marketing your marketing
TRANSCRIPT
- 1.Marketing Your Marketing and PR Effort Dan Dunlop NESHCo Webinar Wednesday, April 15
2. Adding a Step to the Process
- Step #1 - Producing and distributing the marketing and PR
- Step #2 (often ignored) - Promoting your marketing efforts within your hospital and within the industry; and then leveraging those industry activities
3. Why is Step #2 Often Ignored?
- This step takes additional time; and who has extra time?
- The to do list is never complete
- Modesty and a distain for self-promotion (interesting for marketers)
- A lack of understanding about what marketing your marketing does for the institution.
- Lack of know-how
4. If you dont market your departments good work, it is not likely that anyone else will. 5. It is time to consider yourself (and your department) a client. Ask yourself how much energy you devote to marketing your department? 6. You Tell Me, Why MarketYour Marketing and PR Efforts?
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7. Who Should We Target When Marketing our Marketing?
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8. How Do You Currently Market Your Marketing and PR Efforts? (Tell us about your best practices.)
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9. The Philosophy
- Many within healthcare organizations do not understand the value or contribution of marketing and public relations
- Much of what we do as marketers goes unseen
- Through our actions, we add stature to the organizations brand
- We bring value to the organization
10. The Philosophy continued
- It is not enough to just produce our marketing products; we need to leverage the end result
- We need to better merchandize our marketing with internal constituents and key stakeholders
- We need to create more value for the marketing function and develop better informed brand ambassadors
11. The Benefits of this Approach
- Enhanced stature and visibility for your organization
- Enhanced stature for the marketing department
- Greater recognition for your department
- These are career-building activities that will build your resume
- Marketing will be more effective with better informed brand ambassadors
12. Youve Created an Ad, Campaign, Commercial, or some other Product. Whats Next?
- Several Steps to the process:
- Do the initial work
- Tell stakeholders youve done the work
- Solicit recognition for the work
- Celebrate and market recognition/results with stakeholder and constituents
13. Rollout the Work Internally
- Departmental rollout kits
- Campaign launch parties
- TV commercials on TV monitors
- Ads framed in departments
- Campaigns/ads featured in newsletters
- Posters throughout the hospital
- Email blast to managers/employees
- Presentation to department heads
- PDFs of press releases and online hits
- What else?
14. Merchandizing Your Work Internally 15. Merchandizing Your Work Internally 16. Tell Your Story within the Industry & Build Brand Stature (And do some career building while youre at it!)
- Pitching/submitting your campaigns
- Writing articles or expert columns
- White papers
- Blogging
- Presenting at Conferences
- Hosting roundtable discussions or webinars
- Judging industry awards competitions
- Winning industry awards competitions
17. Getting Your Work Profiled in National Publications
- Get to know the editors through their work
- Build relationships with editors
- Become a resource
- Enter national awards competitions
- Work far ahead
- Work two or three story ideas at a time
18. Healthcare Marketing Report
- Richard Cohen, editor
- Two options: guest column or story pitch
- Pays attention to what wins Healthcare Advertising Awards
- Likes advertising
- Cohen03 @ bellsouth.net
19. Healthcare Marketing Report 20. Healthcare Advertising Review
- Kandace McLaughlin, Editor
- kmclaughlin @ healthleadersmedia.com
- 781-639-1872 ext. 3335
- Likes integrated campaign stories
- Extensive 4 to 7 page color profiles
- Submission form (fax)
21. Healthcare Advertising Review 22. HealthLeaders Media Marketing Weekly
- Weekly eZine
- Very brief story
- Kandace McLaughlin & Gienna Shaw, editors
23. HealthLeaders Media
- Publications covering a range of topics
- H ealthLeadersmagazine, Gienna Shaw, editor
- www.healthleadersmedia.com
- HealthLeaders Media Community & Rural Hospital Weekly (eNewsletter)
- HealthLeaders Media Marketing Weekly (eNewsletter), Kandace McLaughlin & Gienna Shaw, editors
- QualityLeaders - weekly eNewsletter; Maureen Larkin, editor
- Also do a ton of Webinars
24. Marketing Health Services
- Bill Gombeski, editor
- Bill.gombeski @ uky.edu
- American Marketing Association publication
- Focuses on emerging issues
- Like to have measurable results
- Feature articles 3,500 words; columns 1,600
- Writers guideline online
25. SpectrumNewsletter
- SHSMD publication, bi-monthly
- Invites article submissions
- Two color publication
- 1,000 to 1,500 words preferred
- Karen Porter, managing editor
- 312-422-4579 orkporter @ aha.org
- Typical submission deadline: July 1 for September/October issue
26. Marketing Healthcare Today
- Campaign Submission form online
- www.MHTmagazine.com
- Look for unique healthcare marketing projects / campaigns
- Melinda Lucas, Executive Editor
- Randy Lucas, Publisher
27. Marketing Healthcare Today 28. Healthcare Strategy Alert
- Published by Forum for Healthcare Strategists
- Send submissions to[email_address]
- Editor Debbie Reczynski - [email_address]
