19 APRIL - 2022The full-service marketing agency is powered by a unique `good wins' approach, which aims at creating experiences so meaningful they are welcome in people's livesHence, people are expecting even the healthcare industry to offer their services online, not only in terms of medical care delivery via telemedicine practices but also from a healthcare brand's digital engagement standpoint. Preston Spire is attending to this through effective and differentiating web and social content; innovative SEO strategies that bring together the best of content and user experience thinking. "We are giving consumers greater control over their health with tools like digital health assessments, care dashboards, search and schedule tools, and even a virtual care clinic," mentions Jennifer. A testament to this, as pointed out by Chris, is Preston Spire's collaboration with HealthPartners, a Minnesota-based non-profit organization providing healthcare delivery and insurance services. When the client had the vision to do something exceptional in terms of their care delivery and coordination, Preston Spire aided them by naming, branding, and launching a 24/7 online clinic, Virtuwell. What made Virtuwell stronger and more potent than any other online care service was its ability to align with the parent brand, HealthPartners, and communicate a cohesive idea seamlessly with patients. Virtuwell is, in fact, considered one of the most successful regional clinics with more than 50,000 customers by its second year, and a 98-99 percent satisfaction rating.The second trend among hospitals is adopting a more programmatic digital media approach to connect with the right people, at the right time, with the right message. That, coupled with Preston Spire's `good wins' messaging can help healthcare organizations attain better results for partaking in people's (community's) lives positively.The third, and an associated trend, is communicating with the target audience through omnichannel media. Today's Gen Z and millennials expect a brand experience and its storytelling to flow through every touchpoint of a health system. Hence, it becomes essential for a healthcare organization to work with a single agency that acts as their brand steward and keep track of all the messaging that goes through each channel. Preston Spire is keen to fulfill all those needs precisely.Creating T-Shirt Worthy CampaignsBesides leading the charge of the industry trends, one of the biggest differentiators for Preston Spire is manifesting far-reaching marketing campaigns. The company, in this regard, has an unusual way of judging a campaign's success. Chris says, "If the partakers of the campaign, the healthcare organization's employees, are not willing to wear the t-shirt of the campaign with pride, it hasn't hit its mark." Under the hood of making this `t-shirt worthy' campaign possible is Preston Spire's four-phase process: discover, direction, imagine, and manage. While discover and direction aim at auditing all of the client's internal and external communications to identify their brand relevance, imagine and manage relate to developing an outstanding branding or marketing strategy and bringing it to fruition. A case in point is healthcare provider, CHI Franciscan's Northwest Healthy campaign. Research suggested deep-seated regional pride for Franciscan Health Network in Seattle and Tacoma, but a recent organizational merger with CHI led to market confusion, lowering patient satisfaction. Preston Spire, therefore, created a brand-building, community-positive health movement centered on wellness. The aim of the campaign was to emphasize the role of CHI Franciscan as a healthcare provider to showcase the health and vitality associated with the people living in the Great Northwest. In weeks, the Northwest Healthy campaign became a regional phenomenon. "We started seeing people wearing the dark navy-blue t-shirt with Northwest Healthy logo like a badge of regional honor and clicking selfies and posting on social media," says Chris. Such is the power of a t-shirt worthy campaign.Blazing a Trail in Positive MarketingPreston Spire believes that the path to achieving great marketing outcomes is only possible when they practice what they preach. Rightly so, the company has strong brand values driven by strong DEI initiatives that make each of their employees heard and empowered. Preston Spire also follows an employee stock ownership plan (ESOP) that makes the employees equal contributors to the company's success. The aspect of positivity is at the center of everything that the company does. So much so that they kickstart every week with an employee sharing an inspiring and positive message to the organization. From the business growth standpoint, Preston Spire is always looking to expand its horizon. A testament to this is the company's recent relocation to a bigger office with a dedicated content studio for more meaningful, positive, and targeted messaging for its clients. At the same time, the company is working on conducting a Good Brand Index this year that is specifically dedicated to gathering insights for the healthcare category. The future shines positively for Preston Spire.
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