aubmc strategic planning and communications

© 2010 AUBMC. All rights reserved. www.aubmc.org

AUBMC Strategic Planning and CommunicationsHow we got here, where we are and where we’re headed


Towards a strategy


Situation analysis and assessmentTowards a strategy

What environment am I functioning in?

What is the competition

doing?

What are the needs that exist

around me?

What opportunities

can I take advantage of?

How do I compare to

others?

What do I need to succeed?

What are some of the obstacles

I may face?


Global Trends

Medical Centers and hospitals have accepted marketing and communications as a necessary and important part of their institution.

Target audience is not restricted to patients – there are several external and internal stakeholders that are key.

Multichannel approach to marketing and communications.

Important to empower, engage and inform patients – not just once, at every step.

Patients have increased access to information on line – they are more knowledgeable and demand more information.

Trends in the Medical Field


Global Trends

Digital media is becoming a main channel for marketing and communications

Physicians now spend a full work day each week

online professionally.

Medical apps are fastest growing.

Food and Drug Administration approved for the first time a medical

smart phone app for iPhone and iPad.



Global TrendsTrends in the Medical Field


Global Trends

What does that mean?

The medical field is becoming more about information than it ever was.

Patients feel the need to be a lot more involved and aware of the whole treatment process.

Communication is now completely integrated and utilizes several channels to reach its various stakeholders (external and internal).



Regional Insights

Brand name means something – well established and recognized institutions rank high on patient choice list.

The perception of an institution and decision making process for a lot of people is very influenced by social circle, family and family doctors.

Proximity is important – physical and social.

Many patients prefer to seek care in another country mainly due to: limited availability of facilities in their country (seek reputable institutions) lack of specialized procedures/expertise (doctor expertise, reputation,

specialty treatment)

Some governments fund treatment outside of their countries (KSA, Qatar, UAE, etc.).



Local Insights

Family doctor and family circle are very important in decision making process.

Acceptance of an individual's medical insurance or social security are very important in choosing a medical institution.

In severe and difficult cases patients go to the most reputable institutions and will put less emphasis on cost, facility, etc..



What diseases are most prevalent in the region?

Non-Communicable Diseases (NCDs) are the leading cause of death in Lebanon and the region


In Lebanon: 84% of deaths are due to NCDs

- 45% CVD- 19% Cancer- 5% Respiratory Disease

Situation may only get worse due to risk factors present:- 36% of total population smoke

daily- 47% physically inactive- 39% high BP- 12% high blood glucose- 62% overweight- 27% obese

In Region: NCDs are leading cause of

death- 23-49%% CVD depending on

country- 11-20% Cancer depending on

country


What is competition doing?

Local Countries


Activities include:- Advertising - PR- Community

Education Events

Messages focus on:- NCD education- New

technology- State-of-the-art

facilities

Foreign Countries Individual Hospitals

Activities include:- Advertising - PR- Sponsorships- Medical

Conference attendance

Messages focus on:- Country safety- Language

capabilities- State-of-the-art

facilities

Activities include:- Advertising - PR- Sponsorships- Medical

Conference attendance

Messages focus on:- 1-2 Disease

Specialties- Research- CSR- Technological

breakthroughs


Target Audience

We need to know WHO we are talking to.

What we say depends on who we are saying it to.

Audience dictates our message.

Towards a Strategy


AUBMC Target Audience

Target AudienceTowards a Strategy


Potential objectives of marketing strategy

Increase sales/profit

Increase brand

awareness

Increase market share

Counter competitive strategies

Strategic Marketing


Disease states with high

prevalence and/or burden?

Niche markets to our community

(local/regional)?

Opportunities where we have

expertise?

Grow departments with

room to grow?

Where do we want to go?Strategic Marketing


AUBMC – How we got here


How it started

New leadership in place Summer 2009

Patient Satisfaction Survey

Opportunities identified

AUBMC Strategic Planning and Communications


What we heard from patients


To them, I am just a number.

AUBMC? Oh, you

mean AUH!

They have the best doctors.

The facility is so old.

They do not treat me well or with

care.

They are more expensive and only for people

that speak English.

Wouldn’t go anywhere else – only

place I trust.

They are the best – my

whole family goes there.


New leadership, new strategic direction


AUBMC 2020 Vision

Covers AUBMC and FM

AUBMC 5 Year Plan

Covers AUBMC as an operation


New AUBMC Mission Statement

The American University of Beirut Medical Center (AUBMC) is an academic medical center dedicated to the passionate pursuit of improving the health of the community in Lebanon and the region through the delivery of exceptional and

comprehensive quality care to our patients, excellence in education and training, and

leadership in innovative research.

