• Marketing a Hospital with Great Care

• Marketing a Facility that Cares to be the Best

• Putting the Work of a Healthcare Philanthropy on Display

Marketing a Hospital with Great Care

Client Profile

The client is a regional community teaching hospital located in northern New Jersey serving a largely exurban and rural patient base.

Challenge

Create a flagship patient services publication focusing on new, state-of-the-art healthcare technologies at the hospital and an ad campaign to support the hospital’s new outpatient services facility.

Solution

Patient services publication

CMA designed and wrote a high-quality publication which targeted prospective patients and healthcare professionals by highlighting the hospital’s new patient technologies and treatment options. On-site photography and spot varnish printing complemented the vibrant and clear copywriting to convey each of the hospital’s advanced health services.

Outpatient services advertising

A multiple-ad newspaper and regional consumer magazine campaign focused on different outpatient services available at the hospital’s new outpatient facility made possible by the hospital's advanced healthcare technology. The campaign used a common copy theme of, “You’ll feel right at home after surgery (or whatever service was being featured in the ad), because that’s where you’ll be,”—a concept that underscored same-day care at the outpatient facility.

The provided marketing services effectively introduced new healthcare technologies to the regional community and successfully launched the opening and operation of the outpatient services facility.

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Marketing a Facility that Cares to be Best

Client Profile

For more then 20 years, the client has provided high quality, compassionate and professional eldercare services in an upscale country setting. With a resident and patient population of 180, the facility offers a comprehensive range of short-term rehabilitation, long-term care and assisted living alternatives, as well as Alzheimer, respite and hospice care.

Challenge

The client sought to refresh its brand identity, marketing materials and signage to more strongly position the facility in a highly competitive regional market for resident and patient acquisition.

Solution

Brand/corporate identity development

CMA created a new, humanistic logo and branding line which captured the client’s commitment to compassionate and respectful care. The heart-shaped logo, drawn in strokes of red pastel chalk and branding line, “Caring to make a difference,” were the centerpieces of a contemporary corporate identity designed to appeal to residents, patients and their adult children and caregivers who often play a significant decision-making role in the choice of an eldercare facility.

Advertising/marketing communications

CMA developed four-color print advertising, a new sales folder, an eldercare services brochure and stationery suite. By prominently featuring the new logo, branding line and close-cropped multi-generational photos of seniors, their adult children and grandchildren, these communications positioned the facility as a caring institution offering a comprehensive range of individualized eldercare solutions in a home-like setting.

Event public relations and communications

CMA supported the client’s public opening of a new entrance atrium and upgraded dining area in the facility’s main common building by producing event invitations, onsite signage, a program book and slide presentation. CMA coordinated public relations and photography for the opening, garnering event coverage in regional newspapers and business publications.

With development of its new brand identity coinciding with a number of renovation projects in the facility’s physical plant and grounds, the client emerged with a fresh face forward to the community and contemporary marketing materials that effectively present and position the facility’s individualized care values to prospective residents, patients and the adult children.

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Putting the Work of a Healthcare Philanthropy on Display

Client Profile

As the nation's largest philanthropy devoted to improving health and healthcare, the client supports training, education, research and public projects that demonstrate and achieve effective ways to deliver health services, especially for the most vulnerable populations, in the areas of healthcare access and quality, healthy communities and the reduction of substance abuse.

Challenge

Leverage national tradeshow attendance to advance a high-profile, non-profit organization’s mission by expanding participation in its programs and communicating the value and innovative results of its philanthropic projects.

Solution

Tradeshow booth design/advertising

Creative Marketing Alliance created a high-impact exhibit design which highlighted the client’s story and successes at tradeshows and expositions which drew diverse audiences from medical, healthcare and educational institutions, professional associations and research organizations to state and local government agencies and regional community groups. As an adjunct to the booth, a series of ads featuring innovative healthcare projects and partnerships created through foundation programs was developed to run in related tradeshow and professional association publications.

The exhibit booths’ design and flexibility have garnered Best of Show honors at several national healthcare exposito0ns for creativity, innovation, use of space and display dynamics.

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