Staying on Message: Components of Effective Business and Consumer Media Relations - AVMA
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Staying on Message: Components of Effective Business and Consumer Media Relations January 10, 2019 Paul J. Gerrard Vice President, Strategic Communications Blue Cross Blue Shield Association is an association of independent Blue Cross and Blue Shield companies.
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• Who We Are
• A Purpose Driven Organization
OVERVIEW • Today’s Media Landscape
• Components of Effective Media Relations
• Questions
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• Who We Are
• A Purpose Driven Organization
OVERVIEW • Today’s Media Landscape
• Components of Effective Media Relations
• Questions
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• Who We Are
• A Purpose Driven Organization
OVERVIEW • Today’s Media Landscape
• Components of Effective Media Relations
• Questions
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11 Originated in Texas, teachers Railroad/lumber workers paid premiums of $.50 per paid monthly fee for month for 21 days of hospital medical services inpatient services
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13 BCBS.com
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• Who We Are
• A Purpose Driven Organization
OVERVIEW • Today’s Media Landscape
• Components of Effective Media Relations
• Questions15
IN A DYNAMIC AND COMPLEX MEDIA LANDSCAPE…
NATIONAL/ WIRE SERVICES BUSINESS/
BROADCAST ECONOMY
• Bloomberg
• NBC News • Dow Jones • Business Insider
• ABC News • Marketwatch • Crain’s Chicago Business
• CBS News • Reuters • Crains NY Business
• CNN Business • Forbes
• CNBC SOCIAL • Fortune
NEWS MEDIA • Newsweek
• Fox Business
• ABC Medical Unit • US News & World Report
• NPR
• Yahoo News
• NBC Medical Unit
• Wall Street Journal
• CBS Medical Unit16 AND A CHALLENGING COMMUNICATIONS ENVIRONMENT… • Some question our continued relevance • Some question our motives • Some choose to dismiss us for ideological reasons
17 …OUR OBJECTIVE IS To Influence the media narrative to create favorable impressions of private insurance and BCBS Plans specifically: • By developing and nurturing relationships with media and influencers, evolving consumers into brand fans, and brand fans into brand advocates who spread positivity around the BCBS Brands over time. • By authentically inserting the BCBS Brands’ voices into relevant conversations with the potential to grow into larger cultural moments.
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• Who We Are
• A Purpose Driven Organization
OVERVIEW • Today’s Media Landscape
• Components of Effective Media Relations
• Questions19 SOME ESSENTIAL ELEMENTS 1. Understanding Audiences 2. Conducting Research and Message Testing 3. Relationship Building 4. Proactive Media Relations 5. Reactive Media Relations 6. Effective Storytelling 7. Multi-Channel/Media Activation
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BCBSA MODEL FOR AUDIENCE-FOCUSED
COMMUNICATIONS
STEP 1: Assignment
Define business objective & desired behavior change from audiences
STEP 7: Debrief STEP 2: Research & Strategic Input
Optimize for the future Data to inform assignment. Specify audience
definitions.
Audience
Execution
needs
evaluation
STEP 6: Measurement Message,
STEP 3: Insight
Review KPIs based on brief A/B testing
& channel Clearly defined and defendable emotional
planning connection between BCBSA and audience
STEP 5: Creative & Channels
STEP 4: Brief
Develop creative, execution, and
All stakeholders agree on insight,
efficient PESO channel strategy
message, and measurement (KPIs)21 UNDERSTANDING AUDIENCES: Working with Research and Digital Teams to Determine and then Listen to Audiences • Who is our audience? • What is their opinion today? • What do they already know? • What are their possible objections, concerns? • What do they expect? • What appeals to them?
22 WHY WE CONDUCT OPINION RESEARCH • Give voice to audiences • Fill gaps in knowledge • Test assumptions • Evaluate resonance of information • Inform communication • Identify most effective way to communicate (messages, messengers, channels) • Categorize key groups within the stakeholder audience (supporters, persuadables, opponents) and their information needs
23 HOW WE CONDUCT OPINION RESEARCH • Determine the business objectives and desired outcomes • Define the audience • Select the appropriate method − Qualitative − Quantitative • Collect the information • Analyze the information and glean insights • Develop a set of recommendations (branded vs. unbranded, proactive vs. reactive)
24 ACA RATES: A Case Study • Structure of ACA likely to raise rates for individuals • Highly partisan environment • Public education component critical
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ACA RATES: Message Assessment
More
Pre-Existing
[Favorable + No Impact, Convincing] Conditions STRONGEST
[55%, 62%] MESSAGES
Risk Pool 2A*
[61%, 55%]
Risk Pool
[48%, 51%] New Benefits,
New Costs
Essential Health Benefits [61%, 49%]
[47%, 47%] Cost of Care A*
Convincing
Health Insurance Tax [53%, 50%]
[39%, 46%]
Provider Consolidation Risk Pool 2B**
[42%, 44%] [48%, 46%]
Reinsurance
[43%, 40%] Evolving
Cost of Care B** Marketplace A*
[44%, 40%] [46%, 41%]
Evolving Marketplace B** Medical Loss Ratio
[44%, 36%] [55%, 36%]
Less
