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Planning, Hustle and the Path to Success: A Process to Capture the Attention of Your Customers & Drive ROI
- 1. @momoorman #PRNews A Process to Capture the Attention of Your Customers & Drive ROI Mo Moorman Director, Public Relations & Social Media Aurora Health Care Jan. 19, 2017 A 2017 PR News webinar Planning, Hustle and the Path to Success
- 2. @momoorman #PRNews agenda • Background • Path to Success • Example • Summary
- 3. @momoorman #PRNews background Aurora Health Care • Not-for-profit integrated health care system • Largest health care system in Wisconsin • More than 1.2 million unique patients • 8.8 million patient encounters • 30 counties, 90 communities • 32,000 caregivers - including 1,800 employed physicians • 15 hospitals, 150+ clinics, 70 pharmacies • $4.9 billion in annual revenue (2015) Aurora St. Luke’s Medical Center, Milwaukee, Wis.
- 4. @momoorman #PRNews path to success
- 5. @momoorman #PRNews path to success Align with marketing and communications partners
- 6. @momoorman #PRNews path to success Define issue / challenge / opportunity Align with marketing and communications partners
- 7. @momoorman #PRNews path to success Define issue / challenge / opportunity Select primary and secondary targets Align with marketing and communications partners
- 8. @momoorman #PRNews path to success Define success Define issue / challenge / opportunity Select primary and secondary targets Align with marketing and communications partners
- 9. @momoorman #PRNews path to success Define success Define issue / challenge / opportunity Select primary and secondary targets Align with marketing and communications partners Determine ideal CTAs
- 10. @momoorman #PRNews path to success Define success Define issue / challenge / opportunity Select primary and secondary targets Align with marketing and communications partners Determine ideal CTAs Set measurable goals
- 11. @momoorman #PRNews path to success Define success Define issue / challenge / opportunity Select primary and secondary targets Align with marketing and communications partners Determine ideal CTAs Set measurable goals Establish strategies and messages
- 12. @momoorman #PRNews path to success Define success Define issue / challenge / opportunity Select primary and secondary targets Align with marketing and communications partners Determine ideal CTAs Set measurable goals Establish strategies and messages Identify key stakeholders
- 13. @momoorman #PRNews path to success Define success Define issue / challenge / opportunity Select primary and secondary targets Align with marketing and communications partners Determine ideal CTAs Set measurable goals Establish strategies and messages Identify key stakeholders Identify strongest stories
- 14. @momoorman #PRNews path to success Define success Define issue / challenge / opportunity Select primary and secondary targets Align with marketing and communications partners Determine ideal CTAs Set measurable goals Establish strategies and messages Identify key stakeholders Identify strongest stories Generate & share compelling, original content
- 15. @momoorman #PRNews path to success Define success Define issue / challenge / opportunity Select primary and secondary targets Align with marketing and communications partners Determine ideal CTAs Set measurable goals Establish strategies and messages Identify key stakeholders Identify strongest stories Generate & share compelling, original content Be creative, ambitious and responsive (hustle)
- 16. @momoorman #PRNews path to success Define success Define issue / challenge / opportunity Select primary and secondary targets Align with marketing and communications partners Determine ideal CTAs Set measurable goals Establish strategies and messages Identify key stakeholders Identify strongest stories Generate & share compelling, original content Be creative, ambitious and responsive (hustle) Merchandise and celebrate successes
- 17. @momoorman #PRNews example The Challenge Promote heart & vascular program at Aurora St Luke’s to maintain market leader position as new competitor enters market and existing competitor partners with nationally-respected heart program The Strategy Demonstrate variety of procedures and services available at St. Luke’s; Focus on TAVR procedure as point of differentiation Learn more about TAVR procedures: www.Aurora.org/TAVR
- 18. @momoorman #PRNews example Earned Media • Wire release (PR Newswire) announcing 1,000th TAVR • Trade / Industry pitching • Cath Lab Digest • InvasiveCardiology.com • Local / Regional Consumer pitching • Interviews with cardiothoracic surgeons explaining procedure (TV, radio, papers, magazines) • Interviews with Milwaukee business media about Luke’s as a global heart care and TAVR training destination • Different angles: • Local ABC affiliate covered how we use social media—esp FB live—to promote our TAVR program • Holocaust survivor got TAVR – great angle • 103-y-o woman got TAVR, now living “an interesting life” – great angle
- 19. @momoorman #PRNews example Social Media • Facebook Live video of TAVR surgery LINK • Promoted video targeting older consumers as well as general public (demonstration of thought leadership / cutting edge care) • Two Blog articles written by leading cardiovascular/cardiothoracic surgeon • Numerous promoted Facebook, Twitter, LinkedIn posts Events / Original Content • Hosted hospital event celebrating 1,000th TAVR procedure • Invited Physicians, administrators, caregivers, patients, media • Captured images & video with smartphone, edited using iMovie, distributed video same day via Facebook
- 20. @momoorman #PRNews recap: path to success Define success Define issue / challenge / opportunity Select primary and secondary targets Align with marketing and communications partners Determine ideal CTAs Set measurable goals Establish strategies and messages Identify key stakeholders Identify strongest stories Generate & share compelling, original content Be creative, ambitious and responsive (hustle) Merchandise and celebrate successes
Editor's Notes
- Size of PR and Social Media Teams
- Most programs or campaigns that are unsuccessful are so due to poor planning. I want to take you on the path to success today, to walk you through steps that are critical to ensuring a good outcome. This isn’t exhaustive but it hits on the crucial parts of the planning process.
