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Siegel+Gale Managing Director Jason Cieslak co-presented the session: Doing Digital the Right Way – How to Engage Customers and Manage Perceptions Using a Clear Brand Voice. Joined by Patricia Reupke, Director of Consumer Relationship Marketing at Baylor Health Care System, Jason discussed how to create a successful digital strategy that reflects an organization’s brand promise and engages multiple audiences through various platforms.
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Doing Digital the Right Way: How to Engage Customers and Manage Perceptions Using a Clear Brand Voice
Presented to: 2011 Engagement Expo
It's not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.
+ Charles Darwin
+ Metroplex is among the most competitive markets for healthcare
+ Tired experience out of step with user needs, business requirements and brand
+ Successful CRM, advertising and organizational shifts
+ Leadership saw the writing on the wall
“We don’t just want one of the best websites in the health care industry—we want one of the best websites on the internet.”
- Baylor Executive, 2007
The situation
Getting from there to here
1.Website – Rethink family of public facing sites from the ground up
2.Social Marketing – Identify where to be and what to do
3.Mobile – Activate the channel
Key insight 1
Patients not customers!
Key insight 2
Focus on the 80%
Key insight 3
Continuity + consistency
Key insight 4
Think big, plan in stages
Key insight 5
Our brand is our brand no matter where
The impact
Success is in the numbers. + In August ’08, there were approximately 60,000 home page views.
September ’08, the month after launch, home page views soared to nearly 160,000 = 166% increase
+ Find a Physician page views in September ’08 were less than 2,000. October ’08 they were nearly 14,000 = 600% increase
+ Find a Location page views in August ’08 were approximately 2,000. September ’08 they reached nearly 12,000: 500% increase
Website refresh – survey feedback
“Information is clearly organized and easy to understand. pPhone numbers, health resources and other pertinent pinformation can be easily located.”
“I think the website has found a way to provide a huge amount oof information without getting too cluttered or confusing.”
“Job well done…covers all the needs someone would need to ffind in a simple, easy to navigate way.”
“It’s an excellent webpage I’m a patient at a similar hospital. It’s unice to see a website that’s easy to navigate.”
Getting from there to here
1.Website – Rethink family of public facing sites from the ground up
2.Social Marketing – Identify where to be and what to do
3.Mobile – Activate the channel
An open door to humanity online
No shortage of engagement opportunities
Honing in on Baylor’s key audiences
Key insight 1
Not all social media is equal
Key insight 2
Wherever you go, be there with purpose
Key insight 3
It’s about engagement, not publishing
Key insight 4
It’s a process, not a project
Key insight 5
Always connect the dots
Getting from there to here
1.Website – Rethink family of public facing sites from the ground up
2.Social Marketing – Identify where to be and what to do
3.Mobile – Activate the channel
A growing eco-system of opportunity
Smartphones are the future
Key insight 1
Simplify user interactions, make tough choices
Key insight 2
Lead with navigation
Key insight 3
Don’t over write or over design
Key insight 4
Account for multiple phone platforms
Key insight 5
Mobile is more than the phone
Awesome image/graphic
Bringing it all together
It all starts at home
Give them somewhere comfortable to land
Make it close by
Speak their language, dude
Engage on the go
IAGT Registration soared
2011 2010 20090
500
1000
1500
2000
2500
3000 2653
15261339
Up 74%`
Web registration rocked!
2011 2010 20090
200
400
600
800
1000
12001033
480353
Internet Registration
IAGT How Heard
31%
10%14%9%
5%
9%
2%
3%
4%2%
4%
9%
Direct Mail MagazineFriend/RelativeBrochure/Flyer Repeat CustomerInternetHospitalNewspaperTelevisionEmployee/VolunteerCo Worker/EmployerAll other
Clear brand = Circle of engagement
The Top 5 Things We Learned
+ Ask your audience what they want
+ Give your audience what they value
+ Make it easy for your audience to engage with you
+ Keep it fresh—surprise them when you can
+ Remain true to your brand strategy
Thank you
Jason Cieslak Patricia ReupkeManaging Director Director of Consumer Relationship MarketingSiegel+Gale Baylor Health Care System10960 Wilshire Boulevard, #400 2001 Bryan Tower, #750Los Angeles, CA 90024 Dallas, TX 75201
(310) 312-2212 (214) 820-6830jcieslak@siegelgale.com patricia.reupke@bhcs.com
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