LVHN Collects Health Leaders Award

Laura Harner, Marketing Manager - Lehigh Valley Health Network - was in Chicago to accept a Silver award for "Best Integrated Marketing Campaign" during the HealthLeaders Media Brand Experience conference.  LVHN won for its service line marketing communications campaign designed to drive volume to key clinical areas.  On both sides of Laura are Carla Siegert (left), Springboard Project Manager,  and Rob Rosenberg, Springboard President.

Dig Deep for your Brand's DNA

On the heels of our presentation at the SHSMD 2009 conference on "Operationalizing Your Brand," here's a summary of key insights from the meeting as posted on our Hospital Branding blog. More from the meeting to come soon.

Springboard is deeply saddened by loss of Rudy

Our mascot and resident foot warmer, Rudy, was put to rest yesterday after a short, but tough, battle with cancer.  We are deeply saddened by this and will miss him very much.  Rudy was a soft coated wheaten terrier - wonderful breed of dog - and 10 years old.  Soft, gentle, and very human, he greeted every visitor to the Springboard office with a friendly wag and hug (his version was leaning his head against your leg).   Rudy enjoyed walks around the park nearby the office and stalking the mailman, Art, and delivery folks until they forked over a treat.  

Rest in peace, Rudy, we will miss you and think of you often.

What resonates now - hospital messaging during tough economic times

 HealthLeaders Media recently published an article on appropriate hospital marketing and messaging tactics during a down economy.  The article appeared in the August 2009 issue of Health Leaders - Springboard and its client, Lehigh Valley Health Network, were featured - click here to read - please add your comments on the blog and share your perspective.

Watch and Listen to the latest Brand 2.0 Webinar here!

On July 23, Springboard hosted an in depth look at The Service Line Manager as Brand Manager during its latest Brand 2.0 Webinar.

The healthcare service line manager brings top-down and bottom-up understanding of how a service works – clinically and operationally – and where it fits in the organization’s “big picture.”

This latest Webinar offers insights into how some of today’s most successful healthcare organizations are leveraging centers of excellence to take vertical brand management to new heights. It also discusses how economic pressures are putting some Service Line Managers’ jobs at risk – and at the same time, potentially jeopardizing the brand. We also hear from one organization that has successfully stayed the course with their Service Line Management structure, with excellent brand-focused results.

Donna Arbogast from Springboard Brand & Creative Strategy hosted the Webinar.
Panelists included:

Theodore Michalke Managing Partner, NeuStrategy, Chicago, IL
Former Director, Business Development
Chicago Institute of Neurosurgery and Neuroresearch

Kristen DiCicco Senior Consultant, NeuStrategy, Chicago, IL
Former Director, Neurosciences Institute,
Alexian Brothers Health System

The Modern Face of Integrated Marketing

Check out Rob's feature in the "Ask the Advisor" section of this month's Healthcare Marketing Advisor. Click on the image to enlarge and read.

Awards that make us go "Boing!"

When the Healthcare Advertising Awards winners were announced last month, we got an extra "spring" in our step. With six awards, including two golds, recognizing Springboard and our Clients, can you blame us?

The competition, organized by Healthcare Marketing Report, received 3,600 entries from across the United States. A national panel of judges reviewed the entries based on creativity, quality, message effectiveness, consumer appeal, graphic design and overall impact.

We are very pleased to congratulate the Lehigh Valley Health Network (LVHN) and Owensboro Medical Health System (OMHS) marketing teams, as well as our own Springboard team on creating award-winning work.

Here are some of the winning entries!

Lehigh Valley Health Network
GOLD Award: Journey of Passion Video - Click on the video to play. This video was developed to launch the new LVHN brand to employees.



GOLD Award: Brand book - This 14-page brochure complemented the Journey of Passion video. Click on the photos to enlarge.



LVHN also won two Merit Awards for logo design and a radio ad series.


Owensboro Medical Health System
MERIT Award: Magazine Ad Series from the "We See the Big Picture" Brand Campaign, previously featured here.


Springboard Brand & Creative Strategy
BRONZE Award: Springboard's Hospital Branding Blog - http://www.hospitalbranding.blogspot.com

Winning Horsepower!

The marketing team at Owensboro Medical Health System (OMHS) in Owensboro, KY has a lot to celebrate. This week in Louisville, they took home three Thoroughbred statues and a Certificate of Merit from the annual Kentucky Society for Healthcare Public Relations and Marketing Thoroughbred Award luncheon. The awards recognized work on their Community Report, Women's Health Forum and HealthPark Anniversary Celebration. It also honored the OMHS brand campaign, "We See the Big Picture," which Springboard was privileged to be a part of.

