Whats Next for Health Terri Sanders, MPH Vice President - - PowerPoint PPT Presentation

2019 CHAPTER LEADER WORKSHOP

What’s Next for Health

Terri Sanders, MPH

Vice President Enterprise Marketing and Communications

2019 CHAPTER LEADER WORKSHOP

Our strategic purpose

Shift perspectives on and expectations of HIMSS to align with our value proposition, vision and mission. What stakeholders experience now: What stakeholders will experience after launch of the new HIMSS brand:

A narrow view of HIMSS based on the digital health records platform

• r annual conference

The HIMSS conference as the main value driver for their membership A channel through which to connect with buyers or vendors An accurate understanding of HIMSS whether or not they interact across all offerings (Events, Publications, Solutions) Multiple value drivers for their membership (events, periodic content, material alerts that drive business decisions and outcomes) An organization that enables the healthcare ecosystem to reform, synchronize and progress

2019 CHAPTER LEADER WORKSHOP

Leave no value on the table

Audiences perceive HIMSS as disjointed and confused HIMSS is known as a channel, not an idea

1

HIMSS is no longer vital to some decision makers

3 Promote purpose and align all activity around it to shift perceptions Focus on forward- looking positioning and sector leadership Employ an audience- centric approach with customized services 2

2019 CHAPTER LEADER WORKSHOP

Perception

Audience single-minded clarity

Event Convening Standards and Models Impartial Association Thought Leadership & Innovation Size / Reach Category Leader Change Maker Advocate Innovator and Accelerator Curator of Quality Global

BIG IDEA

2019 CHAPTER LEADER WORKSHOP

Positioning

More disruption and focus

Breadth Established Focus Disruptive

Current Future

2019 CHAPTER LEADER WORKSHOP

Our Brand

2019 CHAPTER LEADER WORKSHOP

Today

2019 CHAPTER LEADER WORKSHOP

Informing our decisions

HIMSS Organizational Strategy “11 Words” Internal Touchpoints External Touchpoints Creative Strategy 1 2

2019 CHAPTER LEADER WORKSHOP

External Touchpoints

• Board Member Interviews
• Board Presentations
• Global Member Survey
• User Testing (himss.org)
• Corporate Member Interviews
• Organizational Affiliate Interviews

Efforts included…

2019 CHAPTER LEADER WORKSHOP

The Reformer

Goal: To change what isn’t working Strategy: To disrupt, rebuild and challenge the status quo Attributes: Disruptive, Honest, Brave, Exciting, Visionary, Leader Greatest Fear: To remain in the status quo Description: The Reformer seeks to change the system. By observing the current system through a mature, considered and thoughtful lens, they are able to truly understand the problem at hand. The reformer is compelled by a moral drive to act. They must do something to create a better world. This is done through the application of strategic processes and visionary reforms to the current system to create an improved and renewed reality.

2019 CHAPTER LEADER WORKSHOP

Brand Strategy

Culture Essence Purpose Positioning Brand Pillars

Thought leadership and innovation Change management and advocacy Member–driven impartiality Curated development and education Standards and intelligence tools VISION: To realize the full health potential

• f every human, everywhere.

MISSION: To reform health globally through information AND technology.

Personality

HIMSS is one of the largest and most experienced health and wellness associations in the world. In this time of acute and ongoing disruption, we alone have the reputation, depth of expertise and the scale necessary to empower the individuals and institutions in our ecosystem to globally reimagine and reform our ecosystem through information AND technology.

Curiosity Belonging Integrity Tenacity Simplicity Disruptive | Honest | Brave | Exciting | Visionary | Leader The Reformer Progress

2019 CHAPTER LEADER WORKSHOP

Our Voice Your brand is a story unfolding across all customer touch points.

JONAH SACHS

2019 CHAPTER LEADER WORKSHOP

Our Voice: Tone

Honest

Vulnerable, simple, authentic Above all, be human. Don’t be condescending or stuffy. Our scale shouldn’t have an ego to match.

