Presented by Mayo Clinic Center for Social Media, Ragan Communications and Astute Solutions. In Krista Kotrla’s new 75-minute webinar, “How to humanize your hospital’s brand—step-by-step,” you’ll find out why the right message matters so much. Here’s a secret: People don’t really want to pick a hospital. They want someone to help them: They want answers to questions. They want acknowledgement of their unique situation. They want to believe that the people they trust with their health are passionate about helping. Every industry struggles with being more customer-centric Hospital communicators especially ought to be more patient-centric than brand-centric—always. That means ONE THING: Put more humanity in your messages. During this webinar, you’ll learn: How to humanize your brand content Why you should involve every employee in your content strategy How to inspire other team members to get involved 5 types of content you should be (but you’re probably not) writing Why you need to add video to your content marketing The 2 most underused web pages on almost every hospital site How to make sure your online brand matches patients’ offline experiences

2. You’re in the right place if…
 You are lookingfor new ways to bring your hospital brand to life
 You feel like there is a big gap between this wonderfulhospital you
represent and the story that is told (or not told) online
 You’re trying to “go social” and are struggling to get peoplefrom
other departmentsinvolved… especially leadership
 You’ve started blogging (Hooray!) but now wondering, “Is this really
working?”
 You’re trying to keep pace with all the marketingopportunities (and
trends and new platforms) and it is overwhelmingto know which are
the most effective for long term results
 You need help gettingbuy-in, participationand results
Believe me, I have been there too!

3. Introduction
Krista Kotrla
Senior Vice President of Marketing at Block Imaging
Content Strategist | Inbound Evangelist
Boot wearing Texan, wife and mom of 3
Aspiring warrior of enthusiasm
Hoping to inspire you to…
#humanizeyourbrand
#braveatwork

4. KRISTAKOTRLA.com

5. Here’s What You’ll Learn
 How to humanize your brand content
 Why you should involve every employee in your content strategy
 How to inspire other team members to get involved
 5 types of content you should be writing (but you’re probably not)
 Why you need to add video to your content marketing
 The 2 most underused web pages on almost every hospital site
 How to make sure your online brand matches patients’ offline
experiences

6. Make sure you stay to the end…

7. The Slightly Weird Way I Stumbled On
the Power of Humanizing Your Brand

8. Who is Block Imaging?
B2B in the Health Care Industry
Refurbished Medical Imaging Equipment, Parts and Service

9. Once upon a time
There was a healthcare Company that needed to {grow}
So they started their content marketing journey
With 1 person

10. Marketing would try and get buy-in
And everyone in the company would say,
“Content Marketingsounds awesome.You should do that!
Good luck, Marketing.”
It was like pulling teeth to get content.
And I was sad.
Until one day…
And everyday…

11. Until one day…
The company went ALL IN
Made content marketing their culture
And inspired EVERYONE to participate
And because of that…

12. Block Imaging’s Results
Before (2011)
1 blog post/month
7,000 web visits/month
10 web leads/month
5% sales from web leads
After (2014)
18 pieces of content/month
60,000 web visits/month
880 web leads/month
40% sales from web leads

13. And because of that…
Others now benefit from hearing our example and taking the fast
route to success

14. Of getting buy-in

15. Face the Facts
Good News
1000s of people are searching online for our products and
services
Bad News
1000s of people are searching online for our products and
services… and not finding us

16. And the people who are finding us…
How are we any different than the competition?
It isn’t cutting it anymore.
We have a decision to make.