Why we exist


Where we want to beRegional Leadership – Competing with the West

AUBMC 2020 Vision

To be the leading academic medical center in Lebanon and the region

by delivering excellence in patient-centered care, outstanding

education and innovative research.


6 Paths to our visionHow to get there

AUBMC 2020 Vision

Development and implementation of the new AUBMC 2020 Medical Complex

Recruitment of top-caliber, highly specialized and accomplished faculty

Relentless focus on understanding the patient and his/her changing needs

Innovation through the creation of clinical and research Centers of Excellence

Commitment to the academic and research mission of the Faculty of Medicine and AUBMC

Establishment of strategic partnerships and collaborations locally, regionally and internationally

AU

BM

C 2020 V

ision


GoalsAUBMC 5 Year Plan

Provide patient-centered care

Ensure patient care quality and safety

Guarantee service excellence to our patients, physicians, and employees

Ensure operational efficiency

Maintain our financial performance to support our mission


External Communication Plan


Objectives

To regain public confidence

To establish brand recognition

To establish brand loyalty

To establish brand leadership

To raise awareness



Consolidate market leadershipPosition AUBMC in MENA as the undisputed leader in healthcare

Ultimate patient experienceMost advanced technologyHighest caliber faculty Highest standards of care as shown through accreditationsProfessional staffInternational reach through affiliations Promotion of unique services and skills

ObjectivesExternal Communication Plan


Message Propagation Chain – Communication Channels

Phase I: Announcement Communication Objective: create awareness about the “new” AUBMC – leadership,

vision, objectives/action plan – and creating anticipation for the upcoming changes

Phase II: Brand Recognition Communication Objective: progressively implementing and establishing the new

revamped brand identity, to pave the way for the change in perception; and targeted

communication over specific periods relevant to the local and regional audience,

recognizing AUBMC’s superiority in the medical services

Phase III: Brand Loyalty Communication Objective: Supporting the brand affinity among the target audience

and making AUBMC their TOM and TOH for healthcare



Target Audience

General public Class A, B, C

Physicians Local Regional

Alumni Medical Non-Medical

Media Specialized Media – Health and Economics All media – News and Society

Industry Opinion LeadersNGOsPharmaceuticalsSuppliersGovernment Entities

Potential Donors



Delivery Platforms

Advertising

Includes billboards, TV, newspapers, magazines, etc.

Public Relations

Includes press releases, public awareness initiatives and patient education campaigns,

interviews, etc.

Electronic

Email blasts

Interactive emails – exciting interactive and catchy communications

Social Media AUBMC Facebook page

AUBMC Linked In account

AUBMC Twitter account

AUBMC YouTube Channel

AUBMC website

LCD Screen Messages



Delivery Mechanisms continued

Print

AUBMC External Newsletter – AUBMC Pulse

AUBMC Corporate marketing materials – stationary, brochures, posters, invitations, premiums,

etc.

AUBMC and FM Departmental Marketing Materials – brochures, flyers, guides, posters,

invitations, etc.

Meetings/Events:

Center Openings

AUBMC 2020 “Road Show”

Ad hoc meetings based on opportunity

Face to face/one and one/roundtable meetings based on need/opportunity include potential

donors, media, patients

Public Lecture Series

Leadership Meetings with other medical institutions



AUBMC Launch CampaignPhase 1 – Re-branding

Name Promise Improvement

AUBMC 2020 Strategic Communications

Phase 1

Goals:Establish name of AUBMC (public recognizes

AUH)Raise awareness on our new promise/slogan

Set the stage for future expansion/improvement

Wide-spread local campaign across outdoor media, TVC, print ads, interviews and press conference (Arabic and English)


AUBMC Launch CampaignPhase 1 – Name + Promise Outdoor Billboard



AUBMC Launch CampaignPhase 2 – Re-branding + Messaging

Facts and Figures Care (patient-centered)


Phase 2: Seeding

Focus on:Competitive differentiators

Experience, best faculty, technology/innovation, quality of care (incl. accreditations), and patient-

centered care

Wide-spread local and regional campaign across outdoor media, billboards, print ads, interviews, in-flight magazines (Arabic and English)