- Eliminate redundancies Make messaging consistent Share knowledge and assets Establish timing / build an integrated, multi-function communication plan Earned media (industry, consumer) Paid media (in all forms) Social media (Facebook, Twitter, etc.) Owned media (website, blog, intranet)
- Do this with your marketing partners – be specific Consider all angles There may well be a competitive element here Research should be reviewed here This might be a great place to look at a SWOT
- Any more targets and it’s too hard/watered down Consider demographic and psychographic components Be sure these are the same targets others are planning to hit, also (paid media, email campaigns, etc.)
- Perhaps one of the key components and one that can be overlooked Again, do this with your marketing breathren and share it with your stakeholders / clients to ensure everyone’s on the same page Where does the buck stop? How does the head stakeholder define success with this launch? This will define how you bring your product or service to market
- Likely part of your success definition, though there may be steps along the way you want your audience to do to get there. Not always is there a “click here to purchase” option with product and service launches. Often we want the target to visit a webpage? Click to call? Make an appointment? Knowing the desired outcome/actions of your consumer should dictate your launch’s objectives and strategies
- setting measurable objectives creates accountability and aligns with your success definition and CTAs
- How will you meet your goals? What are the key messages to convey to meet your goals? What must consumers understand? What’s most compelling? Hopefully some testing has happened in advance of this Ensure message consistency across other mar com functions
- Who can help you get there? Internally it could be business partners with unique insights you can leverage. Externally it could be mommy bloggers or other influencers. These may be people you’ll set up for interviews later. People you want to author blog articles or whitepapers. Get them on board early and get them prepared. Do Media training; mock interviews.
- Be a story teller! Your stakeholders often yield great stories – be a reporter and find the stories yourself, then you can feed them to reporters and use them for your own content Take your key messages and apply them here Often the human element is what’s important: Emotion is key!
- It’s gotta be worthwhile / relevant Be timely Be clever Use various mediums (video, written form: long and short, photos) Create MORE content than you thin kyou need
- Hustle. Hustle. Hustle. Act like this is your ONLY job. How would you do this if your life depended on it?
- Share successes and celebrate them (and recognize & learn from mistakes). Use these insights to inform future strategies.
- TAVR, which does not require a patient’s chest cavity to be opened, is a surgical option for people with aortic valve stenosis who are not good candidates for open heart surgery due to age or other medical conditions. During the TAVR procedure, the surgeon inserts a catheter through an artery in the groin or chest and guides it to the patient’s aortic valve. The tip of the catheter holds a replacement aortic valve that is expanded by a balloon once it is in place. Since it is less invasive than open heart surgery, patients spend fewer days in the hospital. Aurora was the first hospital in Wisconsin to offer TAVR, and no other health system in the country has a team that has performed as many TAVR procedures together. The team at Aurora St. Luke’s performs 8-to-10 TAVR procedures a week on patients ranging from 44 to 100 with a 100% success rate. Physicians from around the globe have journeyed to Milwaukee to learn the procedure from the Aurora St. Luke’s TAVR team.
- My example focuses on my bailiwick and more of what most people calling in are interested in and responsible for: PR, social media and experiential marketing/events Spread the love around (to multiple reporters and outlets) Constantly sharing stories about cardiac program with press pays off when big newspaper covers competitor’s new partnership with national heart care system, and in same article names Luke’s as “a cardiac powerhouse” All due to great relationships with medical group Must be present and curious and hustle Establish meaningful relationships Be exceptionally responsive to internal stakeholders and to news media Think like a reporter—help them do their jobs Pays off when local magazine runs “Best Doctors” issue and editor calls to ask to interview one of your cardiothoracic surgeons by name b/c she’s seen his news coverage and knows his reputation