1

Brave

Daring, disruptive, driven Focus on the end goal. Show up in unexpected ways. Inspire your audience with new solutions to old problems and challenge entrenched

• mindsets. Be the first.

2

Exciting

Bright, optimistic, inviting Speak with positivity. Find potential in everything. Use inclusive and collaborative

• language. Invite people to

join an exciting adventure.

3

Smart

Confident, dependable, leader Speak from a position of

• leadership. Use a reassuring,

dependable and smart tone to confidently and succinctly guide your audience.

4

2019 CHAPTER LEADER WORKSHOP

Take for instance post below:

Our Voice: Examples

BEFORE AFTER

HIMSS

Learn about current prescription pricing trends and impacts on prescribers and patients, key imperatives to help spur widespread adoption

• f prescription price transparency practices

and the measurable impact of prescription price transparency and how it has improved efficiency and reduced costs. #HIMSS19

HIMSS

Our industry must commit to prescription price transparency to improve efficiency and reduce patient costs. Join our live discussion about prescription pricing trends, impacts on prescribers and patients, and key imperatives to help spur widespread adoption of transparency practices. #HIMSS19

2019 CHAPTER LEADER WORKSHOP

Visual Identity System

2019 CHAPTER LEADER WORKSHOP

Overview

Our logo Our colors Our typography Our imagery Layout

Our system is composed of five core elements…

2019 CHAPTER LEADER WORKSHOP

Our Logo

MARK LOGOTYPE

2019 CHAPTER LEADER WORKSHOP

Our Logo: In Use

PADDING PLACEMENT APPLICATION

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Our Colors

SECONDARY

Admiral Blue Clean White Sky Blue Mint Green Coral Red Aster Purple Apollo Yellow

PRIMARY

2019 CHAPTER LEADER WORKSHOP

Our Typography

HERO SIDEKICK

Used sparingly in headlines, pops with personality.

Prometo should never be used for body copy.

Used extensively across the brand, gluing it together.

Verlag is never used as a headline, only as a subhead

• r small section header. Numbers are shorter than

letterforms, so avoid combining them.

2019 CHAPTER LEADER WORKSHOP

Our Imagery

• Bright, clean, light and warm
• Selectively focused
• Centered around relationships
• Diverse
• Modern and fresh
• Authentic

It’s important that our imagery is…

2019 CHAPTER LEADER WORKSHOP

Illustrations

• The magnetism of data
• Connection of people
• Momentum within the industry

The particles: They’re important symbols for HIMSS, and represent...

2019 CHAPTER LEADER WORKSHOP

Illustrations

Icons and symbols should be used sparingly Icons are especially helpful in mobile or digital applications

2019 CHAPTER LEADER WORKSHOP

Illustrations

Graphic Patterns

2019 CHAPTER LEADER WORKSHOP

Layouts

Graphic Patterns

2019 CHAPTER LEADER WORKSHOP

What’s Happening?

2019 CHAPTER LEADER WORKSHOP

Where we’re at

BIG IDEA

PILLARS POSITIONING ESSENCE PURPOSE CULTURE Internal politics, silo, and stifled innovation HIMSS as a whole is brand-disparate HIMSS stands for something different in the US as opposed to the UK I don't feel a connection to our mission or audience We are trying to be everything to everyone The brand is sterile and doesn't communicate the entirety of who we are AUDIENCE BUSINESS COMMUNICATION MARKET PERSONALITY

MAKE SENSE OF THE DATA RESEARCH CURRENT REALITIES STRATEGY FOR A TRUSTED BRAND STRATEGIC BRAND PLATFORM BRAND EXPERIENCE & COMMS ALIGNING BRAND PERCEPTIONS

We have an aligned culture and are unified HIMSS has a strong and clear brand We all have one clear approach that is localized I know our mission and feel excited We are providing so much value The HIMSS brand represents us fully to

