Marketing-Presentation_Symposium_March2014_Final

Report
Marketing and
Communications
March 5, 2014
Marketing and
Communications Goals
• Enhance hospital reputation in Cheyenne and surrounding region
• Build and refine Cheyenne Regional’s brand (our identity) in the
community and region
• Communicate Cheyenne Regional’s quality initiatives with the
public, media, employees/volunteers and physicians
• Increase awareness and promote growth of major service lines and
the medical group
• Enhance community relations through sponsorships and outreach
• Use internal communications to help build employee engagement
and morale and to relay vital information
Hospital Brand and Reputation
•
Develop consistent look and message in all marketing materials.
– Print ads—newspapers, phone directories, magazines
– Radio ads—local and regional
– TV ads—statewide
– Movie theater ads—local
– Website—increased focus on building our website, including patient
testimonials and physician video bios
•
Ensure consistent look and message in all printed materials.
•
Develop communications plan to help foster media and community relations.
– Morning Show: Hospital guests are featured every other Tuesday morning.
– Radio: CEO is featured 6x/year
– More than 150 media placements/year (most are positive)
•
Use health presentations to communicate with community and help community
build relationship with providers and other clinicians.
Find Dr. Right
Meet Dr. Bret Winter
Health Presentation
Get to Know Dr. Munoz
Brochures
Rack Cards
TV Ads
Orthopedics Services
http://www.youtube.com/watch?v=
SxklJRyded8#t=13
Heart & Vascular Services
http://www.youtube.com/watch?v=
-3DV4OwPzjk
TV Ads
Cancer Services
http://www.youtube.com/watch?v=
uM9fJHH9hL0
CRMG
http://www.youtube.com/watch?v=
5CQ2FvxI2Kg
Firsts and Notables
• First in Cheyenne and Southern Wyoming to offer hyperbaric
chambers for the treatment of chronic wounds
• First provider in Cheyenne to offer digital mammography
• Featured on the Discovery Channel as the first hospital in the
nation to use the Stealth Treon neurosurgical navigation system
(2003)
• Provided cardiac patients with the first drug-eluting stent, 3-D
echocardiography and Transmyocardial Revascularization Laser
in the region
• Created the first comprehensive weight loss surgery program in
Wyoming
Firsts and Notables
(continued)
• Performed the first artificial disk replacement surgery in
Wyoming by partnering with orthopedic surgeons
• Opened Wyoming’s first Level II Trauma Center
• Introduced TomoTherapy to this region, a groundbreaking
radiation therapy treatment for cancer patients
• Listed among the top 25 percent of Home Health Agencies in the
United States (2007)
• First and only accredited (ACoS CoC) oncology program in
Wyoming
Communicate Quality
Initiatives
Cheyenne Regional has received awards from CareChex (Comparion), US News
and World Report and the American Heart Association/American Stroke
Association for its quality care.
Quality Awards communicated through:
• Website—news releases, quality icons, sliders
• Print ads
• Billboard ads
• Radio ads
• Movie theater ads
• News releases
• Social media: Facebook, Pinterest, Twitter
2014 CareChex Quality Awards
# 1 in Wyoming for
Orthopedic Care
#1 in Wyoming for
Heart Failure Treatment
#1 in Wyoming for
Stroke Care
2014 CareChex Quality Awards
CareChex Medical Excellence Awards—2014
• Top 10 percent of hospitals in the nation for neurological care and trauma care.
• Ranked #1 in Wyoming for overall hospital care, heart failure treatment,
neurological care, orthopedic care and stroke care.
• Ranked top 10 percent in Wyoming for treatment of gastrointestinal hemorrhage.
CareChex Patient Safety Awards—2014
• Top 10 percent of hospitals in the nation for women’s health.
• Ranked #1 in Wyoming for cardiac care, gastrointestinal hemorrhage treatment,
heart failure treatment, hip fracture repair, stroke care and women’s health.
• Ranked top 10 percent in Wyoming for gall bladder removal, heart attack
treatment, neurological care and trauma care (in addition to all categories in which
we are ranked #1 in Wyoming and top 10 percent in the nation).
2013 CareChex Quality Awards
CareChex Medical Excellence Awards
• Top 10 percent of hospitals in the nation for orthopedic care.
• Top 100 hospitals in the nation for hip fracture repair.
• Ranked #1 in Wyoming for heart failure treatment, stroke care, neurological
care, women’s health and gastrointestinal hemorrhage treatment .
CareChex Patient Safety Awards
• Top 10 percent of hospitals in the nation for hip fracture repair.
• Top 10 percent of hospitals in the nation for pneumonia care.
• Ranked #1 in Wyoming for heart failure treatment, hip fracture repair,
pneumonia care, stroke care, vascular surgery, women’s health and
gastrointestinal hemorrhage.
2013 Awards/Recognition
2013 Blue Distinction Center for Spine Surgery
Award given by Blue Cross Blues Shield of Wyoming. It was the first time a Wyoming
hospital had been recognized as a Blue Distinction Center for spine surgery.
2013 Healthy Communities Achievement Award
Wyoming Institute of Population Health received this for its use of data to implement
programs focused on improving the health of Laramie County residents.
Stage 6 Designation from HIMSS Analytics
Cheyenne Regional recognized as being among the top hospitals in the nation for its
adoption of a high-functioning and broad-based electronic medical record (EMR) system.
CRMC achieved Stage 6 designation of the HIMSS Analytics Hospital Electronic Medical
Record Adoption Model (EMRAM). There are eight states, from 0-7, with Stage 7 being
the highest level of recognition.
