Comprehensive Marketing Strategy For Healthcare Brand Refresh

Client: ParkMed Hospitality

Project: Company-Wide Empathy-Driven Repositioning

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.

External: Hospital Executives

Internal: On-Site Employees

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.

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.

Successfully positioned ParkMed as an empathy-focused vendor, helping improve hospital patient experience scores through exceptional service.