Marketing Your Marketing

1.Marketing Your Marketing and PR Effort Dan Dunlop NESHCo Webinar Wednesday, April 15

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

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

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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

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

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

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

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?

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

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

Richard Cohen, editor

Two options: guest column or story pitch

Pays attention to what wins Healthcare Advertising Awards

Likes advertising

Cohen03 @ bellsouth.net

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)

Weekly eZine

Very brief story

Kandace McLaughlin & Gienna Shaw, editors

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

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

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

Campaign Submission form online

www.MHTmagazine.com

Look for unique healthcare marketing projects / campaigns

Melinda Lucas, Executive Editor

Randy Lucas, Publisher

Published by Forum for Healthcare Strategists

Send submissions to[email_address]

Editor Debbie Reczynski - [email_address]

www.healthcarestrategy.com

Getting the initial media hit is just the first step. The real value comes in leveraging the coverage.

Target key constituents and stakeholders

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)

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?

Great use of unpublished articles

Share with internal audiences

Post on website

Share with industry colleagues

Distribute at roundtables

Fodder for future articles

Why enter awards competitions?

Which awards? Developing an awards strategy

Industry specific?

National, local, regional?

Beyond winning. Leveraging results.

Press release

Internal communication

Internal merchandizing

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

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?

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?

May submission

$195 per entry

Categories by hospital size

www.healthleadersmarketingawards.com/about.cfm

Should you enter?

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?

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

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

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?

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?

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

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

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

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

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

Presented by the Association of Marketing & Communication Professionals

No healthcare of hospital category

221 marketing categories

Deadline September

www.marcomawards.com

Presented by the Association of Marketing & Communication Professionals

No healthcare category

Late April deadline

Scored entries

www.hermesawards.com

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

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

The Stevies

End of March deadline

www.stevieawards.com

The Stevies for Women in Business

End of August deadline

www.stevieawards.com/women

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

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

PR Awards

Some healthcare categories

$220 or $260 per entry

November deadline

Each entry judged on its own merits

www.mercommawards.com

Presented byPR News

Prepare a two to three page synopsis

June deadline

Opportunity to recognize PR professionals on your team

www.prnewsonline.com

Corporate Social Responsibility Awards

Presented byPR News

November deadline

Categories include employee relations, environmental stewardship, green PR campaign, media relations, and cause branding campaign

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

Presented byPR News

No healthcare categories

May deadline

$290 per entry

Presented byPR News

Appropriate for foundations

September deadline

Entry fee $260

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

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

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

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

Healthcare Communication & Marketing Association

$150 - $200 per entry

Patient Education & Consumer categories

www. theHCMA.org

$645 per campaign

May entry

Campaign Brief - video or written summary

Healthcare Services category

www.ameawards.com

One of the worlds top advertising competitions

Radio, TV, print, outdoor, interactive

Very competitive

Clio Festival in May

www.clioawards.com

American Advertising Federation

210 local clubs

Three steps to competition: local, regional, national

www.aaf.org

Communication Artsmagazine

Winners appear in the November issue

June entry

Integrated Campaign - $250 entry; single TV $90

www.commarts.com/competition

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

Requires extensive written case studies

www.effie.org

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?

Usually submission forms online

Remember to leverage this!

HealthLeaders Media[email_address]

What conferences to consider?

Start with regional opportunities

Roundtables and panels

Then conferences outside your region

Move up to national conferences

Forum on Customer Based Marketing Strategies

Specialty conferences

Plan ahead!

Have more than one presentation idea

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?

Serve on boards of related organizations (Ad Club, for example)

Maintain or participate in online marketing blogs/communities

Participate in webinars

Others?

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.

Dan Dunlop, Jennings President & CEO

[email_address]

Blog (Online healthcare marketing community):www.healthcaremarketing.ning.com

Marketing Your Marketing

Health & Medicine

Transcript of Marketing Your Marketing