Less Favorable + No Impact More26
ACA RATES: Insurers’ Value Assessment
More
[Helpful, Believable] STRONGEST
STEPS
Offer plan
options Save on Rx
[69%, 78%] [74%, 79%]
Toll-free line Website for plan options
[67%, 72%] [74%, 76%]
Website with provider options
[64%, 67%]
Chronic condition support
Believable
[66%, 70%]
Forming new provider partnerships
[63%, 62%] Negotiate rates with providers
[65%, 63%]
Coordinated
treatment Mitigate fraud
[58%, 56%] [59%, 56%]
Encourage enrollment
of healthy individuals
[49%, 61%]
Seeking ways to lower customer costs
Less
[52%, 38%]
Less Helpful More27
PROACTIVE MEDIA RELATIONS: Key ACA Rates Messages
Built on General Public Awareness
A SYSTEM NEW BENEFITS,
IN FLUX NEW COSTS
GUARANTEED
ACCESS TO
INSURANCE28
PROACTIVE MEDIA RELATIONS: ACA Rates Results
The Fine Print of Obamacare
July 18
“But costs will go up for some. That’s because
the law limits how much insurers can charge Op-Ed: With Affordable Care Act,
for health problems and other factors. It also the affordability promise is hard to follow
requires insurers to cover a robust set of July 20
benefits for anyone buying insurance on the “New benefits, new costs. The new health care law
new state marketplaces called exchanges. mandates that all insurance plans now include a
To an extent, you get what you pay for, standard package of deluxe benefits…These extra
and more benefits means more money. benefits will add greater coverage and greater cost to
policies. Bottom line: More benefits, more cost.”29
RELATIONSHIP BUILDING:
Introducing Ourselves Through Desksides
• Desksides are a great way to introduce ourselves to develop and cultivate
strong relationships with business and consumer media
• Our strategy is to start where we have existing relationships that
we can leverage within the business and consumer space
TOP 25
HEALTHCARE
INFLUENCERS30 RELATIONSHIP BUILDING: It is not about the Association, it is about BCBS Plans
31 EFFECTIVE STORYTELLING: Working with Storytelling Team to Determine BCBS Plan Amplification • What is our overarching goal – our clear reason – for communicating with the media? • What messages and stories are we hoping to convey through the media to our audiences? • What do we want our audiences to know, feel or do? • How do we amplify BCBS Plan stories that are relevant to our audiences, and which will help us achieve our communication goal?
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EFFECTIVE STORYTELLING: Stories We Want to Tell,
and Can Do so Most Effectively
PROACTIVE
STORY THEMES OPPORTUNITIES
• Access to Affordable,
Quality Healthcare • Puerto Rico
• Health Of America Program: • Opioids
Reports & Health Index • Rural Health
• Social Impact33
EFFECTIVE STORYTELLING:
A Story About Access to Affordable, Quality Healthcare
Highmark Member Story34
REACTIVE MEDIA RELATIONS:
A Structured System-wide Approach
Media Inquiries
Leadership – who will Media Point
Date Publications Reporter Topic be attributed / respond Inquiry Format Person Deadline Comments / Resolution
BCBSA
11.30.18 Newsweek Healthcare Innovation Phone Interview GM TBD
Email from
12.6.18 WSJ HOA Vaccination Report KW TBD
BrianComms
Plan Inquiries
Payments to local EMS
12.4.18 ABC27 Harrisburg, PA Email GM 12.4.18
providers
12.6.18 Neurology Today CGRP Coverage Email GM 12.6.1835 REACTIVE MEDIA RELATIONS: News-jacking Through The Health of America Program
36 EFFECTIVE STORYTELLING: A Reactive Media Relations Pitch Regarding Puerto Rico
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MULTI-CHANNEL/MEDIA ACTIVATION:
Amplify Across Paid, Earned, Shared, And Owned Media
Content partnerships (e.g. USA Today)
PAID EARNED
Targeted social media promotion
Paid search (SEM)
PAID EARNED Media outreach (pitching)
Reactive
Advertising Proactive (e.g. desksides)
Promotion of BCBSA websites Sharing of earned media
OWNED
BCBS.com OWNED SHARED SHARED
HealthOfAmerica.com BCBSA social channels
BCBSProgressHealth.com Executive social media
SmarterBetterHealthcare.com
Sharing content from BCBSA websites on social media39 USA TODAY NETWORK PARTNERSHIP: The States of Our Health – Opportunities to tell the stories of BCBS Plans and promote The Health of America Program
40 WHAT SUCCESS LOOKS LIKE • Listen to media and influencers with the reach and clout among their followers to impact brand positivity • Build and foster relationships with existing and new media contacts and influencers • Find ways to insert yourself into their conversations on a daily basis • Drive relevance with stories: from awareness to category fan to brand advocate • Develop clear, concise and compelling key messages through the power of three • Back up key messages with proof and color through character driven stories • Encourage media and influencers to think and act positively towards your brand, and be willing to spread positivity on your behalf without being prompted or paid
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• Who We Are
• A Purpose Driven Organization
OVERVIEW • Today’s Media Landscape
• Components of Effective Media Relations
• QuestionsStaying on Message: Components of Effective Business and Consumer Media Relations January 10, 2019 Paul J. Gerrard Vice President, Strategic Communications Blue Cross Blue Shield Association is an association of independent Blue Cross and Blue Shield companies.
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