Issue link: http://viewer.e-digitaledition.com/i/578974
Cleveland Clinic MARKETING Channels By the NUMBERS The Reality behind the Story: The Anatomy of a Successful Theme Line AT THE 2015 HOSPITAL MARKETING CONFERENCE IN ATLANTA, PAUL MATSEN, CLEVEL AND CLINIC CHIEF MARKETING AND COMMUNICATIONS OFFICER, DESCRIBED HOW A CULTURE OF EXCELLENCE UNDERLIES CLEVEL AND CLINIC'S UNIFIED MARKETING MESSAGE. "It starts with clinical excellence. In any research done during my tenure at the Cleveland Clinic, the number one thing that drives brand choice for a health system is clinical excellence. That's very difficult to communicate. We're very fortunate to have great outcomes and great rankings to talk about. I think it's important to keep that front and center in your messaging. "Patient experience was not a major part of the Cleveland Clinic brand when I got there eight years ago. But our CEO, Toby Cosgrove, has made it a major focus across the enterprise. Every caregiver at the Cleveland Clinic gets trained in the Cleveland Clinic experience when they're hired. 'Patients first' has become a critical essence of our brand and of our storytelling. "Innovation. Our CEO likes to say, 'What keeps the Cleveland Clinic from being a flyover between New York and LA?' A major part of that is innovation: taking on the most difficult cases, providing the most innovative treatment, and innovating in ways that are also nonclinical, like patient experience. "And finally, wellness. When Toby Cosgrove became CEO at the Cleveland Clinic, one of his first challenges was getting the McDonald's removed from our cafeteria. We have made wellness a focus, first and foremost for our own caregivers, because we have to have healthy, well-balanced caregivers to provide great patient care, but also for our communities as well. And that's always been supported by our theme line that every life deserves world-class care." ∂ 385,000+ followers on Twitter ∂ 15 + e-newsletters distributed to 250,000 individuals monthly ∂ 9,000 pages of health information content on clevelandclinic.org generating 3 million visits per month ∂ 130 pay-per-click and lead-generation campaigns ∂ 16 mobile applications ∂ 1.2 million + followers on Facebook TRUENORTHCUSTOM.COM INSIGHT V11N3 7 insight CASE STUDY insight THOUGHT LEADER