Portfolio

Brand Marketing

New Brand: Providence Children’s Health

Objective:
Establish an identity that will position Providence as a leader in providing health care for children in Oregon.

Methodology and Process:
Using online patient research, 225 Providence patients who had children living at home were surveyed. Goals were to: Assess perceptions of pediatric providers; understand awareness of services; gather information about how patients select a physician, and test marketing messages and naming options. With insights straight from customers, I  presented a well-informed recommendation to ensure success.

Results of each survey were then shared with employed and referring providers for inclusion and feedback. Providers and clinical executives were coached on the ineffectiveness of icons to promote a brand, and recommended that the organization focus on consistent coloring, imagery and design elements to connect services and programs.

Strategies:
Create an umbrella identity to bring all services under one look and feel, while standing out from children’s hospitals; revamp the digital experience; execute creative throughout customer experience, including interior design, signage and collateral.

Results:
The new brand launched three months later and coordinated all Providence Children’s Health materials, including webpages, advertising campaigns, patient education materials, and provider outreach tools, and interior design. Managing these elements has successfully created an umbrella identity under the Providence brand.

Co-Branding and Partnerships

Providence and Portland Timbers and Thorns

Objective:
Spearhead partnership between Providence Health & Services and Portland Timbers and Thorns. Manage all marketing contract elements and increase visibility and brand awareness for priority product lines. Manage brand identity and co-marketing opportunities and ensured positive return on investment.

Strategies:
Brand management: Partner with internal  and external agencies on all deliverables; continually look for new areas to co-brand where appropriate; focus on a message of health, wellness and community; execute on media opportunities to support priority business areas.

Results:
– Built foundation for Major League Soccer partnerships. Proved successful ROI, capturing 182% of initial investment in the first year
– In one year, managed seven annual co-sponsored events with MLS partnerships, capturing engagement of more than 600,000 visitors

 

Campaigns (Go to Market)

New Product Launch: Circle app for women

Goal:
Create patient and consumer excitement around Circle app to elevate brand preference for women’s services in our markets.

Objectives:
Secure 1,500 active users in year one. Increase to 5,000 in year two.

Strategies:
Deploy targeted digital tactics; utilize influential voices in social media (mom bloggers); focus messaging on unparalleled experience and options (connection to medical records);  heavily cross promote with complementary products and services.

Results:
As of November 2016, we have more than 2,000 active users, engaging with the app 1.6X per week.

Campaigns (Go to Market)

New Service: Montana Maternity

Goal:
Establish community hospital as a “destination of choice” for maternity care in Missoula Mont.

Objectives:
Increase maternity awareness and preference by 20% by the end of 2016; and own 10% of market share by end of 2015, and 30% by  end of 2017.

Strategies:
Deploy targeted digital campaign; capture attention with creative that can break through the noise; communicate compassionate care, and strength of the system as differentiation; optimize website for superior customer experience.

Results:
In two years, we went from 0% to 39% market share and increased preference for maternity/OB-GYN by 12%.

Webpage landing image for Pelvic Health campaign
Campaigns (Go to Market)

New Service: Swedish Pelvic Health

Goal:
Promote new patient navigator to increase patient volume for Swedish Pelvic Health services.

Objectives:
Increase awareness/preference in gynecology and urology service lines for King and Snohomish Counties; Increase awareness of pelvic health offerings; Drive web traffic and engagement to the Pelvic Health site.

Strategies:
Focus on compassion and support; prioritize digital media; capture share from competition; be find-able when people are searching); create a seamless way for patients to make an appointment or learn more.

Results:
As of July 2016, campaign delivered 1M impressions,1,500 webpage visits and 23 appointments.

Co-Branding and Partnerships

Providence Hood To Coast

Objective:
Spearhead new title sponsorship and community health partnership between Providence Health & Services and Hood To Coast. Manage all marketing contract elements, increase visibility and brand awareness, and support efforts to raise $500,000 for cancer research. Manage brand identity and co-marketing opportunities and ensured positive return on investment.

Strategies:
Brand management: Partner with internal and external agencies on all deliverables; continually look for new areas to co-brand where appropriate. Customer journey: Create an engaging online donation experience, focus on a message of health, wellness and community; execute on media opportunities to support priority business areas.

Results:
– Raised $800,000 for Providence Cancer Center research (8:1 ROI)
– Added 871 new donors
– 325,000 measured impressions

Co-Branding and Partnerships

Co-Branding: Providence Bridge Pedal

Objective:
Manage Providence brand and lead marketing for title sponsorship of Providence Bridge Pedal; create an exceptional customer experience for Providence Health and Wellness Expo.

Strategies:
Brand management: Partner with internal agency on all deliverables; highlight brand name and logo on all assets; focus on local Portland traits (landmarks), e.g., iconic event, time-loved-tradition. Expo: Develop partnerships with local outdoor/wellness companies; launch gameifcation with valuable prizes; coach each vendor on engagement; prioritize social/share-ability;

Results:
Over the seven years of managing these events, we streamlined the foundational tactics to allow for creative brainstorming and to try new and exciting event experiences, e.g., Timbers stadium, food carts and local musicians.