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FordhamxSBH Health and Wellness

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SBH Task Force

Dana Vatafu

Marketing 25’

Dianne Reynolds

Business Admin, conc Marketing 25’

Nicholas Tudisco

Marketing 25’

Steven Prokop

Business Administration 24’

Elise Michaud

Political Science & Marketing 25’

Lauren Page

Business Admin, conc Finance 24’

Carlota Rahola

Psychology 25’

Christina Amelio

Communications and Culture, minor in marketing 26’

Crystal Wu

Business Admin, conc Healthcare Admin & Marketing 25’

Liz Lemieux Communications & Culture 25’

Doanh Duong

Marketing 25’

Loryn Williams

Marketing 23’

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Duong Pham

Marketing 24’

Sabrina Bee

Marketing 25’

Wyatt Tiller

Marketing 26’

Dante Ayars

Entrepreneurship 26’

Faye Budington

Marketing 25’

Elizabeth Hoppe

Marketing 25’

Grace Shanosky

Marketing 25’

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VISIT THE CENTER

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Create integrated awareness building campaign for the SBH Health and Wellness Center
Connect on an emotional level vs. “preaching” to residents
Focus on positive benefits; build trust and confidence to overcome fear and other barriers
Develop a compelling message and impactful media strategy that will reach audience (Latino, Black and African)

BRIEF

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Our Approach

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What We Learned

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Community Makeup

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Latino Cultural Barriers

Least likely to visit a doctor (50%)

Language is a barrier to seeking help

Prefer own natural remedies vs. OTC meds (80%)

Value privacy ; Many issues are taboo

Prefer people who know them as a person, their whole situation vs. just being given a prescription… reject US “factory approach”

(Source:https://www.ncbi.nlm.nih.gov/books/NBK19910/ )

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Black Cultural Barriers

Hesitant due to long history of unfair treatment (20%)

Medical profession questions veracity of their issue.

Prefer to be seen by black doctors (65%)

Cannot find accessible or affordable healthcare

Source: KFF Study 2020

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Talking to Bronx Residents

Aware St. Barnabas Hospital;

Not Health and Wellness center.

Self describe…healthy and fit When prompted agree to concern about weight, diabetes, smoking, alcohol.

When not well, see friends, family member, or pharmacist

Healthy and fit describers interested in SBH offering.

Less healthy not interested.

Get info from social media, TV, friends, posters

“Rich, Vibrant, Proud and Passionate”

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COMPETITIVE REVIEW SUMMARY

Company	Saint Barnabas	Montefiore (Health System)	Lincoln
LinkedIn Followers	3,634	3,810* 60,303**
Twitter Followers	983	15,500
Facebook Followers	1,600	113,000	(Unofficial Page) 116
Instagram Followers	1,023	17,200	n/a
Youtube Subscribers	14	8,002	IM account- 17
Post Frequency	High(Mostly on Facebook+Insta)	Medium	Low
Likes	Low	Low	Low
Comments	Low	Low	Low
Type of Content	SBH's posts inform followers on events happening within the hospital and the community around it. They also post a lot about their physicians and other employees, honoring them. Additionally, they post news items that relate to the hospital and the Bronx community.	Their posts are very informative and usually highlights awareness months and events that would educate others about different illnesses. They also produce infographics about ways to be healthier or stay healthy, as well as ways to access healthcare options. For youtube, they highlight stories of survivors who have went through various of illnesses.	The account that provides the most Information is an unofficial FB group that educates about vaccines, programs, etc.

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COMPETITIVE REVIEW SUMMARY

Montefiore:

The largest presence on social media, which is expected due to their size

SBH:

Low number of followers Posts are more about the community, the neighborhood, and very related to people and staff

Lincoln:

Lincoln does not appear to have a social media strategy

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OPPORTUNITY

SBH offers a place of hope, positive feelings, warmth.

It’s a trusted friend, family member.

It’s a place of human connections not an institution or a hospital.

It’s caring partners who want to help.

SBH is a journey to better health.

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Communication Objective

Build Awareness
Connect to audience on an emotional level
Expel doubts/fear
Build trust & knock down barriers
Target 3 mindsets

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Conceptual Target

Slow Starters

Strivers

Rampers

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Targets

These Bronx residents are

Busy
Social
Independent
Family-oriented
Diverse (Black, Latino)
Financially limited
Generally untrusting of health services.

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Slow Starters

Unaware

Have other issues – food insecurity, multiple jobs to make ends meet.

Skeptical, apathetic, questioning

Really hard to motivate – what’s in it for me

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Strivers

Trying to stay healthy but often life challenges get in the way

e.g. hard to be a single

parent

Want a hand, a friend/ partner, connections
Need to be encouraged
Need to make it easy

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Rampers

Young, fit, open to keep it going
And will influence family members

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06.

Message

Keep it Simple. Personal and Friendly.

