2019 CHAPTER LEADER WORKSHOP What’s Next for Health Terri Sanders, MPH Vice President Enterprise Marketing and Communications
2019 CHAPTER LEADER WORKSHOP Our strategic purpose Shift perspectives on and expectations of HIMSS to align with our value proposition, vision and mission. What stakeholders will experience after launch of the new HIMSS brand: What stakeholders experience now: A narrow view of HIMSS based on An accurate understanding of HIMSS whether or the digital health records platform not they interact across all offerings (Events, or annual conference Publications, Solutions) The HIMSS conference as the main Multiple value drivers for their membership value driver for their membership (events, periodic content, material alerts that drive business decisions and outcomes) An organization that enables the healthcare A channel through which to connect with buyers or vendors ecosystem to reform, synchronize and progress
2019 CHAPTER LEADER WORKSHOP Leave no value on the table 1 2 3 HIMSS is known Audiences perceive HIMSS is no longer as a channel, HIMSS as disjointed vital to some not an idea and confused decision makers Focus on forward- Promote purpose and Employ an audience- looking positioning align all activity around centric approach with and sector leadership it to shift perceptions customized services
2019 CHAPTER LEADER WORKSHOP Perception Audience single-minded clarity Event Category Leader Convening Change Maker Standards and Models Advocate BIG IDEA Impartial Association Innovator and Accelerator Thought Leadership & Innovation Curator of Quality Global Size / Reach
2019 CHAPTER LEADER WORKSHOP Positioning Disruptive More disruption and focus Current Future Breadth Focus Established
2019 CHAPTER LEADER WORKSHOP Our Brand
2019 CHAPTER LEADER WORKSHOP Today
2019 CHAPTER LEADER WORKSHOP Informing our decisions HIMSS Organizational Strategy “11 Words” Internal Touchpoints External Touchpoints 1 2 Creative Strategy
2019 CHAPTER LEADER WORKSHOP External Touchpoints Efforts included… Board Member Interviews • Board Presentations • Global Member Survey • User Testing (himss.org) • Corporate Member Interviews • Organizational Affiliate Interviews •
2019 CHAPTER LEADER WORKSHOP The Reformer Goal: To change what isn’t working Strategy: To disrupt, rebuild and challenge the status quo Attributes: Disruptive, Honest, Brave, Exciting, Visionary, Leader Greatest Fear: To remain in the status quo Description: The Reformer seeks to change the system. By observing the current system through a mature, considered and thoughtful lens, they are able to truly understand the problem at hand. The reformer is compelled by a moral drive to act. They must do something to create a better world. This is done through the application of strategic processes and visionary reforms to the current system to create an improved and renewed reality.
2019 CHAPTER LEADER WORKSHOP Brand Strategy Essence Progress VISION: To realize the full health potential MISSION: To reform health globally through information Purpose of every human, everywhere. AND technology. HIMSS is one of the largest and most experienced health and wellness associations in the world. In this time of Positioning acute and ongoing disruption, we alone have the reputation, depth of expertise and the scale necessary to empower the individuals and institutions in our ecosystem to globally reimagine and reform our ecosystem through information AND technology. Thought leadership Change management Member – driven Curated development Standards and Brand Pillars and innovation and advocacy impartiality and education intelligence tools Curiosity Belonging Integrity Tenacity Simplicity Culture The Reformer Disruptive | Honest | Brave | Exciting | Visionary | Leader Personality
2019 CHAPTER LEADER WORKSHOP Our Voice Your brand is a story unfolding across all customer touch points. JONAH SACHS
2019 CHAPTER LEADER WORKSHOP Our Voice: Tone 1 2 3 4 Honest Brave Exciting Smart Vulnerable, simple, authentic Daring, disruptive, driven Bright, optimistic, inviting Confident, dependable, leader Speak from a position of Above all, be human. Don’t Focus on the end goal. Speak with positivity. Find leadership. Use a reassuring, be condescending or stuffy. Show up in unexpected ways. potential in everything. Use dependable and smart tone Our scale shouldn’t have an Inspire your audience with inclusive and collaborative to confidently and succinctly ego to match. new solutions to old problems language. Invite people to guide your audience. and challenge entrenched join an exciting adventure. mindsets. Be the first.
