Marketing Your Marketing

Marketing Your Marketing and PR Effort Dan Dunlop NESHCo Webinar Wednesday, April 15

Adding a Step to the Process
Step #1 - Producing and distributing the marketing and PR
Step #2 (often ignored) - Promoting your marketing efforts within your hospital and within the industry; and then leveraging those industry activities

Why is Step #2 Often Ignored?
This step takes additional time; and who has extra time?
The “to do” list is never complete
Modesty and a distain for self-promotion (interesting for marketers)
A lack of understanding about what “marketing your marketing” does for the institution.
Lack of know-how

If you don’t market your department’s good work, it is not likely that anyone else will.

It is time to consider yourself (and your department) a client. Ask yourself how much energy you devote to marketing your department?

You Tell Me, Why Market Your Marketing and PR Efforts?
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Who Should We Target When Marketing our Marketing?
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How Do You Currently Market Your Marketing and PR Efforts? (Tell us about your best practices.)
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The Philosophy
Many within healthcare organizations do not understand the value or contribution of marketing and public relations
Much of what we do as marketers goes unseen
Through our actions, we add stature to the organization’s brand
We bring value to the organization

The Philosophy continued…
It is not enough to just produce our marketing products; we need to leverage the end result
We need to better merchandize our marketing with internal constituents and key stakeholders
We need to create more value for the marketing function and develop better informed brand ambassadors

The Benefits of this Approach
Enhanced stature and visibility for your organization
Enhanced stature for the marketing department
Greater recognition for your department
These are career-building activities that will build your resume
Marketing will be more effective with better informed brand ambassadors

You’ve Created an Ad, Campaign, Commercial, or some other Product. What’s Next?
Several Steps to the process:
Do the initial work
Tell stakeholders you’ve done the work
Solicit recognition for the work
Celebrate and market recognition/results with stakeholder and constituents

Rollout the Work Internally
Departmental rollout kits
Campaign launch parties
TV commercials on TV monitors
Ads framed in departments
Campaigns/ads featured in newsletters
Posters throughout the hospital
Email blast to managers/employees
Presentation to department heads
PDFs of press releases and online hits
What else?

Merchandizing Your Work Internally

Tell Your Story within the Industry & Build Brand Stature (And do some career building while you’re at it!)
Pitching/submitting your campaigns
Writing articles or expert columns
White papers
Blogging
Presenting at Conferences
Hosting roundtable discussions or webinars
Judging industry awards competitions
Winning industry awards competitions

Getting Your Work Profiled in National Publications
Get to know the editors through their work
Build relationships with editors
Become a resource
Enter national awards competitions
Work far ahead
Work two or three story ideas at a time

Healthcare Marketing Report
Richard Cohen, editor
Two options: guest column or story pitch
Pays attention to what wins Healthcare Advertising Awards
Likes advertising
Cohen03 @ bellsouth.net

Healthcare Marketing Report

Healthcare Advertising Review
Kandace McLaughlin, Editor
kmclaughlin @ healthleadersmedia.com
781-639-1872 ext. 3335
Likes integrated campaign stories
Extensive 4 to 7 page color profiles
Submission form (fax)

Healthcare Advertising Review

HealthLeaders Media Marketing Weekly
Weekly eZine
Very brief story
Kandace McLaughlin & Gienna Shaw, editors

HealthLeaders Media
Publications covering a range of topics
H ealthLeaders magazine, Gienna Shaw, editor
www.healthleadersmedia.com
HealthLeaders Media Community & Rural Hospital Weekly (eNewsletter)
HealthLeaders Media Marketing Weekly (eNewsletter), Kandace McLaughlin & Gienna Shaw, editors
QualityLeaders - weekly eNewsletter; Maureen Larkin, editor
Also do a ton of Webinars

Marketing Health Services
Bill Gombeski, editor
Bill.gombeski @ uky.edu
American Marketing Association publication
Focuses on emerging issues
Like to have measurable results
Feature articles 3,500 words; columns 1,600
Writer’s guideline online

Spectrum Newsletter
SHSMD publication, bi-monthly
Invites article submissions
Two color publication
1,000 to 1,500 words preferred
Karen Porter, managing editor
312-422-4579 or kporter @ aha.org
Typical submission deadline: July 1 for September/October issue

Marketing Healthcare Today
Campaign Submission form online
www.MHTmagazine.com
Look for unique healthcare marketing projects / campaigns
Melinda Lucas, Executive Editor
Randy Lucas, Publisher

Marketing Healthcare Today

Healthcare Strategy Alert
Published by Forum for Healthcare Strategists
Send submissions to [email_address]
Editor Debbie Reczynski - [email_address]
www.healthcarestrategy.com

Get Publicity, Then Leverage It!
Getting the initial media hit is just the first step. The real value comes in leveraging the coverage.
Target key constituents and stakeholders

Tactics for leveraging publicity:
PDFs of coverage/articles emailed to internal constituents and stakeholders
Articles in internal newsletters
Press releases to local media (Hospital X Ad Campaign Profiled in National Publication)
And post press release on your website
Frame articles and display with pride
PDFs of articles for download on Intranet and Website
Include in annual marketing “year in review”
What else?

