My remarkable padlet for Marketing and Stakeholder Engagement Group by Chang Ge

Questions:

cge2 — 2020-06-05 00:59:47 UTC

1. What’s your name, business, job title, and job function?
2. Do you have a marketing department and function within your organisation? 
3. What do you think is your organisation's biggest marketing goal?
4. What do you see as your company/organisation/department's biggest marketing challenge?

Judith Elkin

2020-06-08 11:17:51 UTC

Writing Development Manager
Me and my team offer assignment writing support to University of Lincoln students.
It's my responsibility to market the service to the University.
My marketing goal is for all students and staff to know we are available.
The biggest marketing challenge is that, if all students and staff knew we are available, and if even 5% of them wanted to use us, we wouldn't be able to cope as we're a very small team :)

Many thanks Judith for the first contribution post! It's interesting to see how the capacity and demand issue may impact on the marketing application in your context. CGe

Keith Bainbridge

2020-06-08 11:35:20 UTC

Health records manager united lincolnshire hospitals trust (ULHT), to store & retrieve all patient records in line with government guidelines.
We have a marketing dept but i have little involvement.
To promote our healthcare services.
Our biggest marketing challenge is our competitors and service user confidence in our brand.

Many thanks Keith. Marketing in health care sector is also an interdisciplinary field. You can certainly draw some similarities from classic and social marketing and analyse in the healthcare specific context. The challenges that come along with applications and trends for the future. CGe

Kerren Ratcliffe

2020-06-08 14:49:29 UTC

Coca-Cola European Partners Ltd (CCEP). Associate Director, Customer Logistics/Supply Chain. CCEP is the 'bottler' for the Coca-Cola Company (TCCC) and manage the commercial relationship with end outlets. The 'Marketing' of brands is led by TCCC - they do all the 'Above the Line' and CCEP are responsible for taking that brand theme and replicating 'Through The line' into outlet via the 'commercialisation' team.
Strategy is to make all TCCC brands consumers preferred choice and convert this preference into a sale. (I think)
There are many challenges, the biggest around corporate responsibility and use of sugar and plastics in the products.

It sounds like you may have a good case on how to harness influencer marketing to tackle some consumer behaviour in the scenario given. Thank you Kerren, there is certainly some space to address this in the marketing strategy development here. CGe

Becky Maxwell

2020-06-08 15:31:21 UTC

Operational Services Manager, United Lincolnshire Hospitals. Responsible for Out Patient service delivery for Diabetes, Endocrinology and Nephrology Trust Wide with input to IP service delivery also.
To promote our brand of outstanding care personally delivered against the challenge of user confidence in light of our CQC rating.

This is another challenge in the Healthcare sector. Would you say start with the users would be the first step to your brand promotion? Thanks for your contribution Becky. CGe

Cathy Franklin

2020-06-08 20:59:14 UTC

Matron, Neonatal Services, United Lincolnshire Hospitals Trust (ULHT). Responsible for strategic and operational planning of Neonatal services within the Trust.
I am unsure which department has overall responsibility for marketing, but ULHT is striving to re brand itself. As a trust who is currently in financial and quality special measures, it faces challenging times when marketing healthcare services within the county.

A very interesting scenario indeed, thank you for sharing this Cathy, When an organisation does not currently have a marketing team/function, what can you do to deal with this challenge? It would be good to break it down to identify some recommedable measures. CGe

Lee Sirdifield

058013820 — 2020-06-09 18:50:08 UTC

Strategic Director for Transformation and Change
I'm responsible for a range of corporate services, including HR, IT, Customer, Communications, Performance and projects.

Within the communications service we complete marketing activities, although we don't always refer to it in that way. We're conscious of branding and positioning, and complete marketing activities for a range of events and services. 
The marketing goal varies from area to area. We need to be a trusted, valued organisation, so much of the marketing is around what we are doing for our district. However, we also market specific services or initiatives where we're either seeking to influence behaviour or encourage participation.
The biggest challenge is consistency of style, brand and message across a diverse organisation that is serving the needs of the district. This is further complicated through the operation of wholly owned companies that need a separate, but linked brand with some alignment to the reputation of the Council.

Thank you for your contribution Lee. In your position, you are able to gain an overview of the marketing efforts that lead towards the transformation. The marketing mix may well have integrated with the customer mix. The power of people, digital tools, resources, skills, and the mindset are all essential in dealing with the challenge you mentioned. It must be in your interest to observe evolved team structure, workforce with evolved digital skills and evolved mindset. CGe.

Linda Mac Donnell

2020-06-09 22:04:37 UTC

Head of Safeguarding, Lincolnshire County Council (LCC). Responsible for Safeguarding Adults, Emergency Duty Team and the Approved Mental Health Professional (AMHP) service.

We have a communications team within LCC who are responsible for marketing activity.

The biggest marketing goal is ensuring that people are aware of the services we offer and the work we do and maintaining a good reputation and positive relationship with our stakeholders.

The biggest challenge is when funding pressures mean that difficult decisions have to be made about priorities which may be unpopular with stakeholders.

A known situation - public sectors facing funding cuts whilst still have to provide more services to the public - this requires new developments in marketing and organisation seeking fresh ways of marketing actions. The high budget outreach needs to be transformed through using social media and digital communication platforms so the right messages can be sent to the right people through the right channel. Thank you. CGe.

2020-06-10 08:02:07 UTC

Vicky Medlock
Clinical Services Manager for Cancer Services (Haematology, Oncology and Specialist Palliative Care). Jointly responsible with the clinical lead and Matron for the provision of safe, effective and efficient services patients, which includes outpatient and inpatient services for patients across ULHT.

