Joanne's Journal - Thursday, October 12, 2017
According to marketing experts, for advertising to be "effective," it must deliver messages in a way that touches an audience, representing great products and services that are credible and trustworthy. The messages need to be delivered in novel and thought-provoking ways. Nike’s Find Your Greatness campaign touched all of us because it had such a positive, inclusive message. It said we don’t need to be technically amazing, as long as we try and do our own personal best. It followed Nike’s previous message of Just Do It….also broadly meaningful because it says “action is better than no action,” and because it pushed people to take a risk, try something new, do something they’ve always wanted to do. The implication was that Nike products were there to back us up and help us accomplish our personal goals.
When we create public messages for Dartmouth-Hitchcock, we want them to be powerful, meaningful and inspirational. We want people who see our ads to be left with a positive feeling and an implicit understanding that we will deliver on our promises to them.
Our Communications and Marketing team has been working on an awareness campaign that I think will go a long way toward reinforcing the positive image of Dartmouth-Hitchcock. There are many touch points that support our reputation in a positive way…one important one is the family experience via their interactions throughout the organization. This campaign is based on market research and conversations with leaders and the Office of Patient Experience. The primary market focus will be on the population center of the southern region where we are experiencing the greatest competition and are less visible in the health care marketplace even though we care for a significant portion of the population in Nashua, Manchester and Concord.
As you’ll see from the first story in the newsletter, we are launching the awareness effort with a TV ad that is focused on grateful patients coming together with their caregivers. I participated in the making of the TV ad (see link below) and enjoyed getting to meet these patients and watching them interact with our teams. It was like a family reunion, which I think speaks volumes to the strong bonds that form between our patients and our staff.
The theme of the campaign is “More Powerful than Medicine,” which highlights our desire to not just care for the physical health of our patients, but to care for them holistically . . . not view them as a diagnosis, but as real people.
I know previously, there have been quite a few slogans or taglines that have been used internally and externally. Our Communications and Marketing team assures me that the intent of this campaign is to build awareness of Dartmouth-Hitchcock in this moment in time, and it will not “live on” or become a permanent part of our identity. You will only see “More Powerful than Medicine” in these external-facing advertisements.
Taking the long view, we need to rediscover our identity, articulate who we are and what impact we want to have on the health of people that live and work in Northern New England. This is a conversation that I continue to have with our Trustees and our Senior Leadership team. I hope to share more on this topic in next week’s Joanne’s Journal. Stay tuned!
Telling Our Story: D-H Launches Awareness Campaign
In an effort to continue telling the Dartmouth-Hitchcock (D-H) story for the general public, D-H is launching an awareness advertising campaign featuring grateful patients and their caregivers. The theme of the campaign is “More Powerful than Medicine” to illustrate how D-H clinicians and staff see our patients not just as an illness or condition but as real people with families, passions and lives to return to once their treatment has ended. The patients featured in the ads are real D-H patients who have written thank you letters or emails to their caregivers about the care they received.
The goal of the campaign is to re-engage with audiences to build upon the D-H reputation and make an emotional connection. The campaign will include advertisements on TV, in newspapers and magazines, on the radio and using social media (see list below). The ads primarily will be featured in southern New Hampshire where there is the most competition from local hospitals as well as some of the Boston teaching hospitals. To view the TV ad, click on this link.
The D-H Communications and Marketing team created this campaign with a local advertising agency, GYKAntler in Manchester. The concept was developed based on market research that showed D-H continues to be the best known health system in our service area and has the strongest reputation overall. However, there are a number of competitors whose reputation has strengthened significantly, particularly in the southern New Hampshire region, according to this research. This is why it is important to invest in an awareness campaign at this particular time so that D-H continues to be top of mind when consumers think of health care organizations in our region.
The awareness campaign will include the following:
- TV/Video – the video shown above will be showcased on WMUR and Comcast
- Radio Spots – mainly focused in southern NH, includes NHPR/VPR and other radio stations
- Print – New Hampshire Magazine and Parenting New Hampshire
- Online – online search, mobile display, Google, YouTube, Facebook, Instagram and Twitter
- Signage – two billboards as well as public transportation signage in Manchester area
Code Silver Superheroes
September 12, 2017 began as just another day at Dartmouth-Hitchcock Medical Center (DHMC) for Dan Cofell, a plumber for DHMC’s Engineering Services Department, and Kevin Eaton, an outside contractor for Minuteman Security Technologies. Cofell was working near the Cath Lab, and Eaton was installing security cameras in the Perioperative Unit. At a little after 1:30 pm, when a Code Silver (active shooter) warning was issued, the two sprang into action to help protect the clinicians who were performing surgeries in the operating room (OR), which could not be locked.
Cofell and Eaton stationed themselves outside the OR doors to ensure that the active shooter could not access the area. (Editor’s Note: At the time this incident took place, it was unclear where the potential active shooter was located). “They put a couple of tables in front of the OR doors and then Dan and Kevin stood guard there the entire time, in case someone tried to come into the OR,” explained Phyllis Michaels, the business manager for Perioperative and Surgical Services.
Cofell and Eaton were recognized, and applauded by a grateful Perioperative team during a ceremony on October 6. The pair were given framed Superman logos that were signed by the Perioperative staff. Perioperative Support Tech Supervisor Michelle Kennett helped organize the ceremony, but was unable to attend because she was traveling.
