Insight

ADVICE GIVERS "If you're healthy and well and living in Atlanta, Georgia, you are not thinking about ever coming to Cleveland for medical care. So that's a challenge for healthcare marketers ... how do we get you engaged with our brand in some meaningful way today so that you would consider us in the future? that's where we target the innovation enthusiast. As people move toward consideration ... we know they start looking for information. They start looking for facts. They start looking for relevant material that can help them guide care decisions and treatment decisions. being a trusted source of clinical information is a critical asset in building a healthcare brand." —Paul Matsen, Cleveland Clinic chief marketing and communications officer HOW DOES ONE OF THE WORLD'S LEADING HEALTHCARE SYSTEMS BUILD AND BURNISH ITS BRAND? BY CONSTANTLY PRODUCING FRESH, ENGAGING CONTENT FOR AN INFLUENTIAL AUDIENCE ACROSS MULTIPLE INTEGRATED PL ATFORMS. "N E V E R P U T A L L of your eggs in one basket." This is one of the first rules of building a healthy investment portfolio, right? It could also be Rule No. 1 of crafting a robust marketing and communications strategy, and it's a tenet Cleveland Clinic has taken to heart with outstanding success. In June, Cleveland Clinic Chief Marketing and Communications Officer Paul Matsen discussed how he and his team constructed a brand-promotion strategy using three pillars— paid, owned, and earned marketing—at the 2015 Hospital Marketing National Conference in Atlanta. Cleveland Clinic's objective: Use those three forms of marketing to reach affluent advice givers, the social media-savvy, information- hungry "alpha influencers" who comprise 8 percent of adults and 12 percent of Internet users. How does Cleveland Clinic reach these individuals who are eager to share what they learn with their vast networks of friends and followers? CASE STUDY: FINDING THE RIGHT BEAT Cleveland Clinic's February 2015 cardiac campaign for American Heart Month perfectly illustrates the health system's mastery of combining paid, owned, and earned marketing to great effect. In the owned category, visitors to Cleveland Clinic's Health Hub website found new heart-health articles, infographics, or slideshows on each day of the month. Mobile users collected new, heart-healthy menu ideas through recipes posted on four popular social media platforms. They learned how to prepare several tasty creations through demonstration videos posted on YouTube featuring a Cleveland Clinic dietitian and a Cleveland Cavaliers chef. Paid marketing efforts included the creation of a custom, heart-focused, aerobic exercise playlist in partnership with Spotify and targeted online display advertising that generated 54 million impressions. As for earned marketing, Cleveland Clinic physicians found themselves with a national platform in February, as media coverage featuring their insights on a variety of heart-health topics produced 6 million impressions. As you build your brand, take a page from Cleveland Clinic's playbook. Use multiple platforms to accomplish a single goal: telling your hospital's story to the world. Looking to inject new life—and a new channel or two—into your marketing strategy? True North Custom can help. To learn how, visit truenorthcustom.com. Advising By Thomas Crocker 6 INSIGHT V11N3 TRUENORTHCUSTOM.COM insight THOUGHT LEADER

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