Writing homework
whbyry
ppt.pptx
Location
Pediatric Specialty Care
Specialties Arial 14pt
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04/09/15
Marketing Communication
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Health Center, Erie PA
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04/09/15
Marketing Communication
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Our History
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One of 22 Shriners Hospitals for Children® facilities in North America
Opened in 1927
Service area includes portions of Pennsylvania, Ohio, New York, West Virginia, Michigan and Ontario
14 Shrine temples affiliated with Erie facility
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Marketing Communication
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Mission
Care
Education
Research
Regardless of ability to pay
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Marketing Communication
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Major Service Venues
Outpatient Clinic – Orthopedic clinic for children addresses a wide variety of chronic and minor trauma conditions
Surgical Services – General pediatric orthopedic procedures and other related conditions
Rehabilitation Services – physical therapy and occupational therapy (post-surgical, general rehab., specialized)
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04/09/15
Marketing Communication
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Communication Campaigns
Call to Action
Special events
Image Management
Long term marketing
Branding
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Marketing Communication
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Call to Action
Tell your audience when and how to contact you
Explain why they should take action
Instill a sense of immediacy
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Marketing Communication
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Image Management
Awareness
Education
Perception of Value
Consumer Involvement
Shared Experience
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Marketing Communication
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Communication Success
Right Message
Right Audience
Consistently
Over Time
Gets Results
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Marketing Communication
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Strategy
Goal = Referral Growth New Patients
Top Referrers
Seasonality – Top Referring/New Patient Months
Medium
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Marketing Communication
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Seasonality – Top Referring / New Patient Months
Statistical Reports from 2012, 2013, 2014
Top Months:
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
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Marketing Communication
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Medium
Mass Media
Television
Radio
Digital Media
Banner (Retargeting)
Social Media
Constant Contact (email blasts)
YouTube
Word of Mouth
Physician Visits
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Marketing Communication
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Audience and Message
General Public
Self Referrals
Stress “common” orthopaedic injuries (breaks, fractures, sprains, etc…)
Children are our specialty
World class care in our backyard (collaborative)
Rehabilitation
Physicians
Supportive care (not stealing patients)
Access to MAL
Physician to physician discussion
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Marketing Communication
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General Public Targets
Average Age: Female 37 and Male 39.6
Age Range: Females 25-50 and Males 25-50
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Marketing Communication
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General Public Message
Television and Radio
Series of ads, featuring Physicians in community settings (soccer field, etc…) Dr. Armet/Dr. Roach
Seasonal PSAs
Digital
Email blasts to general interest list
Facebook posts
Links to all ads on our YouTube page
Retargeting reinforcement
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Marketing Communication
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Physician/Medical Staff Message
Television and Radio
Series of ads, featuring Physicians to Physician message
Seasonal PSAs
Digital
Email blasts to physician list
Email from Gina to physician offices with links to digital videos
Physician videos uploaded to our YouTube page
Video library created
Retargeting reinforcement
Word of Mouth
Physician Liaison calls on physician offices (inside and outside target area)
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Marketing Communication
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FIERCE (Female Initiative: Evaluation and Rehabilitation Care Excellence)
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9/27/07
Presentation Title
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Thank you very much.
Questions?
Greg Hall, JD
Public Relations Manager
Shriners Hospitals for Children®-Erie
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