Patients at Orlando Health Join Marketing Campaign

When Orlando Health launched a new advertising campaign this past year, it invited patients and community to join in and share their own pictures, stories, and video clips representing the "Family Is" theme of the campaign. Hundreds responded through the health system's Facebook page. Read more at HealthLeaders and check out the "Family is e-Scrapbook".

Visit Orlando Health's Facebook page and learn more about how the health system is engaging its community through social media.

Orlando Health took the better part of a year in developing a strategy to participate in the social/digital environment. During that time, they studied some best practices (Mayo Clinic, University of Maryland Medical System) and took a measured approach to setting realistic parameters, guidelines for use, and expectations as part of a new communications platform that addressed the mix of traditional and digital forms of media. In November 2009, with full support of organization leadership they launched their new plan.

CMO John Marzano, vice president for external affairs at Orlando Health, will present the Orlando Health case discussion at the Chief Marketing Officers' Innovator's Studio July 26-27 in Chicago.

Orlando Health in central Florida includes Orlando Regional Medical Center, the Winnie Palmer Hospital for Women & Babies, the Arnold Palmer Hospital for Children, and MD Anderson Cancer Center Orlando and other hospitals and patient care services. Prior to joining OH, John was VP at MedStar Health (Baltimore/Washington metro area) where he led marketing, communications and public affairs.

Marketing Innovations Frame Chief Marketing Officers' 2010 Agenda

2010 marks the beginning of a new decade – one likely to be characterized by significant change and transformation in the health industry. Converging forces of payer reform, industry consolidation, consumerism, and advanced information technologies are challenging the underlying basis for competition.

Economics are front and center, creating a compelling case for the role that marketers must play in an increasingly competitive industry. What an opportune time to establish marketing leadership as a strategy-critical business competency for healthcare organizations.

It’s that opportunity that will frame the Chief Marketing Officers’ Innovator’s Studio agenda in 2010:

• To transform marketing practice to growth-oriented strategic leadership.
• To drive value-innovation across the health system.
• To crusade for customer-centered practices.
• To build powerful, sustainable brands.
• To develop results-oriented marketing capabilities.
• To realize market success.

The year’s first on-site intensive for the Chief Marketing Officer’s Innovator’s Studio is scheduled March 22 & 23, 2010 at the Catalyst Ranch in Chicago. The deep dive topics – Innovations in Service Line Marketing and Thinking Retail– will jump right to the heart of where marketing executives can impact their health systems’ core business and improve competitive performance.

We’ll learn from experts that have achieved dramatic results from integrated approaches to business, brand and marketing strategies for clinical service lines, ambulatory and retail health services. Come prepared to brainstorm new ideas and frame out service line marketing innovations.

For more information about The Innovator’s Studio, contact me by email (kcorrigan@navvisandcompany.com) or call me at 757.640.8515.

Micro-Targeting Increases Marketing ROI

Chief Marketing Officers' Innovator's Studio Webcast
January 21, 2010; 1:00 p.m. - 2:30 p.m. EST

Increased scrutiny of marketing expenditures and rising expectations for ROI have marketing executives scrambling to create a much more effective, laser-focused approach to reaching and influencing consumers and physicians.

Customized, micro-targeting to individuals is fast becoming the standard to optimize marketing performance. In this first virtual work session of 2010, Innovator's Studio CMOs will learn how one health system:

• Developed an automated marketing system to reach key customer audiences
• Developed interest-specific messaging
• Tied processes and data together between intertwined systems (web, call center, etc.
• Identified and responded to qualified leads
• Achieved and measured business impact.

Halifax Health (Daytona Beach, Florida) refocused its marketing investments by integrating online and offline marketing, and employing a combination of CRM, eMarketing automation, analytics and reporting systems. This was achieved by its marketing and finance teams working together to integrate marketing data with procedures to track revenue and marketing attribution.

Ann Martorano, hospital administrator and chief marketing officer for Halifax Health, will be joined by Tanya Andreadis, Halifax director of marketing and eBusiness, and by Bill Moschella, principal and CEO of eVariant to share their case study. Navvis & Company vice president Carla Bryant will facilitate the meeting.

