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

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.