White Papers
Great use of unpublished articles
Share with internal audiences
Post on website
Share with industry colleagues
Distribute at roundtables
Fodder for future articles

Winnings Awards For Your Work
Why enter awards competitions?
Which awards? Developing an awards strategy
Industry specific?
National, local, regional?
Beyond winning. Leveraging results.
Press release
Internal communication
Internal merchandizing

How to Win Awards
Experience is the best teacher
Enter the right competitions
Enter the right work
Enter the right category
Review past winners
Write winning entries
Pay attention to the submission guidelines

Healthcare Advertising Awards
Presented by Healthcare Marketing Report
25 years
February early Deadline
Numerous hospital and health system categories
$40 entry fee, $75 campaigns
www.hmrpublicationsgroup.com
Should you enter?

Aster Awards
Marketing Healthcare Today magazine
Healthcare specific
Categories for hospital sizes
Late February deadline
$45 single entry, $70 campaign or series
No case studies required
www.asterawards.com
Should you enter?

HealthLeaders Marketing Awards
May submission
$195 per entry
Categories by hospital size
www.healthleadersmarketingawards.com/about.cfm
Should you enter?

National Health Information Awards
Presented by the Health information Resource Center
End of April deadline
Hospital/Health Care System division
Patient education and consumer decision-making classifications
$49 to $69 per entry
www.healthawards.com
Should you enter?

Your Local SHSMD Affiliate
IN NC & SC it is CHPRMS and the Wallie and Silver Tusk Awards
Compete against regional peer institutions
Get recognition within the region or state
Sometimes harder to win than national awards

eHealthcare Leadership Awards
Presented by eHealthcare Strategy & Trends
Healthcare specific
June deadline
Numerous healthcare categories
$70 per entry (hospitals)
Best site design, best interactive site, best health content, best newsroom, best web 2.0, etc.
www.strategichealthcare.com/awards

The Global Awards
Healthcare specific
“ The World’s Best Work in Healthcare Communications”
An International Awards Group Competition
Definitely international
May deadline - early entry
$295 single entry, $495 campaign, $645 integrated
www.theglobalawards.com
Should you enter?

SIAA
Service Industry Advertising Awards
Hospital and health system categories
TV, newspaper, radio, magazine, PR campaign, new media, etc.
November early deadline
$40 single, $70 campaign
www.siaawards.com
Should you enter?

Telly Awards
Highly respected, 30 years
Television and video focus
Categories include Health & Wellness, Hospitals under 200 beds, Hospitals over 200 beds and Not-for-Profit
Entries do not compete against each other
December early registration
$60 single entry, $150 campaign
www.tellyawards.com

The Davey Awards
Presented by the International Academy of Visual Arts
Includes print, commercials, video, online marketing, radio, etc.
August 1 entry deadline
$85 single, $150 campaign, $260 integrated mixed media campaign
A competition for smaller firms: agencies under $20 million
Categories include Healthcare, Hospitals, Green/Eco-Friendly
www.daveyawards.com

National Mature Media Awards
Presented by the Mature Market Resource Center
Sponsored by the National Association of Area Agencies on Aging
Primary target must be a 50+ audience
Healthcare specific categories
Entries begin in February
www.seniorawards.com

Videographer Awards
Judged by the Association of Marketing & Communication Professionals
Focus on TV and video
Entries not judged against each other
Hospital and physician categories
May deadline; $75 entry fee
www. videoawards .com

The Communicator Awards
Sanctioned by the International Academy of Visual Arts
$60 single entry, $135 campaign
November deadline
Categories include Health & Wellness, Hospitals under 200 beds, Hospitals over 200 beds
Wide array of categories including interactive, audio, video and print
November deadline
www.communicatorawards.com

Marcom Awards
Presented by the Association of Marketing & Communication Professionals
No healthcare of hospital category
221 marketing categories
Deadline September
www.marcomawards.com

Hermes Creative Awards
Presented by the Association of Marketing & Communication Professionals
No healthcare category
Late April deadline
Scored entries
www.hermesawards.com

Ava Awards
Related to MarCom Awards
Association of Marketing & Communications Professionals
International
Audi-Visual production
October deadline
$60 per entry
Healthcare and Hospital categories
www.avaawards.com

The Mobius Awards
Founded in 1971
Originally the US Television Commercials Festival
Now included radio, print and package design
Healthcare categories include hospitals, medical offices, rehab facilities, assisted living and surgery centers
Entry deadline October 1
www.mobiusawards.com

American Business Awards
The Stevies
End of March deadline
www.stevieawards.com

The Stevies for Women in Business
The Stevies for Women in Business
End of August deadline
www.stevieawards.com/women

