Comprehensive Marketing Strategy For Healthcare Brand Refresh
Gema Mora
Client: ParkMed Hospitality
Project: Company-Wide Empathy-Driven Repositioning
Overview
ParkMed sought to reposition itself as an empathy-driven hospital vendor, impacting both external and internal audiences. This company-wide refresh changed how we marketed to hospital executives and engaged on-site employees.
Target Audience
External: Hospital Executives
Internal: On-Site Employees
Strategy and Execution
For Hospital Executives:
Email Campaign: Highlighted the company’s commitment to empathy.
LinkedIn Campaign: In-feed posts, press releases, and personal messages.
Trade Magazine: Collaborated with an account executive to design a print ad campaign.
Video Marketing: Partnered with a third-party company to create a marketing video featuring company leaders and real customer testimonials. I sourced the production company, wrote the script, and participated in the production.
Website Redesign: Led the redesign and content overhaul, conducted a brand photoshoot, and implemented a system for ongoing customer feedback and service improvement.
For On-Site Employees
HR Collaboration: Worked with HR and local managers to rewrite employee manuals and Standard Operating Procedures, emphasizing empathy in service.
Training Videos: Scripted and produced three training videos with the same video production company, securing actors and filming locations.
Results
Successfully positioned ParkMed as an empathy-focused vendor, helping improve hospital patient experience scores through exceptional service.
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Posted Sep 17, 2024
Repositioned a hospital vendor as empathy-driven through email, social media, video marketing, and a website redesign, enhancing patient experience scores.
