Community Advisory Council May 25, 2015
Greetings Regrets for today s meeting: David DuCharme Derek Lall Tony LaRocca Bill Peel Michelle Quintyn Anita Sutton Introductions: Terry Green, Insights Mary Gillet, Director, Corporate Communications and Public Relations 2
Today s Agenda Review and approval of March 23 meeting minutes Follow Up re: March 23 action items Roundtable updates Refreshment Break Consultation re: inside Magazine Wrap-up 3
Approval of March 23 rd Minutes Comments or Questions? Follow Up: Add PFCC principles to council s rules of the road 4
Roundtable Updates 5
Refreshment & Networking Break 6
inside: An Introduction Background: 3 issues/year Community-based Distributed in London Free Press, in-hospital and online Directly reach our audiences to tell positive stories Tackle difficult or complex issues Importance of research and focus group approach 2013 research resulted in changes 7
inside: An Introduction Background: Importance of research and focus group approach 2013 research: remove CEO message improve paper quality on cover tell a story with front cover photo maintain no advertising do not position as fundraising vehicle 8
Today s Consultation Purpose Share research findings and discuss how they are used to improve the magazine Solicit CAC for content ideas 9
Today s Consultation Plan 1. Involve CAC in a mini-research experience to familiarize you with the magazine and the research process 2. Presentation of 2015 research findings 3. Brainstorming to generate specific content ideas 4. Sharing of intended changes based on 2015 research 10
2015 inside magazine research findings The Research Two focus groups held at Insights on March 10, 2015 Groups split by age (25-44 and 45+); screening ensured that all participants read print magazines and/or newspapers and indicated at least moderate interest in a short publication such as inside All participants reviewed the Fall 2014 and Winter 2015 issues of inside prior to the discussion 11
2015 inside magazine research findings Awareness: Findings PRINT moderate awareness of print version of inside; online access to the magazine assumed but not known engaging for the captive audience medical settings an appropriate and effective distribution channel look of the magazine sufficiently interesting to motivate hospital visitors to pick it up BUT inside can be lost as a newspaper insert ONLINE inside site not perceived as a destination per se but, rather, as a good resource providing additional information on stories of interest; website and video links not particularly noticeable in print home page well received but video content samples did not measure up 12
2015 inside magazine research findings Awareness: Implications more effectively call out the inclusion of inside in the Saturday paper ensure that the magazine cover is distinctive and captivating, recognizing that it has to work harder to convey the essence of the publication and attract interest when viewed out of the medical environment ensure that website and video links are highlighted in the print magazine 13
2015 inside magazine research findings The Cover: Findings LHSC commands attention: known, respected, relevant colour logo more familiar inside name not well known, not evocative glossy paper positively received people on cover are engaging larger text works to highlight cover story more patient focus: conveys the idea that the patient comes first looks real / natural for most, implies good care, is hopeful a few felt it might make you want to look away more about the staff looks staged colder, more clinical, a little threatening 14
2015 inside magazine research findings The Cover: Implications increase LHSC brand presence on the cover, as this has the potential to build interest and to differentiate reconsider the relative weight given to inside continue a people focus on the cover, recognizing that personal patient stories have strong relevance 15
2015 inside magazine research findings Overall Response: Findings positive reviews overall: seen as a worthwhile publication that reflected well on LHSC OLDER GROUP YOUNGER GROUP 16
2015 inside magazine research findings Overall Response: The Detail favourable reaction related primarily to the content, which was seen as varied, informative and interesting magazine seen as easy to read (in terms of font size, layout and level of writing); readers related to the tone, which they perceived as personal and positive personal stories of real people were the heart and soul of the publication: the content that was most relate-able and valued consensus was that inside achieved the objective of high quality without seeming expensive Overall Response: Implications move forward with the same general editorial direction, emphasis on patient stories, and production values 17
2015 inside magazine research findings Challenge of a Younger Audience: Findings more challenging to engage a younger audience with a traditional print publication harder to find print readers for the 25-45 group younger group much less likely to say print is attention getting; once reading, most were pleasantly surprised overall, less interested in content that they did not see as personally relevant some in younger group had a more critical view of inside s graphic design expressed cynicism around LHSC s motivation thought inside was directed at staff rather than the public 18
2015 inside magazine research findings When they start talking like this, it feels like it is for people who work at the hospital: the hospital community, not the regular community. This is all about awards, and what the staff are doing. I don t care at all; it s like their own newsletter or staff magazine. Challenge of a Younger Audience: Implications success of the magazine depends on presenting information that readers see as relate-able at human level ensure all parts of magazine are and appear to be relevant to the public accept the reality that one vehicle cannot connect with everyone 19
