Client: Lawrence & Memorial Hospital
Industy: Healthcare

Marketing the Community Care Givers

Akins Marketing & Design has supported the public relations and advertising needs of this growing regional hospital since our beginning.We helped the hospital develop a 28-page newspaper supplement, writing four major articles and designing several ads about the hospital’s services. The ads included a two-page color spread on the L&M Centers for Excellence, a full-page color ad on the Pequot Health Center, and several quarter-page and larger ads on the hospital’s specialties. We have interviewed major donors, written articles and produced newsletters to foster donations and major gifts. We also regularly research and write articles for the hospitals quarterly newsletter distributed through three regional newspapers.

To promote the hospital’s regional outpatient services, we developed a 6-month marketing plan which included newsprint, radio, cable TV, billboards, announcement ads and ongoing “product” oriented ads for the hospital’s expanded outpatient facilities. We developed a 6-month “patient success story” advertising campaign, researching individual stories, writing copy and handling photography. We designed the announcement, grand opening and follow-up ads on the expansion of services and reopening of the Pequot Health Center facility. We wrote and designed a direct mail brochure and scripted a slide presentation on the facility’s services. We created color newspaper ads to promote the hospital’s outpatient imaging services, with special emphasis on mammography.

For patient relations, we designed a full-color Patient Handbook, including creating original cartoon illustrations. We designed an annual report for the hospital’s Community Cancer Center and a poster to celebrate its 5th anniversary. We announced the opening of the hospital’s Joslin Center for the treatment of Diabetes with an full-page color ad and poster. We have created ads to promote various hospital wellness and outreach programs and events.
For marketing the hospital’s Employee Assistance Program services, we developed color storyboards and created presentation booklets which could be tailored for each corporate pitch. To support management training of the hospital’s board of trustees and corporators, we designed a folder-brochure for hospital governance and later revised it for a 3-ring binder presentation. We annually write articles for the hospitals annual reports. We have also written and produced annual strategic plans for the hospital and a PowerPoint presentation for a capital campaign.

To recruit nurses and other medical personnel, we scripted and produced two career education videos used in schools and at job fairs, designed benefit/recruitment brochures and designed and placed national nursing recruitment advertising in such papers as the Chicago Tribune, Los Angeles Times, Philadelphia Inquirer, etc. We also purchased various ad specialties (mugs, pens, etc.) for recruiting and creating a banner for key city job fairs.