If These Walls Could Talk What Would They Say? Beth NeCamp The Ohio State University Wexner Medical Center beth.necamp@osumc.edu The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. 2017 Society for Healthcare Strategy & Market Development
The Ohio State University Main Campus in Columbus, Ohio Regional campuses in Lima, Mansfield, Marion, Newark, and Wooster #16 among the nation s best public universities; #1 among Ohio publics (US News and World Report) #12 for most sought-after graduates (The Wall Street Journal) A land-grant university Ranked among the World s Most Innovative Universities (Rueters) #2 top producer of Fulbright Scholars Top 10 producer of Peace Corp Volunteers More then 12,000 Courses
The Ohio State University Wexner Medical Center Central Ohio s Only Academic Health Center 7 Hospitals, 9 Multispecialty Centers, 35+ Affiliate Hospitals & Clinics 1,500 + Physicians $206.7 Million in Research Funding Central Ohio s Best Hospital According To U.S. News And World Report With 7 Ranked Specialties
If these walls could talk, what would they say?
Motel 6 lobby, Coos Bay, Oregon Ritz-Carlton Lobby, Chicago, Illinois Motel 6 Double Room, San Francisco, California Ritz-Carlton Single Room, Hong Kong
4 Ps of Marketing Promotion Price Place Product
Brand Touchpoints Advertising, sponsorships, paid media News (types of stories we pitch, issues management) Digital Messaging Team members (uniforms, badges, appearance) Patient Experience Environment
Benefits of Environmental Branding System Consistency of communicating mission, vision and values Consistent & Enhanced Patient Experience Supports One University concept Emphasis on Quality and Professionalism Streamlined Purchasing and Implementation save $ Standardization of maintenance save $ Reduced life cycle cost save $ Timeless design Flexibility
Ohio State Environmental Branding Journey
Inspiration
Inspiration https://www.youtube.com/watch?v=9mamkh FnZKk
The New James Cancer Hospital
The Story: Discovering Connections The theme of discovering connections allows us to show that the multi-disciplinary environment of OSU creates a dynamic community in which research from diverse fields leads to fresh perspectives and new insights.
The Story: Discovering Connections The theme of discovering connections allows us to show that the multi-disciplinary environment of OSU creates a dynamic community in which research from diverse fields leads to fresh perspectives and new insights.
The Story: Discovering Connections Through pattern, photographic collages, and motion graphics, the environmental messaging reflects the pulse of thought and action, insight and experience. We chose OSU and Ohio-based colors, images and icons to make this a patient experience that can exist nowhere but here at The Ohio State University Wexner Medical Center.
The Story: Discovering Connections The theme of discovering connections allows us to emphasize the unique insights and opportunities that arise in the context of the university setting. Connections are forged between researchers, doctors, and patients, all of whom are working to transform peoples lives.
The Story: Connections Our narrative and visual theme is about discovering connections between Research and Patient Care The University and Medical Center Patients and their Medical Team Health and the Environment The University and Ohio Ohio and the World Only Ohio State
Connections uses imagery, patterns, motion and text to link Ohio, Ohio State University and Wexner Medical Center stories of healing, nature, community and pride.
OSUMC Environmental Branding System Branding & Logo Design Guidelines Uniforms & apparel Badges Patient Room Amenities Environmental Design Standards & Guidelines Standard Finishes Design Continuity Tiered Approach OSUWMC Environmental Branding System Art Program Collection Management Tiered Approach Wayfinding & Signage Circulation Based Wayfinding System Signage Standards Furniture Kit of Parts Standard finishes Flexibility
Who is involved? Facility Planning Hospital Operations Marketing & Strategic Communications University IT Patient Experience Facility Operations / EVS
Types of Spaces Classify spaces along the patient experience continuum: Welcome 90/10 pride or architecture/nature Waiting 90/10 to 50/50 Connectors 50/50 to 10/90 Healing 10/90
Elements Photography Landscape Static Graphics Back lit Graphics Photo Collages Detail Film Bar Digital Installations Digital Books Digital Walls Digital Donor Walls Donor Recognition Large Hallway Installation Events
Photography
Photography
Landscape
Static Graphics Static Bar Photo Collage Tri-panel/Multi-panel Backlit Bar Photo Collage Glass Film Detail Bar
Photo Collages
Back lit Graphics
Detail Bar
Tri-Panel
Film
Static Donor Wall
Digital Installations
Digital Books
Digital Walls
Digital Donor Wall
Furnishings Terrazzo tile with buckeye leaf and eucalyptus wood Custom buckeye leaf carpet
Furnishings
Furniture
Art Tier 1: Site Specific Commissioned Works Tier 2: Original Art All Ohio Artists Tier 3: Virtual, Digital and Interactive Art Tier 4: Ohio State Pride Images Exam/Patient Rooms Tier 5: Music based Art
Art
Staffing Project Manager (PMO) Facilities Marketing External Agency eyethink
Governance
Neighborhood Themes
Neighborhood Themes
Neighborhood Themes Buckeye Grove
Neighborhood Theme Patient Room
Executive Suites
Content Sports
Content Sports
Putting it all Together
Information Desk
Waiting Area
Waiting Area
Brain and Spine
Outpatient Care Upper Arlington
Concourse
As posted on Facebook by a young patient s mom: Liam had his radiation oncology consultation and simulation today at The James. We felt a little lost at first and out of place. It is huge compared to what we are use to, and there was a 60 year age gap between the other patients we saw. Once we found our way, the staff was very friendly and kind, and Liam did well. Liam is admiring their giant Christmas tree in the lobby in the picture. He loved seeing all the block O's and Buckeye signs. He kept yelling "Bucks" every time he saw them. The staff and visitors were loving his buckeye spirit today.
Lessons Learned Allocating Resources Advocating for Inclusion early on and sustained Tie to Cost Savings Tiered Approach Governance and Discipline Technology vendor
Three Key Take-Aways 1. Your environment is also your brand 2. A comprehensive plan should include multiple teams and budgets 3. Tiered approach
Questions? Beth NeCamp The Ohio State University Wexner Medical Center beth.necamp@osumc.edu Please be sure to complete the session evaluation on the mobile app! The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. 2017 Society for Healthcare Strategy & Market Development