Drive Business Priorities by Putting Media Relations Strategy to Work

Johnny Smith Jr.Senior Director, Marketing and Communications

Ragan’s Employee Communications, PR & Social Media Summit

October 3, 2019

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Topics for Today’s Discussion

• About Ascension

• Ascension Public Relations Priorities

• Growth Drivers

• PR Shared Campaigns

• Consumer Access Campaign

• Merchandising

• Takeaways

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Ascension is one of the largest

Catholic healthcare

organizations in the country,

with over 156,000 associates

and 34,000 aligned providers

working as one to connect care

and deliver services to

individuals and communities.

Ascension is a faith-based healthcare organization that delivers personalized, compassionate care to all, especially to those who are poor and vulnerable.

• In FY18, Ascension provided

nearly $2 billion for care of

persons living in poverty and

community benefit.

• Our Mission-driven work is

carried out through a number of

subsidiaries dedicated to

providing healthcare services to

support personalized care.

About Ascension

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About Ascension

Millions served annually

156,000Associates

2,400+Sites of care

618,653 Surgeries

13,955,260Physician & clinic visits

151Hospitals

82,991Births FY18 Financials

$38.5 billion Total assets

$298 millionIncome from recurring operations

$23.2 billion Total operating revenue

$1.98 billionCare of the poor and community benefit

35,000 Affiliated physicians

6,150Employed physicians

785,255Discharges

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About Ascension

Ministry Markets

Hospitals

Health System, Non-Controlling or Sponsorship Interest

Ascension Community Clinics

Ascension Living Locations

Ascension At Home Communities

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About Ascension

Ascension

Ministry Markets

R1 Revenue Cycle

Management*

Ascension Community

Clinics

Ascension Global Mission

Ascension Technologies

Ascension Medical Group

Ascension At Home*

Ascension Ministry

Service Center

Ascension Living

Ascension Investment

Management

Ascension SmartHealth

Solutions

Ascension Ventures

TRIMEDX*

* Unconsolidated subsidiaries

Ascension Insurance

Ascension Holdings

Ascension LeaderInstitute

• Ascension Leadership Academy

• Ascension Holdings International

• Medxcel Facilities Management

• The Resource Group

• Risk and Insurance Programs

• Health Plan Infrastructure

• Automated Benefit Solutions/U.S. Health and Life*

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National and Local Public Relations Priorities

Build the

Ascension brand

Increase Ascension’s

thought leadership

position

Promote

Ascension’s service

lines and clinicians

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Growth Drivers

Brand awareness and reputation building, leveraging to support service lines, and sites of care

Consumer access and attachment, including ED, urgent, primary care and online care – with a focus on 24/7 access and the opening of a Senior ED

Cardiology, inclusive of specialty areas of growth

Women’s OB, service line awareness

Pediatrics, build awareness of top service lines and ED as point of entry

Orthopedics, sports medicine and total joint replacement, awareness

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Consumer Access Campaign

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PR Campaign Strategy: Access

Promote Ascension’s access strategy in our local markets

• Pitch preventive screenings

• Flu, CV, cervical cancer, allergy/asthma, diabetes

• Feature Ascension local providers

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PR Campaign: Pitch Calendar

Month Ministry Date/Topic

September

(Allergy)

Michigan September 4: allergy related

September 18: allergy related

October

(Flu)

Texas October 2:

October 16:

November

(diabetes)

Indiana November 6:

November 20:

December

(seasonal)

Tennessee December 4:

December 18:

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PR Pitch Example: Access

NEWS TIP:

Back to School Anxiety: Spotting the Signs of a Deeper Problem

The start of a new school year is exciting, but it can also be a little scary for some children. Children

resisting to go to school is a common problem for many parents. Sometimes your child’s refusal to go to

school can be a sign of a deeper problem.

According to the Anxiety and Depression Association of America, school avoidance syndrome is

one of the most common causes of vague and unverifiable symptoms like a stomach ache or a

headache. Other symptoms can include tantrums, inflexibility, separation anxiety, and

defiance. Anxiety-based school refusal affects two to five percent of school-age children; most

commonly between the ages of five and six, and ages 10 and 11.

Doctors at [INSERT MINISTRY] say the first step in managing school avoidance is having your child

checked by a doctor so that actual physical problems can be ruled out. Vision and hearing problems, for

example, may cause high levels of anxiety in children.

If you would like to speak to a [INSERT MINISTRY/PROVIDER] about this topic, contact me at

[INSERT NUMBER OR EMAIL].

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• Earned Media Metrics (e.g.

story volume, publicity value,

impressions, etc.)

• Social Media Metrics (e.g.

posting, social engagements,

follower increase, etc.)

• Merchandising (e.g. News

Center promotion, internal

promotion, leadership and

provider engagement)

PR Targets: Access

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FY2019 PR Results: Access

960 Stories

21 Markets

$8,991,736 Publicity Value

22,845,063 Impressions

Broadcast, print, online, radio

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Ascension Online Care

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• Increase volume across access points

• Raise awareness and drive adoption of Ascension Online Care

• Create consistent direct-to-consumer engagement

• Increase brand recognition and recall

Campaign Goals

Access to Care Campaign

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Strategic Approach

Access to Care Campaign

• Promote availability across our integrated access points

• Support competitive positioning and market advantagefor Ascension Online Care

• Utilize broad awareness tactics and strategic messaging with the intention to convert consumers to an Ascension site of care that’s right for the unique situation

• Launch campaign at the start of back-to-school and cold and flu season when consumer demand for healthcare begins to heighten

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• News release templates (two options):

• Campaign launch (new capabilities)

• Campaign launch (bringing together Access points)

▪ Online care▪ Express care▪ ER Check-In▪ Primary Care

• Media asset page• TV spots• Print advertisements• E-mail• Etc.

PR Pitch Approach

Access to Care Campaign

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PR: Ascension Online Care

• Drive public awareness of Ascension’s integrated access strategy

• Promote new Ascension Online Care program in our ministry markets

• Generate Ascension Online Care earned media stories and positioning articles

63 Stories

20 ministries

$$275,312 Publicity Value

938,117 Impressions

Broadcast, print, online, radio

Ascension Online Care PR Results

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Merchandise the Story

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Merchandise the Story

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Merchandising the Story

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Three Key Takeaways

1. Understand the Growth Drivers

2. Set your PR Strategy

3. Merchandise, Merchandise, Merchandise

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Johnny Smith Jr. Bio

• National Senior Director of Marketing and Communications for St. Louis-based Ascension, one of the leading non-profit health systems in the U.S.

• In his role, Smith leads a team of more than 20 public relations and communications professionals, and is responsible for national, regional and local thought leadership, reputation management, public affairs and health system positioning for the $30 billion organization and its for-profit subsidiaries.

• Smith has a Master of Arts in Communication from Johns Hopkins University. He also earned a Bachelor of Science degree in Public Relations from Ball State University.

Drive Business Priorities by Putting Media Relations Strategy to Work

Johnny Smith Jr.Senior Director, Marketing and Communications

Ragan’s Employee Communications, PR & Social Media Summit

October 3, 2019