Transcript 4F - Chapter Affairs Extranet

Marketing and
Communications:
Delivering Creative Solutions from the Heart
Steve Erickson, CAE
Chief Communications Officer
Senior Vice President
The American College of Cardiology
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
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
Stakeholders
Members
International
Customers
Partners/CV
Community
Funders
ACC
Media
Policy Makers
People with
Heart Disease
Hospitals
ACC Staff
How We Do It: Key Groups
Communications
• Corporate Communications
• Media Relations
Marketing
• Marketing Communications
• Branding and Creative
• Market Intelligence
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
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
Marketing Communications
• Integrated marketing communication campaigns tied to
organizational goals:
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Engage and retain members
Understanding and use of ACC products
Generate revenue and growth
• Via:
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Direct mail
Targeted e-mails
Advertising (print/web)
Web site content/online messaging
Editorial and media
Field marketing and exhibits
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
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!
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
Questions?