NC Children’s Hospital Communications and Marketing

January 15, 2013

Suzanne Herman, Director, External Affairs

Dan Stevens, Director, Marketing

Communications and Marketing

• Relationship building with referring physicians • HealthLink practice contracts state-wide

• Physician Liaison clinical outreach

• Consumer (and physician) brand & messaging • US News promotion

• Promoting news/physician research

• Events – NC Childrens Promise Radiothon/Telethon

• Marketing clinical services

HealthLink contracted practices

Creative messaging • Ad placement in print media

• Tar Heel Monthly • Well Magazine • Durham Magazine • Chapel Hill Magazine • Carolina Parent • Our State • Physician’s Practice

• Signage • Billboard in Wake county • Airport • Chapel Hill Bus System

• Radio • WCHL • Curtis Media – numerous stations • Others

• Online news page wraps • WRAL.com • N&O

2010/2011 USNWR Ranking Ads

USNWR Rankings Billboard 2011

2012 USNWR Ranking Ads

2012 USNWR Ranking Digital

2012 RDU Airport Interactive Concepts

Radiothon/Telethon Ads

Specialty Clinic at Rex

2012 Publications

2013 Strategic Marketing Plan

• Continue current communication efforts

• Expand marketing for clinical services

• Consistent with strategic priorities

• Aligned with the vision “to be the top children’s

hospital in the southeast”

• Broaden direct-to-physician communications