Healthy Living Partners - Case Study: Casey Health Institute
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Healthy Living Partners - Case Study: Casey Health Institute

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Healthy Living Partners, a healthcare marketing services firm, works intimately with Casey Health Institute, a new model of integrative primary care that transforms the ...

Healthy Living Partners, a healthcare marketing services firm, works intimately with Casey Health Institute, a new model of integrative primary care that transforms the
patient/provider relationship in the context of a non-profit, community-based health center. Central to the Institute's mission, Casey’s physicians, nurse practitioners, integrative health practitioners, and allied health professionals function as a highly organized team whose focus is always centered on the patient.

Healthy Living Partners began work with Casey Health Institute in November 2012.

The Institute opened to the public in May 2013.

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    Healthy Living Partners - Case Study: Casey Health Institute Healthy Living Partners - Case Study: Casey Health Institute Presentation Transcript

    • A Case Study in Patient Centered Marketing Communications P R E S E N T E D BY partners
    • Integrative Primary Care | Wellness Center Casey Health Institute is a new model of integrative primary care that transforms the patient/provider relationship in the context of a non-profit, community-based health center. Central to their mission, Casey’s physicians, nurse practitioners, integrative health practitioners, and allied health professionals function as a highly organized team whose focus is always centered on the patient. Healthy Living Partners began work with Casey Health Institute in November 2012. The Institute opened to the public in May 2013. H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4
    • DEFINING THE CASEY MESSAGE We started with an empty building and a white board filled with arrows, intentions, expectations, and dreams. As we embarked on our mission to create a memorable healthcare brand, we sought to define and articulate a highly differentiated and unique service offering, built upon the beliefs of the co-founders and the committed practitioners who make up Casey Health and their relationship with patients. H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4 ▼ “Manifesto” outlining the role of Casey Health Institute in the community.
    • ▼ Website: people-oriented with the patient as “partner.” EXECUTING THE CASEY MESSAGE Historically, healthcare communications have been constructed around the hardware of healthcare — practitioners’ credentials and expertise, a facility, a new technically advanced apparatus, or the very specific details of the service offering. Seldom has the message been built that speaks to the relevant and clear understanding of the benefits of that experience for the patient. In this age of new patient empowerment, patients are expecting that their voices be heard, and astute healthcare practices are heeding that call to define their value around the relevant benefits of the experience. We call this “patient-centered communications.” Video: an intimate experience reinforcing the personal care relationship. ▼ H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4
    • ▼ Advertising creative: local print and outdoor executions. PATIENT RECRUITMENT Healthy Living Partners guided Casey Health to utilize its best assets, leveraging a highly different position in the local market with a integrated marketing campaign that included an “invitation to engage.” I am more than my aching back. You are more than your symptoms, your diagnosis. Partner with an integrative primary care physician who sees you for who you really are — not as just another aching back. You know there’s a better way. So do we. Centrally located in Montgomery County 301.664.6464 www.CaseyHealth.org Landing page on Caseyhealth.org. ▼ H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4 casey health institute
    • ▼ Grand Opening event. COMMUNITY INVOLVEMENT Building engaging, relevant experiences for all stakeholders creates opportunity for expressing preference. When people are provided with occasions to be involved with high-touch moments perceived as personally relevant, commitment increases and word-of-mouth referrals grow. Healthy Living Partners provides the tools and resources to effectively plan and implement a distinctive brand experience in the community. YOU ARE INVITED GRAND OPENING CELEBRATION Integrative Primary Care | Wellness Center SATURDAY, OCTOBER 5th, 9am – 4pm Experience what it’s like to place yourself at the center of your healthcare. n n n n Meet primary care physicians Informative, engaging programs Free classes & workshops Door prizes & Grand raffle For a detailed program and schedule of events, click here. 800 S. Frederick Avenue, Gaithersburg, MD 20877 n 301.355.2023 R 127 G 186 B 0 R 127 G 186 B 0 R 63 G 73 B 38 R 117 G 129 B 191 R 3 G 35 B 102 R 251 G 187 B 143 Lt Green Dk Green Periwinkle Dk Blue Peach Direct mail postcard: announcement of grand opening. ▼ H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4 Montgomery County’s new state-of-the-art Integrative Primary Care & Wellness Center R 63 G 73 B 38 R 117 G 129 B 191 R 3 G 35 B 102 R 251 G 187 B 143 Lt Green ▼ 9:30 am, October 4: Ribbon Cutting, Tour & Reception 9 am-4 pm, October 5: Public Open House with Free Workshops and Demonstrations Dk Green Periwinkle Dk Blue Peach Interactive online banner.