17. Transform or Die
Bad situations can be the perfect catalyst for rapid change.
#humanizeyourbrand
#braveatwork

18. Recipe for Accelerating…
{transformation}

19. How to Accelerate Transformation
Frustration is good (hungry for disruption)
Accept responsibility
Copy a proven model
Teamwork matters
Start with WHY

20. How to Humanize Your Hospital Brand
[Step by Step]
1. Patient-centric Content That Builds Trust
2. Leadership Buy-in and Participation
3. Start with WHY (noble purpose, join a mission)
4. Integrate It Into Your Culture

21. Are you
BRAND-centric or
PATIENT-centric?

22. When Your Website is Trying Too Hard
Brand-centric
We’re #1
See our awards
We’re the best at
Check out our scores
Our new campaign
Patient-centric
What to expect during first
appointment
Here’s what treatment looks like
Success stories
Here are some tools and
resources
Answers to common questions
Meet the peoplestanding ready to
serve you
It’s the difference between…

23. culture
HYPE vs HELPSmart marketing is about help not hype. ~@JayBaer #youtility
leadership

24. You Might Be Brand-centric if…
Your
Capabilities
vs.
Solving
People’s
Problems

25. You Might Be Patient-centric if…
and
Helping
People
Connect to
People
Solving
People’s
Problems

26. “I was impressed with your website that featured photos of
your staff, with opportunities to allow each person to really
be a person someone would feel comfortable reaching out
to. I research prospects all day, every day, and this is the
first time I have seen this open company approach greeting
visitors to a website. I will be forwarding this information
on to our CEO and our Marketing Director who are always
looking for new ideas.
I prefer dealing with that type of company that believes in
its people”
What if you received a note…

27. You need to humanize…
Because being a faceless
brand is risky, dangerous,
expensive, not cutting it.

28. The Facts:
As Consumers, We Are
1. More impatient than we’ve ever been
2. More demanding than we’ve ever been
3. More loyal than we’ve ever been…
potentially
~@TheSalesLion

29. When You Are Choosing a Hospital
Here’s a secret…
You don’t really want to pick a hospital. You
want help solving a problem.

30. As a Patient
You feel vulnerable, overwhelmed, scared,
trying to decide who to trust and just want:
• Answers to questions
• To know what to expect
• To know you are not alone
• To know our situation is understood
• A guide to get through it
• To feel empowered with a plan, tools, support

31. Humanizing Your Brand Content
Is 100% about building TRUST

32. TRUST
Truth
Relevance
Unselfishness
Simplicity
Timing
~@rohitbarghava
Likeonomics: The Unexpected Truth Behind Earning Trust, Influencing Behavior, and Inspiring Action

33. Because this is the ERA of
e-Patient
ACOs
Constant Change
A day and age when we need to inspire people…
to change themselves.

34. 1. Patient-centric Content That Earns TRUST
2. Leadership Buy-in and Participation
3. Start with WHY (noble purpose, join a mission)
4. Integrate It Into Your Culture
How to Humanize Your Hospital Brand

35. QUESTION = CONTENT
Answer their questions. Solve their problems. Earn trust.
Your New Mantra

36. So We Asked The Team To Brainstorm
Every Question That We Are Asked

37. And Came Up With a List of 700+
Every question become a title for new content
How Much Does a CT Scanner Cost?
How Much Does a Used MRI Cost?
Do I Need Lead Lining for My R/F Room,Rad Room,X-ray or C-Arm?
Low Field Open MRI vs Closed MRI
3 Price Pointsfor Digital X-ray Equipment
Top 5 Rarest Used MRI Scanners (and Best Substitute MRI Machines)
MRI Maintenance: How to Beat the MRI Helium Shortage
FDA 2579 Form… What Is It and Where Do I Get One?
Top Four MRI Scanner Service Problems and Solutions

38. Apparently,
whatever people are asking YOU about, they are also
asking GOOGLE. Crazy, right?

39. 5 types of content you should
be writing (but you’re probably not)
1. Price / Cost
2. Guides / Resources
3. Versus
4. Best
5. Problems
Bonus
• Sharing Your WHY
• Virtual Tour
• Treatment Programs

40. Because Every Page is Page 1
Answer their questions. Solve their problems. Earn trust.

41. Price / Cost
Your version could be “Knee Surgery Cost Guide” or “How
Much Does It Really Cost to Have a Baby Without
Insurance?”

