“That’s perfect, but the CEO will never go for it.”  

Gail MyersThe Health Alliance of Greater Cincinnati

Cincinnati, OH

Kris Laufer   Ten Adams Healthcare Marketing

Evansville, IN

Getting Great Creative Approved

PRESENTERS

Learning Objectives

• Learn how to develop a case to support your leading edge campaign.

• Learn how to sell your ideas to senior leadership.

• Understand the risks versus rewards of spearheading innovative thinking.

Help or Hindrance

Who supports and actively strives for great creative and who are the obstacles?

• Hospital Marketing Staff  • The Agency  • CEOs, CFOs and Doctors… Oh My!

Hospital Marketing Staff

The Agency

CEOs, CFOs and Doctors…OH MY!

What is “Great” Creative?

Cool vs. Strategic• Creative for creative’s sake• Strategic doesn’t mean boring  

 What is “Great” Creative?

Thinking Differently• Zig vs. Zag• Brand Positioning:

Embracing difference

Building Your Case

Objectives• Establishing a baseline• Defining success• Embracing accountability

Building Your Case

Target Audience• Who is the health care consumer• Your market's demographics• Service line considerations

Building Your Case

Competition• Brand position• Messaging• Media mix

Building Your Case

Differentiation• Avoiding the herd mentality• Selling your brand position

Making the Presentation: Before, During & After

Decision Makers• Players• Agendas• Power vs. Influence

Making the Presentation: Before, During & After

Format/Environment• Laying the groundwork• Group size• Style and substance

Making the Presentation: Before, During & After

Role of the Agency• Partner• Silent partner• Fall guy

Making the Presentation: Before, During & After

Feedback Loop• Formal or informal• Approval

Case Study: The Spine Institute

Embracing the ChallengeSituation Overview

• No Business Plan• Competition announced new facility• Competing with own doctors • Referral-based service• Not bricks and mortar• Administrators not the target audience

Embracing the ChallengeObjectives

• Establish relationships with referral sources

• Position The Christ Hospital as a comprehensive spine treatment center

• Be strategic and move quickly

Doing the HomeworkAnalysis

• The Christ Hospital’s Average Spine Patient• 41-60 years-old• Married• 52% Female, 48% Male• Managed Care Insurance

Doing the Homework

Defining the Audience• Clinical• Consumer

• Women, ages 30-60

Doing the Homework

Achieving Consensus• Presentation of work• Management of feedback

Media Mix & Tactics

• TV• Outdoor

• Transit

• Newspaper

• Dimensional Mailer/Office Visit (professional)

• Magazine Ads• Collateral

• Google keyword buys• Call Center

• NPR and Talk Radio • Educational Seminar (consumer)

Celebrating the Results

• Qualitative• Quantitative• Internal Feedback• Award-winning work

Monthly Phone Calls to Designated Phone Number for Spine 2006

Total Visits by Month in 2006to www.ChristSpineInstitute.com

Lessons Learned

Risk vs. Rewards

Marketing’s Role• Defining marketing’s function

within your organization

Personal Growth• Defining your role within

the organization

Questions & Comments

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