Case Studies in ER Marketing
Webcast on CD or Webcast On-DemandSponsored by: Healthcare Advertising Review
Presented on October 28, 2008
Improve your hospital's bottom line by effectively marketing your ER
The ER is the front door to your hospital, accounting for a significant amount of admissions. And with about 70% of ER traffic as walk-ins, consumers have time to decide which hospital to choose for their care. If you have the right marketing message, consumers will choose you.
During this 90-minute HealthLeaders Media Webcast, you’ll hear case studies about successful ER campaigns from Catholic Healthcare West, Centennial Medical Plaza, and Nyack Hospital.
No matter the size or resources of your hospital, each case study will give you take-away tips, strategy ideas, lessons, and creative examples, presented by three healthcare marketing professionals who have brought their facilities’ ERs top-of-mind awareness by:
- Better understanding the current marketplace for the ER, and dealing with retail competition
- Anticipating the needs of ER customers
- Developing effective marketing messages to attract the right consumers
- Managing consistent messages and brand image
- Maintaining or growing market share
- Tracking awareness and measuring ROI
- Marketing the ER
- Main reasons for hospital preference
- Operational realities and lessons
- Case Studies: Challenges and Successes
- Small facility case study: Centennial Medical Plaza (Centennial, CO)
- Medium facility case study: Nyack Hospital (Nyack, NY)
- Large facility case study: Catholic Healthcare West
- Standing out from competitors
- Handling new competition, i.e. retail clinics
Paul Szablowski is vice president of marketing, communications, and public relations for Catholic Healthcare West, a system of 41 hospitals and medical centers in California, Arizona, and Nevada. Before joining CHW, Szablowski worked as a consultant where he originated and developed “Expectations Analysis,” a customizable service model designed to assist businesses. Szablowski presents regularly at a variety of association conferences, including the Society for Healthcare Strategy and Market Development and the Health Care Public Relations and Marketing Society of America and has published in Marketing Health Services, Managed Care Quarterly and Healthcare Marketing Report.
Amy Speagle is marketing and public relations director, The Medical Center of Aurora & Centennial Medical Plaza, Denver, CO. Speagle has more than 17 years of marketing experience and has worked in the healthcare, technology, nonprofit, printing, and retail marketing industries. She has won numerous awards for her work and has spoken at industry conferences such as the Healthcare Internet Conference. The campaign Speagle will be presenting increased community awareness and ER volumes for the facility by focusing on humor and a belief that change is good and that healthcare marketing must evolve to effectively reach into the hearts and minds of consumers.
Amy Massimo has been director of public affairs, Nyack Hospital, Nyack, NY since 2006 where she was instrumental in creating the hospital’s physician-based ad campaign "Get to know the doctors who trust Nyack Hospital" which received the 2008 "Big W" Silver Award. Massimo also managed the re-design of Nyack Hospital's web site. Before joining Nyack Hospital, Massimo worked as a planning associate and supervisor of Health Information Resource Center and assistant director of public relations at Pascack Valley Hospital in Westwood, NJ.
WHO SHOULD ATTEND
Hospital marketing manager
VP of marketing
Director of marketing
Director of strategic planning
Strategic planning manager
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.
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