Marketing and Marketing and Communications:Communications:

Delivering Creative Solutions from the Heart

Steve Erickson, CAEChief Communications Officer

Senior Vice President

The American College of Cardiology

What We Do:

Face of the ACC

• Serve as ACC’s public interface with all stakeholders• Enhance the Brand: the World’s Premiere CV Organization• Communicate Mission of Transforming CV Care and

Improving Heart Health

Marketing Muscle Behind the Revenue

• Provide expert, efficient and cost-effective marketing and communication services to all parts of the College

Provide Expert, Efficient and Cost-Effective Marketing and Communications for All

Lifelong Learning

Membership

Business Development

Advocacy

Science and QualityLeadership

Human Resources

Digital Coordination

StakeholdersStakeholders

How We Do It: Key Groups Key Groups

Communications• Corporate Communications• Media Relations

Marketing • Marketing Communications• Branding and Creative• Market Intelligence

Corporate Communications

• Print and E-mail (Cardiology magazine, CardioSourceNews, The Advocate, CV News Digest, Quality First SmartBrief, etc.)

• Staff and Leadership Communications (talking points, writing, presentations, employee newsletters, etc.)

• Social Media (ACCinTouch Blog, Twitter, Facebook, LinkedIn, etc.)

• CardioSmart (Community events, social media, etc.)

• Member Communications

Media Relations• Responding to mainstream media articles on CV-related

features and news

• Promoting ACC partnerships, programs, research and health policy positions

• Promoting ACC leadership as spokespeople/experts on CV topics

• Coordinating ACC Annual Scientific Session Newsroom

• Promoting JACC abstracts

Marketing Communications

• Integrated marketing communication campaigns tied to organizational goals:o Engage and retain memberso Understanding and use of ACC productso Generate revenue and growth

• Via:o Direct mailo Targeted e-mailso Advertising (print/web)o Web site content/online messagingo Editorial and mediao Field marketing and exhibits

Branding and Creative

• Unifies and oversees all College branding

• Operates as a full-service in-house design agency

• Produces more than 2,500 projects per year

• Video coverage of news and events

Market Intelligence

• In-house market research team

• Quantitative and qualitative tools and abilities

• Manages 300+ person monthly CardioSurve panel of U.S. cardiologists

• Research includes:• Practice Census• Member Satisfaction Survey• Stakeholder Research• Member Loyalty Analysis• And much more!

2013 Key Initiatives and Focus:

• CardioSmart and patient-centered care communications

• News and information as it relates to the Digital Strategy

• Increased focus on social media

• Cardiology magazine moving to quarterly schedule

• Public reporting

• Continued communications around health policy and quality

• Lifelong Learning Portfolio

• Member value

Questions?Questions?