42. VS.
Your version could be “Knee Surgery vs Physical Therapy” or “C-
Section vs Induction” or “Chemotherapy vs Radiation for Breast
Cancer” or “Colonoscopy vs Sigmoidoscopy”

43. Best
Your version could be “Best Treatment for Sunburn” or “Best Sore
Throat Remedies for Fast Relief” or “Best Procedure for Hip
Replacement”

44. Problems
Your version could be “Colonoscopy Problems and How to Prevent
Them” or “Fertility Problems in Males and What To Do About It” or
“Robotic Surgery Problems and What To Do About It”

45. The Secret About The Magic 5
Get people “in the door” of your website
Addressing the question is enough
They create perfect timing
Don’t be afraid to address the same topic from several different
angles

46. The Magic Content Formula I
Wish I Had Known When We
Got Started
[DO NOT HIT ENTER] + [the magic word] = Organic Success

47. DO NOT HIT ENTER
Start entering your keyword into google…
Pause -- after -– every – character
And DO NOT HIT ENTER

48. DO NOT HIT ENTER
[DO NOT HIT ENTER] + [the magic word] = Organic Success
[eczema treatment for kids] + [the magic word]

49. The Magic Word
Guide

50. The Magic Formula
Good >> “How Much Does a CT Scanner Cost?” 46,400 views
Best >> “CT Scanner Price Guide” 93,300 views
Good >> “How Do I Treat My Kid for Eczema?”
Best >> “Eczema Treatment for Kids Guide”
[DO NOT HIT ENTER] + [the magic word] = Organic Success

52. Question = Content
Because Every Page is Page 1
Be Their Guide
Appear When and Where They Need You Most
Answer their questions. Solve their problems. Earn trust.

53. Your Brand Has a Soul1000’s of them. And they are answering authentic questions every day. They
are solving problems, empowering patients and connecting with people. How
do you capture that offline humanity and share it better online?
TAKEAWAY >> How is the online version of you building trust?

54. Give Individuals a Voice
• Blog / Articles / Content
• Staff Pages
• Videos
• Social Media
TIP: Put a real person’s name on EVERYTHING
Staff, Volunteers, Patients,
Visitors, Friends and
Families

55. Yehonatan N. Tuner, M.D.
Shaare Zedek Medical Center

56. It Works the Other Way
Around Too

57. Get Personal
Put a real person’s name on everything
• Blogs are written by a person
• Emails are from a person
• Contact info posted could be beth@hospitalname.org instead of
info@hospitalname.org
Put photos of your people on everything
Share a little something random about each person

58. Example

60. Author Bylines

63. Personal Page

65. Business Cards

66. JOSH BLOCK
President
BLOCKIMAGING
Phone 517-668-8800
………………………………………………………………………….
website | about | youtube | llnkedin | google+
Email Signatures

71. Where to find them. Everywhere.
It is a simple as walking the halls and noticing
Sit, visit and ask:
What brings you here today?
What do you look forward to in the future?
What’s one piece of advice you’d give to others?
Send a survey
Make it easy for people to nominate an inspiring person
Ask hospital staff to identify warriors of enthusiasm
Plaster your walls with stories

72. 1. Patient-centric Content That Earns TRUST
2. Leadership Buy-in and Participation
3. Start with WHY (noble purpose, join a mission)
4. Integrate It Into Your Culture
How to Humanize Your Hospital Brand

73. Leadership Buy-in and
Participation
Humanizing:
• Inspires empathy and higher performance.
• Increases authority online.
• Inspires more advocates.
Equip ePatients and ACOs.
Reduce expenses and grow
your impact.
Why should leadership care?

74. Start With Why
It’s not about you. It’s about the mission you’re inviting people to participate in.

75. START WITH WHY:
How great leaders inspire
action.
Simon Sinek

76. Start With WHY
Being able to communicate the deeper WHY is how you
inspire others:
 To buy-in and participate
 To brainstorm questions for great content
 To humanize the brand
 To trust your hospital over the other 800-bed hospital located
just north of town
 To share their story with you and trust that you’ll use it to inspire
others

77. Start With WHY [example]
[non-human] BEFORE: Premier worldwide provider of refurbished
imaging equipment, parts and service
[humanized] AFTER: We believe that a “second chance at life” for
a diagnostic imaging system means a “second chance at life” for
PEOPLE. We extend the life of imaging equipment so that
healthcare providers worldwide can extend the lives of patients.

