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Strategic Marketing Solutions for Cardiovascular Organizations

Providing expert marketing and communication services to enhance brand, engage stakeholders, drive revenue, and promote cardiovascular care. Utilizing various channels like social media, print, and digital to support key initiatives in 2013.

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Strategic Marketing Solutions for Cardiovascular Organizations

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  1. Marketing and Communications:Delivering Creative Solutions from the Heart Steve Erickson, CAE Chief Communications Officer Senior Vice President The American College of Cardiology

  2. What We Do: • Face of the ACC • Serve as ACC’s public interface with all stakeholders • Enhance the Brand: the World’s Premiere CV Organization • Communicate Mission of Transforming CV Care and Improving Heart Health • Marketing Muscle Behind the Revenue • Provide expert, efficient and cost-effective marketing and communication services to all parts of the College

  3. Provide Expert, Efficient and Cost-Effective Marketing and Communications for All Leadership Science and Quality Lifelong Learning Advocacy Business Development Membership Human Resources Digital Coordination

  4. Stakeholders

  5. How We Do It: Key Groups • Communications • Corporate Communications • Media Relations • Marketing • Marketing Communications • Branding and Creative • Market Intelligence

  6. Corporate Communications • Print and E-mail (Cardiology magazine, CardioSourceNews, The Advocate, CV News Digest, Quality First SmartBrief, etc.) • Staff and Leadership Communications (talking points, writing, presentations, employee newsletters, etc.) • Social Media (ACCinTouch Blog, Twitter, Facebook, LinkedIn, etc.) • CardioSmart (Community events, social media, etc.) • Member Communications

  7. Media Relations • Responding to mainstream media articles on CV-related features and news • Promoting ACC partnerships, programs, research and health policy positions • Promoting ACC leadership as spokespeople/experts on CV topics • Coordinating ACC Annual Scientific Session Newsroom • Promoting JACC abstracts

  8. Marketing Communications • Integrated marketing communication campaigns tied to organizational goals: • Engage and retain members • Understanding and use of ACC products • Generate revenue and growth • Via: • Direct mail • Targeted e-mails • Advertising (print/web) • Web site content/online messaging • Editorial and media • Field marketing and exhibits

  9. Branding and Creative • Unifies and oversees all College branding • Operates as a full-service in-house design agency • Produces more than 2,500 projects per year • Video coverage of news and events

  10. Market Intelligence • In-house market research team • Quantitative and qualitative tools and abilities • Manages 300+ person monthly CardioSurve panel of U.S. cardiologists • Research includes: • Practice Census • Member Satisfaction Survey • Stakeholder Research • Member Loyalty Analysis • And much more!

  11. 2013 Key Initiatives and Focus: • CardioSmart and patient-centered care communications • News and information as it relates to the Digital Strategy • Increased focus on social media • Cardiology magazine moving to quarterly schedule • Public reporting • Continued communications around health policy and quality • Lifelong Learning Portfolio • Member value

  12. Questions?

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