Pleasant Hills Hospital: A New Beginning – Branding & Communications Strategy

(PowerPoint Presentation – 12 Slides Minimum with Detailed Speaker Notes)

Slide 1: Title Slide

• Title: Pleasant Hills Hospital: A New Beginning – Branding & Communications Strategy
• Subtitle: Building a Unified Brand, Enhancing Patient Experience
• Your Name & Title: Chief Marketing Officer
• Date: October 27, 2023

(Speaker Notes): Good morning, members of the board. Today, I’m presenting the branding and communications strategy for the newly merged Pleasant Hills Hospital. This plan focuses on creating a unified brand identity, enhancing patient experience, and establishing a strong market presence. This merger presents a unique opportunity to redefine healthcare in our community.

Slide 2: Identity Management Plan

• Title: Forging a New Identity
• Logo: (Display new logo design – e.g., two stylized hills merging into one, symbolizing unity and growth. Colors: calming blues and greens for trust and health.)
• Slogan: “Your Health. Our Heart. One Community.” (Short, memorable, emphasizes patient-centric care and community focus.)
• Name: Pleasant Hills Hospital (Simple, memorable, evokes positive imagery and a sense of place.)
• Signage: Consistent branding across all facilities, clear wayfinding with bilingual options.
• Jingles/Brand Music: (Optional) Uplifting, reassuring music for advertising – consider local musicians for community tie-in.
• Products/Services: Branded materials (e.g., patient folders, discharge instructions, reusable water bottles) – eco-friendly options prioritized.

(Speaker Notes): This slide outlines the core elements of our new brand identity. The logo, slogan, and name were carefully chosen to reflect our commitment to patient care and community health. Consistent signage and branded materials will reinforce our new identity. We’ve also considered the importance of sustainability in our branding choices.

Slide 3: Red Ocean Strategy – Competing Effectively

• Title: Navigating the Competitive Landscape
• Analysis of Existing Competitors: (Mention key competitors – e.g., City General, Metro Health – and their strengths/weaknesses – e.g., City General’s strong cardiology program, Metro Health’s convenient locations.)
• Competitive Differentiation: (e.g., Specialized services – expanded women’s health center, 24/7 pediatric urgent care; advanced technology – new MRI suite, minimally invasive surgical options; shorter wait times – streamlined processes, online check-in.)
• Price Strategy: (Competitive pricing, transparent billing, value-based care options, financial assistance programs.)
• Marketing Focus: (Highlighting differentiators through targeted advertising – local publications, community events, partnerships with physicians.)

(Speaker Notes): The Red Ocean Strategy focuses on competing within the existing market space. We’ve analyzed our competitors and identified key differentiators that will allow us to capture market share. This includes focusing on specialized services, competitive pricing, and targeted marketing campaigns. We will emphasize the unique value we bring to the community.

Slide 4: Blue Ocean Strategy – Creating New Value

• Title: Charting a New Course
• Identifying Unmet Needs: (e.g., Lack of convenient urgent care options on weekends, limited access to mental health services, need for chronic disease management programs.)
• Creating New Market Space: (Offering unique services – expanded telehealth services, mobile health clinics for rural areas, community wellness programs focusing on preventative care, support groups for specific conditions.)
• Value Proposition: “Comprehensive care, close to home,” “Innovative solutions for your health,” “A partner in your wellness journey.”
• Example: A dedicated geriatric care center with specialized staff, including geriatricians, social workers, and therapists.

(Speaker Notes): The Blue Ocean Strategy involves creating a new market space by identifying unmet patient needs and offering unique services. This approach allows us to differentiate ourselves from competitors and attract new patients. We aim to become the go-to healthcare provider for the entire community.

Slide 5: DAGMAR – Advertising

• Title: Reaching Our Audience
• Awareness: Grand opening event, local newspaper ads, radio spots, social media campaigns, partnerships with community organizations.
• Comprehension: Informative brochures, website content explaining services, patient testimonials, online videos showcasing facilities and staff.
• Conviction: Patient success stories, online reviews highlighting positive experiences, physician endorsements, free health screenings.
• Action: Call to schedule an appointment, online appointment booking, virtual tours of the hospital, downloadable health information guides.

