Drive Business Priorities by Putting Media Relations ... · •Social Media Metrics (e.g. posting, social engagements, follower increase, etc.) ... PR Pitch Approach Access to Care
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Drive Business Priorities by Putting Media Relations Strategy to Work
Johnny Smith Jr.Senior Director, Marketing and Communications
Ragan’s Employee Communications, PR & Social Media Summit
October 3, 2019
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Topics for Today’s Discussion
• About Ascension
• Ascension Public Relations Priorities
• Growth Drivers
• PR Shared Campaigns
• Consumer Access Campaign
• Merchandising
• Takeaways
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Ascension is one of the largest
Catholic healthcare
organizations in the country,
with over 156,000 associates
and 34,000 aligned providers
working as one to connect care
and deliver services to
individuals and communities.
Ascension is a faith-based healthcare organization that delivers personalized, compassionate care to all, especially to those who are poor and vulnerable.
• In FY18, Ascension provided
nearly $2 billion for care of
persons living in poverty and
community benefit.
• Our Mission-driven work is
carried out through a number of
subsidiaries dedicated to
providing healthcare services to
support personalized care.
About Ascension
4
About Ascension
Millions served annually
156,000Associates
2,400+Sites of care
618,653 Surgeries
13,955,260Physician & clinic visits
151Hospitals
82,991Births FY18 Financials
$38.5 billion Total assets
$298 millionIncome from recurring operations
$23.2 billion Total operating revenue
$1.98 billionCare of the poor and community benefit
35,000 Affiliated physicians
6,150Employed physicians
785,255Discharges
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About Ascension
Ministry Markets
Hospitals
Health System, Non-Controlling or Sponsorship Interest
Ascension Community Clinics
Ascension Living Locations
Ascension At Home Communities
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About Ascension
Ascension
Ministry Markets
R1 Revenue Cycle
Management*
Ascension Community
Clinics
Ascension Global Mission
Ascension Technologies
Ascension Medical Group
Ascension At Home*
Ascension Ministry
Service Center
Ascension Living
Ascension Investment
Management
Ascension SmartHealth
Solutions
Ascension Ventures
TRIMEDX*
* Unconsolidated subsidiaries
Ascension Insurance
Ascension Holdings
Ascension LeaderInstitute
• Ascension Leadership Academy
• Ascension Holdings International
• Medxcel Facilities Management
• The Resource Group
• Risk and Insurance Programs
• Health Plan Infrastructure
• Automated Benefit Solutions/U.S. Health and Life*
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National and Local Public Relations Priorities
Build the
Ascension brand
Increase Ascension’s
thought leadership
position
Promote
Ascension’s service
lines and clinicians
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Growth Drivers
Brand awareness and reputation building, leveraging to support service lines, and sites of care
Consumer access and attachment, including ED, urgent, primary care and online care – with a focus on 24/7 access and the opening of a Senior ED
Cardiology, inclusive of specialty areas of growth
Women’s OB, service line awareness
Pediatrics, build awareness of top service lines and ED as point of entry
Orthopedics, sports medicine and total joint replacement, awareness
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Consumer Access Campaign
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PR Campaign Strategy: Access
Promote Ascension’s access strategy in our local markets
• Pitch preventive screenings
• Flu, CV, cervical cancer, allergy/asthma, diabetes
• Feature Ascension local providers
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PR Campaign: Pitch Calendar
Month Ministry Date/Topic
September
(Allergy)
Michigan September 4: allergy related
September 18: allergy related
October
(Flu)
Texas October 2:
October 16:
November
(diabetes)
Indiana November 6:
November 20:
December
(seasonal)
Tennessee December 4:
December 18:
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PR Pitch Example: Access
NEWS TIP:
Back to School Anxiety: Spotting the Signs of a Deeper Problem
The start of a new school year is exciting, but it can also be a little scary for some children. Children
resisting to go to school is a common problem for many parents. Sometimes your child’s refusal to go to
school can be a sign of a deeper problem.
According to the Anxiety and Depression Association of America, school avoidance syndrome is
one of the most common causes of vague and unverifiable symptoms like a stomach ache or a
headache. Other symptoms can include tantrums, inflexibility, separation anxiety, and
defiance. Anxiety-based school refusal affects two to five percent of school-age children; most
commonly between the ages of five and six, and ages 10 and 11.
Doctors at [INSERT MINISTRY] say the first step in managing school avoidance is having your child
checked by a doctor so that actual physical problems can be ruled out. Vision and hearing problems, for
example, may cause high levels of anxiety in children.
If you would like to speak to a [INSERT MINISTRY/PROVIDER] about this topic, contact me at
[INSERT NUMBER OR EMAIL].
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• Earned Media Metrics (e.g.
story volume, publicity value,
impressions, etc.)
• Social Media Metrics (e.g.
posting, social engagements,
follower increase, etc.)
• Merchandising (e.g. News
Center promotion, internal
promotion, leadership and
provider engagement)
PR Targets: Access
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FY2019 PR Results: Access
960 Stories
21 Markets
$8,991,736 Publicity Value
22,845,063 Impressions
Broadcast, print, online, radio
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Ascension Online Care
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• Increase volume across access points
• Raise awareness and drive adoption of Ascension Online Care
• Create consistent direct-to-consumer engagement
• Increase brand recognition and recall
Campaign Goals
Access to Care Campaign
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Strategic Approach
Access to Care Campaign
• Promote availability across our integrated access points
• Support competitive positioning and market advantagefor Ascension Online Care
• Utilize broad awareness tactics and strategic messaging with the intention to convert consumers to an Ascension site of care that’s right for the unique situation
• Launch campaign at the start of back-to-school and cold and flu season when consumer demand for healthcare begins to heighten
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• News release templates (two options):
• Campaign launch (new capabilities)
• Campaign launch (bringing together Access points)
▪ Online care▪ Express care▪ ER Check-In▪ Primary Care
• Media asset page• TV spots• Print advertisements• E-mail• Etc.
PR Pitch Approach
Access to Care Campaign
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PR: Ascension Online Care
• Drive public awareness of Ascension’s integrated access strategy
• Promote new Ascension Online Care program in our ministry markets
• Generate Ascension Online Care earned media stories and positioning articles
63 Stories
20 ministries
$$275,312 Publicity Value
938,117 Impressions
Broadcast, print, online, radio
Ascension Online Care PR Results
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Merchandise the Story
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Merchandise the Story
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Merchandising the Story
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Three Key Takeaways
1. Understand the Growth Drivers
2. Set your PR Strategy
3. Merchandise, Merchandise, Merchandise
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Johnny Smith Jr. Bio
• National Senior Director of Marketing and Communications for St. Louis-based Ascension, one of the leading non-profit health systems in the U.S.
• In his role, Smith leads a team of more than 20 public relations and communications professionals, and is responsible for national, regional and local thought leadership, reputation management, public affairs and health system positioning for the $30 billion organization and its for-profit subsidiaries.
• Smith has a Master of Arts in Communication from Johns Hopkins University. He also earned a Bachelor of Science degree in Public Relations from Ball State University.
Drive Business Priorities by Putting Media Relations Strategy to Work
Johnny Smith Jr.Senior Director, Marketing and Communications
Ragan’s Employee Communications, PR & Social Media Summit
October 3, 2019
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