Update public

image to be

more patient

friendly


AUBMC Launch CampaignPhase 2 – Re-branding + Messaging Outdoor BBs



10/5/10


AUBMC CampaignAUBMC 2020 Strategic Communications

Phase 3:Promotion of New & Unique Services/Skills

AUBMC Preventive Cardiology Clinic


AUBMC CampaignAUBMC 2020 Strategic Communications

AUBMC Multiple Sclerosis Center


PR Strategy and Plan


Creating long-lasting communication programs

Supporting corporate brand image through combining public relations and

publicity, media relations and special events media optimization

Building and maintaining AUBMC’s reputation by developing notoriety, increasing

awareness, and raising the level of our target market’s recognition

Developing data and information services that will be target-specific to those who otherwise might not have access to information

Provide the proper material to the ideal vehicle to keep influencers (concerned media, partner entities, interested targets, etc) updated on AUBMC’s related news and activities

PR Strategy General Objectives


Delivery Mechanisms

Website and web (social media) technology

Press Conferences, Press Releases, Feature articles, Radio and TV

Interviews

Provision of hard copy publications to other stakeholders, government

entities, NGOs, Professional Associations & Bodies

PR Strategy


Aligned to the 3 Phases

Phase I - Announcement: Build Trust and Create Awareness

Press Conference to launch new identity and vision

New Identity Rationale

AUBMC’s previous accomplishments

AUBMC’s future projects, enhancements, additional services

Facts and figures of relevance

Elaboration about AUBMC’s outreach program

Launching of a newsletter to be distributed to all concerned entities (stakeholders and

media)

New management profiling (CVs, breakthroughs, plans, etc.)

PR Strategy



Phase 2 – Brand Recognition:

Maintaining press relations and awareness

Establishing AUBMC as a reference in healthcare

Launch follow-up with concerned entities:

Regular update on activities and events (press releases, newsletter, one-on-one

press briefings, monthly lunches, etc.)

Lobbying with media for feature articles / interviews concerning topics of

relevance on which light is to be shed

Maintaining a two way communication process with partner entities (requesting

feedback on material sent, mini-questionnaires, etc.)

PR Strategy



Phase 3 – Brand Loyalty:

Maintaining press relations and awareness

Establishing AUBMC as a reference in healthcare

Generate more content for maintained interest:

Sharing breakthrough, new technologies implemented, etc.

Organizing a series of tours for partner entities and media at AUBMC

where each tour would be viewed from a different angle

PR Strategy


Ongoing initiativesExternal Communication Plan

Daily Weekly Bi-weekly Monthly

Media Requests Website news updates Highlighting of an AUBMC

service/department on the web and social

media

PR Media Newsletter

Facebook – review, post and answer Meetings with media

Media Lunches

Twitter – review, post and answer

AUBMC story write-up/post

Meetings with NGOs and patient advocacy

groups

Health Tips Agency Meetings

Meetings with potential private

partners – banks, organizations

Press releases


Ongoing initiativesExternal Communication Plan

Quarterly Semiannually Annually Ad hoc

Leadership Meetings with other medical

institutionsReferral Network Building Events –

“speed dating” educational

“specialty” sessions

AUBMC Calendar Patient survival meetings

Media workshops AUBMC/FM Annual Report – Public

New Center and Event Openings

PR Media Kit AUBMC Greeting CardMeetings with

potential partnership organizations* – ex.

Kidzmania, KMC, etc.External Newsletter –

AUBMC Pulse

Educational/Research Forum with Regional

Medical Schools*

Patient Awareness Initiatives for

services/departments*

MOU Signings

Press Conferences

Patient Retention Initiatives –

Meet the

Specialist Ask your Doctor Support Groups

Communications Calendar

PR Briefing Document to staff


Internal Communication Plan


Objectives

Engagement

Awareness

Alignment

Continuous



Objectives

To align all employees on new Mission, Vision and AUBMC 5 year plan

To communicate new culture change at AUBMC to existing employees

To ensure all internal constituents are aware of and aligned to major initiatives

and changes

To ensure new employees are aligned to new AUBMC identity and branding

from the moment they are hired

To increase awareness on services, programs and units at AUBMC to AUBMC

and AUB community

To improve and maintain high levels of employee morale and motivation



Target Audience

Leadership

AUB

AUBMC

FM

Faculty

MDs

Nurses


AUBMC Staff

Residents

Students

AUB Community


Strategic MarketingWhere do we go from here?


AUBMC Strategic Planning Process

aubmc strategic planning and communications

Documents

medical institution

medical apps

medical fieldin lebanon

individuals medical

treatment process

difficult cases patients

family circle

social circle