2015 inside magazine research findings Evaluation of Content: Findings CONTENT Page 2 Table of contents Who we are Did you know? Portering Department Patient stories SUMMARY OF REACTION TO CONTENT The Long Road to Recovery (burn patient); Taking Control of Treatment (Cinemavision goggles to overcome fear of MRI scan); Overcoming Mental Health Stigma Research London Experiences Brain Gain (recruitment of respected researcher) On the scene @ LHSC (quick bits on people / happenings) Back cover You asked us Where are programs and service located Content associated with You asked us CEO message / restructuring milestones Health Care Challenges Not included in Winter issue INTEREST moderate moderate high very high moderate to high moderate low High Low NA table of contents of greater interest to the older group; thumbnail descriptions of stories a strength as in 2013, most had misconceptions about what was encompassed by LHSC (St. Josephs was included by many) well received in terms of content and presentation: lively info-graphic type format with facts well appreciated especially with younger group featuring staff humanized hospital highlight of the magazine for all; readers appreciate reallife, first person accounts supplementary stories with practical tips / useful information / contacts to programs or offerings was valued research had potential to resonate, but only if the stories connected the research to the lives of everyday people; suggestions of more engaging / less academic title, such as cutting edge or new developments interest moderate for the older group and low for the younger group, who feel this was of greater interest for staff great appreciation of practical content, such as the building maps in the winter issue was considered dull and uninteresting for the public Omission had negative impact on magazine 20
2015 inside magazine research findings Evaluation of Content: Implications content generally hits the mark, although work needed to ensure that presentation consistently portrays relevance re-evaluate On the scene to ensure community connection (so that it does not appear to be staff news) work to re-introduce health care challenges that address difficult or complex issues; this content is highly engaging and contributes to positioning inside as an objective, reliable voice (rather than a self-congratulatory publication) 21
2015 inside magazine research findings Performance vs. Goals: Findings GOAL 2013 findings 2015 findings 1. TONE people focused unanimous agreement unanimous agreement down to earth and human 2. QUALITY high quality without being expensive unanimous agreement half disagreed unanimous agreement unanimous agreement largely due to paper quality on the cover, a positive improvement 3. UTILITY provide readers with useful information they will want to keep and refer to 4. CONTENT show the positive impact that LHSC has on the lives of patients most agreed unanimous agreement most agreed unanimous agreement unanimous in perception that at least some of the information was useful but almost all were unlikely to keep print publication give the real story on difficult issues facing the LHSC as a health care provider virtually all agreed all disagreed actually not addressed in Fall 2014 or Winter 2015 issues demonstrate how community support through donations has made a positive difference make people aware of the innovative world class research going on at LHSC half disagreed most agreed most agreed most agreed improvement from 2013 2015, but sense that it could still be more prominent 5. LHSC MESSAGES provides a broad range of specialty services has a proud tradition of care virtually all agreed virtually all agreed most disagreed virtually all agreed disagreement in 2015, but seen as unrealistic to accomplish in one issue; a goal to be achieved across many issues of inside 22
Content Brainstorming Seeking Your Help Early issues of inside addressed difficult and complex issues that were high profile and topical wait times in the ER and infection control / superbugs to great effect. Our 2013 research showed that objective coverage of these topics was of great interest and more than that reinforced the intended role of inside as a credible, balanced source that provides real information about what goes on at the hospital and how this affects the public. Going forward, it would be advantageous to continue this type of content. We are seeking your help in identifying future content opportunities around challenging health care issues. 23
Intended Changes based on 2015 research Written Content Reintroduce difficult issues Make content more approachable Ensure relevance in choice of content and presentation: quickly and clearly indicate relevance of story Link research stories to real-life Continue to expand on the broad range of specialty services at LHSC On the scene section should be more focused on the hospital s interaction with the community. 24
Intended Changes based on 2015 research Design Separate inside from the rest of the inserts in the newspaper Leverage LHSC brand presence by clearly communicating that the publisher of inside is London Health Sciences Centre. Balance design so elements draw in readers from multiple demographics Clearer indication of online content Communicate a people focus on the cover Give section headings more prominence (larger or more attention grabbing) because they are going largely unnoticed right now. 25
Intended Changes based on 2015 research Online Videos should be more compelling and professional 26
Wrap-Up Check-in Annual Community Meeting: Monday, June 29, 2015 at 12:00 noon Sumner Auditorium, Victoria Hospital Next CAC Meeting: Monday, September 14, 2015 @ 4pm C3-401 Victoria Hospital Boardroom 27