Don’t “Preach”

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Media Strategy

Identify Community Touchpoints

Awareness

Engagement

Motivate

01

02

03

Dana ?We have a 3 pronged strategy. It’s not a typical media strategy. We want to “touch” the community. First and foremost, we need to drive awareness. We believe we can do this effectively with flyers and brochures in key touch point areas in the community – bodegas, nail salons, schools and pharmacies. This is where a lot of resident go to get their medications and the pharmacist is trusted. Later we will talk about FB and Insta Live. The second prong is Engagement - in keeping with our overall strategy, it’s more person to person. It will include testimonial from current visitors “friends” to convert other friends. A very effective technique in healthcare advertising. In person-to perperson, we are including events to cra people in – draw in those slow starters. And finally, there are Motivation and reward strategies to build loyalty and keep residents coming and bringing friends.

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Awareness

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I. Awareness Through Themes

SBH. Your Home for All Things Health.

Get in the Zone. SBH.

01.

02.

SBH

Strong

Better Healthier You.

03.

04.

One Stop for a Better You. SBH.

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SBH.

Your Home for All Things Health.

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SBH.

El Hogar Para Tu Salud

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Your Home for Women’s Health.

Your Home for Child & Family Health.

SBH. Your Home for All Things Health.

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Family Time- Your Home for All Things Health.

Family & Baby Dance Time

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Women’s Health Rooftop Desayuno Posters

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SBH Child & Family Free Movie & Pizza Night Posters

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I. Awareness Through Themes

SBH. Your Home for All Things Health.

Get in the Zone. SBH.

01.

02.

SBH

Strong

Better Healthier You.

03.

04.

One Stop for a Better You. SBH.

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Get in the Zone.

SBH.

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Entra en la Zona.

SBH.

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Boxing Match Posters

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Cooking Competition Posters

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Awareness through Themes

SBH. Your Home for All Things Health.

Get in the Zone. SBH.

01.

02.

SBH

Strong

Better Healthier You

03.

04.

One Stop for a Better You. SBH.

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Tu Versión más Fuerte y Saludable. SBH

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Stronger with Studio/Workout Classes

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Better with Self-Defense Classes

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Healthier with Cultural Cooking Classes at SBH

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Awareness through Themes

SBH. Your Home for All Things Health.

Get in the Zone. SBH.

01.

02.

SBH

Strong

Better Healthier You

03.

04.

One Stop for a Better You. SBH.

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General SBH Health and Wellness Center

“One Stop for a Better You!”

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General SBH Health and Wellness Center

“Una Parada para una Vida mas Saludable”

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Family and Games Night

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11. Engagement – Person to Person

Testimonials
Women’s Open Discussion

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Engagement- Testimonials

Testimonial: Informative

Testimonial: Real Connection

Best for B2B

Best for community engagement

One way we can increase the effectiveness of engagement is through testimonials. There are two kinds of testimonials, informative and connective. We’ve seen both kinds of testimonials on the SBH Health and Wellness center website, but we think that there would be more benefits to creating and emphasizing a higher number of connective testimonials like the one here with resident Francisco. These connective testimonials will create more impressions on the community as the audience who view them will be able to connect with others virtually and hopefully be inspired to take action by coming to SBH.

We propose taking the time to conduct more connective testimonials with visitors who are willing to share their experiences in various areas at SBH thus far. While Francisco’s testimonial was focused on the wellness center, testimonials should also feature visitors to the Teaching Kitchen, Rooftop farm, and Woman’s health sessions.

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Women Health - Open Discussions

1

Coffee Chat

Open chat about diet, women health, and mental health with Spanish speaking hosts because language barrier is the biggest challenge for people in the community.

Girl Talk Panel at Schools

Health advisors at SBH visit schools in area and provide informational panel discussions on puberty and how to prepare/take care of oneself for girls between 7-13 years old

2

Stress-release Workshops

Mental Health affects women’s health significantly. Workshops with activities to release stress.

3

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Women Health - Open Discussion Posters

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111. Motivate - Loyalty Rewards Program

Starters

Healthy Plus

Benefit

200+ points

10-50 points

50-200 points

Members earn 10 points for every class they attend.

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Point Collection

Bring a friend, receive double the points.

Posts or shares on social media or write a review, receive points.

Attend a class in boxing, flower arranging, cooking, yoga, or a coffee chat, receive points.

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Loyalty Program Benefits

After surpassing Starter level, SBH rewards members with a free class of their choice.

At Healthy Plus level, receive one private session with trainer.

At Benefit level, receive free grocery bag of produce and honey from rooftop.

Grocery bag

Healthy session

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Bees of the Bronx

Bringing kids together with the sweet taste of fresh Bronx Honey

Introduces young people to healthier alternatives to other sweeteners

Hive Tours

allowing children to learn about the honey making process and making them Junior Beekeepers.

Exposes community to a unique and vibrant aspect of the Bronx

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Arthur Ave. Partnerships

Grocery Donations

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Group picture

GSBxSBH Task Force…

Your One Stop for Marketing Strategy