Suzanne Hendery Branding Case Study for Renown Health.pptx

Brand Case Study:
Suzanne Hendery, MA, APR, Chief Marketing Officer, @healthmktr
Cristal Herrera, MBA, Director, MarComm & Customer Engagement, @cristalwoodley

Meet our CEO, Tony Slonim, MD, DrPH- He Gets It!
• @RenownCEOTonyMD

1. Expense Growth Exceeding Revenue Growth (national trend)
2. Demographic & Economic Growth in Reno
3. New Competition
4. Potential for Partnerships & Collaboration
5. Structure, Operational and Facility Improvements
Burning Platform for Strategic Plan
Renown Health cares for 450,000
people locally and more than 1 million
people regionally.
Only Academic Medical & Trauma
Center for 100,000 sq. miles from Salt
Lake City, UT to Sacramento, CA

Implications for the Brand
• Competitive threat: We must address cost, convenience and experience to not only
make our brand more relevant and responsive, but to preempt expected competition
• Population Health: Our brand value and narrative needs to create the foundation for a
health partnership
• Share of wallet: Our brand value proposition needs to be much broader than hospital
care and address access and emerging retail and care delivery opportunities
• Prioritize partnerships: Our brand narrative needs to establish that partnerships are a
sign of strength and integrity, putting the interests of patients and families first
• Prioritize partnerships: We need to make the brand the strongest it can be to bring
maximum equity and leverage to partnership explorations
Page 6

Growth & Change
Why Now? Integrate Brand
with new Strategic Plan
communications
Understand Brand Opportunities and
Challenges for Renown Health as the
Market Leader
A brand is a combination of functional, intellectual and
emotional characteristics that define a certain image
or personality which, in turn, drives a level of
affinity (usage) and loyalty (retention) among certain
customers.
Nevada healthcare profit
margins attract new
entrants to the market
Partners are also becoming
competitors
in critical business lines
Newcomers to the
market bring new
opportunity to grow
Being the leader has its advantages,
but means always being scrutinized
and chased

Improve Health &
Well-Being, Reduce
Anxiety
Understand, Engage
& Empower
Customers
Tell Relevant,
Simple, Emotional
Stories
Increase
Effectiveness:
Digital & Data
Accountability
Creating Raving Fans of Renown
MARKETING & COMMUNICATIONS STRATEGIC PLAN
Collaborating with partners to create and communicate positive and memorable experiences that lead to life-time loyalty

RFP Process for Brand Partner Prep

Renown Health, National Ad Agency Evaluation Form, 8/3/18. AGENCY: BVK, Name of reviewer: Unanimous!
Agency Background
Does
Not
Apply
At All
Applies
Totally
1. Is behind some undeniable success stories (major brand launches, market share boosts, reputation increases, creativity/effectiveness
results, partnerships)
1 2 3 4 5
2. Has a fair amount of experience in our field of business/sector/category. They are experienced and specialized. 1 2 3 4 5
3. Has full communicational capabilities (digital, web, public relations, crisis communications, community and government relations, donor
relations, public service campaigns) and can serve us beyond conventional marketing.
1 2 3 4 5
4. Getting our account would mean much to this agency. (We would be important to them.) 1 2 3 4 5
People, Chemistry, Goals & Outcomes
5. Representatives of this agency convey enthusiasm, energy and positivity. 1 2 3 4 5
6. They are to the point-they focus on the issues and do not drift to irrelevant things. They asked the right questions on the right topics. 1 2 3 4 5
7. They are strategic, business and data-minded and not creative/artistic just for the sake of it. 1 2 3 4 5
8. We are offered a dedicated team. It is clear who does what, and who would primarily service our account. 1 2 3 4 5
9. They give the overall impression that they understand our brand, our issues and our market. 1 2 3 4 5
10. They give the overall impression that they understand our goals for success, and can meet or exceed goals within a stated time period. 1 2 3 4 5
11. We seem to click. We believe that there will be chemistry and a good working relationship between us. 1 2 3 4 5
Totals
The main reasons we should select them:
The main reasons we should not select them:

