Outperforming Goliath: A Marketing Portfolio/Case Study

Increasing Awareness and Preference for a Healthcare Organization

Objectives: Efficient, Substantial & Effective

• Increase awareness and preference in competitive market

• Develop flexible campaigns that can apply to a range of services and situations

• Create memorable messages with impact

• Consistently maintain brand integrity across all mediums

Results: Efficient, Substantial & Effective

• Outperformed area hospitals despite media budget estimated to be just 25% of largest competitor

• Grew top of mind consumer awareness in primary service area (PSA) by 27% from 2006 to 2010

• Exceeded largest competitor in terms of preference by 39% compared to 30%

• Grew hospital preference in PSA by 30% from 2009 - 2010

BE…Phase 1 Marketing Campaign: 2007 - 2000

Distinguish the hospital by encouraging sophisticated consumers to acquaint themselves with their healthcare providers. Connect emotionally through words and images that they can expect a better patient experience.

Be… 2008 Print

Be… 2008 Print

BE SELECTIVE

Healthcare-as-usual may be fine for other people, but it isn’t for us.

People in the know never take health matters for granted. They ask questions.

They delve deeper. They play an active role. At Shore Memorial, that’s the way we

like it. Our accomplished physicians and nurses pride themselves in empowering

patients and family members alike with information they can act on. After all,

at Shore Memorial we believe you’re entitled to the best care possible. Bar none.

And we’re here to make sure you receive it.

People in the know come to Shore Memorial. So be selective.

Find a Shore Memorial physician today.

Call 609-653-4600 or visit

www.shoredoctors.com

Embracing Excellence

Be… 2008 Print

Be… Television Ads

Click here to view Be Quick – Urgent Care

Click here to view Be Strong – Oncology Care

Click here to view Be Confident – Spine Care

CARE OF…Phase 2 Marketing Campaign: 2010-2011

Showcase the physicians and services of the hospital through compelling storytelling. Capture the essence of the message in a single headline. Convey the warmth and compassion that sets the hospital apart.

Care of… 2010 Print

Care of… 2010 Print

The campaign afforded flexibility to adapt to many unique situations and community events.

Care of… Television Ads

Click here to view Care of Shore Memorial – Spine Care

Click here to view Care of Shore Memorial – Oncology Care

Click here to view Care of Shore Memorial – Physician Finder

Results Recap

• Awareness

• Preference

27%

30%

Kim Simers, MHA

Click here to view Kim Simers’ LinkedIn profile.

Accomplished healthcare marketing professional with progressive experience in marketing communications, strategic planning, product line development and customer relations. Emphasizes growing business through consultative partnerships, strategic communications and data analysis. Regarded as a highly organized, trustworthy and persuasive leader who has an entrepreneurial spirit and is able to communicate at all levels. Effective steward of multi-million dollar budgets. Achieves results as both a project and team manager. Expertise includes:

• Marketing & Public Relations• Business Development & Strategic Planning• Crisis Communications & Media Relations• Content Marketing & Social Media• Physician Relations• Product Line Development• Brand Management & Market Research• Customer Experience & Satisfaction