We have a communication and engagement department that works across the differing specialities within the Trust, to promote services and good news stories. This is in line with the Trust vision and values and the commitment to service users https://www.ulh.nhs.uk/patients/our-commitment/.

It is challenging to market some aspects of the services offered due to being in special measures, COVID 19 and shortages of specialist staff.

A very challenging position and working context. Thank you for the contribution Vicky. It was very interesting to hear that you and your team have started to look into using digital video formats to support patients and their families. Marketing concepts and the two frameworks we have already covered can potentially play an important role in shaping this type of communication during the patients' journey. The challenge you mentioned will bring many opportunities for application. CGe.

Lauren Rigby

2020-06-10 08:04:25 UTC

Ward Manager responsible for the running of the ward, the staff, its equipment, budget and care we provide.
I am unsure if we have a dedicated marketing team, we are currently undergoing 'rebranding' which will be the organisations present biggest goal - to lead people to believe in and trust the organisations. This has been difficult over past years due to being in financial special measures and CQC reports.

Finance resources and allocation can be critical impacting the marketing activities. Whilst there are limitations in the finance context, the creativity of the workforce may help to certain extent. The strategic perspective after your exploration of the situation analysis will help to set up the marketing objectives for your ward. It will be good to have conversations with your marketing team and collaborate with them for further actions. CGe.

Our Fika

2020-06-10 11:04:55 UTC

A team work it is! Indeed, 'Content is the King'. Enjoy the reading! The background of the second ice cream can be removed to emphasis the two scoops of the content. :) CGe.

Fika Sally Wood & Co

2020-06-10 11:40:45 UTC

Many thanks Sally. Thanks for the digital artistic work and well used avatars illustrating before and after scenarios. Love the transition and I can definitely see the more confident avatar in the second poster! CGe.

Kari Walker

2020-06-10 15:00:23 UTC

Suma Foods, vegetarian wholesale company.
I am a member of the Board, we set and manage strategy, steering the business to agreed success for the member shareholders.
We do have a marketing department. They focus on end users of Suma branded goods. Our biggest marketing challenge understanding our very broad customer base.

From recognising the customer base, you can start profiling their interest which is an essential stage before targeting them and strengthen your brand. Thank you for the contribution. CGe

Fika work - Kari

2020-06-10 15:08:20 UTC

Here is my collaborative (with my son) effort.
We don't normally have coca cola in our household, but he is very keen to try coca cola. He wants to add baking soda it. He hopes this is what will happen when he does.
I am not familiar with Marketing and hope to test and learn during this module.

This is a really good effort, thanks Kari for sharing it. With every 'big brand' comes with inspiring marketing campaigns and advertising stories - https://econsultancy.com/digital-marketing-campaigns-coca-cola/ you can check this out with your son. Enjoy.

Sally Miller

2020-06-11 19:06:21 UTC

Service Manager, United Lincolnshire Hospitals covering Respiratory, Gastroenterology & Care of the Elderly over two hospital sites - Primarily responsible for outpatinet capacity to ensure the trust's 18week RTT targets and cancer waiting times are met for Upper GI & Lung.

We have a communications team who are responsible for communications and engagement internally and externally - will be really interesting to see how marketing fits in with the NHS.

Marketing can be seen as an interdisciplinary activities in many contexts. There are many types of collaboration that your department might engage with the communication team, providing the suitable training; collaboration on social media platforms; understanding the needs of the service users/patients, etc. An integrated approach will help a more sustainable marketing output which will be beneficial to all those involved. Thank you. CGe.

cge2 — 2020-06-11 20:39:49 UTC

From Rebecca and Cathy

cge2 — 2020-06-11 20:39:55 UTC

From Linda

cge2 — 2020-06-11 20:39:58 UTC

From Andrew

cge2 — 2020-06-11 20:43:47 UTC

From Judith

Sharon Moore

sharonmoore1970 — 2020-06-12 14:24:41 UTC

Theatre Service Manager, United Lincolnshire NHS Trust.
I am currently the Theatre Manager for 12 very busy operating
theatres and deliver high-quality 24-hour care to patients from a range of client groups.

Currently facing the challenge from the Covid-19 pandemic so have adapted our theatre suite to accept Intensive Care patients as well as continuing with urgent operations.

We do have a communications department who we are currently working with to create a picture gallery of staff as we are now not recognisable due to our PPE and we don’t want to frighten patients!

Our biggest marketing goal is recruitment, as with the rurality of the hospitals we struggle to keep our trainees after qualification as they want to work in the exciting hospitals in the big cities.

Thanks Sharon, I am glad that I haven't missed your post. Working in a high-pressure working environment, having a communication team to support the marketing and communication needs is helpful. What a good idea of using photos of staff when all member are covered under PPE. Creation of high quality video and image content as part of the inbound marketing strategy may well be applicable in dealing with the recruitment challenge. Creating contents for candidates; providing them with opportunities to understand the working contexts through digital storytelling could all be part of the recruitment marketing strategy. It would also be good to have consistent 'employer brand' messaging shown on website(s) and social media channels. CGe

Sally Wood, Head of Information, Systems and Performance, managing the Business Information Teams and also Data Protection Officer and Counter Fraud Specialist for Care Plus Group. A Social Enterprise delivering Health and Social Care Services across North East Lincolnshire. Approximately 80% of our delivery is under NHS contract.We have a small marketing section which has recently grown from 1 to 2 staff members. The organisation has grown since its inception in 2011 and now includes 4 wholly owned subsidiaries so marketing is increasingly important. I believe our biggest challenge as an organisation continues to be gaining recognition and understanding for the Social Enterprise sector as a viable, equal and trusted delivery model in the NHS & Social Care Sector.

2020-06-14 12:21:18 UTC