Insight

brands, it made for an even more impactful presence in our markets. We want associates and patients and the community to feel like they're not losing a brand, but rather gaining an additional brand—Ascension. So far, this strategy seems to be working. Insight: How do you determine which areas of marketing should be centralized vs. allowing for local autonomy with advertising, sponsorships, etc.? Ragone: It's not a matter of centralizing or not centralizing. It's really about sharing resources, sharing best practices, doing things consistently across all our markets. We don't really think in terms of local or not local, but rather how can we make our marketing approach consistent across all markets, how we can learn from what we're doing, and how we can invest in the types of marketing infrastructure that will allow us to be even more precise and targeted in our marketing approach. Insight: What channels have you found to be most effective in communicating a unified brand to the communities served? Ragone: We take a very integrated approach to communicating our integrated brand strategy. We believe all channels are important—TV, radio, billboards, CRM, digital, etc. We might experiment with the marketing mix model to find the right balance, but we believe fully integrated campaigns are the right approach. Insight: What have been the key lessons learned during this process to date? Ragone: Some of the biggest lessons include beginning with associates first. A successful rebranding requires associates becoming brand ambassadors, so my advice to anyone going through a similar process is to spend as much time as necessary getting internal stakeholders and associates aligned so that they can truly become brand ambassadors. The other big lesson learned is that a rebrand is more than just a new logo or tagline. It goes much deeper— it's about continuing to connect with your associates and communities in a deeper, more visceral, more experiential way. It's about the experience—not the logo or signage. PSYCHOGRAPHIC SEGMENTATION FOR MORE EFFICIENT AND EFFECTIVE TARGETED MARKETING EFFORTS Emory Healthcare Corporate Director of Market Strategy Amy Comeau offered these four ideas for segmentation success: THINK PATIENT-CENTERED MARKETING FIRST! DEVELOP A SET OF CORE PERSONAS. PUT CORE PERSONAS AT THE CENTER OF EVERY MARKETING DECISION: » Make sure ad creative reflects personas in the imagery, voice-over, and settings. » Make sure tactics and placements reflect personas with programmatic, choice, geo-targeting, retargeting, etc. » Make sure content and context reflect personas. TRACK , ANALYZE, TEST, AND REPE AT. 1. 2. 3. 4. TRUENORTHCUSTOM.COM INSIGHT V13N2 9 insight into PHYSICIAN MARKETING

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