Available Marketing Channels for UK HealthCare Marketing Clients

1. Available Marketing Channels for UK HealthCare Marketing Clients January 30, 2014

2. Available Low-Cost Marketing Channels • Vital Signs newsletter • OnCall magazine • Banner-Up displays • Blast emails • Making a Difference magazine • CareWeb • Video Briefs • Employee Medical Guide • HMO Newsletter (HealthBeat) • Information Racks (175+) • Time Clock Fliers • Digital TV Screens (6) • Floor Stand Posters • Weekly Briefing (managers) • In the Loop email • UKNow • COM Listserv • Newsletter • Messaging on Physician Portal • Online Referral Directory • OnCall magazine • Making a Difference magazine • Annual Report • CME Education • Physician Visits with or without UK Doc • Calls to physician offices • Collaborationmailer • Referral Directory • Promotional Fliers • Postcard Announcement • Letters • Website (UKHealthCare.uky.edu) • HealthMatters(push email) • Information Racks (175) • Digital TV Screens (6) • Posters/Displays/Exhibits around campus (30+) • Bill stuffer • Public Radio Sponsorship Messages • Making a Difference magazine • Automatic Outbound Calls via Call Center • UK House Calls mailer • Fulfillment (Fliers in daily marketing mail) • Outbound calls • Health Talks/Events • Health Screenings • Extension agents in all 120 counties • HealthSmart! • Consumer Medical Guide • Advances & Insights • Factsheets • Facebook, YouTube, Twitter • Search Engine Marketing

3. Table of Contents 3 Page Employee Communication 4 Referring Physician 21 Consumers 33

4. Employee/Faculty Communication Print Employee Medical Guide UK-HMO Newsletter Vital Signs Newsletter OnCall Magazine Making a Difference Magazine Point of Service Information Racks Time Clock Fliers Digital TV Screens Banner-Ups Electronic In the Loop Weekly eMail UKNow News Site CareWeb Video Briefs

5. Information Racks • Can include UK HealthCare clinical • programs fact sheets • 100 + around Chandler Medical Center, • Good Samaritan Hospital, and Kentucky • Clinic South and other locations • Refreshed twice a week 5 Point of Service

6. Time Clock Flier Displays • Viewed by 80% of UKHC employees • Wall-mounted sign holders hold four 8-1/2” x 11” flyers • Ideal for presenting time-sensitive information about clinical services • Locations: • UK Chandler Hospital • Good Samaritan Hospital • Kentucky Clinic • Kentucky Clinic South • Polk-Dalton Clinic • Sterlington & Alumni • Fountain Court 6 Point of Service

7. Digital TV Screens • Good for reinforcing key messages to employees & visitors • Works best when message is simple and graphics available • Locations: • Pavilion H, Chandler • Kentucky Clinic • Good Samaritan Hospital 7 Point of Service

8. Floor Stand Posters • Used as needed to promote event, • activity or cause • Can promote simple messages • Up to 20 locations around medical • center 8 Point of Service

9. Banner-Ups 9 Point of Service Easy to transport around medical center Designed as needed to promote events or causes Effective in high-traffic areas

10. In the Loop • Distributed weekly via e-mail • Over 9,000 recipients within UKHC • Avg. open rate: 28.2% (industry avg. 13.7%) • Content can include: • Clinical program information • Service news • Training updates • Quality and safety resources • Aggregates UKHC news content 10 Electronic

11. UKNow (hosted by UK Public Relations) • Daily email linked to news site • Marketing can work with PR to • have messages placed on university • daily news site • Reaches UKHC and campus • employees 11 Online

12. College of Medicine • Listserv to COM faculty, staff, students. All must be approved by dean’s office • More news than marketing • COM events online calendar • Social Media: Facebook, Flickr, YouTube 12 Electronic & Online

13. Video Briefs – Today @ UK HealthCare • Used to communicate major news or policies by senior management • Managers invited to share at staff meeting and discuss • Roughly 1-2 per month; 24,360 total views 13 Electronic & Online

