The Provincia Lombardo Veneta dei Fatebenefratelli (Fatebenefratelli PLV) belongs to a religious Order and operates in the field of healthcare through 11 centers that are based in 5 regions of Northern Italy. The Fatebenefratelli PLV has turned to Digital Dictionary for two main purposes:
- micro level: to face the Coronavirus emergency that has violently hit the Northern Italy with a marketing and communication strategy suitable to a context characterized by lack of proximity.
The Fatebenefratelli PLV did not have a homogeneous digital presence and a unique coordinated identity. As a matter of fact, the Province counted about 11 websites, one for each organization, each one operating autonomously from the team dynamics.
To this was added a total absence of centralized marketing and communication processes as well as support technologies and software.
The digital presence of PLV was neither structured nor oriented to the generation of new leads. Lead acquisition, management and nurturing were therefore impromptu activities, managed mainly offline.
This issue was of particular interest to the vocation component of the Province, which - as a Religious Family made up of only 35 friars in Italy - was looking for new candidates for the vocation journey.
During the Covid-19 emergency, the structures of the Province found themselves in a totally disrupted context: in a short time, the ordinary activity and internal organization were reconverted to respond to a serious contingency. For all activities, including marketing and communication, it was necessary to identify new objectives to ensure business continuity in lack of proximity: Fundraising, Talent Attraction, Engagement and Reputation Management.
Fatebenefratelli PLV has worked together with Digital Dictionary on all fronts, from the definition of a new coordinated image to the setting up of a lead generation strategy, also for the vocation field. To face the serious social and health emergency of the Coronavirus period, a strategy based on conversational marketing was adopted, to establish an active and continuous dialog with internal and external stakeholders, according to the "Think global, Act local" approach, to tackle a global problem without ever losing sight of the individual local communities, especially those most affected in Northern Italy (Lombardy and Piedmont).
Coordinated Image and Tone of Voice
The first step was to formalize mission, vision, and values in a group perspective and then to align the Province’s communication strategy with the needs of external stakeholders, studying the Buyer Personas and the related Journeys.
A coordinated image was then defined for the entire Province, and therefore for all 11 structures. To complete it, a precise Tone of Voice was defined, fundamental for coordinating the communicative style of all the activities put in place, particularly during the pandemic, in which it was decided to maintain a comforting tone, based on a strong sense of responsibility.
New and Unique Website
After having mapped all the digital channels and touchpoints used by Fatebenefratelli PLV, a new single website was created on HubSpot, where all the structures of Northern Italy, training centers, scientific research, Vocation Ministry, social and voluntary initiatives and the new blog of the Province, where the narrative medicine strand is also covered for educational purposes and in support of patient empowerment.
Multi-target Lead Generation Strategy
Redefining its digital presence also meant planning a lead generation strategy, designing a conversion-oriented website and blog for each area of interest (health, scientific, religious and social). Many conversion points were then strategically placed within the website, with the aim of creating a centralized CRM and attracting interested visitors to be converted into potential leads, to which direct personalized communications could then be directed in line with their needs.
Particular attention was paid to the vocation area, which represents an important strategic objective for the Fatebenefratelli, a Hospitaller Order but first of all a Religious Family.
Inbound Marketing and Storytelling
In just a few hours the Covid-19 emergency disrupted the ordinary activities of the Province: how was it possible to support a Hospitaller Order in defining an effective marketing and communication strategy in lack of proximity? The choice was to deploy all available resources, identifying new objectives in line with the contextual needs of the Province and its stakeholders: Fundraising, Talent Attraction, Engagement and Reputation Management.
FUNDRAISING AND TALENT ATTRACTION
A donation-based fundraiser was planned to support healthcare facilities in the urgent and sudden supply of medical and protective equipment. To support the fundraising campaign and talent attraction, the following were activated:
ENGAGEMENT AND REPUTATION MANAGEMENT
In order to facilitate the involvement of the external target and the alignment of the internal target, several strategic actions were put in place:
Number of Sessions and Contacts Generated
Below are the sessions and leads obtained since the new website went online in May 2019. There is no comparison data with the leads generated in 2018, as there was no lead generation strategy!
How Did You Learn About the Province?
Analyzing the answers provided through forms, more than 50% of the users became aware of the Order and its structures thanks to the new digital presence built from May 2019.
FOCUS 1 - PASTORAL MINISTRY FOR VOCATIONS
In just one year of activity, and without any sponsorship, the BOFU forms related to the Vocations Ministry to get in touch with the Religious Family were filled in over 100 times. Even more satisfying is knowing that 6 of these contacts have become part of the European Novitiate, initiating a vocation journey.
FOCUS 2 - ACTIVITY DURING CORONAVIRUS EMERGENCY
Donations and Fundraising
Over 4,000 donors contributed to the fundraising and over 2.7 million euros were raised in just two months to support the Province’s structures. Morover, to face the health emergency, forms and pop-up forms were activated on the website to collect spontaneous applications, useful to support medical staff and not only in the Province Facilities.
"Thank you Wall" - Submission
A successful initiative was the "Thank you Wall", a Landing Page built internally at HubSpot to thank all the employees and professionals at the forefront of the Order’s structures. Over 750 submissions clogged our mailboxes and, as a result, the mailboxes of doctors, nurses and PLV social workers.