Marketing and Communications

March 5, 2014

Marketing and Communications Goals

• Enhance hospital reputation in Cheyenne and surrounding region

• Build and refine Cheyenne Regional’s brand (our identity) in the community and region

• Communicate Cheyenne Regional’s quality initiatives with the public, media, employees/volunteers and physicians

• Increase awareness and promote growth of major service lines and the medical group

• Enhance community relations through sponsorships and outreach

• Use internal communications to help build employee engagement and morale and to relay vital information

Hospital Brand and Reputation• Develop consistent look and message in all marketing materials.

– Print ads—newspapers, phone directories, magazines– Radio ads—local and regional– TV ads—statewide– Movie theater ads—local – Website—increased focus on building our website, including

patient testimonials and physician video bios

• Ensure consistent look and message in all printed materials. • Develop communications plan to help foster media and community

relations.– Morning Show: Hospital guests are featured every other Tuesday

morning.– Radio: CEO is featured 6x/year– More than 150 media placements/year (most are positive)

• Use health presentations to communicate with community and help community build relationship with providers and other clinicians.

Find Dr. RightMeet Dr. Bret Winter

Health Presentation

Get to Know Dr. Munoz

Brochures Rack Cards

TV AdsOrthopedics Services

http://www.youtube.com/watch?v=SxklJRyded8#t=13

Heart & Vascular Services

http://www.youtube.com/watch?v=-3DV4OwPzjk

TV AdsCancer Services

http://www.youtube.com/watch?v=uM9fJHH9hL0

CRMG

http://www.youtube.com/watch?v=5CQ2FvxI2Kg

Firsts and Notables• First in Cheyenne and Southern Wyoming to offer

hyperbaric chambers for the treatment of chronic wounds

• First provider in Cheyenne to offer digital mammography

• Featured on the Discovery Channel as the first hospital in the nation to use the Stealth Treon neurosurgical navigation system (2003)

• Provided cardiac patients with the first drug-eluting stent, 3-D echocardiography and Transmyocardial Revascularization Laser in the region

• Created the first comprehensive weight loss surgery program in Wyoming

Firsts and Notables (continued)

• Performed the first artificial disk replacement surgery in Wyoming by partnering with orthopedic surgeons

• Opened Wyoming’s first Level II Trauma Center• Introduced TomoTherapy to this region, a

groundbreaking radiation therapy treatment for cancer patients

• Listed among the top 25 percent of Home Health Agencies in the United States (2007)

• First and only accredited (ACoS CoC) oncology program in Wyoming 

Communicate Quality Initiatives

Cheyenne Regional has received awards from CareChex (Comparion), US News and World Report and the American Heart Association/American Stroke Association for its quality care.Quality Awards communicated through:• Website—news releases, quality icons, sliders• Print ads• Billboard ads• Radio ads• Movie theater ads• News releases • Social media: Facebook, Pinterest, Twitter

2014 CareChex Quality Awards# 1 in Wyoming for Orthopedic Care

#1 in Wyoming for Stroke Care

#1 in Wyoming for Heart Failure Treatment

2014 CareChex Quality Awards

CareChex Medical Excellence Awards—2014• Top 10 percent of hospitals in the nation for neurological care and

trauma care.• Ranked #1 in Wyoming for overall hospital care, heart failure

treatment, neurological care, orthopedic care and stroke care.• Ranked top 10 percent in Wyoming for treatment of gastrointestinal

hemorrhage.

CareChex Patient Safety Awards—2014• Top 10 percent of hospitals in the nation for women’s health.• Ranked #1 in Wyoming for cardiac care, gastrointestinal hemorrhage

treatment, heart failure treatment, hip fracture repair, stroke care and women’s health.

• Ranked top 10 percent in Wyoming for gall bladder removal, heart attack treatment, neurological care and trauma care (in addition to all categories in which we are ranked #1 in Wyoming and top 10 percent in the nation).

2013 CareChex Quality AwardsCareChex Medical Excellence Awards• Top 10 percent of hospitals in the nation for orthopedic care.• Top 100 hospitals in the nation for hip fracture repair.• Ranked #1 in Wyoming for heart failure treatment, stroke care,

neurological care, women’s health and gastrointestinal hemorrhage treatment .

CareChex Patient Safety Awards• Top 10 percent of hospitals in the nation for hip fracture repair.• Top 10 percent of hospitals in the nation for pneumonia care.• Ranked #1 in Wyoming for heart failure treatment, hip fracture

repair, pneumonia care, stroke care, vascular surgery, women’s health and gastrointestinal hemorrhage.

2013 Awards/Recognition2013 Blue Distinction Center for Spine Surgery Award given by Blue Cross Blues Shield of Wyoming. It was the first time a Wyoming hospital had been recognized as a Blue Distinction Center for spine surgery.

2013 Healthy Communities Achievement AwardWyoming Institute of Population Health received this for its use of data to implement programs focused on improving the health of Laramie County residents.  Stage 6 Designation from HIMSS AnalyticsCheyenne Regional recognized as being among the top hospitals in the nation for its adoption of a high-functioning and broad-based electronic medical record (EMR) system. CRMC achieved Stage 6 designation of the HIMSS Analytics Hospital Electronic Medical Record Adoption Model (EMRAM). There are eight states, from 0-7, with Stage 7 being the highest level of recognition.

