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Medstar Washington Hospital Center

Medstar Washington Hospital Center. Strategic Communications Plan Positioning WHC as the premier hospital across the Mid-Atlantic and surrounding areas. About Us. Vision To serve as the primary U.S. Healthcare communications firm. Mission

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Medstar Washington Hospital Center

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  1. Medstar Washington Hospital Center Strategic Communications Plan Positioning WHC as the premier hospital across the Mid-Atlantic and surrounding areas

  2. About Us • Vision • To serve as the primary U.S. Healthcare communications firm • Mission • To deliver results that resonate with our clients and their audiences, through innovative ideas, an unwavering commitment to the client while upholding the utmost standards of integrity • Values • Integrity • Innovation • Empathy • Excellence • Loyalty

  3. Aevitas’ Board of Directors • Michelle Kirk:Co-Founder, Chief Executive Officer • Robert Feasley:Co-Founder, Chief Financial Officer • Ellie Shetter:Vice President, Digital Communications • Ming Ong:Brand Promotion and Advertising Senior Executive • Andrew Jackwin:CEO of American Health, Senior Executive

  4. Your Team • Michelle Kirk:Co-Founder, CEO • Kim Lindegren:Project Director • Melanie Gade:Lead Graphic Designer • Matthew Mariacher:Lead Researcher • Matthias Mordi:Lead Media Correspondent • Claire Harper:Lead Conceptual Art Designer

  5. Our Approach Fresh Approach = Big Difference • Aevitas does not hope for results – we make them happen. Specialized Delivery • Aevitas doesn’t strive to meet our clients’ expectations – we strive to exceed them. Individualized Teams • Each team at Aevitas is specialized to meet the individual needs of different clients.

  6. Previous Campaigns

  7. Previous Campaigns Kaiser Permanente Thrive Campaign • Preliminary research • Developed key messages • Management of talent • Coordinated “Thrive” advertising campaign • Produced creative ads and designs for gifts and giveaways • Proposed, designed, facilitated and managed events • Developed online content “to Thrive.” • Promoted this campaign internally to Kaiser employees

  8. Previous Campaigns Washington Hospital Coalition Campaign • Preliminary research • Message development • Pitched and designed ER Wait Time Update System • Socialmedia integration • Facilitated the agreement and implementation of all area hospitals • Designed and placed “Fast LocatER” advertisements • System usage reached 500,000 checks

  9. W S STRENGTHS WEAKNESSES • Solid track record of excellent care • No specific specialization for one kind of cancer treatment, enabling WHC to position itself as the comprehensive leader in cancer treatment of all kinds • Strong ties to local media • Strongpresence on Twitter • Routine media coverage from top tier print, online and broadcast outlets • YouTube channel with over 50 videos, more than 100 subscriptions and 100,000 views. • Uncertain funding, reliance on grants in order to continue to provide service • Facebook page lacks interaction and engagement • WCI lacks a top line message that spurs viewers to action or mobilizes support • WCI not considered a primary cancer treatment facility in the Mid-Atlantic at this time • WCI information is buried deep within sub-site pages • Minimal conversation on cancer web blogs about WHC T O OPPORTUNITIES THREATS • Partnerships with new organizations like AARP to reach baby boomers • Capitalize on demographic research about new target audiences • Diversity of patients served • Potential to capitalize on strong, credible standing within the local D.C. community • D.C.’s transportation network • Location in the nation’s capital - cultural resources offer solace, diversion and entertainment for caretakers • Expand online presence • Targeting referring doctors • Rising cost in prices (gas) associated with traveling to WHC from destinations across the Mid-Atlantic • Already established centers of excellence with cancer facilities in the Mid-Atlantic, notably Johns Hopkins • Rising costs associated with health care and greater vigilance and restrictions from insurance payers

  10. Audience Research Target Demographics • Minority baby boomers • Referring doctors and health maintenance organizations (HMOs) • Potential partnerships • D.C. hotels and long-stay accommodation facilities • American Cancer Society • The Mid-Atlantic Cancer Genetics Network (MACGN) • American Society of Clinical Oncology • Educational partnership with Johns Hopkins University • National Cancer Institute at NIH

  11. Objectives • Increase news coverage of MedStar Washington Hospital Center and the Washington Cancer Institute • Media resulting from the event staged for the opening of the Washington Cancer Institute. • Media resulting from local press conferences in surrounding areas. • Media resulting from earned media and article placements in local outlets. • Increase in general public awareness of MedStar Washington Hospital Center and the Washington Cancer Institute • Secure speaking arrangements for doctors of the Washington Cancer Institute at medical trade conferences. • Utilize strategically-placed bus advertisements to increase awareness in neighboring states and regions.

  12. Goals • Increase the number of patients visiting MedStar Washington Hospital Center • 20 percent increase in one full calendar year. • Increase the number of cancer patients visiting Washington Cancer Institute • 20 percent increase in one full calendar year. • Increase the number of referrals via referring doctors • 35 percent increase in one full calendar year.

  13. Tactics General Overview • Main event for opening of WCI • Local press conferences held in surrounding states • Creating a surround-sound effect – priming the news media • Referring doctors • Potential paid media: bus stops and cell phone campaign

  14. Tactics Messaging • Key message • Factual Proof Points • Emotional Proof Points

  15. Tactics

  16. Input • Activities • ST & MT • LT Logic Model • Medstar • Adverts (web & trade) • Awareness • Recommendation • Researchers • Text broadcasts • Regulations • Websites/SN • Acceptance • Loyalty • Consultants • Interpersonal • Partnerships • Earned media • Action • Repeat patronage • Celebrity Spokesperson • Promos/events

  17. Cost • Time • Fidelity • Creativity • Fog index • Flesch’s score • Technical Ratings • Awards • CPM • Ad equivalency • Frequency • Repetition • Search Ranking Process Evaluation • Message Quality • Message Dissemination • Message Production

  18. Impact Evaluation • Acceptance • Audience feedback • Variance analysis • Benchmark study • Awareness • Message exposure • Message content analysis • Message recall • Action • Audience participation • Ultimate results • Upstream Partnership engagement

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