ST. PETER’S HEALTH PARTNERS 2013 Brand Campaign

1. ST. PETER’S HEALTH PARTNERS 2013 Brand Campaign SPHP CEO Meeting | October 7, 2013

2. 2013 SPHP Brand Campaign • THEME – “Caring for more people…in more places” • BRAND ATTRIBUTES – Friendly/people-focused/compassionate; Close/convenient; Advanced/sophisticated; Continuum of care/comprehensive • DATES – Seven weeks 10-14 to 12-1 and beyond (will use theme throughout the next year)

3. 2013 SPHP Brand Campaign • LOCATIONS – 37 locations, more than 70 shots or setups over six days • NUMBER OF PARTICIPANTS – Nearly 150 from throughout SPHP • DATA – 1.5 Terabytes of video, sound & still images (1 Terabyte = 1,000 gigs)

4. 2013 SPHP Brand Campaign: Media • TV – All major local stations (518 spots) • TV – Sports Packages • TV – Time Warner Cable (913 spots) • Radio – TBD • Outdoor – I90, 787, Rte. 9 • Online – TimesUnion.com, Times Union mobile app, WNYT.com, and others TBD

5. 2013 SPHP Brand Campaign: Media • TV Reach: • Market Reach – Women 35+ (93%) • Market Frequency – 31.6 • Reach 3+ (87%) • Reach 5+ (84%) • Market Reach Age 25-54 (91%) • Market Frequency – 26.9

6. 2013 SPHP Brand Campaign: Media • Print – Times Union: • Full-page full circulation • Full-page zoned • Sunday Front page strip • Healthy Life Magazine • Women at Work Magazine • Print – Business Review • Regular Publication • Supplements • Book of Lists

7. 2013 SPHP Brand Campaign: Media • Digital Marketing: • SPHP Web Banners • St. Peter’s Hospital website • Seton Health website • Northeast Health website • Eddy Senior Living (new website) • WMHT.com • Time Warner.com

8. 2013 SPHP Brand Campaign • Internal Education: • Branding Education – Why We Brand? • Board of Directors • CEOs & SLT Meetings • Management Meetings • Intranet Portals • Management & Staff – advance previews • Internal Posters • Additional - TBD

9. TV Spots

10. TV Spots • Four TV Spots – four topics • Overview • Service Lines • Geographic • Breadth of Services

11. TV Ad #1 – Overview

12. TV Ad #2 – Service Lines

13. TV Ad #3 – Geographic

14. TV Ad #4 – Breadth of Services

15. Print, Outdoor and Digital Ads

16. Print Ads

17. Print Ads

18. Outdoor Ads

19. Outdoor Ads

20. Digital Interstitial Ads

21. Digital Ads - Tablet (Horizontal)

22. Digital Ads Tablet (Vertical)

23. Digital Ads for Web

24. Digital Ads for Web

26. Why Branding?

27. Brands & Branding • Brands are SHORTCUTS • Brands reside in the mind • Mental image • Summarize thoughts, feelings, understanding • Describe a person, company, product or idea • Brand Shortcuts Simplify Decision-Making • Simplify use of data we store in our brains • Help “bundle” data, emotions

28. Brands & Branding • Why Do Brands Matter? • For Health Care Organizations • TRUST. Ultimately, trust causes… • People to seek out one organization and its people over another • Especially in moments of truth or “life events” • Every consumer in our area has an idea of which local health organization they trust most • Trust (loyalty) outweighs other brand traits in time of significant need.

29. Brands & Branding • Branding is the crafting of the SHORTCUTS • Shaping people’s feelings • Branding never ends • Not a single ad, logo or news story • The totality of people’s experience with, and perceptions of, our organization • REALITY: The Truth is the ceiling above which no amount of great branding, marketing or PR can rise!

30. Brand Equity Hierarchy (Also TRUST) Can result in higher Patient/Consumer experience/Patient satisfaction ratings STAGE 5 STAGE 4 ◄ Understand and grow your market share and balance demand/volume peaks ◄Your differentiation in the market STAGE 3 ◄Your reputation (good and bad) STAGE 2 ◄Knowledge of existence STAGE 1

31. St. Peter’s Health Partners Brand • For St. Peter’s Health Partners, our brand must… • Educate patients, other customers, physicians, and our communities • Tell why we became a new health system (Our Story) • Our Strengths, Experience, Approach and Services • What we offer today • What we aspire to be tomorrow

32. St. Peter’s Health Partners Brand • For St. Peter’s Health Partners, our brand must… • Become our promise to patients, other customers, physicians, our communities • Set expectations of quality • Articulate our competitive edge • Help fulfill our mission • Drive volumes and revenues

33. Living Our Brand – Why It Matters • Helps to build trust • Stores mental images and creates the brand image • Gives us a competitive advantage • Drives volume to key programs and services • Critically important to our long-term success

34. Promoting Our Brand – Why It Matters • It’s NOT to make us all feel good. • Helps to build awareness of, image of and preference for our programs and services • Keeps potential patients aware of high quality, compassionate services – provided by our “real people” • Reminds consumers of SPHP attributes • Enhances our image/reputation

35. Promoting Our Brand – Why It Matters • REALITY: Only two ways to get more business/volume: • Find new patients/customers • Current customers use more services/programs • SPHP Brand provides greater access to more patients/customers • SPHP offers current consumers greater access to more facilities/programs/services without leaving system

36. Promoting Our Brand – Why It Matters • Potential patients and customers must know about what we do, and that we do it well • Moves people to seek out and choose SPHP over others • Drives revenue (Return on Investment/ROI) • Critically important to our long-term success

37. Promoting Our Brand – Why It Matters