14. CareWeb • Default page on clinical workstations • Managed in SharePoint by IT • Marketing can send messages for posting to CareWeb • Messages should be refreshed as news will eventually push it off the page 14 Electronic

15. Website ‘For Staff’ Section • Links to news and resources of use to employees • Holding place for content in lieu of intranet 15 Online

16. Employee Medical Guide • Clinical service information • On university website at www.uky.edu/HR/benefits • and on UK HealthCare website • www.ukhealthcare.uky.edu • Print copy distributed to all new • employees at orientation • Hard copy in racks at HR Scovell Hall employee center • Being modified to serve as more of a handy directory to services 16 Print

17. UK-HMO Newsletter • Printed 4 times a year • To all UK Health Plan enrollees • New clinical programs, availability • Editorial content overseen by UK-HMO office 17 Print

18. Vital SignsEmployee Newsletter • Mailed monthly to home address • Circulation: ~ 10,000 monthly • Opportunity to promote current and new • clinical services • Increase employee engagement • Address needs of our employees and families • Explain corporate support functions • Highlight successes and efforts to • improve operational efficiency 18 Print

19. OnCallA Resource for UK HealthCare Clinicians • Aimed at faculty, residents, PAs, • nurse practitioners, managers and • nursing • Opportunity to emphasize clinical • updates, changes in access, etc. • 5,000 copies • Mailed home to physicians and delivered by hand to nursing units 19 Print

20. Communication Channels for Reaching Community Providers Electronic Messaging on Physician Portal Online Referral Directory In Person CME Physician visits with or without UK Doc Telephone Calls to Community Doctors/Offices Print Collaboration Referral Directory Promotional Flyers Announcement Cards Letters Newsletters

21. CME for Referring Physicians • Additional way to market clinical services • Excellent approach for building • physician-to-physician relationships 21 In Person

22. Physician Liaison Visits • Liaisons regularly visit providers in • their offices • Liaisons are also available to take UK • Specialists out to meet community • providers in their office, for educational • meetings • Kentucky, West Virginia, Tennessee and Ohio visits occur regularly 22 In Person

23. Telephone Calls to Referring Physician’s Office • Can use for certain topics, situations • Easy to connect via UK-MDs 23 In Person

24. Collaboration • Publication targeted for clinical services that can draw referrals from national or regional markets • Mailed to only a few referring specialties • Can be used as a handout by liaisons • First issue mailed to 9,000 Radiation Medicine and Gynecology Oncology physicians nationally and 4,000 gynecological internists within Kentucky 24 Print

25. Referral Directory • New issue in development • Mailed to current UK referring doctors • Provided to new providers setting up • practice in UKHC’s market • Taken to CME meetings, physician events • Liaisons take them when meeting community providers • On ukhealthcare.uky.edu website 25 Print & Online

26. Promotional Fliers to Physician Offices • Mailed to specific specialties • Physician liaisons drop off when visiting doctors 26 Print

27. Postcard Announcement • Mailed to appropriate physicians/ providers • Physician liaisons share with doctors • they visit 27 Print

28. Letters • Inexpensive way to communicate with • community physicians 28 Print

29. Newsletters • Can reach 1000s of physicians and their • office staff 29 Print

30. Messaging on Physician Portal • Over 2,500 community physicians have access to the UK portal • Available for short messages 30 Online

31. Online Referral Directory • Up-to-date information on UK physicians • Accessed by both referring doctors and patients • A recent photo is a must • In FY14, avg. 8,300 searches per month • Where: ukhealthcare.uky.edu, Find a Doctor • Features: Can search for UK doctors and providers by last name, specialty, medical condition • Content included: name, title(s) faculty rank, phone, clinical interests, education, residency, fellowships, certifications, or special training, best doctors logo, direct appointment request links; optional publications and other info • Total physician appts scheduled via Web in FY13: 5,273 31 Electronic

