Hospital Marketing Journal

The Pitch for the 2013 Addy Awards

Ten Adams had the opportunity to see how our work stacked up against the competition last Friday night at the 2013 American Advertising Federation’s ADDY Awards. This year’s theme involved yet another AMC original television series, The Pitch, offering companies in the Tri-State a chance to compete head-to-head for recognition for their work in advertising. Ten Adams was honored with eleven Addy Awards for hospital advertising campaigns for The Christ Hospital Health Network in Cincinnati, OH, St. Mary’s Health System in Evansville, IN, and Logansport Memorial Hospital in Logansport, IN, as well as self-promotional work. The AAF’s annual Addy Awards recognizes the best and brightest advertising representatives of true creative excellence from media and companies of all types, sizes and locations through the organization’s advertising clubs and districts. Ten Adams was honored with a Judge's Choice award for The Christ Hospital Health Network Campaign. “I chose that campaign because the concept resonated with me personally, which is the first sign of an effective campaign. Hospital marketing is typically an inward expression; you see a lot of marketing that communicates who the hospital is and what they offer. They talk to themselves a great deal. This campaign aimed to buck that trend by bringing the hospital to the community rather than bringing the community to the hospital. The strategy feels genuine and the execution solid. I felt the concept authentically and that emotion is the calling card of quality communication.” - Stefan Mumaw Ten Adams was honored with golds for The Christ Hospital Health Network TV Campaign and for the overall campaign. Two silvers were awarded for self-promotional work - Ten Adams’ Muscle Ad and the Brains AND Beauty promotional video.  One silver was awarded for St. Mary’s Health System – Heart “Choices” TV Spot and another for the Logansport Memorial Hospital Newspaper Campaign – “Well and Good”. As for the bronzes, all were awarded for self-promotional work – the Merry + Bright Campaign and Christmas card and the Ten Adams promotional campaign and Tervis tumbler. [view winners here]  A special thanks goes out to our clients for letting us create outstanding work!

Wellness at Witham

Here’s to health (and wealth) in 2013! One of our special long-term clients — Witham Health Services — made us proud by making a commitment to improving the overall health of their community. To start tackling this goal, Witham is providing monthly health screenings, seminars and events; each month focusing on a different health related topic. And, then, they handed the reins to us — looking to Ten Adams to spread the word + share the wellness love. We came back with a fun branded look to use for any + all wellness-related messages throughout the year. That’s where our “Well Hello” came in. “Well Hello” is a symbol — a signal to consumers to keep their eyes + ears open for a wellness opportunity from Witham. We used Witham’s signature bright colors — healthy, lively + full of energy. Print ads were designed to include a simple monthly header, demonstrating the consistency + frequency of the messaging (and the depth of Witham’s commitment). We also used Witham’s hallmark blue block from their logo to promote “Stay Well” — another visual cue to a Witham wellness message. The wellness messaging kicked off with a simple brand ad that shared Witham’s commitment to keeping the community well, introducing just what it means to get a “Well Hello” from Witham. It was quickly followed up by the first screening event ad for January followed by February. We’re moving into March + April’s messaging, ready to start bringing this feel-good initiative to life!

