Getting Creative Approved
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“That’s perfect, but the CEO will never go for it.”
Gail MyersThe Health Alliance of Greater Cincinnati
Cincinnati, OH
Kris Laufer Ten Adams Healthcare Marketing
Evansville, IN
Getting Great Creative Approved
PRESENTERS
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Learning Objectives
• Learn how to develop a case to support your leading edge campaign.
• Learn how to sell your ideas to senior leadership.
• Understand the risks versus rewards of spearheading innovative thinking.
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Help or Hindrance
Who supports and actively strives for great creative and who are the obstacles?
• Hospital Marketing Staff • The Agency • CEOs, CFOs and Doctors… Oh My!
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Hospital Marketing Staff
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The Agency
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CEOs, CFOs and Doctors…OH MY!
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What is “Great” Creative?
Cool vs. Strategic• Creative for creative’s sake• Strategic doesn’t mean boring
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What is “Great” Creative?
Thinking Differently• Zig vs. Zag• Brand Positioning:
Embracing difference
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Building Your Case
Objectives• Establishing a baseline• Defining success• Embracing accountability
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Building Your Case
Target Audience• Who is the health care consumer• Your market's demographics• Service line considerations
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Building Your Case
Competition• Brand position• Messaging• Media mix
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Building Your Case
Differentiation• Avoiding the herd mentality• Selling your brand position
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Making the Presentation: Before, During & After
Decision Makers• Players• Agendas• Power vs. Influence
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Making the Presentation: Before, During & After
Format/Environment• Laying the groundwork• Group size• Style and substance
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Making the Presentation: Before, During & After
Role of the Agency• Partner• Silent partner• Fall guy
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Making the Presentation: Before, During & After
Feedback Loop• Formal or informal• Approval
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Case Study: The Spine Institute
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Embracing the ChallengeSituation Overview
• No Business Plan• Competition announced new facility• Competing with own doctors • Referral-based service• Not bricks and mortar• Administrators not the target audience
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Embracing the ChallengeObjectives
• Establish relationships with referral sources
• Position The Christ Hospital as a comprehensive spine treatment center
• Be strategic and move quickly
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Doing the HomeworkAnalysis
• The Christ Hospital’s Average Spine Patient• 41-60 years-old• Married• 52% Female, 48% Male• Managed Care Insurance
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Doing the Homework
Defining the Audience• Clinical• Consumer
• Women, ages 30-60
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Doing the Homework
Achieving Consensus• Presentation of work• Management of feedback
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Media Mix & Tactics
• TV• Outdoor
• Transit
• Newspaper
• Dimensional Mailer/Office Visit (professional)
• Magazine Ads• Collateral
• Google keyword buys• Call Center
• NPR and Talk Radio • Educational Seminar (consumer)
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Celebrating the Results
• Qualitative• Quantitative• Internal Feedback• Award-winning work
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Monthly Phone Calls to Designated Phone Number for Spine 2006
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Total Visits by Month in 2006to www.ChristSpineInstitute.com
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Lessons Learned
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Risk vs. Rewards
Marketing’s Role• Defining marketing’s function
within your organization
Personal Growth• Defining your role within
the organization
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Questions & Comments
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