Marketing Review. June 7, 2016

Transcription

1 Marketing Review June 7, 2016

2 About this Presentation This presentation was delivered to Starling s Board of Directors on June 7 th. The goal was to provide them with: An overview of marketing activities to date Review of previous marketing objectives Goals for this next wave of marketing Measures of success Budget considerations 6/15/16 2

3 Marketing Overview Developing the Brand (March 15- Aug 15) CraAing your brand story Defining your promise, values, differeniators Developing verbal & visual idenity Launching the Brand (Sept 15-April 16) Introducing your new idenity Preparing for change Providing reassurance Living the Brand (May 16-Dec 16) Solidifying your market posiion Developing a strong culture Delivering on your promise PromoIng wide experise 6/15/16 3

4 Guiding Principles Deliver a strong & consistent brand story Solicit feedback from key audiences Convey a polished, professional appearance Follow a well timed plan Measure & monitor success Utilize a wide variety of channels Work within realistic budget parameters Sponsorship PR promoion TradiIonal print Digital (ads, website, social media) Direct mail Collateral 6/15/16 4

5 Overview of Initial Marketing Approach 6/15/16 5

6 Gain Visibility: Ads 6/15/16 6

7 Establish Credibility: Website Easy to navigate Comprehensive Timely Expandable 6/15/16 7

8 Optimize Your Online Presence: Search (SEO) 6/15/ % of people have looked online for health informa4on within the last year; 77% start with search engine (e.g. Google, Yahoo).

9 Enhance Online Visibility: Digital 6/15/16 9

10 Create Engagement Tools: Social Media 6/15/16 10

11 Provide Valuable Information: Starling Collateral Patient Newsletters Posters Slim Jim Directories/Map Brochures 6/15/16 11

12 Hear Your Voice: TV, Radio & Print Healthcare landscape Top 8 health screenings Broken Heart Syndrome Heart Health MAKOplasty Integrated medicine 6/15/16 12

13 Establish Community Presence: Sponsorships Healthcare Heroes Race for the Cure Dress for Success Polish Festival Pathways Zero for Prostate Cancer HOCC Golf Auxiliary Hartford Hospital Golf Auxiliary 6/15/16 13

14 Continuing the Momentum 6/15/16 14

15 Bringing Your Brand To Life Reinforce the Brand Story Create a Unified Culture Share Your ExperIse Enhance Brand Awareness 6/15/16 15 Providers Employees PaIents Public Recruits Referring Physicians Other

16 I. Reinforce the Brand Story Reassure patients about continuity of care and benefits of being part of Starling family. Passport for Care program Patient collateral Specialty pieces New provider announcements Wall art and posters Messages on hold Patient newsletter print, Open houses Company magazine 6/15/16

17 II. Create a Unified Culture Ensure that all Starling employees live the brand and deliver a consistent experience to patients across all specialties/locations. Providers: Provider Portal Improved provider profiles Provider Points for practice managers Specialty sharing forums Staff: Best practices workshops Department templates Staff newsletter Starling Stars Social events 6/15/16

18 Provider Portal

19 III. Share Your Expertise Ensure that current and potential patients are aware of your full range of services, skills, and integrated approach to care. Public relations focused on rotating specialties TV, radio, print interviews Enhanced web specialty pages Weekly posting of content on social media Frequent updates to News section of website Dedicated SEO by specialty Stories in magazine, newsletters and s 6/15/16

20 IniIal Focus: Primary Care Cardiology IntegraIve Medicine Allergy Dermatology Orthopedic Vein Center 6/15/16 20

21 IV. Enhance Brand Awareness Actively promote your brand to increase general awareness and enhance visibility and credibility. Radio exposure on WTIC (1080) and WRCH (100.5) Ongoing print ads Mobile ad messaging Targeted digital ad campaign Strategic SEO & PPC Presence at key health events 6/15/16

22 Maintain Strong Presence Across Channels RADIO 6/15/16 22

23 Achieving Measurable Results 6/15/16 23

24 Website Metrics Data collected from February 26 May 31, 2016 Unique Visitors Average 4me on site Page per visit 40, A unique visitor refers to number of distinct visitors, regardless of how many times they return to your site Unique visitors to old CMG site in 1Q 2015 was 19,085 Traffic and average visitors per month continues to build each month 6/15/16 24

25 Online Metrics Paid search Brought 1420 new visitors to your site in April & May Less than.75% searching by GH or CMG Digital ad campaign Feb May: 1526 direct clicks on your ads Another 1875 people went to your site in May after seeing your online ad Mobile Messaging 2371 clicks to open in one month. National average.04%; Starling 1.38% 6/15/16 25

26 Boosting Your Online Presence Reached 9,468 viewers and resulted in 447 users interacing with the post (like it, share it, comment) and 123 visitors to Allergy page during May. 6/15/16 26

27 Budget Considerations 6/15/16 27

28 Considerations A new brand requires nurturing to grow Your competitors are actively marketing Print, radio, TV, outdoor signage, social media, community events Marketing requires dedicated resources Strategy, writing, design, public relations, web development, search expertise, social media, video, production, project management Departments require marketing support & guidelines Consistency is critical 6/15/16 28

29 Budget Different options for budget were presented. The board was then left to deliberate on how much to allocate to this next stage from May-December. The decision was made to go with a more moderate budget, but to increase it in subsequent years. 6/15/16 29

30 Questions? 6/15/16 30