Profiles in healthcare communications最新文献

Wisconsin's largest healthcare system has 41 clinics throughout the state and offers a variety of services, from women's health to oncology. Maintaining a consistent brand message in a large organization with so many product lines requires constant marketing to ensure consumer awareness. To that end, Marshfield Clinic recently launched an effort to revitalize its brand and spread its message, through television spots, print ads, and billboards.

For years, the North Texas Hospital for Children at Medical City in Dallas struggled with its brand awareness. It's long-winded name was largely unknown among the city's 1.2 million residents. The hospital needed a new name and it needed one fast. The year 2005 proved to be both a burden and an opportunity for the 311-bed pediatric hospital. It survived a legal battle with a local competitor for the right to use the word "children's" in its name, created a new identity, and launched a three-year branding initiative to introduce its new name: Medical City Children's Hospital.

Maintaining an online presence and more effectively executing Web-based marketing strategies can help you better target consumers and increase brand recognition, says Eric Anderson, director of agency services at interactive marketing agency White Horse in Portland, OR. With consumers heading to the Internet for health information now more than ever, it's in your best interest to not only have a well-designed, user-friendly Web site, but also to take advantage of the Internet's capabilities with blogs and microsites.

Saint Joseph HealthCare in Lexington, KY, is a three-hospital health system comprised of more than 650 beds serving the state's central and eastern regions. As a leading provider in cardiology, orthopedics, and stroke, it was recognized in 2006 as a top hospital in the nation by U.S. News and World Report.

Children's Hospital & Research Center of Oakland, CA, launched a TV campaign focusing on athletic children to promote its excellent pediatric care. The TV campaign is also featured on the hospital's Web site. There are also five 15-second spots that offer parents handy tips on how to deal with injuries faced by an athletic child.

LifeBridge Health developed and implemented an awareness campaign to generate buzz about the breast cancer services at the Alvin & Lois Lapidus Cancer Institute of LifeBridge Health and the Herman & Walter Samuelson Breast Cancer Care Center at Northwest Hospital Center. With the help of talented local breast cancer survivors, celebrities, fashion designers, and artists, LifeBridge Health created a campaign, including an interactive Web site, public relations outreach, and a unique event in October 2006 that featured a collection of hand-made decorated bras.

Through using the Web, TV, radio, and print advertisements, The Hospital of Central Connecticut announced in October 2006 its new name and the merger of two hospitals: New Britain General Hospital and Bradley Memorial Hospital. A campaign consisting of TV and radio ads was created to promote the merger. The ads are also featured on the hospital's Web site.

Four years ago, Nick Jacobs didn't know what the term "blogging" meant. As the president and CEO of the Windber (PA) Research Institute and the Windber Medical Center, that's not surprising. But this not-so-typical hospital president changed all that by launching his own blog three years ago and putting his small, 82-bed facility on the map.

HoMedics, a home healthcare and wellness company in Commerce Township, MI, had a problem. As a leading manufacturer of personal wellness and home healthcare products, its product line was constantly evolving with new and innovative technological advances. But with so many rapid changes, HoMedics had trouble educating the media about its new product lines quickly enough. The solution? A multiphase public relations campaign.

GetWell:)Network, a Bethesda, MD-based interactive patient care provider, had the right tool. What it didn't have was the means to get the word out about that tool. So in September 2006, the provider tapped Waltham, MA-based healthcare public relations agency Schwartz Communications to design and execute a national media relations campaign about the PatientLife:)System, GetWell's interactive educational bedside tool.