Florida Hospital marketing campaign centers on 'someday'

Orlando-based Florida Hospital, part of Altamonte Springs, Fla.-based Adventist Health System, launched a marketing campaign called Someday Starts Today.

The campaign, which includes billboard and television advertisements, videos and other marketing materials, focuses on what healthcare could look like in the future, and how Florida Hospital is working to get there.

"Someday you'll have time to enjoy the most important things in life. Someday every personal workout will be shared with the one person you trust most with your health. Someday your family doctor will always be as close as your phone or tablet," one video states. "Today Florida Hospital's care network is changing the future of healthcare. We believe in the power of someday and the hope it holds for all of us."

Daryl Tol, president and CEO of Florida Hospital and Adventist Health System's Central Florida Region, recently answered questions from Becker's Hospital Review about the campaign and what it means for the community and hospital.

Note: Responses have been lightly edited for length and clarity. 

Question: What is the campaign and when did it begin?

Daryl Tol: There's so much opportunity in healthcare. There's this often talked about very expensive, fragmented, sometimes difficult to navigate healthcare system across the country. In reality, it's full of dreamers, people who want to make a difference, people who want to change the world, who got into it to transform lives. And we realize we say someday a lot. Someday this will be different. Someday this will be better. We talked about how important it was to understand what we needed to do today in order for that someday to happen. So that really was the genesis of the campaign. Someday starts today. We are going to be doing things every single year to transform healthcare in our community. Then we started talking to consumers and our team and the doctors, and that developed into this idea of not just a marketing campaign, but a community conversation about someday and what it will take to get there. It's probably about two months in now.

Q: What is the ultimate goal with the campaign?

DT: We would like to create a significant community conversation. Part of the campaign is actually gathering community leaders and groups of people together to talk about someday. So we've been doing a significant amount of that in various settings, pulling groups together, talking to them about what words they associate with healthcare, talking to them about if they got to dream the next thing that happened in healthcare, what would that be. We talk about it, we start a conversation, we take a lot of notes and then we talk about what we're doing and we discuss that with them. We're working hard to use this campaign to have an ongoing network of people that help us develop the next thing in healthcare. And that has clinical implications, consumer experience implications and hard services and programming implications.

Q: What initiatives are part of the campaign?

DT: We have several categories of work we're doing. One is to talk about the clinical transformation, so that becomes a service line discussion about areas such as cardiac and cancer, our women's services. We have a conversation around how those programs are developed today, how many of them are industry leading today and the work we're doing to create a new tomorrow. We add technology components to it — how do you access your records and your healthcare information — so there's a technology piece. There are a number of interactive elements to it, but it largely centers around our clinical programming and our changing access capabilities both geographically and technologically.

Q: Florida Hospital has a new urgent care telemedicine service called eCare. How does this play a role in the campaign?

DT: We find that people's interest in access for primary care varies by generation. So we have physical locations, urgent care, traditional primary care and retail locations, but there's a large and growing segment that wants immediate access through an app to be able to ask questions of the physician and receive a physician visit or a visit with an advanced practitioner without going anywhere. That's what eCare does. It fills that gap. It allows individuals to have quick access to physicians and advanced practitioners for those needs where they don't want to leave home or the office. They can have a visit, they can speak through FaceTime-type technology and get a prescription and pick it up without having to go to the doctor's office. It's part of access and a significant expansion of access that we think technology provides for us.

Q: What role do community partnerships play in the campaign?

DT: We run a Community Health Impact Council that pulls together a vast array of community partners from behavioral health to homelessness initiatives ... and poverty and housing. We recognize all of those as healthcare issues, and we recognize the someday concept has to resolve those major community healthcare problems if we're going to make any progress. So this Community Health Impact Council provides time, energy and funding for these community partners, and they're some of the biggest voices in our work on what things can look like.

Q: What about partnerships with sports teams?

DT: We have a number of critical sport partnerships — Orlando Magic, Tampa Bay Lightning, Tampa Bay Buccaneers. We have a great relationship with the Daytona International Speedway and NASCAR. So what we find is our ability to be where people live and work and play is essential to developing the healthcare system of the future versus having locations people have to come to for services. So these sports partnerships are incredibly valuable in getting us out to where people are, allowing us to connect with people all over our community and through the teams and through the star power of the athletes and their ability to advocate for healthcare. It's an exciting, thrilling part of our work.

Q: What are the next steps of the campaign?

DT: We believe the conversations we're having with community partners this year should drive the campaign into next year. But we see the discussions growing in granularity with regards to what we can do, what we need to do in our community as well as with our program development. We don't have it mapped out yet. There's not an end point.


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