits per month

Results:

Increased payer mix from 12% to 25%

Web traffic increased 1400%

3000 patient visits per month

Contact Information Dan Dunlop, President, Jennings [email_address] Blog: http://healthcaremarketing.ning.com/ Brooke Tyson Hynes, VP, Tufts Medical Center [email_address]

Dan Dunlop, President, Jennings

[email_address]

Blog:

http://healthcaremarketing.ning.com/

Brooke Tyson Hynes, VP, Tufts Medical Center

[email_address]