78. Q: How do you get a guy to
“like” a feminine hygiene
product on facebook?
A: Start with WHY

80. Start With WHY [example]
[non-human] BEFORE: Feminine hygiene products and menstrual
information
[humanized] AFTER: Rewriting the rules for women: championing
girls’ confidence and inspiring women to lead, throw and swing for
the fence. #likeagirl

81. What epic mission are you inviting
others to join you in achieving?
What do you believe in so much that
sharing it with others could inspire
them into action with enthusiasm?
Start With WHY

82. Humanize Your Content
• Help not Hype
• Question = Content
• Give people a voice and show your face
• Share your WHY

83. 1. Patient-centric Content That Earns TRUST
2. Leadership Buy-in and Participation
3. Start with WHY (noble purpose, join a mission)
4. Integrate It Into Your Culture
How to Humanize Your Hospital Brand

84. Online = Offline
Digitizing the Soul of Your Brand and Inspiring a Patient-centric Culture

85. Actionable Tips [for success]
Align Strategy, Leadership and Culture
Culture Playbook:
1. Why are we doing this?
2. How do we behave?
3. What do we do?
4. How will we succeed?
5. What is most important right now?
6. Who must do what?
Strategy
Leadership
Culture

86. Company Wide Launch-Train-Integrate

87. 1. Include everyone in the vision
2. Use the culture playbook to train to all employees
3. Reference one principle from the playbook in every single team meeting
4. Recognize and award team members successfully living out the vision
5. Share stories of team members making an impact by their participation
6. Write the expectations into every person’s job description
7. Add the expectation into annual reviews and future hiring criteria
8. Add playbook to training and on boarding process for every new employee
9. Provide ongoing education to rally people around the vision
10. Continue equipping people to be more effective with less ongoing support
11. Set ambitious goals
12. Celebrate successes as a team
13. Continually look for new creative ways to involve everyone
14. Don’t continuously change the vision and strategy
15. Be a warrior of enthusiasm… INSPIRE
Integrate It Into Every Day Culture

88. What if…
You incorporated content collection into the patient process?
You asked every patient why they chose your hospital?
Offline  Online

89. What if…
Your waiting areas were equipped with a “Create a Special Card”
tool to send to a patient or share on social media?
Your walls were plastered with images of people and the micro-
stories that inspire you to push the boundaries in healthcare?
Offline  Online

90. What if…
Your social media listening tool was used for connecting with
people talking about things other than your brand?

91. What if…
You provide newborn pics for families to share
Offline  Online

92. What if…
Everyone realized that they had influence and that their story
mattered?
Inspired Culture

93. How?

94. Chief Content Officer
 Brand Journalist
 Copywriter
 Storyteller
 Script writer
 Interviewer
 SEO-er
 Bridging the gap

95. How to Collect Content
Send drafts via email to CCO
In person interview
Video interview
BCC the CCO when answering a question

96. Why You Need to Add Video to Your
Content Marketing Mix
People want to consume information in different formats
Humanizes your message
SEO
Additional links in Google searches
Another platform for users to find you as a resource
More helpful for visual learners
More human and authentic way to connect
It gives people an “inside look” that builds trust and likeability
TAKEAWAY >> You don’t need a viral video. You need 100’s of videos that
answer a question and solve a problem.

97. The 2 Most underused web pages on
almost every hospital site
1. About Us
2. Contact Us
3. Resources

98. About Us

99. Contact Us

100. Resources

101. Everyone can help in 10 min a day
Collect list of frequently asked questions to used as content ideas
Take photos of celebratory moments
Identify micro-stories
TAKEAWAY >> Ask everyone to help!

102. Where do you start?
Start with WHY
Collect questions and start answering them
Give people a voice
Get leadership buy-in
Launch, train, integrate with culture
Prove results

103. How to Humanize Your
Hospital’s Brand
Is really about democratizing your brand
The mission must live in the hearts and minds and actions of the people

104. KK@KRISTAKOTRLA.com