2019 CHAPTER LEADER WORKSHOP Our Voice: Examples Take for instance post below: BEFORE AFTER HIMSS HIMSS Learn about current prescription pricing trends Our industry must commit to prescription and impacts on prescribers and patients, key price transparency to improve efficiency and imperatives to help spur widespread adoption reduce patient costs. Join our live discussion of prescription price transparency practices about prescription pricing trends, impacts on and the measurable impact of prescription prescribers and patients, and key imperatives price transparency and how it has improved to help spur widespread adoption of efficiency and reduced costs. #HIMSS19 transparency practices. #HIMSS19
2019 CHAPTER LEADER WORKSHOP Visual Identity System
2019 CHAPTER LEADER WORKSHOP Overview Our system is composed of five core elements… Our logo Our colors Our typography Our imagery Layout
2019 CHAPTER LEADER WORKSHOP Our Logo MARK LOGOTYPE
2019 CHAPTER LEADER WORKSHOP Our Logo: In Use PADDING PLACEMENT APPLICATION
2019 CHAPTER LEADER WORKSHOP Our Colors PRIMARY SECONDARY Sky Blue Coral Red Apollo Yellow Admiral Blue Clean White Mint Green Aster Purple
2019 CHAPTER LEADER WORKSHOP Our Typography HERO SIDEKICK Used sparingly in headlines, pops with Used extensively across the brand, personality. gluing it together. Prometo should never be used for body copy. Verlag is never used as a headline, only as a subhead or small section header. Numbers are shorter than letterforms, so avoid combining them.
2019 CHAPTER LEADER WORKSHOP Our Imagery It’s important that our imagery is… ● Bright, clean, light and warm ● Selectively focused ● Centered around relationships ● Diverse ● Modern and fresh ● Authentic
2019 CHAPTER LEADER WORKSHOP Illustrations The particles: They’re important symbols for HIMSS, and represent... ● The magnetism of data ● Connection of people ● Momentum within the industry
2019 CHAPTER LEADER WORKSHOP Illustrations Icons and symbols should be used sparingly Icons are especially helpful in mobile or digital applications
2019 CHAPTER LEADER WORKSHOP Illustrations Graphic Patterns
2019 CHAPTER LEADER WORKSHOP Layouts Graphic Patterns
2019 CHAPTER LEADER WORKSHOP What’s Happening?
2019 CHAPTER LEADER WORKSHOP Where we’re at RESEARCH MAKE STRATEGY STRATEGIC BRAND ALIGNING CURRENT SENSE OF FOR A TRUSTED BRAND EXPERIENCE BRAND Build brand alignment, affinity and resonance REALITIES THE DATA BRAND PLATFORM & COMMS PERCEPTIONS HIMSS as a whole is HIMSS has a strong brand-disparate and clear brand I don't feel a I know our mission connection to our AUDIENCE and feel excited mission or audience PERSONALITY We are providing BIG BUSINESS PURPOSE We are trying to so much value Audience be everything to ESSENCE Insight IDEA The HIMSS brand everyone COMMUNICATION PILLARS Brand Market represents us fully to our audiences The brand is sterile and POSITIONING MARKET doesn't communicate the CULTURE We have an entirety of who we are aligned culture Internal politics, silo, and are unified and stifled innovation We all have one HIMSS stands for clear approach that something different in is localized the US as opposed to the UK
2019 CHAPTER LEADER WORKSHOP Workstreams Project Management Employee Launch • • Customer Journey – Audience Taxonomy and Website User Testing • • Segmentation Website Design and Build • Brand Architecture Testing and Design Finalization • Social Media • Messaging, Language and Content • Collateral • Brand Guidelines and Governance Process • Facilities • Internal Culture and Values • External Launch Marketing Plan •
2019 CHAPTER LEADER WORKSHOP Our website
2019 CHAPTER LEADER WORKSHOP HIMSS.org Phased Launch Continuous Reporting, Analysis and Updates Phase 1 Phase 2 Phase 3 October 2019 October 2019 March 2020 June 2020 Aligned with Launch of Membership Content Gating Strategy
2019 CHAPTER LEADER WORKSHOP Phase One: October 2019 Global HIMSS.org: “One HIMSS” framework • Enhanced Navigation and Search • Upgraded Technology Platform • Automated Language Translation • Centralized content and resource library including HIMSS TV • Digital Asset Management System Integration • Display Ad Units • Gated content per Media Strategy • Enhanced Analytics • Optimization for Google/Search Engines • Advanced Analytics and Tracking • Events Calendar with Cross-Links •
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