3/23/2012. Brand Building is Everyone s Business. Brands play a powerful role in our choices and actions as consumers.

Transcription

1 Brand Building is Everyone s Business 2012 Transcend Hospice Marketing Group Brands play a powerful role in our choices and actions as consumers. A brand is short hand for what a company, product or service stands for A brand is a promise A brand is emotional 1

2 If you want to feel confident in what you re getting would you say I want Soda? Cereal? A cell phone? Tires? Yet within our own highly personal and emotional field, many of us often say I m from hospice. 2

3 The public has a very generic view of hospice, which is the opposite of strong branding. Want proof? Which hospices can you think of that serve your community? < 10% correctly name a hospice unaided < 40% recognize hospice brand names when read to them 3

4 In focus groups, participants often say: Hospice is run by the government (they all work together) Every county has one (or a chapter like the American Red Cross) You use the hospice in your county (no choice involved) Survey participants often don t know their area is served by more than one hospice. When asked What are the differences between hospices that serve your community? 74% don t know 10% say there is no difference Differences named include location, caring staff, quality of care, religious affiliation 4

5 For hospices affiliated with hospitals or healthcare systems, the corporate brand may have recognition, but not the hospice service Some recognition to start with is better than no recognition at all Defining your brand Identify and develop key messages and differentiators that will resonate Those messages or a particular emphasis will likely differ by target audience Family healthcare decision makers Physicians Other referrers 5

6 Connecting with family healthcare decision makers Age 45+, skewed toward women Move the needle farther and faster 10 STEPS FOR EFFECTIVE HOSPICE MARKETING 1. RESEARCH 2. ANALYZE 3. STRATEGIZE 4. PRIORITIZE 5. VERBALIZE 6. PERSONALIZE 7. DISTRIBUTE 8. INTERNALIZE 9. EVALUATE 10. REPEAT RESEARCH Review your specific service area Target specific demographics Use scientifically significant sample Find what your audiences know and don t know Provides hard data baseline 6

7 RESEARCH Let research help you frame your brand messages to meet people where they are. NEBRASKA END OF LIFE SURVEY REPORT 76% fear dying painfully 65% agree living with great pain is a matter worse than death NEBRASKA END OF LIFE SURVEY REPORT How important is being able to stay in your home? 90% somewhat to very important 7

8 NEBRASKA END OF LIFE SURVEY REPORT How important is having family/friends visit you? 95% somewhat to very important NEBRASKA END OF LIFE SURVEY REPORT How important is having healthcare professionals visit you at your home? 77% somewhat to very important NEBRASKA END OF LIFE SURVEY REPORT How important is understanding your treatment options? 98% somewhat to very important 8

9 NEBRASKA END OF LIFE SURVEY REPORT How important is comfort from religious/spiritual services or persons? 83% somewhat to very important NEBRASKA END OF LIFE SURVEY REPORT What type of support would you want if you were dying? 89% Listen when I talk 83% Know what I want when I die 79% Know about my illness 78% Help with chores 75% Provide transportation AVERAGE SURVEY RESULTS FROM TRANSCEND If you needed hospice care for a loved one, where would you get information? 43% Physician 18% Hospital 12% Don t know 11% Hospice 9

10 NEBRASKA END OF LIFE SURVEY REPORT 36% say they re interested in receiving more information about hospice 47% say they re not In focus groups, a similar lack of interest is often a first answer but when participants learn a little, they want to know more. NATIONAL RESEARCH What would motivate you to contact a local hospice organization directly? 53% Expertise in keeping patients as comfortable as possible 11% Spiritual and emotional support for the patient and family 10% Coverage for medical equipment and prescriptions 10

11 ANALYZE Review the data Connect the dots Discover what s missing STRATEGIZE Who to address What messages to deliver Where to connect with audiences How to reach them cost effectively When to best connect STRATEGIZE (cont d) Define goals Choose metrics Establish budget Define timing 11

