Kathy Winn, MBA, FACHE, vp of strategic advertising at LifePoint, shares how the group’s advertising technique operates with its mission on the forefront.
LifePoint Health is a nationwide well being system that operates a community of hospitals, post-acute providers suppliers, and outpatient facilities throughout 30 states.
Though the Brentwood, Tennessee-based group has a big footprint, it unites all of its providers beneath one singular mission: Making Communities More healthy®.
Throughout an interview earlier this yr, the group’s CEO, David Dill, spoke about how LifePoint continued to function with its mission on the forefront, even throughout the brunt of the COVID-19 pandemic.
Kathy Winn, MBA, FACHE, vp of strategic advertising at LifePoint, lately spoke with HealthLeaders about how the well being system’s advertising technique additionally operates with the group’s mission on the forefront and helps to proceed to drive the mission throughout the pandemic.
This transcript has been frivolously edited for readability and brevity.
HealthLeaders: How does the well being system strategically use advertising to drive its mission?
Kathy Winn: From an organizational perspective, every thing that we do within the advertising area ties again to our mission. We’ve got hospitals and care facilities throughout the USA, and so whereas we now have normal approaches to advertising and interesting shoppers in a dialog about taking their well being into their very own fingers, it’s localized in every of our markets to be sure that we’re talking to the people in every of these distinctive communities.
HL: How has the well being system utilized analysis to make sure it is assembly the wants and addressing fears of the sufferers throughout its giant footprint?
Winn: Analysis is one thing that we use each day; we’re a knowledge pushed group.
In our markets throughout the nation, we depend on particular shopper notion surveys in every of these markets to assist us determine what’s essential to our neighbors and associates in these communities.
We align it with information and scientific analysis on the bottom to be sure that we’re offering the proper of method in our communities to interact people in a dialog about their well being. Every group is just a little bit completely different when it comes to what they wish to deal with. Our analysis in every of these communities helps us determine how we will interact these shoppers and be sure that we’re speaking to them about healthcare in the identical language that they wish to hear it.
HL: What methods have you ever utilized to advertise COVID-19 vaccination throughout the well being system?
Winn: At first of the pandemic, we began with a message of assist for our healthcare heroes. We began with one marketing campaign that talked about how we might assist assist our healthcare heroes. We transitioned that to speak in regards to the significance of vaccines; to assist healthcare heroes, we’d like to ensure we’re all getting our vaccines and selling that in our communities.
At this time, we’re persevering with with a robust and constant message that’s making an attempt to result in lowering COVID-19 vaccination hesitancy. We would like our leaders in the neighborhood, whether or not that is our nurses, clinicians, or administrative leaders, to guide by instance. We’ve got toolkits that we have supplied to them which have data round vaccine schooling. We enlist these native leaders as vaccine heroes, in order that’s the place the continuation of our marketing campaign has come into place. It is extra of a grassroots method. We offer the artistic and the messaging platform, however we’re making an attempt to interact our native leaders to be that supply level for our communities.
HL: How are you using advertising methods to acknowledge LifePoint professionals throughout the pandemic?
Winn: We’re a big group, and we do rely so much on what that have is like regionally. From an organizational perspective, we now have plenty of completely different methods, each from a advertising and communication standpoint, when it comes to offering assist to our employees and ensuring that we assist them by way of this difficult time.
There are some operational methods that we implement on the bottom to assist our workers each day, however what we discovered to be impactful and significant for our workers is the area people assist that has come into play. The whole lot from meals donations, masks donations, parades by way of the parking zone, prayer providers in our parking heaps—the communities have discovered methods to assist assist our workforce members throughout the nation.
Our influence proper now could be to assist our advertising groups within the subject to amplify these voices. It is also sharing these good messages throughout the whole group. We’re an extremely giant and complicated group, however we now have an amazing community by way of our management and thru our markets, so sharing these alternatives to rejoice wins is impactful and essential at this level, and that is what our position is throughout this time.
HL: With widespread misinformation about COVID, how does LifePoint talk correct data to its sufferers and communities?
Winn: We companion with the communications workforce to assist assist the messaging that goes out into our communities. For us, it is about sustaining that regular drumbeat of sturdy, constant messaging in regards to the want for vaccinations and masking.
One factor that is attention-grabbing about LifePoint is that we now have areas throughout the nation, and they also’re all in several areas with regards to seeing completely different COVID surges in our communities. What’s impactful about LifePoint as a company is that with our advertising and communication assist groups, and the instruments that we now have deployed to our markets, we will pivot rapidly. We are able to make selections rapidly and meet the wants of the group.
Being part of our bigger group, having all these sturdy instruments, helps our groups within the subject to have the ability to deal with affected person care, so they do not must spend their time creating new messaging and making an attempt to determine methods to talk successfully. We may help assist that on the bottom to allow them to be sure that they’ve the bandwidth to maintain our associates and neighbors within the communities they serve on the entrance aspect.
HL: What different strategic advertising improvements are you main?
Winn: One-on-one engagement with shoppers is an thrilling alternative from a advertising standpoint. To have the ability to discuss to people about what’s essential to them in the fitting messaging, and the fitting tone, in the fitting car, that is a possibility that we’re always driving for. We’re ensuring we now have the fitting message on the proper time to the fitting particular person.
From a digital well being perspective, that is been a giant focus for us. Innovation and technique are a part of our group’s core pillars to attempt to discover new methods to interact with sufferers and take away boundaries to entry care. We’ve got some thrilling new partnerships that we have introduced lately associated to affected person care.
We have got the Wholesome Affected person Program with our companions at Aeon. We’ve got a brand new partnership with an organization known as Cadence that is going to be distant affected person monitoring, which goes to be impactful for a subset of shoppers. We’re on the lookout for methods to construct on every of these technology-driven developments, and the way they’ll make our communities more healthy. Whereas these could also be extra know-how pushed, there is definitely a advertising part to it as a result of it is all in the best way that we message, educate, and have interaction our shoppers round these digital methods. The whole lot from telehealth, to on-line scheduling, to distant affected person monitoring, to texting and interesting with sufferers in the best way that they wish to be engaged with, we’ll proceed to see unimaginable developments in that area inside the partitions of LifePoint.
Melanie Blackman is the technique editor at HealthLeaders, an HCPro model.