Color and characters pump campaigns' hearts

by Marianne Aiello

Breaking through the mix of mundane hospital marketing campaigns is what helped two hospitals—Advocate Good Shepherd Hospital (AGSH) in Barrington, IL, and WakeMed Health and Hospitals in Raleigh, NC—bring more attention to their cardiac program and capture the eyes and ears of consumers in need of heart care.

Representatives from both hospitals spoke during HealthLeaders Media’s “Marketing Cardiology: Strategies for Service Line Campaigns” Webcast on March 19.

A successful cardiac marketing campaign has to “break through the clutter,” said Kathy Lapacek, vice president of business development at AGSH.