1. DEPARTMENT OF PUBLIC AFFAIRS Division of Marketing Service Line Marketing Update April 2016

2. New creative across all CMP service lines
Agenda
New creative across all CMP service lines
Campaign landing page project
Service line brand attribute assessment
Patient videos and medical professional video project

3. All CMP Service Lines in Market
Launch Q1
2016 Q2 Q3 Q4
2017
Cancer
May 1, 2015
In Market – Refreshed Creative Q1
Transplant
Oct 30, 2015
Heart
January, 2016
Digital in Market – Full Implementation Q1
EDI
Nov 15, 2015
In Market
Neurology/ Neurosurgery
NOTE - Ad Team leads all ad-related work, and Ad Team is led by Gary Stinnett

4. Examples of new service line creative – includes digital, print, and radio

5. Executive Health Campaign and Website Launch

6. Overview of Campaign Landing Page Project
Current
We are working on creating campaign landing pages for each of the 4 CMP service lines (one for cancer, one for transplant, one for neuro/neurosurgery, and one for heart) for display ads
Audience for each service line - patients and their families where the condition is newly diagnosed, and we are targeting a commercially insured audience.

7. Example of Landing Page for US News ads

8. Patient video and medical professional video project across CMP service lines
Patient videos:
Display ads
Facebook ads
Campaign landing pages
Other .org site placements
Medical professional videos
Clinical update e-letters
Medical professional video center
Sneak preview of patient videos project -

9. When Considering a Facility
Future advertising: Service line team has been working to uncover top factors that make a patient travel for health care
Number one on members’ list of factors they consider is whether the facility is covered by their insurance. This is critical in their decision process because if they can’t get coverage, they won’t be able to afford care. Health care costs are, according to members, extremely expensive, and mitigating these costs is important.
“No matter how good their reputation is, I won't be able to go there if they do not accept my insurance. I just wouldn't be able to afford it.” –Kathy S.
Also in the top five factors are members’ consideration of successful treatment, staff expertise and the facility’s ranking for conditions that specifically “affect me.” As members put it, their condition is the specific reason why they are seeking treatment, so the ability to treat this condition is paramount.
“Because above anything else, I am there to be treated for a condition. So regardless of everything else, I need to know that I am seeing doctors that have a track record of successful treatment of my condition.” –Stacey H.
In the case of these top five factors, members expect to know this information BEFORE they arrive at the facility. By and large, the first source members would turn to for more information would be their own doctor followed by the facility’s website.
Top 10 Factors
When Considering a Facility
The facility accepts my insurance
The facility has a reputation for successful treatment of a condition that affects me
The facility’s staff are specialists in a condition that affects me
The facility is highly ranked for its expertise in general
The facility is highly ranked for its expertise in a condition that affects me
The physician I am consulting answers my questions patiently
The facility has up-to-date lab, imaging, and other diagnostic equipment
I can get an appointment when I need one
The physician I am consulting does not seem rushed -TIE- The physician I am consulting understands my point of view
The facility is conveniently located to my home -TIE- The facility has lab, imaging, and other services I might need on site
Mayo Clinic Confidential
Source: Mayo Clinic TCEC Research Community; January 2015 – March 2016

10. Service line brand attribute study
Quantitative study will help inform:
Mayo Clinic brand equity
Strategic direction for service line advertising
Design Break-outs:
Service line: among target audience for each CMP service line
Geography: ARZ, FL, Midwest
Methodology: Online survey instrument; US consumers – health care decision makers (patients or family members)
Vendor: Nielsen
Timing: Results by Summer 2016