The Branding Process & Schedule, Roles
Phase 1: Where are we now?
1. Assemble Brand Team
2. Run “Interim Patient Testimonial-Emotional Campaign” digital, TV, print, billboard
3. Hold Brand Team Meeting #1, Wed. Dec. 5, 2018, 3-5 pm (Research & Strategic Plan implications)
Phase 2- Where do we want to go?
• Brand Team Meeting #2, Wed. Jan. 9, 2019, 3-5 pm (Competitive Audit, Preliminary brand value statements)
• Brand Workshop, Meeting #3, Fri., Feb. 1, 2019 (full day, in person meeting, 8-5 pm)
Phase 3-How do we plan to get there?
Brand Team Meeting #4, Tues., March 5, 2019, 2-4 pm (Testing results: Brand value statement)
Brand Team Meeting #5, Mon. April 1, 2019, 1-3 pm (Creative, Internal and External communications plans)
Phase 4: How do we maintain, monitor and measure success?
Brand measurement , metrics and dashboard
Service line extensions
Roles: Wear Many Hats! “Open Minded” Representative, Historian,
Advocate, Challenger, Builder, Creator, Communicator , Supporter

Interim Testimonial-Emotional Campaign P1, #2

 Renown Health has a 157-year history in serving the health and well-bring of Northern Nevada. In
1862, and amidst the Civil War and the Comstock Lode silver boom in nearby Virginia City, the
community faced a smallpox outbreak. A clinic was formed to quarantine and treat the sick. In 1864
when Nevada became a state, that clinic led to the area’s first hospital.
 In 2006, to move from the “county hospital” designation the name was changed from the Washoe
Health System (and Washoe County Medical Center) to Renown Health. Along with the name changes
to hospitals and entities, new brand identity elements (purple logo type) and signage were instituted,
and a process put in place to align brand “touch points” with the brand name.
 Now, with changing consumer needs and new leadership, Renown desires to revisit its brand strategy
to determine:
o What is the brand promise statement, what is “meaningfully differentiating” for consumers?
o How can the emotional attachment be enhanced and executed effectively across every brand family member (i.e., the
brand experience remains supportive of the brand promise and beneficial to consumers)?
o How do we most effectively attract new patients to “try” our brand?
 The purpose of this research is to determine what position Renown’s current brand holds in the minds
of its customers, and how best to enhance the brand based on current consumer needs and market
dynamics.
Set Purpose
Page 15
P1, #3

Explain Brand Process & Stages P1, #3

Set Goals
 Enhance the brand to address changing industry and market conditions,
organizational intentions and competitive threats
 Build understanding and valuation for the collective scope and scale of
Renown Health to expand on the historical focus on Renown Regional
Medical Center and build a clear market differentiator
 Create the basis for a more emotional, complete brand connection that will
result in greater loyalty and less willingness to try new options, or to leave
the market for care
 Reflect this brand strategy in brand communications (what we say) and
brand activation (what we do and why we do)
Page 17
P1, #3

Explain Research
The first phase – Where are we now?
 Board Briefing and Dialogue (Suzanne and Joel/BVK)
 Brand Health Benchmark Study, review of strategic and business plans (Joel/BVK & Rob Klein)
Primary research – Where do we want to go? – opportunities for (re)positioning the brand,
defending the brand, repositioning competition.
 Focus Groups; Staff (3), Physician (1), and Consumer (4) in different market areas.
Quantitative research study
P1, #3

What Research Said:
 Renown known as biggest/best health system, for breadth of care, quality clinical
care, and high acuity care, trauma and NICU. Renown is also given credit for
taking Medicaid and uninsured patients. Already given credit for
technology/excellence, so positioning them this way simply reinforces what they
already know.
 Health care is complex and bureaucratic. Communication problems at all levels—
between physicians and patients, among providers, among systems, and
between systems and providers. Patients are fed up.
 Health care is expensive, even unaffordable (whether they have insurance
coverage or not)
 Loss of control and depersonalization in healthcare. Feel being taken for granted.
Being locked into inferior or unresponsive care.
Public
Biggest
Best NICU
Best Trauma Center
Best/Only Children’s
Hospital
High acuity care
Heart care
Cancer care
Teaching Hospital
Research
Many specialties
Lots of locations
Renovated hospital
Take Medicaid
Renown
“Health
care is like a
race you’re
always
losing.”
P1, #3

