Preparation Makes Perfect

Take These Steps to Assess a Healthcare Organization’s Readiness for
Marketing Initiatives

Recently, the SPRYTE team participated in the New England Society for Healthcare Communications’ (NESHCo) monthly webinar, “Do You Deserve to be Marketed?,” which focused on the importance of assessing an organization’s readiness for marketing initiatives.

During the webinar, Helayne Lightstone – senior director of marketing and branding for Hartford HealthCare in Connecticut – outlined the following steps healthcare communicators must take before executing a campaign to ensure its success.

Step 1: Assessment

The first step in a “marketing readiness plan” is assessing the key aspects of your campaign. To build the foundation for a successful campaign, answer the following questions:

  • What are your benchmark metrics?
  • Are you looking to bring in more patients and/or build awareness about your organization?
  • What are the differentiators of the product/service/initiative you’re promoting?
  • Is your organization ready to handle the impact of a successful campaign? Do you have a plan for accommodating more patients or a crossover referral strategy?
  • Have you conducted market research for this campaign?
  • What is the competition in your market? Have your competitors implemented similar campaigns?

Step 2: Analysis

After answering all of the questions to identify those key aspects in Step 1, you then must take a deeper dive to analyze two important points of the campaign:

  • Value: Is there a high demand for the service/product/initiative you’re promoting, or is the market oversaturated? How differentiated is your offering, and is it a money maker?
  • Readiness: Are the physicians and staff members involved equipped with the right messaging and training for this campaign? Do you have set patient referral and response tracking plans?

    Are all of the physical and digital collateral, including the website, logos, signage, etc. up-to-date and aligned with the campaign’s messaging?

Step 3: Advance and Apply

Once you’ve developed a clear understanding of your goals, readiness and timing, you can now work together with your team to flesh out the campaign. Be sure to establish a set approval pathway that involves all necessary team members, which may include marketing, creative, clinical, legal, financial and executive personnel. Be sure to engage all members of the team to make sure the process runs as smoothly as possible.

Is Your Organization Ready?

Even the most engaging campaign won’t make an impact if it reaches the wrong audience at the wrong time. By taking these steps, you’ll lay the groundwork to ensure your campaign resonates with the right patients.

Note: Hartford HealthCare Medical Group is one of the largest practices in Connecticut with over 50 locations and over 450 physicians and advanced practitioners.

Employee Ambassadors in Healthcare

The Key Considerations

In conjunction with last week’s blog, we are resharing our post about important things healthcare organizations should consider when creating an Employee Ambassador program.

Congratulations! Your organization agrees that leveraging key employees as brand ambassadors will lead to better reach, credibility and engagement than your own company channels can achieve.

Scenario planning, creating guidelines, training and selecting the right employees and best content to share are the key considerations in designing and launching an Employee Ambassador program.

Developing clear guidance: It goes without saying that you must get the buy-in of senior management – particularly because of its potential impact on corporate reputation. After their buy in, your next meeting will be with your legal/regulatory and medical team to create an issues preparedness plan and program guidelines.

The development process may take several months to a year. But when completed, it will serve as the working guidebook for employee ambassadors and the internal team that manages the program.

  • Issues preparedness: Working with your legal, medical, social media, communications and HR team, identify potentially negative scenarios and issues related to employees engaging in social media on your company’s behalf. Use these findings to develop a “Regulation Roadmap.” This roadmap will provide communications guidance and responses – including messages and social media copy aligned with Food & Drug Administration (FDA), Federal Trade Commission (FTC) and Health Insurance Portability and Accountability Act (HIPAA) regulations – for the most likely scenarios.
  • Employee guidelines: Your employees need to abide by clearly articulated rules. The purpose of these rules is to guide employees’ content without telling them exactly what to say. Their content is liked and shared by others because they inject their own character and personality into posts.

Guidelines should include background on the company and what it stands for, program goals, the brand voice, how to stay compliant with regulations, responsible social media strategies and how to handle questions on their posts. They should also include information about who to contact in case of a question or issue.

Choosing the right employees: Recruiting employees to become advocates isn’t as difficult as you may think. You can start with enthusiastic employees who already share your company’s message. Or just ask for volunteers and triage the employees who opt in. Prioritize those who have large online followings and an online voice consistent with that of your organization. No matter your method, you’ll need to audit their social media channels to identify any red flags or opportunities. The audit will also help inform your training program.

  • Training: The employees who volunteer as ambassadors will probably be social media savvy. Still, you need to ensure they are savvy about the rules and expectations of your program, so we always recommend conducting a formal training program for all participants.

Content: Employee ambassadors should be viewed by their followers as healthcare influencers, not as a mouthpiece for your company. Therefore, most of the content you provide should focus on general health and wellness; only a third to a half should be about your company.

Before making content available, seek your employee ambassadors’ input on the type of content they like to share. The more relevant the content, the more likely they are to use it.

