Winning the Content Race

Transcription

1 Winning the Content Race

2 Presenters University of Arkansas for Medical Sciences (UAMS) Keith Whitworth, MBA Director of Marketing Donna Hill Marketing Strategist

3 About UAMS Established in 1879 Arkansas only academic medical center Five colleges & graduate school More than 10,000 employees + 2,890 students residents Regional clinics and educational centers Statewide aging program Level 1 trauma center 373 beds + 63 bassinets Stroke network Affiliates Arkansas Children s Hospital and VA Medical Center 7 institutes cancer, eye, aging, myeloma, psychiatry, translational research and spine UAMShealth.com 1.7 million visits per year

4 Our Roadmap for Today Marketing 101? Service line marketing General brand marketing Digital marketing

5 Marketing 101? Which race are you entering? Check out your competition Pick your vehicle Choose a pit crew Find the tools you need Be willing to change mid-course Pack the stands

6 Emotional / Rational

7 Marketing Tools Average hospital marketing mix time spent by consumers Reallocate marketing budget to reach more consumers

8 Measurements Capacity/Access Don t have a wreck! Consumer Research What do your fans and others say? Qualitative Quantitative

9 Analyze the Data High tech vs. high touch UAMS widely known for serious disease treatment and not for primary care Take more laps on the same tank of gas good strategy gives you better mileage

10 Branding a New Product Line 2 nd location in West Little Rock Create the right content for the right person at the right time Marketing tools mix of print, digital, social media, cinema, radio and event (open house) vs. traditional advertising Naming neighborhood Design style eliminating white coats and using consumer friendly images Messaging the doctor is in your neighborhood + primary and specialty care in one convenient location

11 Changing Ad Styles Old vs. New

12 External vs. Internal

13 External Web Pages

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16 External Physician Bios

17 External Physician Video Profiles

18 External Digital Ads

19 External Social Media

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22 External Radio

23 External Cinema The experts in medicine, right in your neighborhood.

24 External --Direct Mail Announcement (Print)

25 External Door Hanger Invite (Print)

26 External Rack Card (Print)

27 External School Flyer (Print)

28 External Bag Stuffer (Print for Pharmacy Next Door)

29 External Signage Branding and Feather Flag

30 External Open House Event

31 Internal --SmartCare Large employee population in West Little Rock 2,286 + dependents Opportunity to serve employees in a setting with more privacy Increased appointment availability

32 Internal Digital Signs

33 Intranet

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37 Promotional Merchandise Marketing Per studies by Baylor, The University of Texas at San Antonio, Louisiana State University and Georgia Southern University: Adding a promotional product to an advertising campaign increased favorable attitudes up to 44% Promotional materials increased message credibility from 33% to 54% in one study Purchase intent rose from 17% to 25% and purchase rates rose correspondingly Name recognition increased almost 3X Almost 1/3 of recipients were carrying materials received in the last 12 months and more than 50% used the item daily 26% of those who didn t keep the item gave it to a friend *The Reading Place

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39 Lessons Learned

40 Brand Awareness We AR TV, radio, outdoor, print and digital Agency Swanson Russell

41 TV

42 Billboards

43 Print Ads

44 Digital Ads

45 Digital Marketing If you have everything under control, you re not moving fast enough. -Mario Andretti

46 Lightning Fast

47 The State of the Union Why did the White House leak the State of the Union on social media? As reported by the Wall Street Journal: In 2010, more than 48 million people watched the State of the Union address. But Americans increasingly get their content online, not on television. The average American watched six fewer hours of live TV per month in 2014than he or she did in 2013 and twice as many households are now broadband only (they don t subscribe to cable). 40% of households now subscribe to a subscription video on demand service such as Netflix or Amazon Prime Instant Video, up from 35% in 2013.

48 Social Media 2008 The Starfish Source: Scoble

49 Social Marketing 2014 The Conversation Prism by Brian Solis & JESS3

50 UAMS Social Media Analytics UAMS Sprout Social Dashboard

51 Facebook Algorithm Changes = Shifting Lanes to Update Strategy Your Facebook page is a destination?? vs. trying to get posts into the news feed According to a new report by research firm L2, brands are now posting more content on Instagram instead of Facebook Recent changes photos are out, videos are in Uploading video to Facebook vs. linking to YouTube

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53 Facebook Video Ads A Nielsen study commissioned by Facebook s Marketing Science Team found that users are impacted by video ads even before viewing them for a full second

54 Facebook Video Ads Lift in Brand awareness Message association Ad recall

55 Facebook Case Study Boost vs. Nonboost Not boosted 3,664 reached 44 likes 23 shares 0 comments

56 Boosted $200 over 2 days Statewide Female only Ages Results 39,248 reached 1,226 actions 309 likes 22 comments 39 shares 66 page likes 795 views

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59 Surprise Organic is Not Dead!! 28,400 reached 1,612 likes 53 shares 61 comments

60 External Digital Ads Pandora Radio Desktop (website) and Mobile Ads Delivered 169,586 impressions (Jan-Feb 2015) Generated 1,294 clicks (Jan-Feb 2015) Rocketfuel Digital Ads Group of local news, healthcare and special interest sites Delivered 1,645,534 impressions (Jan-Feb 2015) Generated 6,059 clicks (Jan-Feb 2015) The top performing categories included magazines and local news sites, hobbies and interests, health and fitness, family and parenting and arts and entertainment

61 External Digital Ads Pandora Desktop and Mobile

62 Rocketfuel digital ad placement HowStuffWorks.com (animated trauma banner ad) MSN.com (cancer banner ad)

63 Rocketfuel digital ad placement myfitnesspal and CNN.com

64 Mobile Advertising According to Duke University s survey of 288 chief marketing officers, mobile advertising currently takes up to 3.2% of marketing budgets but will almost triple to 9% in the next 3 years

65 External Mobile Ads Rocketfuelad placement on AccuWeather.com and Forbes.com

66 Video Marketing How to produce low cost videos UAMS OB/GYN physicians with profile videos had 20% more appointments scheduled According to Invodo, 65% of viewers watch more than ¾ of a given video Using video, Nike skyrocketed its Instagram following from4 million to 12 million in 10 months According to Social Media Today, retention rate for visual information can reach 65% vs. 10% for text-based information According to Cisco, 74% of all internet traffic in 2017 will be video

67 If you are not embarrassed by the first version of your product, you ve launched too late. -Reid Hoffman Founder of LinkedIn

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71 Google Analytics + CrazyEggHeat Maps

72 Messaging Tone Matters Before After UAMS will begin a new multi-media advertising campaign next week showcasing itsunique position as the state s only academic health sciences center and the role itplays in improving the health of all Arkansans. This is UAMS first branding campaign in five years. We reexcited to share our new multi-media advertising campaign with Team UAMS! For ourfirst branding campaign in five years, we reshowcasing ourunique position as the state s only academic health sciences center and the role weplay in improving the health of all Arkansans.

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74 Keith Whitworth, MBA THANK YOU! Donna Hill