Subtopics: Case Studies, Channels, Creative, Campaigns, Markets, etc.
by Mark S. Gothberg Why would the City of Hope, a Los Angeles area research and treatment center for cancer, diabetes, and other life-threatening diseases, participate in the 125th Rose Parade on New Year’s Day? For pretty much the same reasons it has been involved in this world-famous parade, held in Pasadena, CA, for the Read More
by Peter Hochstein You know the drill: Effective hospital advertising campaigns should consist of a single idea and a single graphic treatment to produce results with the sheer power of a concept, preferably emotional. Licensed for 760 beds, Wesley Medical Center in Wichita, KS, has taken a decidedly contrary route. Faced with an unusual marketing Read More
by Michele von Dambrowski Not only are Quick Response codes dead, they “should have never lived,” claims Dean Browell, PhD, executive vice president for the social media strategy firm Feedback in Richmond, VA. Browell likens QR codes to the ill-fated CueCat, a cat-shaped code reader that plugged into a computer like a mouse. Wired and Read More
by Cheryl L. Serra Members of the Spirit of Women in Springfield, MA, recently had the opportunity to see and hear humorist and work-life balance expert Juliet Funt, daughter of Allen Funt, host of the 1970s TV show “Candid Camera.” They may also take advantage of a discount on the cost of mini-med school, an Read More
by Peter Hochstein So there it was, a sprawling health care behemoth, at first glance scarcely recognizable as a single entity. It was named Novant Health, created in 1997 by the merger of two North Carolina organizations, Carolina Medicorp and Presbyterian Healthcare, into a single system. Over time, other organizations joined Novant Health until the Read More
by Michele von Dambrowski Everyone knows that mobile is hot, observes Christian Twiste, vice president of interactive services at BlueSpire Strategic Marketing. But what everyone struggles with, including large Internet companies, is how best to address the different ways that people interact with their mobile devices. “A lot of mobile users are either bored, busy, Read More
by Jane Weber Brubaker A helicopter hovers over a concrete embankment, floodwaters rising rapidly around the target of the rescue operation, a black lab, alone and struggling to keep his head above water. “Does everyone matter?” asks the TV commercial. The chopper drops a line and a rescue worker lifts the dog to safety. “Yes” Read More
by Peter Hochstein As hospitals continue to merge or in some cases drop their partners, marketers for those institutions find themselves challenged to explain what’s new and what’s the same about their organizations – even to their own constituencies. It was just such a need that led The Christ Hospital Health Network in Cincinnati to Read More
by Peter Hochstein Yesterday’s irresistible news, the old saw used to go, is today’s bird-cage liner. A few striking advertising campaigns don’t suffer such fates, owing to advertising annuals and industry halls of fame that enshrine some nationally known promotions. But small regional campaigns, even if they do a great job and win awards, are Read More
by Peter Hochstein If you read between the lines of what Wayne Clark says, you might conclude that when he arrived as vice president of community relations and marketing at Legacy Health in 2008, the most prominent local candidate for life support was the system’s branding. Clark commissioned a perception research study for the Portland, Read More
Not too long ago, a keen observer might have compared the facilities that make up Carondelet Health Network in southern Arizona to a group of distant relatives. Closely knit families in their individual environments, they lacked a cohesive image in the larger community. The network’s biggest facilities are three hospitals – one on the east Read More