    • PUT TING EXPERIENCE TO WORK 24/7 ▼ One of the core strategies for Casey Health has been to create Videos: 1-on-1 instruction for use across platforms. and deploy expert content that engages patients, conveys the ethos of the Institute, profiles practitioners in the community, and extends the relevance of the Casey Health experience far beyond the limits of the four walls of the Institute. We’ve deployed content across multiple platforms including TV interviews, social media, email newsletters, speaking engagements and the Institute’s website. Social media: participation in community conversations. ▼ Local TV: Practitioners profiled on a variety of topics. ▼ ▼ H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4 Blog entry: content that engages and educates.
    • NEW OPPORTUNITIES FOR REVENUE CREATION Keeping people healthy is a foundational principle for Casey Health. Providing paid integrative therapies, educational workshops, and classes in yoga and other activities that are open to the public, and thus outside the medical services of the clinic, meant establishing a unique healthcare model. A distinct Wellness Center was established for this purpose. The challenge was to make clear the connection – and business potential -- at H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4 between a retail wellness service open to the public and a primary care clinic that serves patients.
    • Promotional insert used to “cross-sell”. ▼ Naturopathy & Healthy Eating NEW OPPORTUNITIES FOR REVENUE CREATION Healthy Living Partners developed a full calendar of promotions and special offers to drive Naturopathy uses the healing power of nature itself to encourage your body’s inherent ability to maintain and restore its own health. One key element in this approach is nutrition — because you really are what you eat. awareness, interest, and ultimately service purchases. Naturopathy is perfectly suited to address those issues that don’t seem to come from an illness or disease. Chronic digestive issues, such as acid reflux for example, can easily be fixed by changes to the diet. Seeking Calm inaCrazyworld? Naturopathy is heavily focused on getting down to and understanding root causes in order to solve issues. It is also focused on preventing issues from ever occurring. For example, consistently eating healthy, natural ingredients is probably the single most important thing we can do to prevent illness and disease from ever starting. 800 S. Frederick Avenue Gaithersburg, MD 20877 Integrative Primary Care | Wellness Center at nOw Open Oasis MontgomeryCounty a healthy in the heart Of Give yourself permission to breathe. We offer classes ranging from Yoga to Zumba and Pilates. And then there are our mind-body therapies including meditation, mindfulness, massage, Reiki, acupuncture, and healthy lifestyle coaching. Choose what works for you — because it’s all about fulfilling your unique, personal balance of optimal health and wellness, guided by our caring, supportive team of instructors and advisors. Register someone special today for one of our Living Healthier in 2014 programs. Yoga & Movement – we were meant to move, and our yoga and fitness packages will help start that process to tone, condition, and relax the body. Led by caring, certified instructors in our new studios, our classes are conveniently scheduled throughout the week. 15%OFF when purchased before 12.31.13 Yoga, meditation, healing cleanse and massage also available. Go to www.CaseyHealth.org/NewYear or call 301.355.2030. Gift certificates available. We are a 501(c )3 public not-for-profit organization dedicated to helping people lead healthier lives. Give THE Gift Health OF Come see for yourself. Give someone you care about the perfect start to living healthier in the coming new year. We’re conveniently located at 800 S. Frederick Avenue in Gaithersburg near I-370 and I-270. Or call 301-355-2030. Centrally located and open to the public, The Wellness Center at Casey Health Institute offers a wide range of wellness programming in our state-of-the-art facility - all designed to bolster one’s health through services including yoga and other movement classes, therapeutic massage, health coaching and more. Caseyhealth.org/wellness ClaSSeS | wOrkShOpS | eventS We are a 501(c )3 public not-for-profit organization. Advertising Creative: communicating the unique position and role. ▼ ▼ H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4 SPECIAL OFFER, see back for details Direct mail: Holiday offers
    • HEALTHY LIVING PARTNERS Healthcare is personal. It is also increasingly patient-centered. Healthcare and wellness service practitioners need a marketing agency that understands and embraces these principles as a basis for relating to patients – current and future. Healthy Living Partners is that agency. Based in the Washington, D.C. area, Healthy Living Partners (HLP) is an integrated marketing services firm organized to optimize patient creation and retention. Our expertise comes from more than a decade in health promotion where the “customer” is the central focus. HLP is positioned to help practitioners grow in response to changing, patient-centered expectations and to the changing models of care that are being created to meet those expectations. We harness the talents and experience of our staff with a multi-discipline approach to establish and grow your healthcare brand, and to best position your practice for success. Our capabilities include: n Strategic positioning and development n Copy writing and visual story-telling n Design-led brand development n Community outreach n Marketing campaign development n Social media n Publicity and promotion n Website design and programming n Content strategy, creation and management n Local advertising development and placement Want to learn more? Then please call or email us, and we’d be delighted to share with you how we’ve done it for Casey Health Institute and others. H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4
    • H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4 partners