1. © 2013 The Guesty Corp. All rights reserved.

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Agenda
How you can participate
What you will learn
Organizational alignment for healthcare brands
Summary
Q&A

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How you can participate
Type your questions into the box on right
Stick around for our Q&A session
Take our 1-minute marketing survey
‣ For a chance to win an iPad Mini

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Three things you’ll learn
Articulating your common purpose
Translating the brand for staff and physicians
Holding staff accountable for the brand promise

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Why alignment?
A shared purpose makes healthcare brands
more desirable, more competitive, and
more profitable.

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Organizational alignment helps...
• Reinforce competitive position
• Deliver unique patient experience
• Define expectations for staff
• Attract and retain best employees
• Correct bad habits

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The brand promise
• Part corporate mission
• Part emotional promise
• Memorable, engaging
• How it’s different or better

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Sharing the brand promise
Core values, model behaviors
Brand language and identity
Story-telling
In-hospital reminders

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Why communicate it?
Less than 20% of employees know
their company’s mission

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Executive leadership
Make brand promise part of vocabulary
Set goals and performance metrics
Educate staff on desired patient experience
Create a culture that supports the brand

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Educating staff on brand promise
Communicate the common purpose
Reinforce core values
Define roles in patient experience
Influence the way they think and act

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Be passionate about your purpose
Clarify the brand promise
Engage managers and staff
Make it part of daily conversations
Text
The CEOs role:

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Marketing tools to align staff
Personal stories
Internal marketing messages
Frequent reminders

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How to identify and share stories
Ask department leaders
Create forums recognition
Videotape patient stories
Invite guest speakers

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Channels for internal audiences
Internal communications
Social media
Physician marketing
Inbound content
Mass media

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Hospital websites
Social media
Signage
Screen savers
Vehicles
Uniforms and linens
Owned media

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Set expectations
Organizational goals
Core values
Standards of behavior
Performance metrics

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Create incentives
Recognition
Promotions
Vacation time
Gifts or cash

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Create consequences
Training or coaching
Disciplinary actions
Termination

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Recap
Articulate your common purpose
Translate the brand for staff and physicians
Hold staff accountable for the brand promise

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Remember….
Stick around for Q&A
1 minute survey for chance to win iPad Mini
‣ smithandjones.com/survey
Recorded Webinar available in two days
‣ smithandjones.com/webinars

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‣ markshipley@smithandjones.com
‣ LinkedIn: markdshipley
‣ Twitter: @markdshipley
More questions?
Contact Mark.

38. Q&A

39. Thank you for attending.

40. © 2013 The Guesty Corp. All rights reserved.
‣ markshipley@smithandjones.com
‣ LinkedIn: markdshipley
‣ Twitter: @markdshipley
More questions?
Contact Mark.