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We currently do this
People have to know who we are, but we need to define what this means
Essentially this is our “Promise of Care”
The HealthPoint Mission
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Current Marketing ChallengesCurrent Marketing Challenges
Limited Marketing, No Strong Calls to Action
Marketing Mainly Limited to Print ads– Need to broaden our reach by using digital advertising, and increase use of social media. If
we aren’t reaching people using sophisticated and current technology, perception may be that we are lagging behind in our healthcare knowledge too.
HealthPoint Group/Brand Lacking Awareness– Need to increase brand awareness and reputation of quality through group ads so that we
may attain a reputation by group name, not by individual physician or site. Want people to think “HealthPoint has great doctors!”, not that just one of our docs is great.
Key Specialties Being Underutilized
Physician Retention Slipping
A Guiding Message Has Not Been Developed We lose cohesiveness and efficacy without this. Repetition of a consistent message leads to higher recall and familiarity. Familiarity leads to comfort. People choose those they feel comfortable with. Weak or inconsistent messaging can dilute the efficacy of advertising by reducing recall.
Multiple Taglines Have Been Used. No clear message has ever been defined.– Our Promise of Care - Caring for You– A Personal Promise to Care
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The Path to Advancing the BrandThe Path to Advancing the Brand
• Define the target audience for each campaign.
• Define the campaign by defining the goal(s) and timeline for each one.
• Create taglines for each campaign.
• Determine which channels will work best to accomplish goals and stay within
budget.
• Develop materials for each campaign.
• Measure and report the ROI.
Before any marketing campaign should be undertaken, Marketing Goals should be defined, and then the Message that we want communicated.
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The Path to Advancing the BrandThe Path to Advancing the Brand
RECAP:
•What are the marketing goals? Are they attainable and measurable?
•What is the main Message that is to be communicated?
•Target Audience: Who are they? Is there more than one target?
•Campaign Goals: What are they? Are they attainable and measurable?
•Timeline & Budget: What are they? Are they sufficient to attain the goal(s)?
•Tagline: Do they support the message or digress from it?
•Channels: Which ones, and what percent of budget to allocate to each one?
•Create Materials: Patient-targeted ads, Call to Action
•Measuring the ROI: How will it be done? Trackable phone numbers, online
registrations, etc?
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HealthPoint Marketing Goals
1. Increase awareness of the HealthPoint Brand
2. Engage and Attract Potential Patients
3. Improve Physician Retention
Who we areWho we are
What we doWhat we do
How well we do itHow well we do it
The Path to Advancing the BrandThe Path to Advancing the Brand
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The Importance of a Marketing TaglineShould support the Message, communicate the brand’s benefits, and what it stands for!
Examples
Just Do It Just Do It
Snap, Crackle, PopSnap, Crackle, Pop
Takes a Licking and Keeps on Ticking Takes a Licking and Keeps on Ticking
The Path to Advancing the BrandThe Path to Advancing the Brand
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Current Tagline“A Personal Promise to Care”• Developed in 1997 when HMG was primary group only with far less
physicians/locations
• Many competitor physicians/offices have a “Promise of Care” statement displayed in office that sounds similar
• Doesn’t communicate key benefits of HMG brand today
• Not strongly promoted and has been co-mingled with “Caring For You” and “Our Promise of Care”
The Path to Advancing the BrandThe Path to Advancing the Brand
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Keys to a Strong Tagline
Unusable ByCompetitors
Memorable
States KeyBenefit
DifferentiatesBrand
ImpartsPositiveFeelings
The Path to Advancing the BrandThe Path to Advancing the Brand
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Our Key Strengths & DifferencesOur Key Strengths & Differences
Primary and Specialty Care for all ages and medical conditions– From pediatrics to geriatrics; ear surgery to heart valve surgery
Convenient locations throughout Hillsborough and close to Pasco, and Polk Counties
Convergence and coordination of care– Primary care docs connected to Specialists connected to St.
Joseph’s/South Florida Baptist Hospitals connected to other BayCare services.
Highly credentialed physicians– We are certified in credentialing, so we are skilled in identifying
and verifying highly qualified physicians.
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Our Key Strengths & DifferencesOur Key Strengths & Differences
Insurance and billing expertise– All done in house
Accessible care– 24 hour call coverage– Same day sick appointments for patients of record– Hospitalist care– Electronic appointments, referrals, prescription renewals,
messages, bill pay
Full office, support staff and management team– Physicians spend more time with patients and far less on day-to-
day administrative and operational issues.
