© Vancouver Clinic 2019 | Confidential and Proprietary · Vancouver Clinic is an independently owned multi-specialty medical group in Clark County, Washington. ... Expert Vancouver

© Vancouver Clinic 2019 | Confidential and Proprietary

Who we are

Vancouver Clinic is an independently owned

multi-specialty medical group in Clark County, Washington.

83 years in the community 350 + providers

1,590 employees 40+ specialties

630,000+ visits per year 7 clinic locations

Challenge

“Vancouver Clinic is the best kept secret”

Tell our story – we’re well regarded by people who

know us but many people don’t know us

Differentiate us – we look like everyone else

Engage and align our providers & staff

Grow market share


Step 1:

Research

Research

• Senior leadership survey = SWOT analysis

• Communication audit – internal and competitors

• Community survey – drivers for choosing care

• Third-party research findings

• Trusted subject matter expert interviews

Research Findings

Community survey –

#1 driver

Good, knowledgeable, reputable

doctor

Research Findings

“In almost all health care markets – regardless

of where they are in the country and what the

competitive landscape looks like – the single

most important driver behind health care

consumers’ hospital selection is the

hospital’s physicians.”

SOURCE: MSR Market Reports “The Best Kept Secret in Healthcare Marketing Research”

Research Findings

“A hospital’s physicians are more important to

consumers than its location, the level of

personal care it offers, the level of technology

it has, its overall reputation in the community,

its affiliation with teaching hospitals, or other

criteria.”

SOURCE: MSR Market Reports “The Best Kept Secret in Healthcare Marketing Research”

Validated Onlyness

Vancouver Clinic is the only clinic founded,

owned and led by doctors who’ve been

delivering integrated patient-centered

care to the communities of SW Washington

for 80 years and counting..

Brand Pillars

Doctor-LedIn 1929, the seeds of Vancouver Clinic were planted by Dr. Brougher, and

the company has been led by doctors ever since.

Purpose-DrivenCare for Others is the purpose and driving force behind everything

Vancouver Clinic does.

Community-BasedEach Vancouver Clinic facility is rooted in the community in which it

serves.

HumanEven though science and technology can seem to drive modern clinical

operations, Vancouver Clinic never loses sight of the fact that the best

care happens between one human being and another.

CaringCaring is the beating heart of Vancouver Clinic’s purpose, mission, and

core product.

ExpertVancouver Clinic providers and staff are experts in their fields, and use

their expertise everyday in taking care of their patients.


Confirmed Audience

Women with Families

● Make 80% of family health care choices

● Spend 25% more than men

● More preventive care appointments

● Choose children’s doctors (85%)

● Have more than one doctor (44%)

Take the lead in:

● Influencing Entire Social Networks

● Recommending Providers

● Circulating Trusted Health Advice

● Brainstorming Diagnoses


Step 2:

Action planning

Meet our Team

3 full time and 2 part time staff:

Chastell

Director of Marketing &

Strategic Communication

Madi

Social Media &

Marketing Manager

Cheyenne

SEO Digital Marketing Specialist

Mary

Graphic DesignerLeanne

Content Marketing Specialist

Meet our Providers: 2019

• This year, we will have featured 40+ providers

in our “Meet” campaign

• We are producing more than 30 videos to

introduce our providers to the community

• Campaign buy-in needed from our leadership

and physicians before the final step of internal

communication with staff

Leadership Buy-in

• Agreed on a list of criteria for choosing providers

to feature our first year

• Approved final list of providers to feature

• Support on which channels we were choosing to

use (or not use)

Physician Buy-in

• Physician buy in was a gradual process

• We did not receive strong visibility or physician

support until we completed over a dozen videos

• Their support was imperative for the quality of

the videos and the comfort of the patients

Internal Visibility

• Communicate external campaigns internally first

• Explain the why behind your tactics and choice

of communication channels

• Create buzz and pride around your brand

message


Step 3:

Communication

External collaboration

We partnered with an outside agency to produce

our first videos and coordinate ad placement.

Ads were originally placed:

• In articles with no healthcare context

• During March Madness on sports channels

• On websites that were largely missing our

validated audience

Meet Molly

Reviewing our first ads

• Our original ads focused more on the patient story rather than

on our own doctors

• Videos were strong, but lacked alignment with our original plan

• Great patient stories, but the doctors stories what drives our

brand loyalty

• Needed our ads to focus on the human connection patients have

with their doctors

Switch to internal operation

• More visibility and control over our ad placements

• Less time and energy communicating with the outside firm to

stay aligned

• Able to communicate and change plans more swiftly to meet

the needs of the organization

• Ultimately brought all ad production and buying in house for

better quality control and flexibility pulling analytics

Internal campaign management

Meet Calvin


Step 4:

Evaluation

Social media engagement

Provider engagement

60+ providers featured in 2019(Excludes Welcome New Provider Announcements)

• Meet Campaign - paid

Transitioning featured provider every 10 days!

• Ask an Expert & featured blog content – owned

organic reach

Staff & patient engagement

Market growth

• Communicate your message across channels

where your audience spends time.

• Repurpose content, using a variety of tactics

to tell the same story for optimal stickiness.

• Drive to digital conversion for measurement.

2019 Meet Campaign

© Vancouver Clinic 2019 | Confidential and Proprietary · Vancouver Clinic is an independently owned multi-specialty medical group in Clark County, Washington. ... Expert Vancouver

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