1. Brand Team Meeting #2, Wed. Jan. 9, 2019, 3-5 pm (Competitive Audit, Preliminary brand value statements)
2. Brand Workshop, Meeting #3, Fri., Feb. 1, 2019 (full day, in person meeting, 8-5 pm)
Brand Team Meeting #4, Tues., March 5, 2019, 2-4 pm (Testing results: Brand value statement)
Brand Team Meeting #5, Mon. April 1, 2019, 1-3 pm (Creative, Internal and External communications plans)

Competition– Communications Audit
 Messaging overlap blankets the market with quality as the key lever;
-Renown must expand on the current foundation of ‘the highest quality of care’ to differentiate ahead
of challenger brands
 Preponderance of ‘What’ and ‘How’ messaging that sets the market as a canvas of table stakes;
-Renown has an opportunity of ownable open territory moving beyond the parity of table stakes
 There are no clear values-based positionings in the marketplace;
-Further, Renown may solidify a long-term competitive advantage of a core human value that
answers consumers’ ‘why’
P2, #1

Day-Long Brand Workshop w/ BVK P2, #2

Brand Values Based on Aspirations
 Regional qualities: characteristics in lifestyle and attitudes
 The American Way: Individual freedom, self control and choice
 Personal Health: Respect and participation
 The Cost of Health: Healthcare affordability
 For New Comers: best of where they came from reflected in
Northern Nevada choices
 For Long Timers: resources that will expand and be more
responsive and available with the growing region
Page 23
P2, #2

Brand Value - Behavior & Operations
 Do we have sufficient proof today in support?
 What will be/could be available soon?
 What could be developed over the longer term?
P2, #2

Test-Brand Value #1: Determination P2, #2
This group is inspired by regional growth and aspirations as well as
Renown qualities
Determination: Drive, Leadership, Perseverance, Resilience
Comment: This represents a strong intersection between regional
accomplishments and aspirations and similar qualities at Renown,
particularly our recognized and expanding capabilities in life saving
healthcare services and technologies, and medical education. And as a
means it is progressive, giving us room to unveil new facets as we achieve
them.
And it can be defined positively…

Testing Brand Value #2: Best Self/Limitless
This is inspired by regional and personal aspirations/associations as well as
Renown Health values
Potentiality (achieving your best self): Growth, Possibilities, Limitless,
(Healthy) Change
Comment: This group speaks to a powerful aspiration, and we are the only
current organization with the size, scale and credibility to make a difference
in this dimension. This value is big enough to encompass health
enhancement and population health, and could be the “end” of a means
value like determination
And it too is defined positively…
P2, #1

Engage Marketing & Comm Team Same time

1. Brand Team Meeting #2, Wed. Jan. 9, 2019, 3-5 pm (Competitive Audit, Preliminary brand value statements)
2. Brand Workshop, Meeting #3, Fri., Feb. 1, 2019 (full day, in person meeting, 8-5 pm)
1. Brand Team Meeting #4, Tues., March 5, 2019, 2-4 pm (Testing results: Brand value statement)
2. Brand Team Meeting #5, Mon. April 1, 2019, 1-3 pm (Creative, Internal and External communications plans)

Testing Brand Values & Expressions P3, #1
P3, #1

Testing: All Improvement over Now P3, #1
Fight the Good Fight
Live Fully
Go Do

Testing: Our Renown Family P3, #1
Live Fully
Go Do
51%
44%
59%
53%
67%
51%
67%
54%
39%
54%
48%
60%
46%
59%
56%
42%
57%
51%
61%
47%
58%
Believable
Differentiating
Shares your same values
Shares same values as community
Good reasons to support/live it
Good reasons to talk about it
Good reasons to be proud to work at
Renown
Statement ‘Definitely’ Applies to Brand Promise
Fight the Good Fight Live Fully Go Do