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Tagline SuggestionsTagline Suggestions
All the Care You’ll Need All the Care You’ll Need
Collective Expertise. Individual Care. Collective Expertise. Individual Care.
How Healthcare Should Be How Healthcare Should Be
Our Current Look Our Current Look
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New Look OptionsNew Look Options
Goals:– Modernize
– Show People/Patients/Lifestyles
– Add supplemental colors to keep design flexible and fresh
– Distinguish between Primary and Specialists
– Upgrade the Quality Perception of HMG
New Look Option #1New Look Option #1
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New Look Option #1 - Sample AdNew Look Option #1 - Sample Ad
According to Press Ganey July-Dec. 2010: HP is 92nd Percentile for Time CP Spent with Patient
New Look #1 – Recruitment New Look #1 – Recruitment
New Look #1 – Recruitment New Look #1 – Recruitment
New Look Option #2New Look Option #2
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New Look #2 - Sample AdNew Look #2 - Sample Ad
According to Press Ganey July-Dec. 2010
HP is 92nd Percentile for Time Care Provider Spent with Patient
New Look #2 – Recruitment New Look #2 – Recruitment
New Look #2 – Recruitment New Look #2 – Recruitment
New Look Option #3New Look Option #3
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New Look #3 - Sample AdNew Look #3 - Sample Ad
New Look #3 – Recruitment New Look #3 – Recruitment
New Look #3 – Recruitment New Look #3 – Recruitment
New Web DesignNew Web Design
Listing of specialties with hyperlinks (improved web visibility)
Video featuring a specialty/physician
Simpler navigation
Patient comments from Press Ganey
Less copyCleaner lookHappy faces
Latest News
New
Physician
Info
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New Mobile WebsiteNew Mobile Website
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Marketing TacticsMarketing Tactics
Ensure branding is consistent among all materials:
• New Practice and Specialty Brochures
– Adult, Pediatrics, Specialty, Pediatric Walk-In Care
• Wall and Table bio/Welcome signs
• Existing flyers
• New Event Display and Tablecloth
• Physician Signed “Promise of Care” Posters
• Physician & Consumer Mailings
• Physician Recruitment Package
1. Continue Redesign of Marketing Materials
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Marketing TacticsMarketing Tactics
– Utilize Facebook Fan Page. Monitor traffic & Likes.– Continue shooting and posting physician videos for
YouTube channel. Monitor traffic & Likes. – Add digital advertising that is geo and behaviorally
targeted to physicians and prospective patients. Use vendor analytics to measure results.
HealthPointMedicalGroup.comHealthPointMedicalGroup.com
2. Fully Utilize Web – Begin Digital Advertising
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Marketing TacticsMarketing Tactics
– Tampa Bay Times (TBT) – Pediatrics and Adult – Tampa Tribune Ads - Adults and Specialist– Tampa Tribune Ads – Insurance Renewal campaign
• 2 ads/month: September, October, November– Tampa Medical News Ads (Specialist Advertising)
monthly, plus interviews with Agocha, Pham, and possibly Lagor. – Tampa Metro Magazine: 3 inside front covers including Sept Health
issue. – Digital ads – TBMN/SouthComm: guaranteed at least 183,333
impressions and 450 clicks. Group ads for all sites. – Google Adwords
• For key specialties/conditions such as Gastro, Ortho, ENT
3. Group Brand Advertising
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Marketing TacticsMarketing Tactics
New Marketing “Call To Action” Test Programs – Goal: Test, Measure and Perfect Before Full Rollout
New Movers Program– Include letter, brochures and premium offer ($5 Starbucks
Card for new patients)
Friends & Family Referral Program– Test with practices or specific physicians (offer TBD--cannot
utilize any “Gifts in Kind” with existing patients)
Lapsed Patient Recovery Mailings
Patient Wellness Visit Mailing– Promote key services like cholesterol checks, colonoscopy,
physicals, etc.
4. New Programs
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Marketing TacticsMarketing Tactics
– Use unique phone numbers to track response from specific
media in each campaign. Get unique phone number for each site?
– Use web analytics to measure Facebook, YouTube and Digital
Ad traffic/Likes.
– Continue to encourage sites to get answers to “How did you
hear about us?” in ALL new patient registrations. Require the
choosing of one of the listed options, and only allow free text when
they choose “Other” option.
– Evaluate campaign at 3 month mark, and adjust ad or channel,
if needed.
5. Measure and Track Results
