Marketers must woo customers into placing enough trust in your organization to use your products or services, The presentation outlines how to develop your differentiated promise and key messages through the Message Framework. This tried and true approach is used widely by large technology companies but can apply to any industry. This PPT is focused on healthcare.

1. How to Create a Winning Message
Framework
January 2015
Jeanne Chase Tiscareno

2. 2
Set and Follow a Message Framework
Your Goal
To woo each patient
into placing enough trust
in you and your organization
to utilize your services.

3. Use It To Develop Your Positioning
• Clarifies how you
communicate with each
audience
• Provides backdrop for all
communications
• Explains how you stand
amidst competition
• Raises your organization’s
perceived value
“Positioning” – Your
differentiated promise
and how you express it
to customers.
“Only we can bring
you…”

4. Know
yourself.
4
For a Winning Message Framework…
Know what
you want to
say to each
one.
Know your
patients.

5. Explore and Document:
5
Know Yourself
How do you compare
to your competition?
Who are they?
How do they overlap
your market?
What do they do
better or worse than
you do?
Where do you differ in
value, and how
important is that to
customers?
What product or
service do you offer?
What is its niche?
What is its true,
unique value?
What underlying
problem does it solve?
What unmet need
does it address?
Who are you now,
and where are you
headed?
What are your goals?
What obstacles must
you overcome to
reach them?

6. Explore and Document:
6
Know Your Patients
Who decides The Buy?
What is the measure of
influence?
Who impacts their
beliefs?
What aspects of your
value proposition are
important to each one?
E.g., Mother focused on
safety in child birth, an
elder’s offspring
concerned about
coordinated care.
What organizations or
patient profiles do
you serve?
What percentage are
government agencies,
commercial orgs, or
individuals? What
demographic do you
serve?
What are each
audience’s unique
needs and purchase
paths?
What is the profile of
your market
segment?
What are the
demographics or
psychographics?
What are their
biggest challenges?
What are the
changing market
conditions?

7. Explore and Document:
7
Know What You Want To Say
What are your value-
based benefits?
What top three
benefits do you bring
to each market
segment, based on
what is most
important to them?
What emotional and
functional benefits do
you offer?
What is your value
proposition?
In 35 words or less,
what is your
overarching promise to
all customers?
What are your “value
pillars” for each
market?
What one to four
things do you want to
be known for?
Why would
customers choose
you because of these
value characteristics?

8. Value
Proposition
Your 35-word value proposition is the genesis of every message during a campaign. Central
themes emanate from this common ground. You will use it in both internal and external
communications.
Value pillars 1- to 3-word phrase 1- to 3-word phrase 1- to 3-word phrase
Primary
benefit to all
customers
1- to 2-sentence value
statement
1- to 2-sentence value
statement
1- to 2-sentence value
statement
Benefits to
Audience 1
• 2 to 5 support points • 2 to 5 support points • 2 to 5 support points
Benefits to
Audience 2
• 2 to 5 support points • 2 to 5 support points • 2 to 5 support points
Message Framework Template

9. Sample – Health Care
9
Value
Proposition
MedOpt Managed Care Services helps insurers manage costs and improve client outcomes
through technology-driven processes, physician review, and a network of top performing
healthcare professionals.
Value pillars Doctor-Reviewed Experience Stability
Primary
benefit to all
customers
Significant Savings through
early procedure review,
eliminating unnecessary
treatments
First-hand knowledge of how
to improve outcomes
without increasing costs.
Backed by Northwest
Mutual, a company known
for its insurance focus and
financial strength.
Benefits to
Audience 1
• Integrated medical bill
review process, results in
55% savings for clients
nationwide
• (Etc.)
• Fully certified nurses,
doctors, and case managers
• All held to a standard of
performance to ensure the
best possible outcomes for
our clients
• (Etc.)
• Direct access to top-
performing health care
networks, claims experts,
and diagnostics tools to tap
the best resources for our
services
• (Etc.)

10. Keeps departments/
employees on same page
10
More Value from Your Message Framework
Lays foundation for
communications to
new markets
Broadcasts unified
company message to all

11. Need Message Framework Assistance?
Jeanne Chase Tiscareno
Phone: (206)799-2746
Email: jeanne@ChaseLaneConsulting.com
@jeannetiscareno
WWW. CHASELANECONSULTING.COM
Call us!