outperforming goliath: a healthcare marketing portfolio/case study
DESCRIPTION
A multi-year hospital marketing campaign achieves awareness and preference goals. Select samples are shared from two comprehensive campaigns.TRANSCRIPT
![Page 1: Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study](https://reader036.vdocuments.site/reader036/viewer/2022081404/559b52b11a28ab954e8b4731/html5/thumbnails/1.jpg)
Outperforming Goliath: A Marketing Portfolio/Case Study
Increasing Awareness and Preference for a Healthcare Organization
![Page 2: Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study](https://reader036.vdocuments.site/reader036/viewer/2022081404/559b52b11a28ab954e8b4731/html5/thumbnails/2.jpg)
Objectives: Efficient, Substantial & Effective
• Increase awareness and preference in competitive market
• Develop flexible campaigns that can apply to a range of services and situations
• Create memorable messages with impact
• Consistently maintain brand integrity across all mediums
![Page 3: Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study](https://reader036.vdocuments.site/reader036/viewer/2022081404/559b52b11a28ab954e8b4731/html5/thumbnails/3.jpg)
Results: Efficient, Substantial & Effective
• Outperformed area hospitals despite media budget estimated to be just 25% of largest competitor
• Grew top of mind consumer awareness in primary service area (PSA) by 27% from 2006 to 2010
• Exceeded largest competitor in terms of preference by 39% compared to 30%
• Grew hospital preference in PSA by 30% from 2009 - 2010
![Page 4: Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study](https://reader036.vdocuments.site/reader036/viewer/2022081404/559b52b11a28ab954e8b4731/html5/thumbnails/4.jpg)
BE…Phase 1 Marketing Campaign: 2007 - 2000
Distinguish the hospital by encouraging sophisticated consumers to acquaint themselves with their healthcare providers. Connect emotionally through words and images that they can expect a better patient experience.
![Page 5: Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study](https://reader036.vdocuments.site/reader036/viewer/2022081404/559b52b11a28ab954e8b4731/html5/thumbnails/5.jpg)
Be… 2008 Print
![Page 6: Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study](https://reader036.vdocuments.site/reader036/viewer/2022081404/559b52b11a28ab954e8b4731/html5/thumbnails/6.jpg)
Be… 2008 Print
BE SELECTIVE
Healthcare-as-usual may be fine for other people, but it isn’t for us.
People in the know never take health matters for granted. They ask questions.
They delve deeper. They play an active role. At Shore Memorial, that’s the way we
like it. Our accomplished physicians and nurses pride themselves in empowering
patients and family members alike with information they can act on. After all,
at Shore Memorial we believe you’re entitled to the best care possible. Bar none.
And we’re here to make sure you receive it.
People in the know come to Shore Memorial. So be selective.
Find a Shore Memorial physician today.
Call 609-653-4600 or visit
www.shoredoctors.com
Embracing Excellence
![Page 7: Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study](https://reader036.vdocuments.site/reader036/viewer/2022081404/559b52b11a28ab954e8b4731/html5/thumbnails/7.jpg)
Be… 2008 Print
![Page 8: Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study](https://reader036.vdocuments.site/reader036/viewer/2022081404/559b52b11a28ab954e8b4731/html5/thumbnails/8.jpg)
Be… Television Ads
Click here to view Be Quick – Urgent Care
Click here to view Be Strong – Oncology Care
Click here to view Be Confident – Spine Care
![Page 9: Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study](https://reader036.vdocuments.site/reader036/viewer/2022081404/559b52b11a28ab954e8b4731/html5/thumbnails/9.jpg)
CARE OF…Phase 2 Marketing Campaign: 2010-2011
Showcase the physicians and services of the hospital through compelling storytelling. Capture the essence of the message in a single headline. Convey the warmth and compassion that sets the hospital apart.
![Page 10: Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study](https://reader036.vdocuments.site/reader036/viewer/2022081404/559b52b11a28ab954e8b4731/html5/thumbnails/10.jpg)
Care of… 2010 Print
![Page 11: Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study](https://reader036.vdocuments.site/reader036/viewer/2022081404/559b52b11a28ab954e8b4731/html5/thumbnails/11.jpg)
Care of… 2010 Print
The campaign afforded flexibility to adapt to many unique situations and community events.
![Page 12: Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study](https://reader036.vdocuments.site/reader036/viewer/2022081404/559b52b11a28ab954e8b4731/html5/thumbnails/12.jpg)
Care of… Television Ads
Click here to view Care of Shore Memorial – Spine Care
Click here to view Care of Shore Memorial – Oncology Care
Click here to view Care of Shore Memorial – Physician Finder
![Page 13: Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study](https://reader036.vdocuments.site/reader036/viewer/2022081404/559b52b11a28ab954e8b4731/html5/thumbnails/13.jpg)
Results Recap
• Awareness
• Preference
27%
30%
![Page 14: Outperforming Goliath: A Healthcare Marketing Portfolio/Case Study](https://reader036.vdocuments.site/reader036/viewer/2022081404/559b52b11a28ab954e8b4731/html5/thumbnails/14.jpg)
Kim Simers, MHA
Click here to view Kim Simers’ LinkedIn profile.
Accomplished healthcare marketing professional with progressive experience in marketing communications, strategic planning, product line development and customer relations. Emphasizes growing business through consultative partnerships, strategic communications and data analysis. Regarded as a highly organized, trustworthy and persuasive leader who has an entrepreneurial spirit and is able to communicate at all levels. Effective steward of multi-million dollar budgets. Achieves results as both a project and team manager. Expertise includes:
• Marketing & Public Relations• Business Development & Strategic Planning• Crisis Communications & Media Relations• Content Marketing & Social Media• Physician Relations• Product Line Development• Brand Management & Market Research• Customer Experience & Satisfaction