Innovator's Studio clients can contact Jody Corrigan (jcorrigan@navvisandcompany.com) to register for the work session. To learn more about the Innovator's Studio, please contact me at 757.640.8515 or kcorrigan@navvisandcompany.com.

Brand Management Requires a Comprehensive, Robust Framework

Brand management is an essential core competency for healthcare organizations seeking growth, market differentiation and competitive sustainability. And the creation, building and management of brands requires a comprehensive, robust framework to guide brand strategy, brand alignment and brand performance.

At this past week’s Chief Marketing Officers’ Innovator’s Studio work session, Mike Eaton, vice president for Navvis & Company, and Rob Klein, President of Klein & Partners, presented a 6-stage structure for brand management, and led the group on a discussion regarding the complexities and opportunities for building a powerful brand portfolio. Here’s a glimpse into their workshop session.

CMO Innovator's Studio Brand Mastery Framework

View more presentations from Karen Corrigan.

Innovators' Studio Welcomes New CMOs

The Chief Marketing Officers’ Innovator’s Studio welcomes two new participants. They are: Karina Jennings, Vice President for Regional Marketing and Communications at Providence Health Services, Washington/Montana (karina.jennings@providence.org); and Anissa Davenport, Vice President for Marketing and PR at University Health Systems of Eastern Carolina in Greenville, NC (adavenport@uhseast.com).

The Chief Marketing Officers’ Innovators’ Studio will hold its next working session on November 9 and 10, 2009 at the Catalyst Ranch in Chicago, Illinois. The focus of the intensive is The New Brand Mastery, which will address head-on how operational, clinical, business development and marketing alignment can create a powerful, relevant and differentiated brand-driven culture –transforming an organization from one that simply ‘promotes a brand’ to one that ‘delivers the brand.’

Whole Foods marketing executive Maggie Bahler will be a guest catalyst for the brand mastery work session scheduled November 2009. For more information about the Fall intensive call Kathy Gibala at 636.536.9443.

Another Day at the Ranch!

Here's a photo from today's session at the Innovator's Studio Social Media Intensive in Chicago. Many thanks to the health systems and catalysts that made this 'deep dive' a success!

(Our studio sessions are held at the Catalyst Ranch in Chicago, Illinois)

Follow the Innovator's Studio Social Media Intensive on Twitter

Twitter was abuzz (or should I say atweet) with real time conversation, insights and ideas generated by the participants and catalysts at the Innovator's Studio Social Media Intensive in Chicago. The deep-dive continues today. Can't be there? (neither am I) You can follow the conversation on Twitter today at http://search.twitter.com/search?q=issmi.

I picked up lots of good leads and links from yesterday's tweets. Enough to feed my research habit for a while!

Karen

Innovator's Studio to Host Social Media Intensive

Next week, the Innovator’s Studio will host a social media strategy intensive for hospitals and health systems seeking to leverage new media tools to support customer acquisition and growth strategies. The two-day studio will be held September 16-17, 2009 at the Catalyst Ranch in Chicago, Illinois.

The deep dive session has a star line-up of expert catalysts on board to work hands on with marketing, IT and strategy executives to accelerate health systems’ understanding, adoption and management of social media innovations. Among them are:

• Lee Aase, Manager, Syndication and Social Media, Mayo Clinic
• Ed Bennett, Director, Web Strategy at University of Maryland Medical System
• Carla Bryant, VP, Brand/Marketing Consulting, The Strategy Group/Navvis & Company
• Kevin Kriehn, Director, Digital Strategy, BVK
• Albert Maruggi, President, Provident Partners - New Media/PR Consulting
• Doug Pollei, VP, Internet Strategy and Corporate Development, IKANO Communications

“The session is structured to move quickly beyond the tools,” says Carla Bryant, “and focus on the employment of the tools in the context of an integrated business, brand and marketing strategy to drive growth and customer engagement.”

The Innovator’s Studio Social Media Intensive is not a seminar, and definitely not a lecture – but a hands-on, working laboratory where clients bring laptops, smart phones, and a burning desire to embrace new media in their quests to build future-ready marketing organizations.

Next week’s studio session is sold out. But if you want to learn more or join the waiting list for the next gathering click here: Innovator’s Studio Social Media Intensive.