Think about Pink Floyd’s 1973 song, “Us and Them.” Marketing, branding and PR professionals who flip their content from corporate jargon to people-friendly stories with a “softer, human touch” are winning big. The common denominator is to focus on “them”—the patients.
One such success story comes from Tampa General Hospital, where communicators are polishing the hospital’s public image as it expands in the region and completes construction of several facilities. A case study from True Custom North, a marketing consultancy, says the centerpiece of a multi-platform campaign is the hospital’s new consumer publication, Shine:
SHINE magazine launched in April of 2016, with a distribution of 100,000 households in the Tampa Bay area targeted by the hospital's CRM system. The editorial and art style of the magazine targeted the right patient and payer mix, with a clear image of the target audience. This includes women making health care decisions for their families and other high-potential patients and prospective patients, who were identified through modeling and segmentation of their existing patient database.
TGH’s award-winning service lines anchored the content, while physician sources took on a role of health partners, rather than jargon-heavy authority figures. The magazine features relevant health and wellness information designed to inspire readers to ‘live fiercely,’ establishing TGH as an ally on the journey toward living well.
Within the first six months of the magazine's launch, two issues of SHINE hit homes in the Tampa Bay area and generated 1,056 incremental patients.
Additionally, between the first and second issues, the digital editions saw an increase in unique visitors of 60 percent. To date, total ROI for the campaign is $24:1.
[JUST ANNOUNCED: The 2017 Social Media Conference for PR, Marketing and Corporate Communicators at Disney World.]
Does size really matter?
Communicators at Quest Diagnostics also are staying away from dry language and images. The Fortune 500 company—which offers diagnostic testing, clinical trials and risk management services—is extending “the brand’s empathetic, professional tone to an engaged audience of followers” on social media. That’s according to a post on Skyword.com, which adds:
Quest Diagnostics’ social presence embodies the brand’s tone in several ways. First, the language it uses across platforms is clean, warm, empathetic, and supportive, making audiences feel as though they’re part of the Quest Diagnostics community. In particular, its Twitter presence clearly serves to both welcome visitors to the community and offer advice for their needs.
The brand also highlights the faces of its employees, putting a human touch on a brand that, despite being directly tied to human well-being, could quickly come off as cold or overly clinical.
Finally, the brand features photos that aren’t stock images—as in, while high-quality and natural in appearance, the brand’s photos have a soft, authentic appeal.
By asking the right questions, tapping into the pain (and passion) points of its audience, and keeping with its original brand voice, Quest Diagnostics has carved out a niche in the social sphere—and audiences have clearly taken note.
In Hattiesburg, Mississippi, Forrest General Hospital might be serving a much more intimate community than Quest, but its approach to marketing is similar. The 500-bed facility—which serves a 19-county region—has found success with personable stories in both print and video. Recent content that won rave reviews includes:
· A written feature on the weight loss journey of Willie McDay, a public safety officer at the hospital
· A Valentine’s Day social media feature that shared love stories of couples who work together at FGH
· An internal video encouraging employees to get flu shots
· A video testimonial of a stroke patient working through rehabilitation
(Image via)
from PR Daily News Feed http://ift.tt/2g0oObX
No comments:
Post a Comment