Pictured here are three members of the department: Gordon Wilkerson, Public Relations Specialist, Barbara Taylor, Manager of Marketing and Public Relations and Erica Wade, Marketing Specialist.

The Big Picture campaign was also recently featured in the March 2009 issue of Healthcare Marketing Advisor. The article highlights the strategy behind the campaign and the creative decisions the team made to bring it to life.
(Click on images to enlarge.)




Add these recognitions to the Silver Davey, Platinum Marcom and the most recently won Merit Award from the Healthcare Marketing Report Healthcare Advertising Awards, and the OMHS Marketing Team needs a BIG shelf for their Big Picture efforts!

Congratulations!

Springboard Posts on National Healthcare Marketing Blog Site!

Click HERE to read.

NMMC Brings Home the Gold!

NMMC's Marsha Tapscott, Director of Marketing and Public Relations, accepted a record-breaking 16 awards on behalf of her team last week at the 22nd Annual Maggie Awards, hosted in Gulfport, MS by the Mississippi Hospital Association's Society for Health Care Marketing and Public Relations. Due to the hard work of NMMC's dedicated and creative marketing department, NMMC brought home seven Maggies (the top award), seven Awards of Excellence and two Best in Show! Wow!

Springboard is very proud to work with the talented NMMC team and to be a part of projects like the "I Have" Brand Campaign -- winner of three Maggies and a Best in Show for Electronic Media (TV).

Congratulations to Marsha, Deborah, Scott, Genie Alice, Leslie and Judy for an award-winning year of great work!

NMMC Heart Institute Campaign Featured in March/April '09 Issue of Marketing Healthcare Today

When North Mississippi Medical Center (Tupelo, MS) Heart Institute ran its' informative and persuasive "Read Between the Lines" campaign, the primary goal of the effort was to increase market share in an increasingly competitive market. The campaign not only accomplished that, it also won an Aster Award and, most recently, has been profiled in the 2009 March/April issue of Marketing Healthcare Today. Congratulations to Marsha Tapscott, NMMC's Director of Marketing, and Deborah Pugh, the marketing manager who works with the Heart Institute, on this recognition.

The MHT feature details the objectives and specific tactics of the campaign. Click on the pages to take a look. And make sure to read between the lines.

Donna and Rob do Vegas!

Donna Arbogast, Springboard D.C., and Rob Rosenberg, Springboard Brand & Creative Strategy, recently exhibited at the Consumer-based Marketing Strategies conference in Las Vegas. We will be sending our clients and friends presentations from these sessions in the upcoming weeks.

Overall, it was a good show with a lot of interesting content. The healthleadersmedia.com web site has some good tidbits from the sessions. If you would like to discuss any of these in greater detail, please let us know.

North Mississippi Medical Center has patients who "have it."

In 2008, North Mississippi Medical Center (Tupelo, Mississippi) launched a new branding campaign featuring real patients from throughout its service area.  As the region's leading provider of specialized care - covering nearly 25 counties - NMMC reaches towns throughout northeastern Mississippi and Alabama.  

From the parents of new triplets to a young firefighter with heart disease, this campaign featured a wide range of people who benefited from the care and services of the medical center.  The television spots are narrated by the patients and the newspaper ads feature the common headline, "I have...," referring to the new opportunities they have in life thanks, in part, to NMMC.  Marsha Tapscott, Director of Marketing and Public Relations at NMMC, and marketing managers Debra Pugh, Scott Costello, and Genie Alice Via interviewed patients in each of their service areas to determine  the best fits for the campaign.

Revealing the Big Picture

The connection I'd like to make is how this campaign (4 television spots, print ads, etc.) breaks through the clutter and captured the attention of both the MarCom and Davey awards, where it won a Platinum and Silver award, respectively.

The tagline, such an important transition element from strategy to execution, became -- "We See the Big Picture." A cool line, an appropriate line for a healthcare organization, and one that doesn't contain the words, "care," "quality," or " close." And, of course, the punch line of the tagline, which is how medical imaging is guiding the specialists at OMHS to provide better, more accurate treatment.

With said tagline in place, the creative team was able to think of ways and scenarios in which the medical imaging transitions to the lifestyle images. If you'd like to see the other spots, we'll post them.

Start with strategy, summarize with tagline and execute with creative. Simple right? Congratulations to Barbara Taylor and her team at OMHS for taking this idea and running with it in publications, direct mail, and other communications programs.