The Blingy Awards
Excellence in TV, Video, Film Web & Multimedia
August deadline
$50 single entry, $130 per campaign
Health & Wellness, Hospital,Healthcare (non-hospital) categories
www.blingyawards.com

The Gracies
American Women in Radio & Television
Entries must be for women, by women
Commercials of interest to women and families
Public affairs programs, commercials, news feature, public service announcement
$175 to $195 per entry
www.awrt.org

Mercury Excellence Awards
PR Awards
Some healthcare categories
$220 or $260 per entry
November deadline
Each entry judged on its own merits
www.mercommawards.com

PR People Awards
Presented by PR News
Prepare a two to three page synopsis
June deadline
Opportunity to recognize PR professionals on your team
www.prnewsonline.com

PR News CSR Awards
Corporate Social Responsibility Awards
November deadline
Categories include employee relations, environmental stewardship, green PR campaign, media relations, and cause branding campaign

More Awards to Learn About Online
Clio Awards - Very competitive - www.clioawards.com
Effie Awards - Very competitive - www.effieawards.com
Communication Arts Awards - www.commarts.com/competition
Creative Media Awards - www.mediapost.com/cma
Mobius Awards - www.mobiusawards.com
Summit Creative Awards - www.summitawards.com
Ava Awards - www.avaawards.com
Platinum PR Awards - www.prnewsonline.com
Non-Profit PR Awards - www.prnewsonline.com
Apex Awards - Health categories - www.apexawards.com
The Stevies - American Business Awards
The Blingys - www.blingyawards.com

Platinum PR Awards
No healthcare categories
May deadline
$290 per entry

Non-Profit PR Awards
Appropriate for foundations
September deadline
Entry fee $260

Apex Awards for Publication Excellence
Presented by the editors of Writing That Works
Focus on publications and writing
Categories for health, fitness and medical publications
$89 per entry
March deadline
www.apexawards.com

Summit Creative Awards
Summit International Awards
For companies with billings under $30 million
No healthcare breakout
January entry deadline
TV commercials by production cost
$65 for most entries, $85 PR program
www.summitawards.com

The W3 Awards
Presented by the International Academy of the Visual Arts
Websites, web advertising and web video
Health and health care services categories
June deadline; $95 per entry
www.w3award.com

The Webby Awards
International Academy of Digital Arts and Sciences
Websites, interactive advertising, online video and mobile web
Very competitive
Health category
November early deadline
Website entry fee $275
www.webbyawards.com

IN-AWE Awards
Healthcare Communication & Marketing Association
$150 - $200 per entry
Patient Education & Consumer categories
www. theHCMA.org

AME Awards Advertising Marketing Effectiveness
$645 per campaign
May entry
Campaign Brief - video or written summary
Healthcare Services category
www.ameawards.com

CLIO Awards
One of the world’s top advertising competitions
Radio, TV, print, outdoor, interactive
Very competitive
Clio Festival in May
www.clioawards.com

Local ADDY Awards
American Advertising Federation
210 local clubs
Three steps to competition: local, regional, national
www.aaf.org

Communication Arts
Communication Arts magazine
Winners appear in the November issue
June entry
Integrated Campaign - $250 entry; single TV $90
www.commarts.com/competition

Creative Media Awards
Media Magazine
For creative use of media
$349 entry fee per campaign
Entry must include a brief
About creativity and the big idea
Enter July - August
www.mediapost.com/cma

Effie Awards
Requires extensive written case studies
www.effie.org

Merchandize Your Victories
Press release - post on your website
Articles in internal publications
Display awards - frame certificates
Copies of awards for internal clients
PDFs of press hits
Others?

Merchandize Your Victories

Judging Awards Competitions
Usually submission forms online
Remember to leverage this!
HealthLeaders Media [email_address]

Presenting at Conferences
What conferences to consider?
Start with regional opportunities
Roundtables and panels
Then conferences outside your region
Move up to national conferences
SHSMD
AAMC
Forum on Customer Based Marketing Strategies
Specialty conferences
Plan ahead!
Have more than one presentation idea

Leverage Your Participation in Industry Conferences
Press release to announce your participation; post online
Present to your staff
Small feature in internal publication
Include in annual marketing recap
What’s an annual marketing recap?

Leverage Your Participation in Industry Conferences

Other Types of Industry Involvement
Serve on boards of related organizations (Ad Club, for example)
Maintain or participate in online marketing blogs/communities
Participate in webinars
Others?

It’s Hard Work - And Worth Every Minute Of It.
Promote your work internally.
Enter and win awards. Then leverage.
Judge awards competitions.
Get your work published. Then leverage.
Present at industry conferences. Then…
Do an annual marketing year-in-review.
Write an annual departmental marketing plan.
Repeat.

Contact Information
Dan Dunlop, Jennings President & CEO
[email_address]
Blog (Online healthcare marketing community): www.healthcaremarketing.ning.com

Marketing Your Marketing

by Jennings (Dan Dunlop) on Feb 16, 2010

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Marketing Your Marketing — Presentation Transcript