WEBCAST ON CD OR ON-DEMAND
presented on September 20, 2007
Sponsored by the
HealthLeaders Media Marketing Awards
Pull off an edgy marketing campaign without going over the edge
During this 90-minute HealthLeaders Media webcast, Marty Campenello, VP of marketing and public relations for a 20-hospital system in Charlotte, NC, joins colleagues who have:
- Weathered the storm of “bad” marketing campaigns and recovered
- Taken risks and how they paid off
- Researched and planned techniques to ensure a solid campaign
- Marketed services while accurately portraying a brand
Prep for failure, but plan for success
Your colleagues from the healthcare marketing trenches will discuss campaigns that successfully pushed the envelope without pushing their audience's buttons. You'll hear about campaigns that created controversy, and how these savvy marketers fanned the flames to save their organizations' reputations.
You’ll learn valuable tips on how to prepare for—and respond to—negative press surrounding risky campaigns, and proven strategies to help you maintain your positive image in the face of a PR disaster.
PROGRAM AGENDA
- BraVo marketing campaign at LifeBridge Health
- Campaign featured painted and decorated brassieres to promote breast cancer services
- How they prepared for positive and negative feedback from the community
- Lessons learned from bold marketing campaigns
- Successful breast cancer campaign
- Negative response to a cardiac campaign
- Image campaign that got no response and negative responses from internal audiences
- Building your brand and reputation recovery
- Delivering on your brand message . . .be careful what you promise
- Begin with internal education
- Recovering from poor quality scores or negative acceptance
- Q&A session
FEATURED SPEAKERS
Marty Campanello is vice president of marketing and public relations for Carolinas Healthcare System, a 20-hospital system in Charlotte, NC. Campanello authored the book Crisis Communications: Handling Difficult Times Effectively, and is a frequent speaker at marketing conferences. He has spoken on this topic before as part of a presentation about "100 Years of Marketing Campaigns Gone Wrong." He is also past president of SHSMD.
Mary Alice Czerwonka is vice president of strategic services for Finelight Strategic Marketing and Advertising in Bloomington, IN. Czerwonka has more than 20 years of experience as a healthcare marketing and public relations executive for major healthcare systems in the Midwest, the mid-atlantic region, and the South. She has served as a board member and on national committees for several professional associations, including the Society for Healthcare Strategy and Market Development (SHSMD), PRSA, and IABC, and is a member of the Executive Strategy Forum. She has won many national awards for communications strategy and execution.
Rudy Miller is vice president of marketing and community relations at LifeBridge Health in Baltimore. In her current role, Miller supervises the development and execution of all LifeBridge Health advertising and public relations.
Candace Quinn is CEO of the consulting firm Brand=Experience in Mclean, VA. Quinn has more than 25 years of hospital marketing experience. She was the vice president of marketing for Baystate Health in Springfield, MA, for 16 years, and the chief marketing officer at Inova Health System in northern Virginia. She was the chair for the Alliance for Healthcare Marketing, and is active in SHSMD, The Forum for Healthcare Strategists, and is a frequent author and speaker. She received four Telly awards for her ad campaigns in 2006 while with Inova.
WHO SHOULD LISTEN?
Healthcare professionals interested in pushing the envelope and trying new ideas in their marketing campaigns. Specific titles include:
- Marketing directors, VPs, and professionals
- C-suite level executives: CEOs, COOs, etc.
- Marketing consultants
NEW PARTICIPATION OPTION- WEBCAST ON-DEMAND
In addition to the regular participation options for HCPro webcasts- live, CD or combination packages- we are pleased to offer a new option, webcast on-demand. When you purchase a webcast on-demand you will be able to view the program any where and any time by logging into your account on healthleadersmedia.com.
Program Materials and System Requirements
Please note that to fully benefit from the Webcast experience, you will need a computer equipped with an Internet connection, sound card, and one of the following browsers: Netscape Navigator 4.7 or Internet Explorer version 5 or higher.
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