Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (15)
Similar to MD Anderson Cancer Center "Brand Journey" AMA Houston Lunch June 2011
Similar to MD Anderson Cancer Center "Brand Journey" AMA Houston Lunch June 2011 (20)
Recently uploaded
Recently uploaded (20)
MD Anderson Cancer Center "Brand Journey" AMA Houston Lunch June 2011
- 1. Alicia Jansen, AVP Marketing June 8, 2011 How the RED line influenced us all: MDAnderson s Brand Journey
- 2. The Monigle Associates / Millward Brown Team 2 Red Line Journey 1996 - first introduced in Advertising after Texas Legislature allowed MDAnderson the right to accept self referrals from patients directly - Making Cancer History tag line was developed - Patient started crossing out their cancer in advertising 2000- other groups, such as Development and Public Affairs, used testimonials and the red line through the patient's cancer 2004 - the strike through of the word Cancer was trademarked and was used to convey the tagline in many deliverables 2010- updated logo incorporates the red line strike through and was trademarked, other applications included red line.
- 3. We embarked on this journey for all sorts of reasons • Multiple brand messages • Schizophrenia on a number of fronts • Low national awareness • No differentiation in the marketplace • Visual brand stew and little brand compliance • Fragmentation of brand architecture • Logo was out of date and not usable in different mediums • And much more…
- 4. Five year journey and commitment… How we got here… • Research and assessment • Strategic direction and positioning • Brand architecture • Graphic standards • New visual identity • With first online brand management tool – Brand Central Pre-launch (2005-2010)
- 5. The Monigle Associates / Millward Brown Team 5 How do you convince Management? EDUCATE What is Brand? Define what Brand means and don't let them think it is only the logo or the reputation of your organization Where are your competitors? Understand where your competitors are in the brand journey and highlight where your organization is deficient Where are the pain points? Outline where you have pain points in consistency of message, look/feel, execution, customer experience and brand feedback. Note how this is confusing the customers about who and what you are, thus, driving them to consider your competition. What would you do to fix it? Define a process of how you would understand your brand, how you would strengthen it and how you would manage it - strategically and tactically. Don't forget budget numbers! Who else needs to buy in? Prepare a "dog and pony" presentation
- 6. While brand isn t just all about the logo, it is a core element, and sometimes that element…
- 8. The Monigle Associates / Millward Brown Team 8 If you knew us……. You would recognize our advertising and other deliverables - Use of the tagline Making Cancer History - Red line crossing out Cancer You would think we had clinical expertise - Leading researchers and clinicians - Cutting edge breakthroughs You would consider us when you need the best - didn t understand when that was - realized that many places treated cancer
- 9. The MDAnderson brand is a significant element in each stakeholders' decision making process • Brand drives about a third of the choice decision for three stakeholder groups: – For paAents' decision to seek treatment at MDAnderson – For physicians' decision to refer to MDAnderson, and – For potenAal employees' decision to apply to MDAnderson • It is a crucial influencer of employees' decision to remain at MDAnderson
- 10. 10 Admitted patients prefer MDAnderson for the patient experience it offers • Once paAents are admiKed to MDAnderson, their preference for the insAtuAon derives from the they way they are treated as individuals • Non-‐paAents prefer MDAnderson due to its superiority in delivering superior treatment outcomes MDAnderson – Admitted vs. Non-Patients Top micro-drivers, by order of importance Non-Patients 1 Treats All Cancers Better 2 Recommended by Family & Friends 3 Expertise in Rare/Complicated Cancers 4 Pioneer of Breakthrough Treatments 5 Nationally Renowned Doctors 6 Cutting Edge Technology 7 Team-Approach to Treatment 8 Offers The Best Hope 9 Performs Both Research & Patient Care 10 Highly Recommended by Doctors Admitted Patients 1 Recommended by Family & Friends 2 Treats w/ Respect & Compassion 3 First Treatment Makes a Difference 4 Comfortable Environment 5 Highly Recommended by Doctors 6 Team-Approach to Treatment 7 Among The Best in The Nation 8 Treats Patients Individually 9 Comprehensive Cancer Treatment 10 Excellent Support Staff Patient experience-related drivers Outcomes-related drivers
- 11. BEFORE PICTURES
- 12. The Monigle Associates / Millward Brown Team 12 Internal messages overload
- 13. The Monigle Associates / Millward Brown Team 13 External message overload
