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Doing Digital the Right Way:
How to Engage Customers and
Manage Perceptions Using a Clear
Brand Voice

Presented to:
2011 Engagement Expo
It's not the strongest of the species
that survive, nor the most intelligent,
but the one most responsive to
change.

              + Charles Darwin
The situation


 + Metroplex is among the     “We don’t just want one
   most competitive markets    of the best websites in
   for healthcare              the health care
 + Tired experience out of     industry—we want one
   step with user needs,       of the best websites on
   business requirements       the internet.”
   and brand                            - Baylor Executive, 2007

 + Successful CRM,
   advertising and
   organizational shifts
 + Leadership saw the
   writing on the wall
Getting from there to here


1. Website – Rethink family of public
   facing sites from the ground up
2. Social Marketing – Identify where
   to be and what to do
3. Mobile – Activate the channel
Key insight 1




Patients not
customers!
Key insight 2




Focus on
the 80%
Key insight 3




Continuity +
consistency
Key insight 4




Think big,
plan in stages
Key insight 5




Our brand
is our brand no
matter where
How to Engage Customers and Manage Perceptions Using a Clear Brand Voice
The impact


Success is in the numbers.
+ In August ’08, there were approximately 60,000 home page views.
  September ’08, the month after launch, home page views soared to nearly
  160,000 = 166% increase

+ Find a Physician page views in September ’08 were less than 2,000. October
  ’08 they were nearly 14,000 = 600% increase

+ Find a Location page views in August ’08 were approximately 2,000.
  September ’08 they reached nearly 12,000: 500% increase
Website refresh – survey feedback

―It’s an excellent webpage I’m a patient at a similar hospital. It’s unice
to see a website that’s easy to navigate.‖



                      ―I think the website has found a way to provide a huge amount
                      oof information without getting too cluttered or confusing.‖



 ―Job well done…covers all the needs someone would need to
 ffind in a simple, easy to navigate way.‖



                         ―Information is clearly organized and easy to understand.
                         pPhone numbers, health resources and other pertinent
                         pinformation can be easily located.‖
Getting from there to here



1. Website – Rethink family of public
    facing sites from the ground up
2. Social Marketing – Identify where
    to be and what to do
3. Mobile – Activate the channel
An open door to humanity online
No shortage of engagement opportunities
Honing in on Baylor’s key audiences
Key insight 1




Not all
social media
is equal
Key insight 2




Wherever you
go, be there with
purpose
Key insight 3




It’s about
engagement,
not publishing
Key insight 4




It’s a process,
not a project
Key insight 5




Always
connect
the dots
How to Engage Customers and Manage Perceptions Using a Clear Brand Voice
How to Engage Customers and Manage Perceptions Using a Clear Brand Voice
Getting from there to here



1. Website – Rethink family of public
    facing sites from the ground up
2. Social Marketing – Identify where
    to be and what to do
3. Mobile – Activate the channel
A growing eco-system of opportunity
Smartphones are the future
Key insight 1




Simplify user
interactions,
make tough
choices
Key insight 2




Lead
with
navigation
Key insight 3




Don’t over write
or over design
Key insight 4




Account for
multiple phone
platforms
Key insight 5




Mobile is
more than
the phone
How to Engage Customers and Manage Perceptions Using a Clear Brand Voice
Awesome image/graphic




Bringing it
all together
How to Engage Customers and Manage Perceptions Using a Clear Brand Voice
It all starts at home
Give them somewhere
comfortable to land




                      Make it close by
Speak their language, dude
How to Engage Customers and Manage Perceptions Using a Clear Brand Voice
How to Engage Customers and Manage Perceptions Using a Clear Brand Voice
How to Engage Customers and Manage Perceptions Using a Clear Brand Voice
Engage on the go
IAGT Registration soared

 3000
           2653    Up 74%`

 2500



 2000                    1526
                                   1339
 1500



 1000



  500



    0

        2011      2010          2009
Web registration rocked!

                      Internet Registration

               1033
1200


1000


 800
                                    480
 600                                                 353

 400


 200


  0
        2011                 2010             2009
IAGT How Heard
                       3%
                 2%
            4%              9%
                                                   Direct Mail
  2%                                   31%         Magazine
 2%                                                Friend/Relative
                                                   Brochure/Flyer
       9%                                          Repeat Customer
                                                   Internet
            5%                                     Hospital
                                             10%
                                                   Newspaper
                      9%                           Television
                                 14%               Employee/Volunteer
                                                   Co Worker/Employer
                                                   All other
Clear brand =
Circle of engagement
The Top 5 Things We Learned


+ Ask your audience what they want

+ Give your audience what they value

+ Make it easy for your audience to engage with you

+ Keep it fresh—surprise them when you can

+ Remain true to your brand strategy
Thank you
Jason Cieslak                    Patricia Reupke
Managing Director                          Director of Consumer Relationship
Marketing
Siegel+Gale                      Baylor Health Care System
10960 Wilshire Boulevard, #400   2001 Bryan Tower, #750
Los Angeles, CA 90024            Dallas, TX 75201

(310) 312-2212                   (214) 820-6830
jcieslak@siegelgale.com          patricia.reupke@bhcs.com

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How to Engage Customers and Manage Perceptions Using a Clear Brand Voice