Testing: Good Fight vs. Life Fully P3, #1
Live Fully
Go Do

Testing: Renown by Preferred Position P3, #1
Live Fully
Most preferred promise
Clinical
Position
(A)
Non-clinical
(B)
Interact w/
Patients
(C)
Do not
Interact
(D)
Physician
(E)
Not a
Physician
(F)
Manager
(G)
Not a
Manager
(H)
Fight the Good Fight 36% 40% 35% 42%C 11% 39%E 40% 38%
Live Fully 29 31 28 33C 41 30 31 30
Go Do 23 22 26D 17 37F 22 21 23
None 7 4 6 5 7 5 5 5
Not sure 5 3 5 3 4 4 3 5
Base size 428 484 519 393 27* 885 180 732

Testing: Consumer P3, #1
Live Fully
Most preferred
promise
Female
(A)
Male
(B)
Millennials
(C)
Gen X
(D)
Boomers
(E)
Seniors
(F)
Live Fully 34% 29% 26% 27% 32% 57%CDE
Fight the Good Fight 26 27 34F 27 24 16
Go Do 16 21 19F 17 20F 6
None 10 18A 10 16 12 13
Not sure 14B 5 11 13 12 8
By Gender and Age
Most preferred
promise
Renown
Patients
(A)
Non-
Patients
(B)
Hometown
Health
Member
(C)
Not a
Member
(D)
Live Fully 32% 31% 34% 34%
Fight the Good Fight 26 28 39D 23
Go Do 18 18 10 21
None 11 14 7 14
Not sure 14 9 10 8
By Patients vs. Non, Health Plan vs. Non

Testing: The Winner is… P3, #1
Live Fully

Testing: Employees Choose “Good Fight” P3, #1
Live Fully
51%
44%
59%
53%
67%
51%
67%
54%
39%
54%
48%
60%
46%
59%
56%
42%
57%
51%
61%
47%
58%
Believable
Differentiating
Shares same values as community
Good reasons to support/live it
Good reasons to talk about it
Good reasons to be proud to work at
Renown
Live Fully
Go Do
Persuasion

Testing: Consumers P3, #1
Live Fully
Persuasion
42%
34%
26%
28%
46%
52%
48%
46%
39%
34%
28%
31%
43%
50%
47%
50%
35%
36%
26%
29%
38%
40%
43%
44%
Believable
Differentiating
Learned something new
Curious to learn more
Relevant: Speaks to people like you
Engaging: Brings to mind things care about
Persuasive: Good reasons to consider
Live Fully

Testing: Why Consumers Prefer P3, #1
Live Fully
• “Sounds like they are fighting for you where the others sound more empowering.”
• “Again, Renown is showing what it can do to help me when I need it as well as engage me in my
own healthcare. The others are too attaboy, you can do it.“
• “Because is speaks the loudest and most authentic to me.”
• “Health needs to be addressed and sometimes it is not easy. Fight and do what you need to do to
get well.”
• “I have cancer, and all the services that I have received through Renown confirm this approach to
care with my scans, inpatient and outpatient experiences. They always are looking for the best
ways to treat me, and ensure I get the best.”
• “I lived with a brain tumor for several years and felt like I was the only one not giving up but
watching health care providers around me give up instead of support me. I needed Renown then to
tell me they are there to fight along side me.”
• “It gives one a reason to believe that they have a better chance of a recovery from their illness or
injuries using Renown facilities, than at other health centers.”
• “ “No health challenge is too great for Renown to treat and every effort will be made to find
solutions to all health problems.”
• “They are willing to fight when you don't think you can!”