Via the company intranet or another easily accessible online storage unit, curate a variety of approved articles, visuals and video they can easily share and continually encourage feedback. Health and wellness content may include tips, recipes, photos or infographics developed by your company for your own channels or by third parties. While expensive to produce, video and visuals are more frequently shared than articles, so try to include some in the mix.

Keep content fresh by ensuring that future corporate initiatives and marketing programs include development of ambassador materials as part of the plan. Communicate with your ambassadors first about updates and changes, new products and other company news.

Measurement and analytics: There are many ways to measure the success of your employee ambassador program and the metrics you choose will be based on your goals. At a minimum, you should be analyzing the following:

  • Program reach: How many people did your ambassadors reach with company related content? How many posts contained the company hashtag?
  • Traffic on company sites: Was there an increase in traffic on your owned and shared sites during the program?
  • Ambassador engagement: What percent of employee ambassadors participated in the program and how frequently did they participate? Who were the most and least active ambassadors? Which ambassador’s posts had the most engagement (likes, comments, shares)?

These metrics will help you understand how active your employees are and the type of content with the most engagement – information fundamental for continuing the program – and hopefully for the program’s continued success.

Make Your Media Event about Meaningful Stories

Transcend the Photo Op with Human-Interest Angles

This week, we’re revisiting our blog post about the importance of including heartfelt, human-interest stories when holding media events.

Every organization has media events, and everyone thinks theirs is special, different, or worthy of news coverage. The truth is, journalists have seen many of these happenings before, covered them ad nauseam, and maybe even ignore them altogether.

One way to entice cameras, of course, is creating a really great visual, something that they just can’t live without. But sometimes there’s nothing you can add visually, and some photo ops just don’t get reporters excited because they’ve been there, done that. That’s when it’s helpful to turn to the human story inside of your media event to generate great health system PR.

That party for underprivileged children? Not a big deal to jaded editors, but imagine if one of those kids is reunited with a military parent on leave during the party? We’ve seen these stories time and again, but there’s always interest because of the emotions involved.

Take a deep look at not only WHAT is happening at your media event, but WHO it is happening too. In any group, there’s usually one or two participants for whom the event is most meaningful. If you can find those people, and learn their backstories, you can more easily sell your event, because now it’s not merely a “photo op” but a human interest story.

A Love Story…Broken

Take our health system client’s recent “virtual dementia tour,” for example. This is a recurring opportunity for caregivers and family members to literally walk in the shoes of dementia patients, such as Alzheimer’s sufferers, seeing what they see and experiencing what they feel through special goggles, gloves, headphones and shoe inserts. The virtual dementia tour is provided by a handful of companies around the country, which contract with hospitals, hospice companies, nursing homes and other organizations to deliver the experience to those with an interest.

In our research, we found that TV stations and some newspapers have covered virtual dementia tours when they’ve occurred in other markets, and one or two even covered a prior event in this health system’s service area of Philadelphia. On the one hand, that meant there’s proven interest in the topic among the media. On the other, it’s not particularly new. So how could we excite the media for this latest tour?

Upon learning that one woman signed up for the dementia tour because her husband, a patient at our client’s assisted living facility, had Alzheimer’s and wanted to see what he was going through, we were sold, and we thought we’d be able to entice the media with it too. We were told she’d be happy to talk with a reporter, and even accompany one through the dementia experience for the cameras (within the constricts of what the tour provider allows, for proprietary reasons).

This couple had been married for 65 years, and the husband has been suffering from dementia for the past nine. This was her chance to better understand what goes on inside his head, particularly since he is no longer able to speak. A local television health reporter was intrigued, and she determined early in the process that her story about the virtual dementia tour would be focused on this woman. The reporter even requested still photos of the couple in better times, which the wife was happy to bring along.

Coverage was not only assured, but it was now a highlight of that evening’s newscast. While most photo ops might, at best, merit a 45-second voiceover, now that this was about people, rather than a high-tech, visual event, the result was a nearly three-minute feature story.

Build People into your Media Event Planning

When planning outreach for your media event, build into your plans the people who will be attending. Attempt to learn the following:

  • What motivates them to be there?
  • Why is this important to them?
  • What is their “backstory” as it relates to this event?
  • What will happen to them after the event, or how will things be different?

Not everyone’s going to have a relevant story, let alone one that might be newsworthy, so you might have to speak with several people, or staff or organizers who know some of them personally. But you’ll find it’s usually worth the effort.

It’s academic to say that all news is about people, but if you have a human face and a great story to complement an otherwise ordinary activity, your event becomes much more than an event.

Saluting Our Veterans

Begin Planning Now to Honor Those Who Served

Each year, on or about the eleventh of November (Veterans Day), organizations of many different stripes sponsor special ceremonies to honor our nation’s veterans.

It’s a time for solemn remembrances, heartfelt dedications, colorful flag presentations, and other kinds of patriotic demonstrations of support for those who served.

