1. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Marketing and Branding
Pamela Maas
Chief Business Development and
Marketing Officer
2. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
• What is marketing- define marketing.
• Branding – discuss the value of brand positioning.
• “We need an ad” - Understand why defining corporate
market strategy is a must. Marketing is not just an ad.
• Unplugging digital marketing – review how digital channels
are changing how we market and engage consumers.
Topics for Today
4. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Marketing is the process of communicating the
value of a product or service to customers, for
the purpose of selling that product or service.
What is Marketing?
5. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Build awareness of an organization and its services
Top of mind
Positive image
Differentiate
Increase dialogue between organization and its customers
Communication
Benefits and value
Relationships
Experience
Successful marketing will . . .
6. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Invite new customers to try the organization
Top-of-mind
Information
Experience
Generate loyalty to the organization
Brand promise
Growth goals
Advocacy, word-of-mouth and philanthropy
Successful marketing will . . .
13. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Benefits of a Strong Brand
• Influence consumer choice
• Attract and retain the best talent
• Create contracting and partnering leverage
• Shape referral patterns
• Build customer loyalty
• Better weather the economic and cycles
• Better manage competitive encroachment
15. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
B I N G O
peach
steak
melon jelly
carrot
16. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Source: Interbrand; Rank is based on how much the brand is likely to earn for the company in the future based on
financial strength, importance of driving consumer selection, and likelihood of ongoing branded revenue.
Most Valuable US Brands
17. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
What is positioning?
• Strategic decision to shape what the marketplace
thinks of the organization
• Comfortable, yet stretching statement of self-
identity
• Combination of historical perception, current
perception, and future (desired) perception
• Decision that leads to a unique advantage in the
marketplace
18. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
http://www.youtube.com/watch?v=nmwXdGm89Tk
19. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Gundersen’s Brand Positioning
• Definitions
– Brand promise: Articulates what people can expect to experience each and
every time they visit or contact any Gundersen location.
– Brand expression or tagline is the public version of the promise. It should give
the audience an emotional connection to the brand by communicating the
brand experience they can expect in a way that is relevant.
• Gundersen Health System “Brand” should:
– Evoke emotional connection with the staff and people and the communities
that we serve
– Reflect strength of system (work for all parts - hospital, clinics, nursing homes,
ENVISION, national products, affiliates - and feel “bigger” than a community
hospital)
– Reflect quality /service
– Reflect excellence in all we do
– Reflect patient-centric focus
– Reflect our integrated approach to care for the communities and populations
we serve
29. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
“The more consistent the brand is across all
customer touch points and over time, the
more the brand will have made a firm
impression.”
(Source: Brand Consistency: The Value Multiplier, Inner Workings)
30. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Branding = Brand Promise = Customer
Interactions at all Touch points
31. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
By keeping the brand identity consistent and
readily recognizable, an organization is able
to extend the halo of brand expertise,
quality and service across the entire
enterprise. Hence, strengthening our brand
equity.
32. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
DIGITAL IS
CHANGING THE WAY WE
MARKET AND ENGAGE
36. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Digital is Changing the Way We Engage
• Web
• Social Media
• Mobile Marketing
• Search engine marketing
• Search engine optimization
• Display advertising
• Content Marketing
• Mobile and patient portals
• Health Apps
• Viral or Buzz Marketing
38. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Digitalitis - that nagging, uncomfortable, and
sickly feeling that you're not fully embracing
the role of digital marketing and it's causing
bloating to your marketing budget and
efforts.
Source: SpringBoard Brand & Creative Strategy
40. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Marketing, Engaging and
Communicating is a 24/7 proposition
40 Source: MRI Doublebase, 2013
41. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Better Health Through Mobile
Source: “15 Mobile Apps For Better Health”, Information Week Healthcare, informationweek/healthcare.com
Pocket CPR/First AidiManage Migraine
Baby BumpMyFitnessPal
Glucose Tracker
Family Drug Guide
Period Calendar Deluxe
43. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Better Health Through Mobile
Health4Me
Check claims and account
balances
Locate nearby urgent care
facilities and ERs
Access an experienced registered
nurse 24 hours per day/seven
days per week for advice
regarding any kind of medical
question
And more . . .
44. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Mobile Health as Part of Treatment
• Mobile Apps
• Reducing the cost of care
• Improving the health of
populations
• Providing the right care at
the right place
• Changing the way we care
for patients
• Changing the way patients
seek care
The future of medicine…
Rock Center: Doctor says he
prescribes more apps than
medications
Eric Topol
• Cardiologist and Chief Academic
Officer, Scripps Health
• Professor of Genomics, Scripps
Research Institute in San Diego
• Author of "The Creative
Destruction of Medicine
46. Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.
Digital Integration
Digital platforms are revolutionizing business
processes everywhere and at multiple touch points.
• Reach and engage consumers through social
communities and groups
• Acquire and retain customers through relevant digital
channels
• Monitor on-line customer sharing and feedback
• Improve patient and physician/provider relationships
• Support patient with digital care management tools
• Promote better health and self management
• Build brand equity through digital channels
Marketing as a digital change agent
