Leverage Current Events To Promote Your Health Care Organization’s Offerings
When the movie Wonder was released in fall 2017, sharing the fictional story of a fifth-grader named Auggie coping with a facial difference called Treacher Collins syndrome (TCS), Dayton Children’s Hospital saw this as an exciting opportunity to raise awareness about groundbreaking treatments offered for children with TCS through its own Craniofacial Center.
“We do news tracking and we try to take current events like this and localize them in this way,” explains Stacy Porter, public relations manager for Dayton Children’s in Dayton, Ohio. In fact, as an independent hospital sandwiched between two larger-scale academic health systems, Dayton’s marketing staff must be nimble to find — and respond — to whatever viable opportunities come their way.
Porter says that such chances to be involved in national conversations are a valuable way for Dayton Children’s to get more name recognition locally, as well to extend its reach beyond the service area and let people know about the experts performing innovative treatments right in Dayton.
“We recently took a look at what our differentiator is, and we realized it’s that we are focused on the children. Everything we do revolves around the children. That is our brand and we say it in the marketing department but also live it, too, through everything we do,” Porter says.
Read the full article now and learn more, including how Dayton Children’s strong focus on brand, and on putting children first, has also proven to be a very effective recruiting tool:
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