How to Maximize Exposure and Save Money Through Traditional and Social Media. AMGA San Diego March 9, 2012

Transcription

1 How to Maximize Exposure and Save Money Through Traditional and Social Media AMGA San Diego March 9, 2012

2 Our Presenters Mike McCrady, MD, MHM VP/Medical Director Clinic Operations John Moore Public Information Officer Kevin Maples Videographer 2

3 Our System Trinity Mother Frances Hospitals and Clinics - Headquartered in Tyler, Texas 6 hospitals 334 employed providers 600,000 outpatient visits 1.2 million population service area 3

4 Our East Texas Service Area 4

5 Overview Discuss the challenge we had to overcome. Discuss the process of change in our organization. Demonstrate what our new process is like. Measure the outcomes of our change project. 5

6 Objectives Identify opportunity to build brand awareness through multiple media outlets. Understand the requirements of developing an inhouse media service. Develop and implement a plan for engaging physicians in spreading your brand. Identify and train your best team members to address media opportunities effectively. Identify opportunities for free media coverage through traditional and social media. 6

7 Our Challenge Address the need for cost savings. Communicate our transition to an integrated delivery system. Support a major physician growth initiative. 7

8 In The Beginning The PIO submitted an idea to the VP of Marketing to add a full-time videographer to help provide assistance to the local news media for stories. TMF competes with three other East Texas hospitals for news coverage. Supplying physician and patient interviews and additional video would give TMF an advantage and increase the chances of additional free media coverage. 8

9 In The Beginning (continued) Trinity Mother Frances Hospitals and Clinics, like most healthcare facilities, outsourced audio and video projects. Production companies dictated cost and turnaround times. Research and analysis done by the PIO showed that with the right equipment and staff, not only could additional news coverage be garnered, there were other unfulfilled AV needs within the health system. The idea shifted to building a comprehensive Media & Technology Center. 9

10 Selling The Idea In 2006, a presentation was approved by the VP of Marketing. TMF s VP of Marketing scheduled a series of meetings with key stakeholders within the Health System. Each group was presented with the concept and asked how they could benefit from the implementation of a comprehensive Media Center. 10

11 Pitching The Idea To Administration With input from key stakeholders, a modified presentation was made to TMF administration. A decision to proceed was made in early Construction of the Media & Technology Center began in April and a videographer was hired. 11

12 Up Front Costs Hiring a videographer Studio construction & office space Equipment purchases - camera, lights, computer, editing software, etc. 12

13 Building It Using existing space, the TMF Media & Technology Center was constructed for under $100,000. That included all equipment and installation. 13

14 Staffing John Moore, TMF Public Information Officer, has 20 years experience in broadcast radio as an announcer and reporter and 15 years experience in healthcare media relations. John is responsible for all TMF Media Relations and Social Media. 14

15 Staffing (continued) Kevin Maples started his career as a video journalist for an ABC news affiliate before joining TMF in April He has 11 years experience with audio/visual production in marketing and commercial production. 15

16 Staffing (con t) Daniel Unkenholz has 11 years of commercial video production experience. Daniel joined TMF in August

17 Videographer s Role Work with marketing staff as well as clinical and non-clinical personnel in the hospitals and clinics to produce A/V material for their use. Assist with storyboarding, scripting, scheduling, etc. Take projects from concept to completion. 17

18 Benefits of Having a Media Center Cost savings Quicker turnaround time on projects Understanding of the inner workings of the hospital environment Physician involvement More control over the final product Scheduling flexibility 18

19 Joining the 21st Century People are more tech savvy today. They rely on the Internet and social media for information. Give the people what they want. 19

20 Social Media Reaching patients is easier than ever with Social Media. Virtually all production work is now designed to fit any media platform. Audio and video production can be integrated into Facebook, Twitter, blogs, podcasts, etc. 20

21 Physician Involvement After cost effectiveness was established we needed to communicate our new brand identity as an integrated delivery system and support major physician growth. Getting our physicians involved at every step fit well with our vision of integration and keeping all services inside our system. 21

22 Physician Champion Dr. McCrady s Medical Director role evolved to include marketing support. Decision made that the best spokes people would be our own physicians and staff. We would need to promote physician buy in and provide training to do the job well. Physicians would learn to take responsibility for their own promotional efforts. 22

23 Example: Radio Program KTBB-FM (a local talk radio station), knew of our production capabilities and offered Trinity Mother Frances a weekend hour slot for a locallyproduced medical show Health Matters. The show features current medical topics and TMF physicians and clinicians. TMF was given no restrictions on content. We produce and edit the show. 23

24 Producing the Show TMF physician, Mike McCrady, MD, serves as host of the program. Dr. McCrady selects current medical topics and schedules Trinity Mother Frances physicians as well as colleagues from other institutions to discuss the topic. Topics range from the latest technology to advancements in mammography, cancer care, pediatrics, heart surgery, neuroscience, etc. 24

25 Control of Final Product Recording the show in our own studio gives us complete control of the show. Similar programs are broadcast live or recorded in a studio with only one take. We can work around physicians schedules and produce shows ahead of time instead of relying on the radio station s availability. 25

26 In Return Trinity Mother Frances allowed to run two (2) minutes of commercials during the show. Show provides exposure for the Trinity Mother Frances brand. Show allows TMF doctors to speak on current topics, getting their name and practice out in the public eye. We are allowed to post the broadcasts on our own website for people to listen to at their convenience. 26

27 Demonstration of Our Product Video Presentation 27

28 Outcomes Successfully built a media department that meets all system needs. Set our program up to utilize all new social media formats as appropriate to our needs. Met needs of a rapidly growing clinic and system. Transitioned our brand to include integrated delivery system and our friendly and personal style. Gained the confidence of our physicians that we can support growth and development of their practices. 28

29 Cost Savings Most production companies charge a minimum of $100 per hour. Avoid expenses for travel, hotel, equipment rental, etc. for production crews. For example, with one production company, the cost was $35,000 per 30 second commercial. By producing A/V in-house, most costs eliminated. Expense to the system is mostly limited to FTE s, supplies and equipment upkeep. 29

30 Marketing Cost Savings We have reduced outsourcing costs 45% Production of projects that previously were not within budget saves an additional 30% 30

31 Bottom Line We have shown that it is possible to grow market share cost effectively using in house marketing personnel and processes through traditional and social media. 31

32 Questions?