32. Online Facebook, YouTube, Twitter Search Engine Marketing Website (ukhealthcare.uky.edu) HealthMatters email Consumer Communication Community Marketing Health Talks/Events Health Screenings Extension Agents (120 Counties) Point of Service Information Racks (175) Digital TV Screens Floor Stand Posters Banner Ups Traditional Marketing Public Radio Sponsorship Making a Difference magazine Outbound Calls via Call Center UK House Calls newsletter Fulfillment in daily marketing mail Outbound Calls Hybrid ( Both Print & Online) HealthSmart! Consumer Medical Guide Advances & Insights series Factsheets

33. Public Radio Sponsorship Messages • WUKY radio, 93.1 FM • 50,000 hhs per week audience • Targets highly educated audience 33 Traditional Marketing

34. Making a Difference • Published in the spring • Mailed to all UK employees, referring • physicians and patients (144,000) • Focuses on staff and what they did • to make a difference for the patient • Contains postage-paid reply card to request info • Includes news briefs 34 Traditional Marketing

35. Outbound Calls from Call Center • Can target consumers who called • for information • Can contact former/current patients • Appropriate organization • To contact consumers who • expressed an interest in an • appointment • To recruit for a health talk, • screening 35 Traditional Marketing

36. UK House Calls Consumer Newsletter • Mailed 10 times a year to 60,000 • consumers in Bluegrass area • 20,000 inserted in patient bills • Easy way to stimulate appointment • calls • Also placed in information racks 36 Traditional Marketing

37. Fulfillment Fliers • Inserted into outgoing mail • Can be used in information racks • Available in clinic areas 37 Traditional Marketing

38. Health Talks/Events • Often 20% to 30% of attendees schedule appointments • Great way to grow WOM • Provides exposure to group of interested consumers 38 Community Marketing

39. Health Screenings • Efficient way to identify patients • Allows UK HealthCare to reach out into • community 39 Community Marketing

40. Extension Agents • Fulfillment distribution to 115 KY counties (out of 120) • 54,253 pieces of fulfillment were distributed via CES in FY13 • Quarterly emails sent to all 144 FCS (Family & Consumer Sciences) agents containing UKHC news and offers 40 Community Marketing

41. HealthSmart! • Provides practical advice on how to • obtain the best care • On website, used as direct mail, • advertised in marketing channels • Used in information racks 41 Hybrid

42. Consumer Medical Guide • Highlights clinical services • Promoted in many marketing channels, used at events • Displayed in information racks around • campus 42 Hybrid

43. Advances & Insights • Available on UK HealthCare website • Promoted in UK House Calls, HealthMatters push email • Placed in 120+ information racks around medical center • Emphasizes clinical expertise 43 Hybrid

44. Fact Sheets • “Easy” to produce • Can be used as direct mail • Can be placed on website • Used as fulfillment to calls • Used at events, lectures • Placed in information racks 44 Hybrid

45. Information Racks • Located in waiting areas and high • traffic areas • 175 racks in Chandler and • Good Samaritan, other locations 45 Point of Service

46. Digital Screens in UK Facilities • Good for reinforcing key messages to visitors • Works best when message is simple and graphics available • Reaches 84,370 patients and visitors per month • Locations: • Pavilion H, Chandler • Kentucky Clinic • Good Samaritan Hospital 46 Point of Service

47. Floor Stand Posters • Used as needed to promote event, activity or cause • Can promote simple messages • Up to 20 locations around medical center 47 Point of Service

48. Banner-Ups 48 Point of Service Easy to transport around medical center Designed as needed to promote events or causes Effective in high traffic areas

49. Facebook, YouTube, Twitter Twitter: @UK_HealthCare. 3,855 followers Facebook: www.facebook.com/ukhealthcare 3,129 “likes” YouTube: 86,299 video views in FY13 49 Online

50. Search Engine Marketing • Current focus on high-acuity • keywords associated with • major service lines and general UK HealthCare services • Cancer • Cardiovascular • Transplant • Brand • New CMS website is search engine optimized to make it easier to find physicians • Special SEM campaigns can be arranged if funding is provided. 50 Online