Marketing Obstetrics: Strategies for Service Line Campaigns

Marketing Obstetrics: Strategies for Service Line Campaigns

Webcast on CD and Webcast On-Demand

Sponsored by: HealthLeaders Media Marketing Awards

Presented on September 9, 2008

Market your strengths to distinguish your OB service line
Obstetrics is a gateway service line-one that can bring years of downstream revenue. To capture and expand your facility's piece of this diverse market you need to distinguish yourself and market your strengths.

During this 90-minute HealthLeaders Media Webcast, you’ll learn how:

• Crouse Hospital of Syracuse, NY, increased its OB market share by 15%
• the “Caring for Life” campaign at Fort HealthCare in Atkinson, WI, brought the small hospital national attention

Your marketing colleagues share what made these campaigns successful, as well as the techniques and strategies that made them winning campaigns.

The first-hand, real world knowledge provided in this Webcast will leave you with valuable information and advice for promoting your obstetrics services, no matter the size of your organization.

LEARNING OBJECTIVES
Purchase this informative Webcast and learn how to:

• Design a tailored OB campaign to reach different segments of your market and bring measurable results
• Use your strengths to build your OB brand in your service area
• Capture a greater piece of the OB market share
• Identify and use different methods to track results of your OB marketing campaign

PROGRAM AGENDA

1. Obstetrics
   1. A gateway service line
   2. Trends in marketing
   3. Triggers for a successful campaign
2. Case study: Crouse Hospital increases its market share by 15%
   1. Crouse’s position in the marketplace
   2. Campaign
      1. Objectives
      2. Economics
      3. Creative
      4. Chosen mediums
         1. Television
         2. Web landing page
   3. Obstacles
   4. Results
3. Case study: Fort HealthCare’s “Caring for Life”
   1. Promoting a new OB department
      1. High tech updates
      2. Change public perception
   2. Image campaign that includes OB service line
      1. Media selection
      2. Creative
   3. Obstacles
   4. Results
4. Common elements of success, closing advice
5. Q&A

FEATURED SPEAKERS
Bob Allen, vice president of communications and government relations at Crouse Hospital, a 566-bed acute-care hospital in Syracuse, NY, was behind the launch of the “Expect the Best” campaign, which helped the hospital take its market share for obstetrics from 50% to 65%. Allen was the director of communications at the hospital for nine years before being named to his current position. Allen is a member of the Society for Strategy and Healthcare Market Development, the Healthcare Association of New York State’s Communications Committee, and several other Syracuse-area marketing and communications organizations. He has served as a board member for local charities and an advisor to a local television station.

James E. Shulkin, director, planning and market development, Fort HealthCare, Fort Atkinson, WI, where he also serves as chief planning officer. Shulkin was instrumental in the creation of Fort Healthcare’s “Caring for Life” campaign, which not only changed community perception of the health system, but also captured both national and international attention. Shulkin has experience as a hospital administrator at rehabilitation hospitals and has worked as a consultant and marketing manager for a physician practice group. He joined Fort HealthCare in 1999.

Mary Parodo, president, NOISE, Inc. Branding Communications, a Milwaukee branding and strategy firm. Parodo, a 20-year veteran of advertising, marketing, and sales, worked with Fort HealthCare to create the “Caring for Life” campaign.

WHO SHOULD ATTEND?
Anyone who plans and executes marketing campaigns in hospitals and health systems will benefit from this program. This includes leaders and professionals in these roles:

Chief marketing officer
VP of marketing
VP of community relations
Marketing director
Public relations director
Advertising director

INCLUDED IN YOUR MATERIALS PACKET
In addition to the expertise and advice presented during this webcast, you'll also receive a slide presentation of the program materials. These materials are provided with PDF links.

New Purchase Option-- WEBCAST ON-DEMAND
In addition to the regular CD purchase option for HealthLeaders Media Webcasts, we are pleased to offer a new option: Webcast on-demand. When you purchase a Webcast on-demand you will be able to view the program anywhere and anytime by logging into your account on www.HealthLeadersMedia.com.

Publisher :  HealthLeadersMedia
 
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