Testing: Why Employees Prefer P3, #1
Live Fully
• “It gives hope and encouragement without guilt or false hope (promises that can't be kept).”
• “It speaks more to the heart. It says we have the fighting spirit our patient needs. It says we are with them in
sickness and in health. It says we all fight together. We all, nurses, doctors, techs, patients, fight the good fight.”
• “It portrays Renown as a strong organization that believes in never giving up and that no matter how big of a
problem there is always a solution.”
• “It motivates me. The words are strong and makes me feel like I shouldn't give up on my health and that no matter
what I have a healthcare provider who will stop at nothing to take care of me.”
• “When patients come to the hospital it is because they are hurt and in need of healing. Knowing upfront that the
caretaker will not give up on the patient is very reassuring, comforting, inspiring. I can't imagine healing well
without the dedication and determination of the treating staff.”
• “It's the closest to what I think Renown is here for and the closest to our mission.”
• “I like the idea that no matter what the challenge is, Renown staff will never quit to ensure we provide exceptional
healthcare. I feel like it gives patients the motivation to fight whatever illness or condition they might have and we
will be by their side every step of the way.”
• “This is hopeful without being unrealistic and it's inclusive to all patients and staff members. It seems like Renown
would appreciate both sides of the spectrum with this one. As a patient, you want to know that staff are being take
care of so they know they will be taken care of.”
• “I think it lights a fire within you that makes you want to do more. It makes you want to go above and beyond. It
helps you feel competitive and asks if you're doing enough in your role but work for this company. It shows we
aren't weak, we are strong and we will fight to be the best.”

Brand Value Selected: Determination
 Related: Drive, Resilience, Leadership, Perseverance
Determination is the drive to face things head on,
push beyond, to show what you are made of.
To learn more, do more,
make opportunities where there
only were obstacles.
It takes determination to create something from
nothing, to see better ways and make them a
reality, get up when down, to push through
barriers. To never stop.
P3, #1

Brand Value Selected: Determination
 Is a “means” value that accommodates different life
circumstances and health needs, and different outcomes and
levels of success
 Is relational and interactive, and seen as integrally linked
with/enabled by Renown and in partnership with MDs, staff
 Resonates well externally and even more so internally
 Is seen as somewhat aspirational but achievable
 Is a great platform for expanded and thematically-focused
industry commentary, advocacy, fundraising and recruitment
P3, #1

How Renown Connects - Determination
 “Renown Health sees determination every day in the faces
of the people we care for. It inspires us to match our
determination with that of the people that entrust their lives
and their futures in our care. Renown understands
determination too. It, too, is part of who we are, and it is
what drove us to grow beyond being a limited service
county hospital to a regional referral center and integrated
healthcare system that has positively impacted the health
of the whole community.”
P3, #1
P2, #1

Determination Brought To Life!
Brand Imperatives Reset
P3, #1
P2, #1
 Creates emotional connection to build loyalty and a “barrier to exit”
by leveraging a core human value as the intersection point
 Leverages existing reputational strengths and extend them
 Personalizes the Renown brand, building value for our scale/range
of services as a complete, coordinated, “no compromises” health
partner
o Integration of Hometown Health more directly into the Renown brand family
deserves serious discussion following approved strategic plan.
 Positions the brand for a minimum 5 year duration in light of new
competition and change

Creative, Internal and External plans
Internal:
 A celebration of the determination of our MDs, RNs, employees to make a difference every day in
the lives of patients and the community.
 A forum for leaders to solicit staff input on Determination as our brand value- What does it mean
for you? What would Renown do differently to prove this to you? Our patients? Our community?
What would you do differently to prove this to our patients? Our community? To Renown?
 Continued activation of Employee Ambassadors, Leaders with Community on Strategic Plan, etc.
External:
 We will leverage the most powerful illustrations to bring the brand to life, using real people, and
the strength of our diversity of MDs, RNs, employees, patients, community stakeholders.
 We will blend brand topics that powerfully illustrate the brand value and give voice to service lines
with clear “calls to action.”
P3, #2

Completed Brand Process & Stages;
Sunset Team
P3, #2

Creating a Stronger Brand:
Our Group’s Work Together: Solving the Problem & The Test
Does the brand align with what
matters most to customers?
Does it differentiate Renown
from competitors?
Is it believable that Renown can
deliver the brand value?
Is it durable – how easily can
competitors copy our value?
Goal: Define and
orchestrate our brand to
create “lift” for our
business strategies and to
inspire passion and loyalty
among customers.

Thank you! Questions?
Suzanne Hendery, MA, APR, Chief Marketing Officer, @healthmktr
Cristal Herrera, MBA, Director, MarComm & Customer Engagement, @cristalwoodley

Suzanne Hendery Branding Case Study for Renown Health.pptx

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