How to Create a Winning Message Framework

January 2015

Jeanne Chase Tiscareno

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Set and Follow a Message Framework

Your Goal

To woo each patient

into placing enough trust

in you and your organization

to utilize your services.

Use It To Develop Your Positioning

• Clarifies how you communicate with each audience

• Provides backdrop for all communications

• Explains how you stand amidst competition

• Raises your organization’s perceived value

“Positioning” – Your differentiated promise and how you express it to customers.

“Only we can bring you…”

Know yourself.

4

For a Winning Message Framework…

Know what you want to say to each

one.

Know your patients.

Explore and Document:

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Know Yourself

How do you compare to your competition?

Who are they?

How do they overlap your market?

What do they do better or worse than you do?

Where do you differ in value, and how important is that to customers?

What product or service do you offer?

What is its niche?

What is its true, unique value?

What underlying problem does it solve?

What unmet need does it address?

Who are you now, and where are you headed?

What are your goals?

What obstacles must you overcome to reach them?

Explore and Document:

6

Know Your Patients

Who decides The Buy?

What is the measure of influence?

Who impacts their beliefs?

What aspects of your value proposition are important to each one?

E.g., Mother focused on safety in child birth, an elder’s offspring concerned about coordinated care.

What organizations or patient profiles do you serve?

What percentage are government agencies, commercial orgs, or individuals? What demographic do you serve?

What are each audience’s unique needs and purchase paths?

What is the profile of your market segment?

What are the demographics or psychographics?

What are their biggest challenges? What are the changing market conditions?

Explore and Document:

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Know What You Want To Say

What are your value-based benefits?

What top three benefits do you bring to each market segment, based on what is most important to them?

What emotional and functional benefits do you offer?

What is your value proposition?

In 35 words or less, what is your overarching promise to all customers?

What are your “value pillars” for each market?

What one to four things do you want to be known for?

Why would customers choose you because of these value characteristics?

Value Proposition

Your 35-word value proposition is the genesis of every message during a campaign. Central themes emanate from this common ground. You will use it in both internal and external communications.

Value pillars 1- to 3-word phrase 1- to 3-word phrase 1- to 3-word phrase

Primary benefit to all customers

1- to 2-sentence value statement

1- to 2-sentence value statement

1- to 2-sentence value statement

Benefits to Audience 1

• 2 to 5 support points • 2 to 5 support points • 2 to 5 support points

Benefits to Audience 2

• 2 to 5 support points • 2 to 5 support points • 2 to 5 support points

Message Framework Template

Sample – Health Care

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Value Proposition

MedOpt Managed Care Services helps insurers manage costs and improve client outcomes

through technology-driven processes, physician review, and a network of top performing healthcare professionals.

Value pillars Doctor-Reviewed Experience Stability

Primary benefit to all customers

Significant Savings through early procedure review, eliminating unnecessarytreatments

First-hand knowledge of how to improve outcomes without increasing costs.

Backed by Northwest Mutual, a company known for its insurance focus and financial strength.

Benefits to Audience 1

• Integrated medical bill review process, results in 55% savings for clients nationwide

• (Etc.)

• Fully certified nurses, doctors, and case managers

• All held to a standard of performance to ensure the best possible outcomes for our clients

• (Etc.)

• Direct access to top-performing health care networks, claims experts, and diagnostics tools to tap the best resources for our services

• (Etc.)

Keeps departments/ employees on same page

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More Value from Your Message Framework

Lays foundation for communications to

new markets

Broadcasts unified company message to all

Need Message Framework Assistance?

Jeanne Chase TiscarenoPhone: (206)799-2746Email: jeanne@ChaseLaneConsulting.com@jeannetiscareno

WWW. CHASELANECONSULTING.COM

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