1. Community Engagement
1.1. Develop stakeholder engagement plan
1.2. Outreach to Doctors
1.2.1. Roadshows are key - need to bring CPD to the Doctors - they don't have time. Note this is the No. 1 priority to drive patients through the door.
1.2.2. Working together for the benefit of the patient - collegiality
1.3. Outreach 3rd party organisations
1.4. Outreach to Marketing staff at joint venture facilities
1.4.1. Again is there co-branding opportunities.
1.5. Strategic Sponsorship by WHITFIIELD
1.5.1. Sports, etc, Camogie
1.5.1.1. HUGE Experience in this area e.g. Curragh, Miami, On course branding, advertorials, OPTIMISE BEST EXPOSURE FOR BRAND
1.6. Outreach to Institute of Pharmacy
1.7. Outreach to Pharmacists themselves
1.7.1. Pamphlets, leaflets, Could be potential referrers. push the patent to make the decision before they go to the Doctor
1.8. Outreach to equipment suppliers
1.8.1. Anything they can share, could they sponsor an event for example
2. Marketing Campaigns
2.1. Assist international Marketing Team with development of measurable (THINK SMART FOR ALL OF THIS) marketing plans that could include
2.2. External Events
2.2.1. Presentations, GP Roadshows, Expos, Ploughing Championships, Other events, CPD. All events must target target markets, GPS, Consultants, Pharmacists, Co-Partners Corporates
2.2.2. Brand Launch - Local/ Regional - Leo/ Simon to officially cut the ribbon
2.3. Partner Co Marketing
2.3.1. SOMEONE THAT SHARES SIMILAR VALUES COMPLIMENTARY NOT FOR PROFIT SELF HELP WOMEN IN SCIENCE WIT SPORTS BODIES
2.3.2. School programs - walking, healthy eating, junior achievement
2.4. Advertising
2.4.1. Radio, Point of Sale, Pamphlets, Google, Facebook, Dividers, Wexford Bus, Signs in Lifts, Restaurant. Inspirational Messages. Hoardings etc.
2.5. Web development
2.5.1. Carefully crafted content, organic, key sentence search e.g. "do I have cancer"customer journey is key. Google ads could be done. Mater Private do them but no evidence of UPMC doing them - would need to look at carefully.
2.6. Promotional Videos
2.6.1. Must resonate with target market. healthcare. Could be a simple video about UPMC and getting there and facilities. May be promo in the USA that ye can voiceover
2.7. Radio Spots
2.7.1. Promotion, reinforcement, awareness
2.8. Social Media
2.8.1. ALL ONLINE PRESENCE NEEDS TO BE ETHICAL AND IN LINE WITH BRAND Facebook strategy - meaningful stories that resonate with Personas Human Touch Ensure all reviews are responsed to on Facebook and Google More Recommendations are key Target. Create organic Campaign "HEALTHCARE IS CHANGING" that can be BOOSTED on Facebook. €100 will get between 2000 - 8000 views depending on how deep you want segmentation to go. 160,000 female and 60,000 males in Ireland over 60 - remember targeting based on interests and likes not on income - but you can look at interests to target certain groups.
2.8.2. All patiients now research online - they look for positive reveiws - no doubt about it. Many patients (90% in US) go online to choose healthcare provider where they have the ability to make a choice
2.8.3. PATIENT ACQUISITION STRATEGY NEEDS TO BE BUILT ON 1. POSITIVE PATIENT EXPERIENCE (UMT) 2. STELLAR REPUTATION (Positive Reviews) 3. ROBUST ONLINE PRESENCE - SEO to understand patient search habits etc.
3. About UPMC
3.1. $19 billion world renowned healthcare company
3.1.1. Jeffrey Romoff CEO Charles Bogasta Vice Executive ????
3.1.2. UPMC Media USA Targeting Stem Cell/ Ovarian Cancer/ Justin Beiber Depression ABC News
3.2. 40 hospitals. 85,000 employees
3.3. Leader in Cancer Care Treatment
3.4. VISION: Create a model to ensure every patient gets the right care in the right way a the right time
3.5. Employing our partnership with the University of Pittsburgh to advance the understanding of disease
3.6. Insurance Service Division in UPMC
3.7. Other Services in South East Area not currently being done by any hospital
3.8. Consultant Information / Position topics / relevant
4. What would you do
4.1. Look at how Strategic Plan and Business Plan will feed into Marketing Plan
4.2. Look at what has been done so far and how its has been done and meet with key stakeholders internally and externally
4.3. Look at what resources are available already within the organisation i.e. UPMC Vision, Mission, Group Marketing Plan, Group resources, Group Digital Resources, Brand guidelines
4.4. Prioritise what needs to be done in terms - using SMART
4.5. Develop Marketing Plan with short medium and long term objectives
4.5.1. Are there quick fixes e.g. tidy up Facebook Campaigns, engage with patients carefully and discreetly. Review new website when it comes on stream in terms of content and customer journey. Engage employees in liking and sharing posts etc. Work with HR in terms of engaging employees and bringing them on the journey
4.5.2. LIFE CHANGING MEDICINE WITH THE COMMUNITY AT HEART INVOLVES EVERYONE, PATIENTS, CONSULTANTS, FAMILIES, DOCTORS, NURSES, PHARMACISTS, THE WIDER COMMUNITY
4.5.3. Look at sources of primary and secondary data and information to see what data can be tapped into. Is there any qualitative or quantitative data
4.6. Write Value Proposition
5. Digital Marketing Note Crossover between Marketing Campaigns above and Digital Marketing here
5.1. Develop Calandar as part of an IMC (robust) - carefully crafted
5.1.1. Has to be done in advance to never miss KEY DATES e.g. Daffodil Day
5.1.2. Decide what to post and on what platform e.g. Facebook, Website, Twitter etc.
5.1.3. Content saturation means you have to STAND OUT & RESONATE
5.1.4. We now have Social Media Holidays as well as national holidays
5.2. Focusing on target market - that means patients - use of PERSONAS to generate meaningful messages that resonate
5.3. Collaborate with UPMC digital team to execute CULTURALLY relevant campaigns again that is all about PERSONAS
5.4. Research market, Right message, right audience, right medium, best reach, optimise cost
6. Internal & External Communications
6.1. Develop messaging and creative content for:
6.2. Presentations
6.2.1. Develop slide deck - is there one already, is there one in the USA, repeatable, in line with brand
6.3. Newsletters and Press Releases
6.3.1. Single Point of Contact with Leadership sign off on all coms. Develop strategy to ensure Brand is managed robustly and carefully. Focus on Local, Regional and National information. Syndicate stories where possible - not just online - look at content and whats available and use it to maximise impact - e.g. would a good story be better in national press rather than online. Curate Content - Irish journo!!
6.4. Promotional Material and Advertising
6.4.1. Maximse reach for budget....ensure promotional material in line with brand.
6.5. USE AN ONLINE WEBSITE E.G INTRANET - AVOID INTERNAL EMAILS Obtain Group/ Executive sign off PROVIDE CHANNEL FOR EMPLOYEES TO SHARE THEIR VOICE DEVELOP INTERNAL COMMUNICATIONS PLAN. WHAT IS THE TOPIC. PURPOSE, OWNER AND DEADLINE
7. Project Management
7.1. Collaborate with Internal and External Vendors
7.2. Content Development
7.3. Graphic design
7.4. Printing
7.5. Translations
7.5.1. this could be putting something technical into layman terms