• ur audiences

Build brand alignment, affinity and resonance

Market Brand Audience Insight

2019 CHAPTER LEADER WORKSHOP

Workstreams

• Project Management
• Customer Journey – Audience Taxonomy and

Segmentation

• Brand Architecture Testing and Design Finalization
• Messaging, Language and Content
• Brand Guidelines and Governance Process
• Internal Culture and Values
• Employee Launch
• Website User Testing
• Website Design and Build
• Social Media
• Collateral
• Facilities
• External Launch Marketing Plan

2019 CHAPTER LEADER WORKSHOP

Our website

2019 CHAPTER LEADER WORKSHOP Continuous Reporting, Analysis and Updates October 2019

HIMSS.org Phased Launch

Aligned with Launch of Membership Content Gating Strategy

Phase 1 Phase 2

March 2020 October 2019

Phase 3

June 2020

2019 CHAPTER LEADER WORKSHOP

Phase One: October 2019

• Global HIMSS.org: “One HIMSS” framework
• Enhanced Navigation and Search
• Upgraded Technology Platform
• Automated Language Translation
• Centralized content and resource library including HIMSS TV
• Digital Asset Management System Integration
• Display Ad Units
• Gated content per Media Strategy
• Enhanced Analytics
• Optimization for Google/Search Engines
• Advanced Analytics and Tracking
• Events Calendar with Cross-Links

2019 CHAPTER LEADER WORKSHOP

Phase Two: March 2020

• Rolling Activity: Migration of Any Remaining Content
• Rolling Activity: Transition of Remaining Affiliate Sites
• Rolling Activity: Update and Move Event Sites to

HIMSS.org domain

• Rolling Activity: Translation services integrated per

International Strategy

• Conversion and integration of Chapter Sites
• Part II: Upgrade Search Functionality
• Interactive Content Platform within HIMSS.org
• Enhanced Video Capabilities
• Micro-animations
• Upgrade SSO and login process
• Update HIMSS JobMine

2019 CHAPTER LEADER WORKSHOP

Phase Three: June 2020

• Enhanced Membership Portal (Marketplace)
• Community Collaboration Board
• Dynamic and Intelligent Site Personalization
• Rolling Activity: Migration of Any Remaining Content
• Rolling Activity: Transition of Remaining Affiliate Sites
• Rolling Activity: Update and Move Event Sites to

HIMSS.org domain

• Rolling Activity: Translation services integrated per

International Strategy

2019 CHAPTER LEADER WORKSHOP

Enhancing the Chapter Experience

Theme: More Support, Better Service!

July ‘19- All- Hands Meeting Oct ‘19- New Email service launches Content strategy- how content supports chapters Aug ‘19- Strategy download with Task Force

March ‘20 – phase 2 of himss.org launches

Chapter Strategy FY21 finalized June ‘20- new membershi p structure launches March ‘20- restructured Chapter sites launch Chapter strategy alignment with HIMSS strategy cont… Oct ’19- phase 1

• f

himss.org launches Chapter Strategy FY21 begins Chapter strategy alignment with HIMSS strategy

2019 CHAPTER LEADER WORKSHOP

What’s Next?

HIMSS Rebrand Initiative

Global Conference Invite Membership Strategy Kicks into High Gear IP Launch 365 HIMSS Brand Marketing Plan; Quarterly Measurement and Analysis with Continuous Improvement Moving Forward Launch New Interactive, Member Centric, Strategically Aligned “Experiences” at GC

Define & Finalize Launch Concepts External Launch Website Phase I APAC HIMSS20 Global Conference

JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY

Internal Culture and Values Launch

Brand Measurement Program Kick off

Membership Content Gating Strategy EURO Website Phase II – CHAPTERS and COMMUNITIES!! Website Phase III

JUN

Launch Journey

Analytics 2.0

Chapter and Community Conversations Begin

2019 CHAPTER LEADER WORKSHOP

By This Time Next Year…

2019 CHAPTER LEADER WORKSHOP

Thank you