12 Become a more preferred choice for information Describe the benefits that your community is looking for Educate that your hospice brand is one source that provides those benefits STRATEGY EXAMPLE Position your hospice as the go to authority for information regarding end of life. Case study 12

13 Answers for Living the Last Months of Life PRIORITIZE Can t do everything at once There are no knockout punches Sequence your messaging over time (3 to 5 years) VERBALIZE Develop key messages Tailor for specific audiences Address from audience s perspective 13

14 PERSONALIZE Align with your strengths Develop distinct look and feel Brand while you educate TV spots: Susie Gin Deanna Judy 14

15 DISTRIBUTE Strategic media plan Reach target audiences cost effectively Repetition of messages INTERNALIZE Inspire. Learn. Grow. Use board, staff, volunteers as resources Share marketing plan with entire team Train as appropriate to walk the talk 15

16 EVALUATE Conduct same research study yearly Apples to apples comparison vs. baseline Identify successes and next phase of needs BEFORE If someone in your family had a terminal illness, where would you turn for information about hospice care? 45% Physician 40% Internet/phone book 11% Hospice AFTER If someone in your family had a terminal illness, where would you turn for information about hospice care? 48% (11%) Hospice 27% (45%) Physician 22% (40%) Internet/phone book 16

17 Which hospice would you call if you needed care or information? Hospice of Northwest Ohio Before 23% After three years 67% After five years 74% REPEAT Apply newest research results Re evaluate priority of messaging Execute next phase of campaign Less labor intensive than launch CONNECTING WITH PHYSICIANS AND REFERRERS Begin by listening Uncover unmet needs that align with your brand Build your case with data 17

18 EVIDENCE BASED EXAMPLES According to Harvard researcher Nicholas Christakis: 63% of physicians overestimated survival time 17% underestimated Average overestimate was 530% too high The better the physician knew the patient, the greater the margin of error EVIDENCE BASED EXAMPLES According to Duke University, hospice care extends average lifespan of patients: Average of all diseases 29 days CHF 81 days Lung cancer 39 days Colon cancer 33 days Pancreatic cancer 21 days EVIDENCE BASED EXAMPLES Tailor data to your specific service area: Of the 643 people who died in our county last year from cardiovascular disease, only 69 (10.7%) received end of life care 18

19 Case study TV spots Specialists Dr. Short 19

20 IMPLICATIONS FOR HOSPITALS? Position hospice care among your specialties Complete the continuum of care with hospice service Include hospice services as part of the accountable care CORNERSTONES OF BRANDING Consistency Brevity Repetition CONSISTENCY Identify and hone three to four key messages to focus on Develop brand standards for logo, typefaces, color palette, photo styles Stick to and enforce your brand standards! 20

21 BREVITY Develop an elevator speech to communicate key message(s) in 30 seconds or less Create a themeline to capture the essence of your brand Don t cram too much information into any single communication REPETITION Minimum of nine times for a message to sink in Repeat messages in different media Repetition for you doesn t mean redundancy for your audience Case study 21

22 Peace of mind when it matters most Spiritually based organization Simply translates the mission and benefit of care Evokes a powerful emotion and communicates benefit Solidifies desired position in the market 22

23 3/23/2012 STAFF AS BRAND AMBASSADORS Brand building is everyone s business! Make sure entire team knows research highlights Share strategy and key messages PROVIDE TOOLS FOR CONSISTENT, BRANDED MESSAGES 23

24 LIVE YOUR BRAND! Exhibit qualities your brand stands for Train employees to say full hospice name Create on hold recordings to reflect the brand and key messages Use active listening to meet patients needs rather than your process Consider uniforms, branded apparel, colors and flair KEEP TRACK OF THE IMPACT Family satisfaction surveys Gear questions that tie into key messages Use results to improve messaging and consistency Share results with referrers to show satisfaction/good outcomes Questions? 24