This document provides an overview of branding and wellness initiatives. It discusses how focusing on wellness can improve health outcomes and generate other business for hospitals. The FitFor50 campaign at Inova Health System aimed to engage 50-year-olds in preventative health and raise awareness of wellness services through its website and other promotional activities. The campaign saw strong engagement online and in social media and helped drive participants to health-related events. Future opportunities discussed include deeper physician involvement, enhancing the online experience, and further analyzing the return on investment of wellness programs.

1. Building Your Brand
With Wellness
Chris Boyer
Inova Health System
Chris Bevolo
Interval

2. Today’s Introductions
session Overview of branding and
wellness
FitFor50 Campaign Overview
Campaign Results
Q&A

3. Chris Boyer
Director, Digital Marketing
Inova Health System
Advisory Board Member,
Mayo Clinic Center for Health Care
Social Media
@chrisboyer

4. Chris Bevolo
President
Interval, Inc.
www.thinkinterval.com
chris@thinkinterval.com
@IntervalChris

5. The Wellness Whirlwind
Branding BEYOND THE
BOTTOM LINE:
and IDEAS FOR THE FUTURE OF
PUBLIC INVESTMENT IN MINNESOTA
Wellness March 2011
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6. The Wellness Whirlwind
Branding
and “Wellness is good business. It
improves health and generates
Wellness other business for the hospital
in the community.”
Steven K. Jones, president and CEO of Robert Wood
Johnson University Hospital in New Brunswick, NJ
HealthLeaders - August 2010
“Wellness: The Way to a Healthy
Bottom Line.”

7. What do we mean by brand?
Branding
“A brand is the value, the emotion, the
and connection a consumer has with any
Wellness organization, product or service.”
Chris Bevolo
A Marketer’s Guide to Brand Strategy
“A brand is a person’s gut feeling
about a product, service or company.”
Marty Neumeier
The Brand Gap

8. Why wellness?
Branding • it’s the right thing to do
and • it typically mirrors stated
Wellness mission/vision
• nearly every provider can speak
to wellness offerings/content
• wellness-based marketing calms
critics
• it’s relevant!!!!

9. Branding
and
Wellness

10. Joe Public Doesn’t Care About
Your Hospital!
Branding
and
Wellness

11. It’s relevant!!!
Branding • Joe Public Doesn’t Care About
Your Hospital
and • Minority of people are actually
Wellness seeking care at any given time
• Already difficult to reach
consumers in saturated market
• Message must answer “what’s in
it for me” - it must be RELEVANT
• Wellness content builds bridges
NOW to utilization LATER

12. For Joe Public, relevance is
the difference between...
Branding
and Healing vs. health
Wellness Outbound vs. inbound
Look at us! vs. Look at you!
Joint Replacement vs. Joint Pain

13. The challenges with wellness
• not typically a strategic priority
Branding • long-term investment in brand
(not short term driver of volumes)
and • “Where’s the money?”
Wellness • Everyone can do it
- can be hard to differentiate
- may lead to dilution
(“We care” anybody?)
Go out there rst, go out there
strong!

14. Deliver on brand promise
Goals of
Promote physicians/
FitFor50 specialists as subject matter
campaign experts
Engage men/women ~ age
50 in preventative health
Provide awareness of breadth
of hospital wellness services

15. Goals of Primary communication
FitFor50 through website:
campaign www.FitFor50.org
Other engagement:
• Blogs, Twitter, Facebook
• Radio, TV, outdoor
• Events, in-hospital promotion

16. FitFor50 Website

17. FitFor50 Website

18. Online playbook

19. Online playbook

20. Links to Make an
inova.org Appointment
Daily tips

21. Email and blog posts tied to
seasonal theme
“12 Days of
Fitness”
(Dec 2010)

22. Integrated playbook with tips
FitForWinter Actionable check-lists
(Feb 2011)

23. 7,200 registrants
FitFor50 550 Facebook followers
results
6,500 updated CRM records
2,250 new CRM records
Drove 325 participants to
enroll in 8K tness run

24. FitFor50
results

25. FitFor50
results

26. FitFor50
results

27. Correlation vs. causation -
- Nov - Dec, 2010
Utilization

28. Integrate with other wellness
Future programs
state of Increase participation of
FitFor50? physicians
Continue to enhance online
experience
Expand program/frequency
Nail down that direct ROI!!!!

29. Contact us:
chris.boyer@inova.com
Q&A chris@thinkinterval.com
Follow us:
@ChrisBoyer
@IntervalChris
Learn more:
www.thinkinterval.com
Subscribe to hcmktg e-newsletter
Download “Arrogant Healthcare
Marketing Bastards” podcast
Blog: www.chrisbevolo.com