2013 Awards/Recognition
National Committee on Quality Assurance – Recognized Babson and
Associates
Babson and Associates Primary Care, PC, received recognition from National Committee
on Quality Assurance for efforts to transform primary care delivery. Babson and
Associates received a technical assistance grant from Cheyenne Regional Medical Group
and the Southeast Wyoming Preferred Provider Group. The grant was used to help the
practice adopt the Patient-Centered Medical Home model.
2013 Quality Achievement Award – Mountain-Pacific Quality HealthWyoming
Mountain-Pacific Quality Health-Wyoming presented Cheyenne Regional Medical Center
with the 2013 Quality Achievement Award, the highest quality award given by MountainPacific. Cheyenne Regional received the award for its outstanding performance in
providing excellent care in the nationally measured areas of heart failure, pneumonia,
acute myocardial infarction, infections prevention and surgical complications, according
to Mountain-Pacific. The award also recognized Cheyenne Regional’s strong leadership
support for quality and patient safety.
American Heart Association/
American Stroke Association
2013 Get with the Guidelines – Heart Failure
GOLD PLUS Achievement Award Hospital
US News & World Report
Cheyenne Regional Transitional Care Unit – 5 star rating
Best Nursing Home award (2013, 2014)
*This was only used as a Facebook cover photo
Employee Engagement and Morale
• Recognize employees in “Today at Cheyenne Regional Medical
Center.”
• Recognize employees on Facebook.
• Pitch news stories to local media that focus on services and the
outstanding work of our employees and physicians:
– Dr. Muhammad Khan and HeartAware health assessment were
featured on CBS News Channel 5 Morning Show, K2TV and the
Wyoming Tribune Eagle.
– Dr. Michael Shannon and Victoria Fry were quoted in a recent
Wyoming Tribune Eagle article about life-saving treatment a
patient received at Cheyenne Regional.
Sponsorships/Event Partnerships
• Criteria and request form are posted on our website. (“Sponsorship
Guidelines” link at bottom of home page)
• Committee and trustees make final decision.
Just a few examples
– Race for the Cure
– Relay for Life
– Grace for 2 Brothers
– Friday Food Bag
– Camp Courage
– Climb Wyoming
– Chamber of Commerce
– Cheyenne Frontier Days and Univ. of Wyoming
Website and Social Media
Website
Twitter
Facebook
Pinterest
What’s Next?
•
Incorporate video on Cheyenne Regional website, starting with physician
interviews and bios. Goal is to include 20-25 by the end of this year.
– By 2015, 80 percent of all Internet traffic will be due to video use. (Cisco, 2013)
– Online video is growing faster than any other type of consumer service offering.
By 2017, online video services are going to be more popular than social
networking. Online video traffic will account for 69 percent of consumer internet
traffic by 2017, up from 57 percent in 2012. (Cisco, 2013)
•
Continue to grow Facebook, Pinterest, Twitter
– Currently social networking is the world’s most popular form of consumer
service. (Cisco, 2013).
– A study published in the American Journal of Medical Quality shows a
correlation between the number of Facebook “Likes” and hospital patient
satisfaction scores. In the study, each percentage point decrease in a hospital’s
30-day mortality rate corresponded with 93 more likes on that hospital’s
Facebook page.
What’s Next?
• Increasing focus on Primary Care.
“Primary care physicians are the center point between what
consumers seek (access at any time and at any place) and what
payers want (better controls on access and increased continuity of
care and chronic disease management).”
(Strategic Health Care Marketing, Feb. 2014)
• Including more patient testimonials on website—through
print and video.
Need to acknowledge and embrace the increased role of patients and
family members as storytellers.
(Strategic Health Care Marketing, Feb. 2014)
How Can We Help You?
Budget Neutral Ideas
– Flyers and handouts can be designed and printed in-house: EAB
events, hospital events, patient testimonials (ARU).
– Be a guest on the CBS News Channel 5 Morning Show or on local radio:
KFBC (AM 1240) or KGAB (AM 650).
– Send us information to post on social media: WCS Christmas project,
Lab employee donating a kidney to a stranger, DAISY Award winners.
– Send information to include in “Today at Cheyenne Regional” and
encourage your staff to read it. Send ideas for improvement.
– Website
• Check your content. Send us updates.
• Send us names of patients/contact information (with prior
permission) who agree to be highlighted in testimonials.
How Can We Help You?
Paid Advertising
― Radio, Newspapers, Magazines, Billboards, Val-Pak
― Plan a year out. Discuss with Marketing team to ensure it’s
budgeted and is part of our system’s overall Strategic Plan.
How Can You Help Us?
• Be an ambassador.
• Send us information: awards, great testimonials (letters are a good
place to start), employees doing good things at Cheyenne Regional
and in our community. Example: Kevin Poledna making the logo
guitar—publicized in Wyoming Tribune Eagle, Channel 5, Public
Schools’ Chronicle
• Use our project request forms—located under “Departments,”
“Communications” on the Intranet: marketing projects, web
projects, signage requests.
• Be open to talking to media. We’ll help develop talking points, and
we can coach you.
How Can You Help Us?
• Develop your events/communications/marketing plan a year ahead
and let us know: open houses, outreach to community, media
possibilities, paid advertising requests.
• Ask one person in your department to read “Today at Cheyenne
Regional” and share highlights at staff meetings. Or ask one person
in department to print “Today” and post on bulletin board. Post
flyers on your unit/department bulletins boards.
• Respond to WTE online posts: Be positive. The goal? Get Ralph to
say something positive about us!
Questions?

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