- www.healthcarestrategy.com
29. Get Publicity, Then Leverage It!
- Getting the initial media hit is just the first step. The real value comes in leveraging the coverage.
- Target key constituents and stakeholders
30. Get Publicity, Then Leverage It!
- Tactics for leveraging publicity:
- PDFs of coverage/articles emailed to internal constituents and stakeholders
- Articles in internal newsletters
- Press releases to local media (Hospital X Ad Campaign Profiled in National Publication)
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- And post press release on your website
- Frame articles and display with pride
- PDFs of articles for download on Intranet and Website
- Include in annual marketing year in review
- What else?
31. Get Publicity, Then Leverage It! 32. White Papers
- Great use of unpublished articles
- Share with internal audiences
- Post on website
- Share with industry colleagues
- Distribute at roundtables
- Fodder for future articles
33. Winnings Awards For Your Work
- Why enter awards competitions?
- Which awards? Developing an awards strategy
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- Industry specific?
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- National, local, regional?
- Beyond winning. Leveraging results.
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- Press release
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- Internal communication
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- Internal merchandizing
34. How to Win Awards
- Experience is the best teacher
- Enter the right competitions
- Enter the right work
- Enter the right category
- Review past winners
- Write winning entries
- Pay attention to the submission guidelines
35. Healthcare Advertising Awards
- Presented byHealthcare Marketing Report
- 25 years
- February early Deadline
- Numerous hospital and health system categories
- $40 entry fee, $75 campaigns
- www.hmrpublicationsgroup.com
- Should you enter?
36. Aster Awards
- Marketing Healthcare Todaymagazine
- Healthcare specific
- Categories for hospital sizes
- Late February deadline
- $45 single entry, $70 campaign or series
- No case studies required
- www.asterawards.com
- Should you enter?
37. HealthLeaders Marketing Awards
- May submission
- $195 per entry
- Categories by hospital size
- www.healthleadersmarketingawards.com/about.cfm
- Should you enter?
38. National Health Information Awards
- Presented by the Health information Resource Center
- End of April deadline
- Hospital/Health Care System division
- Patient education and consumer decision-making classifications
- $49 to $69 per entry
- www.healthawards.com
- Should you enter?
39. Your Local SHSMD Affiliate
- IN NC & SC it is CHPRMS and the Wallie and Silver Tusk Awards
- Compete against regional peer institutions
- Get recognition within the region or state
- Sometimes harder to win than national awards
40. eHealthcare Leadership Awards
- Presented byeHealthcare Strategy & Trends
- Healthcare specific
- June deadline
- Numerous healthcare categories
- $70 per entry (hospitals)
- Best site design, best interactive site, best health content, best newsroom, best web 2.0, etc.
- www.strategichealthcare.com/awards
41. The Global Awards
- Healthcare specific
- The Worlds Best Work in Healthcare Communications
- An International Awards Group Competition
- Definitely international
- May deadline - early entry
- $295 single entry, $495 campaign, $645 integrated
- www.theglobalawards.com
- Should you enter?
42. SIAA
- Service Industry Advertising Awards
- Hospital and health system categories
- TV, newspaper, radio, magazine, PR campaign, new media, etc.
- November early deadline
- $40 single, $70 campaign
- www.siaawards.com
- Should you enter?
