- 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.
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:
- 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
- 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
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
- 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
- Enter national awards competitions
- Work two or three story ideas at a time
18. Healthcare Marketing Report
- Two options: guest column or story pitch
- Pays attention to what wins Healthcare Advertising Awards
19. Healthcare Marketing Report 20. Healthcare Advertising
Review
- Kandace McLaughlin, Editor
- kmclaughlin @ healthleadersmedia.com
- Likes integrated campaign stories
- Extensive 4 to 7 page color profiles
21. Healthcare Advertising Review 22. HealthLeaders Media
Marketing Weekly
- 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
- American Marketing Association publication
- Focuses on emerging issues
- Like to have measurable results
- Feature articles 3,500 words; columns 1,600
25. SpectrumNewsletter
- SHSMD publication, bi-monthly
- Invites article submissions
- 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
- Look for unique healthcare marketing projects / campaigns
- Melinda Lucas, Executive Editor
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
31. Get Publicity, Then Leverage It! 32. White Papers
- Great use of unpublished articles
- Share with internal audiences
- 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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- National, local, regional?
- Beyond winning. Leveraging results.
34. How to Win Awards
- Experience is the best teacher
- Enter the right competitions
- Pay attention to the submission guidelines
35. Healthcare Advertising Awards
- Presented byHealthcare Marketing Report
- Numerous hospital and health system categories
- $40 entry fee, $75 campaigns
- www.hmrpublicationsgroup.com
36. Aster Awards
- Marketing Healthcare Todaymagazine
- Categories for hospital sizes
- $45 single entry, $70 campaign or series
37. HealthLeaders Marketing Awards
- Categories by hospital size
- www.healthleadersmarketingawards.com/about.cfm
38. National Health Information Awards
- Presented by the Health information Resource Center
- Hospital/Health Care System division
- Patient education and consumer decision-making
classifications
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
- 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
- The Worlds Best Work in Healthcare Communications
- An International Awards Group Competition
- May deadline - early entry
- $295 single entry, $495 campaign, $645 integrated
42. SIAA
- Service Industry Advertising Awards
- Hospital and health system categories
- TV, newspaper, radio, magazine, PR campaign, new media,
etc.
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
44. The Davey Awards
- Presented by the International Academy of Visual Arts
- Includes print, commercials, video, online marketing, radio,
etc.
- $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
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
46. Videographer Awards
- Judged by the Association of Marketing & Communication
Professionals
- Entries not judged against each other
- Hospital and physician categories
- May deadline; $75 entry fee
47. The Communicator Awards
- Sanctioned by the International Academy of Visual Arts
- $60 single entry, $135 campaign
- Categories include Health & Wellness, Hospitals under 200
beds, Hospitals over 200 beds
- Wide array of categories including interactive, audio, video
and print
- www.communicatorawards.com
48. Marcom Awards
- Presented by the Association of Marketing & Communication
Professionals
- No healthcare of hospital category
- $60 single, $100 campaign
49. Hermes Creative Awards
- Presented by the Association of Marketing & Communication
Professionals
- $50 single, $100 campaign
50. Ava Awards
- Association of Marketing & Communications
Professionals
- Healthcare and Hospital categories
51. The Mobius Awards
- 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
52. American Business Awards
53. The Stevies for Women in Business
- The Stevies for Women in Business
- www.stevieawards.com/women
54. The Blingy Awards
- Excellence in TV, Video, Film Web & Multimedia
- $50 single entry, $130 per campaign
- Health & Wellness, Hospital,Healthcare (non-hospital)
categories
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
56. Mercury Excellence Awards
- Some healthcare categories
- Each entry judged on its own merits
57. PR People Awards
- Prepare a two to three page synopsis
- Opportunity to recognize PR professionals on your team
58. PR News CSR Awards
- Corporate Social Responsibility Awards
- Categories include employee relations, environmental
stewardship, green PR campaign, media relations, and cause branding
campaign
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
61. Non-Profit PR Awards
- Appropriate for foundations
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
63. Summit Creative Awards
- Summit International Awards
- For companies with billings under $30 million
- TV commercials by production cost
- $65 for most entries, $85 PR program
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
65. The Webby Awards
- International Academy of Digital Arts and Sciences
- Websites, interactive advertising, online video and mobile
web
66. IN-AWE Awards
- Healthcare Communication & Marketing Association
- Patient Education & Consumer categories
67. AME Awards AdvertisingMarketing Effectiveness
- Campaign Brief - video or written summary
- Healthcare Services category
68. CLIO Awards
- One of the worlds top advertising competitions
- Radio, TV, print, outdoor, interactive
69. Local ADDY Awards
- American Advertising Federation
- Three steps to competition: local, regional, national
70. Communication Arts
- Communication Artsmagazine
- Winners appear in the November issue
- Integrated Campaign - $250 entry; single TV $90
- www.commarts.com/competition
71. Creative Media Awards
- For creative use of media
- $349 entry fee per campaign
- Entry must include a brief
- About creativity and the big idea
72. Effie Awards
- Requires extensive written case studies
73. Merchandize Your Victories
- Press release - post on your website
- Articles in internal publications
- Display awards - frame certificates
- Copies of awards for internal clients
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
- Then conferences outside your region
- Move up to national conferences
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- Forum on Customer Based Marketing Strategies
- Have more than one presentation idea
79. Leverage Your Participation in Industry Conferences
- Press release to announce your participation; post online
- 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
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.
83. Contact Information
- Dan Dunlop, Jennings President & CEO
- Blog (Online healthcare marketing
community):www.healthcaremarketing.ning.com