A New Model for Success

Anyone working in the healthcare industry knows a new era is upon us. The challenges we're facing today revolve around critical decisions related to new mandates + how they’re (truly) going to affect how we promote health + deliver services. Effectively. Responsibly. As the industry evolves, Ten Adams has evolved right with it. To serve the changing needs of our clients, we have expanded our business model, incorporating operational refinement as an element of our integrated service offering. Here’s what that looks like — the primary elements that build the Ten Adams service portfolio: Marketing, advertising + communications continue to serve at the core of our business--the foundation of our work over the past 25 years. But, without a solid strategy, even the most dynamic marketing will fail to deliver maximum results. Marketing programs MUST drive business outcomes. We understand + appreciate the importance of service line + operational strategy as elements of an integrated solution that delivers maximum results for our hospital clients. We also understand that, at the end of the day, healthcare is a people business.  The importance of ensuring a relationship between a hospital’s brand + its culture can’t be overlooked. The people who deliver the care hold the power to make or break the brand — a fact which became very clear to us seven years ago when we expanded our business model to help hospitals bring their brand positioning to life within their culture, each and every day. Our newest point of emphasis — helping to ensure operating effectiveness — is a natural next step in our own evolution and one that is vital to our clients. Never has there been a more important time for hospitals to deliver at the highest level of operational effectiveness. This requires a delicate balancing act. Our experience helps reveal significant, practical opportunities to improve the efficiency of the organization specifically through frontline managers and employees — without compromising quality of care. We have expanded our team to include professionals with LEAN-certification and administrative, clinical + financial expertise to assist hospitals in optimizing operating results, while maintaining that crucial balance. Simply put, the integration of strategy, marketing, culture + operations has a direct impact on business performance + results. It strengthens competitive positioning + improves market leverage. And at Ten Adams, we’ve built our business model to create the strongest + most distinctive healthcare brand experience possible. A powerful brand experience is critical as we prepare healthcare organizations to lead the industry's transition from volume-driven to a value-focused model of improving health. Ten Adams invites you to be one of those leaders, as we take on the new era of healthcare together.

Advertising Webinar: 12/13 at 3pm EST

Healthcare advertising does not have to be bland or undifferentiated.  It does not have to translate to pictures of sick people, equipment or doctors. We’ve all been there… “Where’s the photo of the equipment?” “We are not showing the doctor.” “The logo isn’t big enough!”  “The patient doesn’t look sick enough.” …on and on and on. Sound familiar? If so, you may be in need of some serious help! If not, what we have found at Ten Adams is that a lot of healthcare advertising isn’t necessarily bad. It just does not stand out, causing consumers to pass over it. So, how do we stand out in a sea of sameness? Join Ten Adams for an hour long webinar on December 13th at 3 PM Eastern to discover how to: Reinforce the value of dynamic creative ideas while evolving your brand and brand architecture Use the right mix of media to get your message noticed Track results to know if marketing is working FEATURED SPEAKER: Kris Laufer, Vice President Creative, Ten Adams Kris joined the Ten Adams team in 1992, and has more than 25 years of creative experience in the advertising industry. The past 15-plus years have been focused solely on healthcare marketing. As Creative Director, Kris leads the award-winning creative team at Ten Adams’ in developing campaigns aligned with research and strategy. Don't miss this opportunity to learn how to evolve a brand through good, solid creative ideas delivered with the right mix of media to get your message noticed. Space is limited. Register here to hold your spot.

Hot Topics from SHSMD

We had a great time at SHSMD this year mixing with all the brilliant healthcare minds in Philly. We reunited with old friends, made some new friends + filled our brains to the brim over many exciting healthcare discussions. So, what were the hot topics? Digital Marketing – Interesting factoid: only 6.2% of attendees tweeted using the hashtag #shsmd12. What does this mean? Well, for one, many healthcare marketers aren’t completely comfortable with Twitter. It appears that for those hospitals who are just dipping their toes in the social media waters, the place to start is with Facebook, rather than Twitter. In our own research we have found that the most coveted healthcare consumers are more likely to spend their time on Facebook than any other social media platform. But digital marketing is so much more than social media: web, mobile, email, content strategy, blogs… Healthcare marketers’ heads are understandably spinning with so many options to explore. Physician Engagement + Alignment – Among the current challenges of healthcare reform, the relationship between hospitals and physicians stands out as a key factor. Particularly, there is a strong need for hospitals to achieve physician engagement as a way to ensure a healthy bottom line. From cultural changes to the regulatory environment, from patient satisfaction to Medicare reimbursement, physicians are increasingly at the center of hospital viability. Patient Experience – Hospitals are taking a long hard look at their mission, business models, marketing strategy, brand and the needs of the community they serve. Already many hospitals are measuring and placing great importance on the concept of patient experience. A combination of increased consumer access to information, rising healthcare expectations, the importance patients place on “softer” things like bedside manner and empathy, as well as greater community awareness of the importance of wellness, means that hospitals are accountable as never before to those they serve. These are just a few of the hottest topics discussed by many at SHSMD 2012. What are the hot healthcare topics that you deal with on a daily basis?