- 14. The Monigle Associates / Millward Brown Team 14 The Monigle Associates / Millward Brown Team • On a naAonal basis, paAents know much less about MDAnderson than about its compeAtors – PaAents are less aware of MDAnderson, less familiar with it, and have lower preference for it than key compeAtors. Only 6% unaided awareness and 21% aided awareness. – In contrast, Memorial Sloan-‐KeKering beats all other cancer players in the naAonal compeAAve set • In Texas, the situaAon is different – MDAnderson shows strength in key paAent brand metrics Lack of national awareness
- 16. Brand soup
- 17. Why there s much fuss for us about internal icons…
- 20. AFTER PICTURES
- 21. Brand Promise Attributes Positioning Key Brand Assets Brand Foundation: Organization DNA Rational Emotional Experiential Visual Core Values Strategic Plan HistoryMission Vision • Best • #1 Ranking • Cancer focus • Best cancer doctors • Cancer resources • Research $ • Mission focus • Team approach • Better outcomes • Logo • Colors • The MDA Experience • Skilled compassionate people • Pioneering • Expertise The best possible environment to help you fight cancer. The global leader in cancer. Positioning and key messages
- 24. Better design through compliance After Before
- 25. External Program Icon Architecture • Approved program icons should only be developed by Medical Graphics or Creative Communications. • Graphic element proportions: keep size within the top of the M in MD Anderson and the bottom of the program s name • Graphic element colors must match the brand color palette Allowable space for graphic element 48 pt Minion Pro Regular 27 pt Universe 55 Roman 14 pt Universe 55 Roman Brand Color Palettes PMS 485 PMS 404 Black PrimaryPalette PMS 1525 PMS 7447 PMS 647 SecondaryPalette PMS 575 PMS 7505 PMS 7503 PMS 467 PMS 400 NeutralPalette
- 26. External Program Icons External program icons created since May 2010: 39
- 27. Architecture
- 29. Our expertise and reputation Our foundation The visual expression of our mission and vision Our multidisciplinary approach to cancer Summarizes our mission and vision Logo deconstruction
- 30. What s sometimes interpreted… Lost in translation… What s intended…
- 31. 5 brand elements
- 32. Icons for social and digital media
- 33. New Advertising
- 34. Variable Back Business Cards Other custom templates available Front: name, title, department, telephone, and email address only Back (red or white): • additional information employee needs • contact information for new patient appointments or physician referrals Information and format in this area can be customized to employees needs in online ordering system 12
- 35. Brand Central Use • All about the brand • 133,092 page views • Logo and templates • 35,411 file downloads • Graphic and editorial standards • 24,899 employee logins • Vendor information site • 1,556 vendor logins • Visual Chatter blog • Design and brand trends
- 36. Gift Shop Sales 145% increase over previous year • $320,965 total sales, 5/3/10 – 3/9/11 • Last year $130,812 • 24,677 pieces • Last year 9,701 • 8,000 t-shirt sales • Black #1 color • 85 different products
- 37. Lessons learned
- 38. Lessons Learned…..Form a Brand Core Team Team comprises marketing, communications, design and physician relations • Now empowered to make brand decisions that impact entire institution • Designers have more clout to say no • Assisted with 2,549 digital files • Made 2,419 consultations • Conducted 51 brand presentations across the institution • Developed 166 departmental logos • Created 39 external icons • Institution turns to team for recommendations Next step to structure new advisory committee
- 39. More Lessons Learned – Work Doesn t End at Launch • Brilliant logo design, but practical applications not all considered, resulting in creation of • Additional color logos • Embroidery logo; metal and glass treatments • Campus signage exceptions • Social and digital media applications • Ongoing employee training • Turnover • Don t care until they have to use it • Won t self-navigate site • Consider what happens after launch • Control of Brand Central • Design and upkeep of strategy
- 40. More Lessons Learned – Stand Your Ground, Sometimes • Don t waver on major decisions – logo, icons • People emotionally attached to brand, sub- brands and items (such as business cards, email signature) • Be flexible – there s always something unanticipated • Document, document, document • Create partnership rules of the road • Only master brand can use tagline (in design OR copy) • Be consistent with partnership rules
- 41. • Plan with your business development team • Contract language • Architecture approach • Create – and use – an advisory committee • Keep the powers that be informed – C-suite, board, Regents, faculty, etc. • But don t let them run the show…you re the expert More Lessons Learned – Communicate, Communicate
- 42. Wanna have some fun? Revamp your Brand! Luke, may the force be with you……. Questions? Alicia Jansen amjansen@mdanderson.org