  • 1. Doing Digital the Right Way: How to Engage Customers and Manage Perceptions Using a Clear Brand Voice Presented to: 2011 Engagement Expo
  • 2. It's not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change. + Charles Darwin
  • 3. The situation + Metroplex is among the “We don’t just want one most competitive markets of the best websites in for healthcare the health care + Tired experience out of industry—we want one step with user needs, of the best websites on business requirements the internet.” and brand - Baylor Executive, 2007 + Successful CRM, advertising and organizational shifts + Leadership saw the writing on the wall
  • 4. Getting from there to here 1. Website – Rethink family of public facing sites from the ground up 2. Social Marketing – Identify where to be and what to do 3. Mobile – Activate the channel
  • 5. Key insight 1 Patients not customers!
  • 6. Key insight 2 Focus on the 80%
  • 7. Key insight 3 Continuity + consistency
  • 8. Key insight 4 Think big, plan in stages
  • 9. Key insight 5 Our brand is our brand no matter where
  • 11. The impact Success is in the numbers. + In August ’08, there were approximately 60,000 home page views. September ’08, the month after launch, home page views soared to nearly 160,000 = 166% increase + Find a Physician page views in September ’08 were less than 2,000. October ’08 they were nearly 14,000 = 600% increase + Find a Location page views in August ’08 were approximately 2,000. September ’08 they reached nearly 12,000: 500% increase
  • 12. Website refresh – survey feedback ―It’s an excellent webpage I’m a patient at a similar hospital. It’s unice to see a website that’s easy to navigate.‖ ―I think the website has found a way to provide a huge amount oof information without getting too cluttered or confusing.‖ ―Job well done…covers all the needs someone would need to ffind in a simple, easy to navigate way.‖ ―Information is clearly organized and easy to understand. pPhone numbers, health resources and other pertinent pinformation can be easily located.‖
  • 13. Getting from there to here 1. Website – Rethink family of public facing sites from the ground up 2. Social Marketing – Identify where to be and what to do 3. Mobile – Activate the channel
  • 14. An open door to humanity online
  • 15. No shortage of engagement opportunities
  • 16. Honing in on Baylor’s key audiences
  • 17. Key insight 1 Not all social media is equal
  • 18. Key insight 2 Wherever you go, be there with purpose
  • 19. Key insight 3 It’s about engagement, not publishing
  • 20. Key insight 4 It’s a process, not a project
  • 24. Getting from there to here 1. Website – Rethink family of public facing sites from the ground up 2. Social Marketing – Identify where to be and what to do 3. Mobile – Activate the channel
  • 25. A growing eco-system of opportunity
  • 27. Key insight 1 Simplify user interactions, make tough choices
  • 29. Key insight 3 Don’t over write or over design
  • 30. Key insight 4 Account for multiple phone platforms
  • 31. Key insight 5 Mobile is more than the phone
  • 35. It all starts at home
  • 36. Give them somewhere comfortable to land Make it close by
  • 42. IAGT Registration soared 3000 2653 Up 74%` 2500 2000 1526 1339 1500 1000 500 0 2011 2010 2009
  • 43. Web registration rocked! Internet Registration 1033 1200 1000 800 480 600 353 400 200 0 2011 2010 2009
  • 44. IAGT How Heard 3% 2% 4% 9% Direct Mail 2% 31% Magazine 2% Friend/Relative Brochure/Flyer 9% Repeat Customer Internet 5% Hospital 10% Newspaper 9% Television 14% Employee/Volunteer Co Worker/Employer All other
  • 45. Clear brand = Circle of engagement
  • 46. The Top 5 Things We Learned + Ask your audience what they want + Give your audience what they value + Make it easy for your audience to engage with you + Keep it fresh—surprise them when you can + Remain true to your brand strategy
  • 47. Thank you Jason Cieslak Patricia Reupke Managing Director Director of Consumer Relationship Marketing Siegel+Gale Baylor Health Care System 10960 Wilshire Boulevard, #400 2001 Bryan Tower, #750 Los Angeles, CA 90024 Dallas, TX 75201 (310) 312-2212 (214) 820-6830 jcieslak@siegelgale.com patricia.reupke@bhcs.com

Editor's Notes

  1. “Close the loop” of communication with FB visitors: Trivia game drove people to BH.com for the answers and back to FB to comment.Facebook/BH.com synergy
  2. DM used QR code;Cards customized by facility
  3. 2011 registrations up 74% over previous yearIncrease in registrations across all age ranges:40-49 up 45%50-59 up 48%60-69 up 61%Emails obtained/confirmed with 51% of callers (1,352)444 more captured in FY11 than in FY10Year-over-year internet registration continues to increase (2010 saw a 16% increase over 2009)
  4. So how did they hear about IAGT?Direct Mail - Largest driver; Approx 31% of registrations Up 10% over 2010 – resulted in 865 registrations 78% specifically referenced IAGT mailer/post card as how heardIrving - Highest registration 82% from direct mailWaxahachie - Lowest 6.25% registration in this category Friend/Relative - 2nd largest driver14% of all registrations – slight increase 2010Magazine – 3rd largest driver of registrations 80% specifically stated Baylor Health Magazine as how heard
  5. Recognize that EVERYTHING is digitalLeverage traditional media in new waysLeverage new media to it’s fullest