43. Telly Awards
- Highly respected, 30 years
- Television and video focus
- Categories include Health & Wellness, Hospitals under 200 beds, Hospitals over 200 beds and Not-for-Profit
- Entries do not compete against each other
- December early registration
- $60 single entry, $150 campaign
- www.tellyawards.com
44. The Davey Awards
- Presented by the International Academy of Visual Arts
- Includes print, commercials, video, online marketing, radio, etc.
- August 1 entry deadline
- $85 single, $150 campaign, $260 integrated mixed media campaign
- A competition for smaller firms: agencies under $20 million
- Categories include Healthcare, Hospitals, Green/Eco-Friendly
- www.daveyawards.com
45. National Mature Media Awards
- Presented by the Mature Market Resource Center
- Sponsored by the National Association of Area Agencies on Aging
- Primary target must be a 50+ audience
- Healthcare specific categories
- Entries begin in February
- www.seniorawards.com
46. Videographer Awards
- Judged by the Association of Marketing & Communication Professionals
- Focus on TV and video
- Entries not judged against each other
- Hospital and physician categories
- May deadline; $75 entry fee
- www. videoawards .com
47. The Communicator Awards
- Sanctioned by the International Academy of Visual Arts
- $60 single entry, $135 campaign
- November deadline
- Categories include Health & Wellness, Hospitals under 200 beds, Hospitals over 200 beds
- Wide array of categories including interactive, audio, video and print
- November deadline
- www.communicatorawards.com
48. Marcom Awards
- Presented by the Association of Marketing & Communication Professionals
- No healthcare of hospital category
- 221 marketing categories
- $60 single, $100 campaign
- Deadline September
- www.marcomawards.com
49. Hermes Creative Awards
- Presented by the Association of Marketing & Communication Professionals
- No healthcare category
- Late April deadline
- Scored entries
- $50 single, $100 campaign
- www.hermesawards.com
50. Ava Awards
- Related to MarCom Awards
- Association of Marketing & Communications Professionals
- International
- Audi-Visual production
- October deadline
- $60 per entry
- Healthcare and Hospital categories
- www.avaawards.com
51. The Mobius Awards
- Founded in 1971
- Originally the US Television Commercials Festival
- Now included radio, print and package design
- Healthcare categories include hospitals, medical offices, rehab facilities, assisted living and surgery centers
- Entry deadline October 1
- www.mobiusawards.com
52. American Business Awards
- The Stevies
- End of March deadline
- No healthcare category
- www.stevieawards.com
53. The Stevies for Women in Business
- The Stevies for Women in Business
- End of August deadline
- No healthcare category
- www.stevieawards.com/women
54. The Blingy Awards
- Excellence in TV, Video, Film Web & Multimedia
- August deadline
- $50 single entry, $130 per campaign
- Health & Wellness, Hospital,Healthcare (non-hospital) categories
- www.blingyawards.com
55. The Gracies
- American Women in Radio & Television
- Entries must be for women, by women
- Commercials of interest to women and families
- Public affairs programs, commercials, news feature, public service announcement
- $175 to $195 per entry
- www.awrt.org
56. Mercury Excellence Awards
- PR Awards
- Some healthcare categories
- $220 or $260 per entry
- November deadline
- Each entry judged on its own merits
- www.mercommawards.com
57. PR People Awards
- Presented byPR News
- Prepare a two to three page synopsis
- June deadline
- Opportunity to recognize PR professionals on your team
- www.prnewsonline.com
58. PR News CSR Awards
- Corporate Social Responsibility Awards
- Presented byPR News
- November deadline
- Categories include employee relations, environmental stewardship, green PR campaign, media relations, and cause branding campaign
- www.prnewsonline.com
59. More Awards to Learn About Online
- Clio Awards - Very competitive -www.clioawards.com
- Effie Awards - Very competitive -www.effieawards.com
- Communication Arts Awards -www.commarts.com/competition
- Creative Media Awards -www.mediapost.com/cma
- Mobius Awards -www.mobiusawards.com
- Summit Creative Awards -www.summitawards.com
- Ava Awards -www.avaawards.com
- Platinum PR Awards -www.prnewsonline.com
- Non-Profit PR Awards -www.prnewsonline.com
- Apex Awards - Health categories -www.apexawards.com