“You two helped us to feel secure and to be secure, so that we could continue taking care of the patients we had,” said Vice President of Perioperative and Surgical Services Daniel Herrick. “That’s why this is so important. You enabled the rest of the team to be able to stay focused on the job, knowing that someone had their backs.”
Clinical Director of Perioperative and Surgical Services Laurie Heels, RN, added that the pair’s actions also enabled clinicians to reassure patients that they were secure as they awoke from anesthesia during the nearly five-hour lockdown. “We were able to tell them that there was an event happening, but they were safe,” said Heels. “Everybody felt really well-cocooned.”
Cofell, who is a 23-year DHMC employee, and Eaton were grateful for the recognition, but were mainly just glad they could help. “Thank you,” Cofell said at the conclusion of the ceremony. “This is very humbling.”
Wayne & Deborah Granquist Health Policy Grand Rounds – Wed., October 18
Established in June of 2014, the Wayne & Deborah Granquist Health Policy Grand Rounds honors the longtime commitment to improving health care by the Granquists. Wayne Granquist served on the Boards of Trustees for Dartmouth-Hitchcock starting in 2000 and was chair emeritus in 2013. These grand rounds bring speakers of national prominence to Dartmouth-Hitchcock (D-H) to continue the dissemination of knowledge and information to the D-H community.
The next Deborah & Wayne Granquist Health Policy Grand Rounds – which is part of the Value Grand Rounds series offered by the Value Institute – will feature Matthew Houde, JD, MHCDS, and Alison MacDonald, MPA, MHCDS, presenting, “Navigating Health Care Policy: How We Got Here and Where We are Going,” from 12 to 1 pm, in Auditorium H, Williamson Building.
Health care policy at the federal and state levels has a direct impact on D-H, our patients and providers. Houde and MacDonald will provide an update on state and federal legislative and regulatory activity, analyze the implications for D-H of these policy decisions and discuss what is expected in Washington, Concord and Montpelier.
About the speakers:
Matthew Houde, JD, MHCDS, is D-H’s vice president of Government Relations, and served in the New Hampshire legislature for six years. He earned his degrees from Dartmouth College and University of Connecticut School of Law.
Alison MacDonald, MPA, MHCDS, is D-H’s vice president of Policy & Federal Affairs, served as Senator Shaheen’s Health Policy Advisor in Washington, DC (2008-2016). She earned her degrees from Colgate University, American University and Dartmouth College.
New Outpatient Pharmacy Location and Accreditation Accolades
Plans are underway to open a Dartmouth-Hitchcock (D-H) retail pharmacy at the Centerra Marketplace in Lebanon, with a 24-hour drive-through for added convenience. The construction permit was filed with the City of Lebanon in September and doors will open to the public in late winter/early spring.
The new, 3,100 square-foot pharmacy will be open to everyone including D-H employees, patients and the community and will serve as a convenient location to those who need to fill a prescription in the Upper Valley.
“We recognize that we are the busiest non-24-hour pharmacy in New Hampshire, filling about 800 prescriptions per day, but we lack having the convenient parking for everyone,” says Linda Sawyer, director of Ambulatory Pharmacy. “With this new pharmacy, our goal is to provide greater accessibility and convenience to our customers.”
The D-H Pharmacy at Centerra will also be a source for vaccines; staff will be able to administer any vaccine approved for administration by the New Hampshire Board of Pharmacy such as influenza, shingles and pneumococcal. Customers will also be able to select from a wider selection of skin care/dermatology products for sun protection and healthy aging.
Educating Leaders about our Academic Mission
On October 16 and 17, Dartmouth-Hitchcock (D-H) will host policy makers and opinion leaders from across New Hampshire and Vermont as part of our Project Medical Education (PME) program. The goal of the program is to enhance participants' understanding of the complex system of medical education and the mission of a teaching hospital in training health care providers, conducting research, providing patient care and meeting the needs of underserved populations. As part of the two-day event, participants will hear from D-H and Geisel School of Medicine leadership and participate in clinical rotations with D-H staff.
PME is adapted from a program created by the Association of American Medical Colleges (AAMC). Similar programs are offered by academic medical centers across the country. For more information, including an agenda for the program, visit the D-H PME website. Thank you in advance for making our visitors feel welcome. If there are any questions, please contact either Matthew Houde or Alison MacDonald in the Office of Government Relations at 603-653-1975.
Reminder: Facebook Live Session with Dr. Joanne Conroy on October 19
As the new CEO and President of Dartmouth-Hitchcock (D-H), Dr. Joanne Conroy has been meeting employees at all D-H sites, including affiliates, as well as meeting with community members around the state. For those who have not had a chance to meet her yet, you will have an opportunity through Facebook Live on Thursday, October 19, from 12 noon to 1 pm. Dr. Conroy will talk about her first two months at D-H, what her observations have been so far and what she hopes for the future for D-H staff, patients and for the health care of our region and beyond.
For those who want to tune in, just go to the D-H Facebook page at the above time. You will need to have a personal Facebook profile in order to comment on or share the video, but can view the D-H Facebook page even if you are not logged in. If you already "like" the D-H page and are logged in to your Facebook account, you are likely to see a notification pop up to let you know that we are live. Questions can be submitted in advance to firstname.lastname@example.org.