This is an excerpt from a member-only article. To read the article in its entirety, please login or subscribe.

From animated characters that encourage healthy living to picturesque scenes that capture the simplicity of a child's dream of becoming a doctor, hospital marketing campaigns of excellence were the subject of the first HealthLeaders Media Marketing Awards in New York City in November 2007. Representatives from 10 winning organizations participated in roundtable discussions about the creative and strategic work that went into each marketing initiative. They also talked about the return on investment they saw from the campaigns and how they communicated that to hospital executives.