- The Stevies - American Business Awards
- The Blingys -www.blingyawards.com
60. Platinum PR Awards
- Presented byPR News
- No healthcare categories
- May deadline
- $290 per entry
- www.prnewsonline.com
61. Non-Profit PR Awards
- Presented byPR News
- Appropriate for foundations
- September deadline
- Entry fee $260
- www.prnewsonline.com
62. Apex Awards for Publication Excellence
- Presented by the editors ofWriting That Works
- Focus on publications and writing
- Categories for health, fitness and medical publications
- $89 per entry
- March deadline
- www.apexawards.com
63. Summit Creative Awards
- Summit International Awards
- For companies with billings under $30 million
- No healthcare breakout
- January entry deadline
- TV commercials by production cost
- $65 for most entries, $85 PR program
- www.summitawards.com
64. The W3 Awards
- Presented by the International Academy of the Visual Arts
- Websites, web advertising and web video
- Health and health care services categories
- June deadline; $95 per entry
- www.w3award.com
65. The Webby Awards
- International Academy of Digital Arts and Sciences
- Websites, interactive advertising, online video and mobile web
- Very competitive
- Health category
- November early deadline
- Website entry fee $275
- www.webbyawards.com
66. IN-AWE Awards
- Healthcare Communication & Marketing Association
- $150 - $200 per entry
- Patient Education & Consumer categories
- www. theHCMA.org
67. AME Awards AdvertisingMarketing Effectiveness
- $645 per campaign
- May entry
- Campaign Brief - video or written summary
- Healthcare Services category
- www.ameawards.com
68. CLIO Awards
- One of the worlds top advertising competitions
- Radio, TV, print, outdoor, interactive
- Very competitive
- Clio Festival in May
- www.clioawards.com
69. Local ADDY Awards
- American Advertising Federation
- 210 local clubs
- No healthcare category
- Three steps to competition: local, regional, national
- www.aaf.org
70. Communication Arts
- Communication Artsmagazine
- Winners appear in the November issue
- No healthcare category
- June entry
- Integrated Campaign - $250 entry; single TV $90
- www.commarts.com/competition
71. Creative Media Awards
- Media Magazine
- For creative use of media
- $349 entry fee per campaign
- Entry must include a brief
- About creativity and the big idea
- Enter July - August
- www.mediapost.com/cma
72. Effie Awards
- Requires extensive written case studies
- www.effie.org
73. Merchandize Your Victories
- Press release - post on your website
- Articles in internal publications
- Display awards - frame certificates
- Copies of awards for internal clients
- PDFs of press hits
- Others?
74. Merchandize Your Victories 75. Merchandize Your Victories 76. Merchandize Your Victories 77. Judging Awards Competitions
- Usually submission forms online
- Remember to leverage this!
- HealthLeaders Media[email_address]
78. Presenting at Conferences
- What conferences to consider?
- Start with regional opportunities
- Roundtables and panels
- Then conferences outside your region
- Move up to national conferences
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- SHSMD
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- AAMC
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- Forum on Customer Based Marketing Strategies
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- Specialty conferences
- Plan ahead!
- Have more than one presentation idea
79. Leverage Your Participation in Industry Conferences
- Press release to announce your participation; post online
- Present to your staff
- Small feature in internal publication
- Include in annual marketing recap
- Whats an annual marketing recap?
80. Leverage Your Participation in Industry Conferences 81. Other Types of Industry Involvement
- Serve on boards of related organizations (Ad Club, for example)
- Maintain or participate in online marketing blogs/communities
- Participate in webinars
- Others?
82. Its Hard Work - And Worth Every Minute Of It.
- Promote your work internally.
- Enter and win awards. Then leverage.
- Judge awards competitions.
- Get your work published. Then leverage.
- Present at industry conferences. Then
- Do an annual marketing year-in-review.
- Write an annual departmental marketing plan.
- Repeat.
83. Contact Information
- Dan Dunlop, Jennings President & CEO
- [email_address]
- Blog (Online healthcare marketing community):www.healthcaremarketing.ning.com