viterbo ppt feb 15

Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.

Marketing and BrandingPamela Maas

Chief Business Development and Marketing Officer


• What is marketing- define marketing.

• Branding – discuss the value of brand positioning.

• “We need an ad” - Understand why defining corporate market strategy is a must. Marketing is not just an ad.

• Unplugging digital marketing – review how digital channels are changing how we market and engage consumers.

Topics for Today


What is Marketing?


Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service.

What is Marketing?


Build awareness of an organization and its services Top of mind Positive image Differentiate

Increase dialogue between organization and its customers Communication Benefits and value Relationships Experience

Successful marketing will . . .


Invite new customers to try the organization Top-of-mind Information Experience

Generate loyalty to the organization Brand promise Growth goals Advocacy, word-of-mouth and philanthropy

Successful marketing will . . .


Has marketing’s role changed?

http://www.youtube.com/watch?v=Wac3aGn5twc


Marketing is not advertising. Advertising is a tactical channel

Gundersen Lutheran Medical Center, Inc. | Gundersen Clinic, Ltd.Pamela Maas, MBA 9


What is a brand?

http://www.youtube.com/watch?v=JKIAOZZritk


Brands What are they and where do they come from?

PerceivedExperienced


What is a Brand?


Benefits of a Strong Brand

• Influence consumer choice• Attract and retain the best talent• Create contracting and partnering leverage• Shape referral patterns• Build customer loyalty• Better weather the economic and cycles• Better manage competitive encroachment


What’s your brand knowledge?


B I N G O

peach

steak

melon jelly

carrot


Source: Interbrand; Rank is based on how much the brand is likely to earn for the company in the future based onfinancial strength, importance of driving consumer selection, and likelihood of ongoing branded revenue.

Most Valuable US Brands


What is positioning?

• Strategic decision to shape what the marketplace thinks of the organization

• Comfortable, yet stretching statement of self-identity

• Combination of historical perception, current perception, and future (desired) perception

• Decision that leads to a unique advantage in the marketplace


http://www.youtube.com/watch?v=nmwXdGm89Tk




Gundersen’s Brand Positioning• Definitions

– Brand promise: Articulates what people can expect to experience each and every time they visit or contact any Gundersen location.

– Brand expression or tagline is the public version of the promise. It should give the audience an emotional connection to the brand by communicating the brand experience they can expect in a way that is relevant.

• Gundersen Health System “Brand” should:– Evoke emotional connection with the staff and people and the communities that

we serve – Reflect strength of system (work for all parts - hospital, clinics, nursing homes,

ENVISION, national products, affiliates - and feel “bigger” than a community hospital)

– Reflect quality /service– Reflect excellence in all we do– Reflect patient-centric focus– Reflect our integrated approach to care for the communities and populations we

serve


http://www.youtube.com/watch?v=BnMgAQUjHBY


Everything is going to be alright . . .


One last camping trip. . .


Sometimes traditional therapy isn’t enough. . .


“The more consistent the brand is across all customer touch points and over time, the more the brand will have made a firm impression.” (Source: Brand Consistency: The Value Multiplier, Inner Workings)


Branding = Brand Promise = Customer Interactions at all Touch points


By keeping the brand identity consistent and readily recognizable, an organization is able to extend the halo of brand expertise, quality and service across the entire enterprise. Hence, strengthening our brand equity.


DIGITAL IS CHANGING THE WAY WE MARKET AND ENGAGE

http://www.youtube.com/results?search_query=gas+lawz+by+25+cent&oq=gas+lawz+by+25+cent&gs_l=youtube.3...2992.2992.0.3828.1.1.0.0.0.0.138.138.0j1.1.0...0.0...1ac.1.nJ9B3m515NI


Digital is Changing the Way We Engage• Web

• Social Media

• Mobile Marketing

• Search engine marketing

• Search engine optimization

• Display advertising

• Content Marketing

• Mobile and patient portals

• Health Apps

• Viral or Buzz Marketing


Social Network Engagement


Digitalitis - that nagging, uncomfortable, and sickly feeling that you're not fully embracing the role of digital marketing and it's causing bloating to your marketing budget and efforts.

Source: SpringBoard Brand & Creative Strategy


Digital Customer Engagement


Marketing, Engaging and Communicating is a 24/7 proposition

40 Source: MRI Doublebase, 2013


Better Health Through Mobile

Source: “15 Mobile Apps For Better Health”, Information Week Healthcare, informationweek/healthcare.com

Pocket CPR/First AidiManage Migraine Baby BumpMyFitnessPal

Glucose Tracker

Family Drug Guide

Period Calendar Deluxe



http://www.youtube.com/watch?v=OQZSs4U7JDQ



Health4Me Check claims and account balances Locate nearby urgent care facilities

and ERs Access an experienced registered

nurse 24 hours per day/seven days per week for advice regarding any kind of medical question

And more . . .


Mobile Health as Part of Treatment

• Mobile Apps• Reducing the cost of care• Improving the health of

populations• Providing the right care at

the right place• Changing the way we care

for patients• Changing the way patients

seek care

The future of medicine…Rock Center: Doctor says he prescribes more apps than medications

Eric Topol• Cardiologist and Chief Academic

Officer, Scripps Health• Professor of Genomics, Scripps

Research Institute in San Diego• Author of "The Creative

Destruction of Medicine

http://www.nbcnews.com/id/21134540/vp/50582822#50582822http://www.nbcnews.com/id/21134540/vp/50582822




Virtual Visits

http://2155864.r.msn.com/?ld=6vlbSjnw1jMXZFPy-lmwlyvDVUCUzSeWVBe4aSO3lE56LODq-ouNruDMhGRD1ScVZMxabh4SbmNBiNFNJWdCSdkiDDHYg5wu2aHLYzR-sXERWjGu5Y6Nzj_TOJiY_nd6aEyS6vkQ&u=https://www.virtuwell.com/?s_kwcid=TC-18900-28120555431-be-972468800


Digital Integration

Digital platforms are revolutionizing business processes everywhere and at multiple touch points. • Reach and engage consumers through social

communities and groups• Acquire and retain customers through relevant digital

channels• Monitor on-line customer sharing and feedback• Improve patient and physician/provider relationships• Support patient with digital care management tools• Promote better health and self management• Build brand equity through digital channels

Marketing as a digital change agent


QUESTIONS?

Thank You.

viterbo ppt feb 15

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