Siegel+Gale Managing Director Jason Cieslak co-presented the session: Doing Digital the Right Way – How to Engage Customers and Manage Perceptions Using a Clear Brand Voice. Joined by Patricia Reupke, Director of Consumer Relationship Marketing at Baylor Health Care System, Jason discussed how to create a successful digital strategy that reflects an organization’s brand promise and engages multiple audiences through various platforms.
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
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
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
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
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
“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
DM used QR code;Cards customized by facility
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)
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
Recognize that EVERYTHING is digitalLeverage traditional media in new waysLeverage new media to it’s fullest