For many healthcare organizations, particularly those who provide medical care and other support services to aging veterans, the Veterans Day observance can provide irresistible opportunities to win community recognition and earned media coverage for planned ceremonies to honor those who served in the military.

Early Planning

As with any military-related operation, careful planning and logistics are in order.

One of SPRYTE’s national clients, Crossroads Hospice & Palliative Care, has been sponsoring veterans’ recognition events for many years. While many of the regional sites host observances that take place throughout the year, often keyed around appropriate patriotic holidays, such as Memorial Day, Flag Day or Independence Day, the entire organization comes together for an extended Fall Campaign centered, appropriately enough, on Veterans Day, Nov. 11th.

The actual planning begins in early August, when regional Executive Directors assign key staff (often chaplains) to coordinate Veterans Recognition efforts for their respective sites.

Throughout the year, Crossroads’ professional staffers serve clients in a variety of places – in their homes, in hospitals, and in long-term care or nursing facilities. (Hospice is a service, not a place.)

The Logistics of Veterans Events

Crossroads’ chaplains coordinate with respective locations to work out the logistics for Veterans events that they may host. (Some Crossroads sites may sponsor more than 50 such events during a Veterans Recognition campaign period.)

The specifics of the events can vary depending on the size and circumstances of the individual service site.

  • How many veterans are present at the site?
  • What about elsewhere in the community? (Crossroads typically opens up their recognition events to any veterans who want to participate, not just their patients.)
  • How many friends and family members might be expected to attend?
  • Are there local veterans’ groups (VFW, American Legion) that might want to help or participate in some way?
  • What about local officials or celebrities who might be interested in attending or saying a few words of gratitude and encouragement?

Enticing the Media

Local media outlets will also have certain views that need to be addressed if they are to be enticed to come and cover the ceremonies.

The simple idea of paying homage to heroes who defended their country during time of war is a timeless story. But even that can be enhanced, depending on the event.

For example, how many of your local veterans served in World War II? According to the Department of Veterans Affairs, approximately 558,000 American veterans from the war were estimated to still be alive in September 2017. Their numbers continue to dwindle. So there is an urgency inherent in efforts to recognize their service and valor. As we’ve often said – it’s about the story.

But it’s also about the visuals. Especially for television news. What kind of visual excitement and color can you bring to the events?

High school bands and color guards are often available to lend some musical accompaniment for a rousing rendition of the national anthem or other patriotic songs. Local scout troops can be enlisted to perform flag folding rituals for special presentations to individual honorees. Local VFWs, American Legion posts or other veterans’ groups are often only too happy to provide a color guard or other ceremonial contingent for a flag dedication or salute, or to otherwise lend support to their brothers and sisters-in-arms.

Even the simple presentation of lapel pins and/or certificates of appreciation to honored veterans can provide a heart-warming visual presentation for both onlookers and TV cameras.

It’s also about the timing. When we do veterans events, part of our goal in luring media is to minimize competition. That’s why we advise clients who are planning Veterans Day-related observances to hold them a week to 10 days prior to the actual official date of Nov. 11th. It often pays to beat the rush.

Details, Details

But don’t overlook the little things. One must always be cognizant of individual privacy. Is the facility where the event is being held comfortable with having media and cameras present? Make sure to check and confirm consent.

Also, as best you can, make sure to pre-plan some photo-op set-ups for the TV cameras as well as local print media photographers who may come to cover the events.

Some institutions may have rules for photographing residents or patients. Where possible, work with staff at the facility beforehand to arrange for specific willing individuals to be subjects for news photographs, and arrange for them to sign-off on photo releases.

If you’re planning on sending your own photos to the newspapers, make sure there aren’t too many people in the shot (five or fewer is best). Keep everyone close together and be careful that there’s nothing in the background to distract from the focal point of the picture. Also, make certain that everyone’s name and title are listed in the caption.

All in all, the Veterans Day season can offer a wealth of opportunities to pay well-deserved respect to men and women who have served their country. Doing so is not only the right thing, it’s also something likely to be remembered fondly within the surrounding community and among your patients and family members.

There’s Still Time to Make Changes for 2019

Take Stock. Break Bad Habits & Do Better

In 8 Bad Habits to Avoid in Healthcare Marketing this week’s guest blogger, Rob Rosenberg of Springboard Brand and Creative Strategy, warns “Avoid defaulting to old habits that weaken your position, both personally and professionally.”

Do you agree that the poor practices Rob advocates you change are often present in today’s health system marcom operations?

They reminded me of my first position in provider healthcare. My title was Public Affairs Staff Associate and I worked in the market’s dominant three hospital health system. I was one of three in the department. We had all the health system service lines divided among us. Thinking back, I don’t think I was ever present at a business discussion. But I did perfect my newsletter skills. –Lisa Simon

Click here to read the Guest Blog