(Speaker Notes): Using the DAGMAR model, our advertising campaigns will focus on building awareness, comprehension, conviction, and ultimately, driving action. We will use a variety of channels to reach our target audience.

Slide 6: DAGMAR – Digital Marketing

• Title: Engaging Online
• Website Optimization: User-friendly website with easy access to information, online bill pay, appointment scheduling, and a patient portal.
• Social Media Marketing: Engaging content – health tips, behind-the-scenes glimpses of the hospital, live Q&A sessions with doctors, targeted ads, community building through online groups.
• Search Engine Optimization (SEO): Optimizing website content and using relevant keywords to improve online visibility.
• Email Marketing: Newsletters, appointment reminders, personalized health tips, promotional offers for wellness programs.

(Speaker Notes): Our digital marketing strategy will leverage online platforms to engage with patients and build relationships. This includes a user-friendly website, active social media presence, SEO optimization, and targeted email campaigns.

Slide 7: DAGMAR – Public Relations

• Title: Building Trust and Credibility
• Media Relations: Press releases announcing new services and achievements, media outreach for hospital events and community initiatives, building relationships with local journalists.
• Community Engagement: Sponsoring local events – health fairs, charity runs, educational workshops; health education programs in schools and community centers.
• Partnerships: Collaborating with community organizations – senior centers, schools, local businesses – to promote health and wellness.
• Reputation Management: Monitoring online reviews and social media mentions, responding to feedback and addressing concerns promptly and professionally.

(Speaker Notes): Public relations will play a crucial role in building trust and credibility. We will actively engage with the media, participate in community events, and build strong partnerships with local organizations.

Slide 8: Cleveland Clinic H.E.A.R.T. – Enhancing Patient Experience

• Title: Putting Patients First
• Hear: Actively listen to patient concerns and feedback through surveys, focus groups, and comment cards. Train staff on active listening skills.
• Empathize: Show compassion and understanding. Encourage staff to connect with patients on a personal level.
• Apologize: Acknowledge and apologize for any shortcomings, even if unintentional. Offer solutions and take responsibility.
• Respond: Take prompt action to address patient needs and concerns. Establish clear communication channels for follow-up.
• Thank: Express gratitude for patient trust and loyalty. Implement a patient recognition program.

(Speaker Notes): Adopting the Cleveland Clinic’s H.E.A.R.T. strategy will be essential for improving patient experience. This framework emphasizes active listening, empathy, responsiveness, and gratitude. We will empower our staff to provide compassionate and patient-centered care.

Slide 9: Stakeholder Communication Plan

• Title: Keeping Everyone Informed
• Internal Communication: Regular updates to staff through emails, meetings, and an internal newsletter. Training on new brand and procedures. Create a staff intranet for easy access to information.
• Patient Communication: Website, social media, brochures, patient portal, waiting room displays, regular email newsletters with health tips and hospital updates.
• Community Communication: Local media outreach, community events, partnerships with local organizations, health fairs, social media campaigns.
• Physician Communication: Direct mail, regular meetings, online portal for referrals and communication, continuing medical education opportunities.

(Speaker Notes): Effective communication with all stakeholders is crucial for a successful merger. This slide outlines our plan for keeping staff, patients, the community, and physicians informed throughout the process.

Slide 10: Marketing Budget & Timeline

• Title: Investing in Our Future
• Budget Allocation: (Detailed breakdown of marketing budget across different channels – advertising, digital marketing, public relations, community outreach, etc.)
• Timeline: (Key milestones and deadlines for implementation – branding rollout, website launch, advertising campaigns, community events.)
• Metrics: (Tracking website traffic, social media engagement, patient satisfaction scores, brand awareness surveys, market share.)

(Speaker Notes): This slide details the budget allocation for our marketing initiatives and outlines the timeline for implementation. We will track key metrics to measure the effectiveness of our strategies.

Slide 11: Evaluation and Measurement

• Title: Measuring Our Success
• Key Performance Indicators (KPIs): Brand awareness, patient satisfaction, market share, website traffic, social media engagement, number of new patients, return on investment (ROI) for marketing campaigns.
• Data Collection Methods: Surveys, website analytics, social media analytics, patient feedback forms, focus groups, market research data