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Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study
Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study
Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study
Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study
Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study
Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study
Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study
Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study
Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study
Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study
Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study
Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study
Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study
Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study
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Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study

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A multi-year hospital marketing campaign achieves awareness and preference goals. Select samples are shared from two comprehensive campaigns.

A multi-year hospital marketing campaign achieves awareness and preference goals. Select samples are shared from two comprehensive campaigns.

Published in: Health & Medicine, Business
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  • 1. Outperforming Goliath: A Marketing Portfolio/Case Study Increasing Awareness and Preference for a Healthcare Organization
  • 2. Objectives: Efficient, Substantial & Effective • Increase awareness and preference in competitive market • Develop flexible campaigns that can apply to a range of services and situations • Create memorable messages with impact • Consistently maintain brand integrity across all mediums
  • 3. Results: Efficient, Substantial & Effective • Outperformed area hospitals despite media budget estimated to be just 25% of largest competitor • Grew top of mind consumer awareness in primary service area (PSA) by 27% from 2006 to 2010 • Exceeded largest competitor in terms of preference by 39% compared to 30% • Grew hospital preference in PSA by 30% from 2009 - 2010
  • 4. Phase 1 Marketing Campaign: 2007 - 2000 BE… Distinguish the hospital by encouraging sophisticated consumers to acquaint themselves with their healthcare providers. Connect emotionally through words and images that they can expect a better patient experience.
  • 5. Be… 2008 Print
  • 6. Be… 2008 Print BE SELECTIVE H ealthc are-as ual m y befinefor other people, but it is for us -us a n’t . P opleintheknowneve ta he lthm rsfor gra d. T a kque e r ke a atte nte hey s stions . T yde de pe T pla a a role A S Mm l, that’sthewa w he lve e r. hey y n ctive . t hore e oria y e likeit. O a om he phys ia a nurs spridethe s lve ine pow ring ur cc plis d ic ns nd e me s m e pa ntsa fa ilym m rsa withinform theyc na on. A r a tie nd m e be like ation a ct fte ll, a S Mm l webe veyou’ree dtothebe c repos ible. B r none. t hore e oria lie ntitle st a s a A we he tom kes youre e it. nd ’re re a ure c ive P opleintheknowc etoS Mm l. S bes le . e om hore e oria o e ctive F aS Mm l phys ia toda ind hore e oria ic n y. Cll 609-65 -4600or vis a 3 it w w hore tors om w .s doc .c Em b racing Excellence
  • 7. Be… 2008 Print
  • 8. Be… Television Ads Click here to view Be Quick – Urgent Care Click here to view Be Strong – Oncology Care Click here to view Be Confident – Spine Care
  • 9. Phase 2 Marketing Campaign: 2010-2011 CARE OF… Showcase the physicians and services of the hospital through compelling storytelling. Capture the essence of the message in a single headline. Convey the warmth and compassion that sets the hospital apart.
  • 10. Care of… 2010 Print
  • 11. Care of… 2010 Print The campaign afforded flexibility to adapt to many unique situations and community events.
  • 12. Care of… Television Ads Click here to view Care of Shore Memorial – Spine Care Click here to view Care of Shore Memorial – Oncology Care Click here to view Care of Shore Memorial – Physician Finder
  • 13. Results Recap • Awareness 27% • Preference 30%
  • 14. Kim Simers, MHA Accomplished healthcare marketing professional with progressive experience in marketing communications, strategic planning, product line development and customer relations. Emphasizes growing business through consultative partnerships, strategic communications and data analysis. Regarded as a highly organized, trustworthy and persuasive leader who has an entrepreneurial spirit and is able to communicate at all levels. Effective steward of multi-million dollar budgets. Achieves results as both a project and team manager. Expertise includes: • • • • • • • • Marketing & Public Relations Business Development & Strategic Planning Crisis Communications & Media Relations Content Marketing & Social Media Physician Relations Product Line Development Brand Management & Market Research Customer Experience & Satisfaction Click here to view Kim Simers’ LinkedIn profile.

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