2013 Awards/RecognitionNational Committee on Quality Assurance – Recognized Babson and AssociatesBabson and Associates Primary Care, PC, received recognition from National Committee on Quality Assurance for efforts to transform primary care delivery. Babson and Associates received a technical assistance grant from Cheyenne Regional Medical Group and the Southeast Wyoming Preferred Provider Group. The grant was used to help the practice adopt the Patient-Centered Medical Home model.

2013 Quality Achievement Award – Mountain-Pacific Quality Health-WyomingMountain-Pacific Quality Health-Wyoming presented Cheyenne Regional Medical Center with the 2013 Quality Achievement Award, the highest quality award given by Mountain-Pacific. Cheyenne Regional received the award for its outstanding performance in providing excellent care in the nationally measured areas of heart failure, pneumonia, acute myocardial infarction, infections prevention and surgical complications, according to Mountain-Pacific. The award also recognized Cheyenne Regional’s strong leadership support for quality and patient safety.  

American Heart Association/American Stroke Association

2013 Get with the Guidelines – Heart FailureGOLD PLUS Achievement Award Hospital

US News & World ReportCheyenne Regional Transitional Care Unit – 5 star ratingBest Nursing Home award (2013, 2014)

*This was only used as a Facebook cover photo

Employee Engagement and Morale

• Recognize employees in “Today at Cheyenne Regional Medical Center.”

• Recognize employees on Facebook. • Pitch news stories to local media that focus on services

and the outstanding work of our employees and physicians:– Dr. Muhammad Khan and HeartAware health

assessment were featured on CBS News Channel 5 Morning Show, K2TV and the Wyoming Tribune Eagle.

– Dr. Michael Shannon and Victoria Fry were quoted in a recent Wyoming Tribune Eagle article about life-saving treatment a patient received at Cheyenne Regional.

Sponsorships/Event Partnerships

• Criteria and request form are posted on our website. (“Sponsorship Guidelines” link at bottom of home page)

• Committee and trustees make final decision.

Just a few examples– Race for the Cure– Relay for Life– Grace for 2 Brothers– Friday Food Bag– Camp Courage– Climb Wyoming– Chamber of Commerce– Cheyenne Frontier Days and Univ. of Wyoming

Website and Social MediaWebsite Facebook

PinterestTwitter

What’s Next?• Incorporate video on Cheyenne Regional website, starting with

physician interviews and bios. Goal is to include 20-25 by the end of this year. – By 2015, 80 percent of all Internet traffic will be due to video use.

(Cisco, 2013)– Online video is growing faster than any other type of consumer

service offering. By 2017, online video services are going to be more popular than social networking. Online video traffic will account for 69 percent of consumer internet traffic by 2017, up from 57 percent in 2012. (Cisco, 2013)

• Continue to grow Facebook, Pinterest, Twitter– Currently social networking is the world’s most popular form of

consumer service. (Cisco, 2013). – A study published in the American Journal of Medical Quality shows a

correlation between the number of Facebook “Likes” and hospital patient satisfaction scores. In the study, each percentage point decrease in a hospital’s 30-day mortality rate corresponded with 93 more likes on that hospital’s Facebook page.

What’s Next?• Increasing focus on Primary Care.

“Primary care physicians are the center point between what consumers seek (access at any time and at any place) and what payers want (better controls on access and increased continuity of care and chronic disease management).” (Strategic Health Care Marketing, Feb. 2014)

• Including more patient testimonials on website—through print and video.Need to acknowledge and embrace the increased role of patients and family members as storytellers. (Strategic Health Care Marketing, Feb. 2014)

How Can We Help You?Budget Neutral Ideas

– Flyers and handouts can be designed and printed in-house: EAB events, hospital events, patient testimonials (ARU).

– Be a guest on the CBS News Channel 5 Morning Show or on local radio: KFBC (AM 1240) or KGAB (AM 650).

– Send us information to post on social media: WCS Christmas project, Lab employee donating a kidney to a stranger, DAISY Award winners.

– Send information to include in “Today at Cheyenne Regional” and encourage your staff to read it. Send ideas for improvement.

– Website• Check your content. Send us updates.• Send us names of patients/contact information (with prior

permission) who agree to be highlighted in testimonials.

How Can We Help You?Paid Advertising

― Radio, Newspapers, Magazines, Billboards, Val-Pak― Plan a year out. Discuss with Marketing team to ensure

it’s budgeted and is part of our system’s overall Strategic Plan.

How Can You Help Us?• Be an ambassador. • Send us information: awards, great testimonials (letters

are a good place to start), employees doing good things at Cheyenne Regional and in our community. Example: Kevin Poledna making the logo guitar—publicized in Wyoming Tribune Eagle, Channel 5, Public Schools’ Chronicle

• Use our project request forms—located under “Departments,” “Communications” on the Intranet: marketing projects, web projects, signage requests.

• Be open to talking to media. We’ll help develop talking points, and we can coach you.

How Can You Help Us?• Develop your events/communications/marketing plan a

year ahead and let us know: open houses, outreach to community, media possibilities, paid advertising requests.

• Ask one person in your department to read “Today at Cheyenne Regional” and share highlights at staff meetings. Or ask one person in department to print “Today” and post on bulletin board. Post flyers on your unit/department bulletins boards.

• Respond to WTE online posts: Be positive. The goal? Get Ralph to say something positive about us!

Questions?