Reflection Paper

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Location

Pediatric Specialty Care

Specialties Arial 14pt

Marketing Communication

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Health Center, Erie PA

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Our History

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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Mission

  • Care

  • Education

  • Research

  • Regardless of ability to pay

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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)

  • Call to Action
  • Special events

  • Image Management
  • Long term marketing
  • Branding

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Communication Campaigns

  • Tell your audience when and how to contact you

  • Explain why they should take action

  • Instill a sense of immediacy

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Call to Action

  • Awareness

  • Education

  • Perception of Value

  • Consumer Involvement

  • Shared Experience

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Image Management

  • Right Message

  • Right Audience

  • Consistently

  • Over Time

  • Gets Results

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Communication Success

  • Goal = Referral Growth New Patients

  • Top Referrers

  • Seasonality – Top Referring/New Patient Months

  • Medium

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Strategy

  • Statistical Reports from 2012, 2013, 2014

  • Top Months:
  • Mar
  • Apr
  • May
  • Jun
  • Jul
  • Aug
  • Sep
  • Oct

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Seasonality – Top Referring /
New Patient Months

  • Mass Media
  • Television
  • Radio
  • Digital Media
  • Banner (Retargeting)
  • Social Media
  • Facebook
  • Constant Contact (email blasts)
  • YouTube
  • Word of Mouth
  • Physician Visits

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Medium

  • 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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Audience and Message

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General Public Targets

Average Age: Female 37 and Male 39.6

Age Range: Females 25-50 and Males 25-50

  • 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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General Public 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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Physician/Medical Staff Message

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FIERCE (Female Initiative: Evaluation and Rehabilitation Care Excellence)

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FIERCE (Female Initiative: Evaluation and Rehabilitation Care Excellence)

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FIERCE (Female Initiative: Evaluation and Rehabilitation Care Excellence)

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Love Is

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Thank you very much.

Questions?

Greg Hall, JD

Public Relations Manager

Shriners Hospitals for Children®-Erie