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Online Web Gallery Fuels Hospital Campaign

Doug Desjardins, for HealthLeaders Media, February 16, 2011

Putting a face on healthcare through real-life stories is a tried-and-true marketing strategy and it’s one Arnold Palmer Hospital for Children in Orlando is using in its new campaign to engage consumers.

The hospital in January launched an interactive marketing campaign called “Meet our Kids.” It started with a Web-based campaign that encourages consumers to visit the hospital’s Web site and view photos and videos of patients at Arnold Palmer Hospital, the Winnie Palmer Hospital for Women & Babies and the Howard Philips Center for Children & Families.

“For more than 20 years, our top priority has been delivering the highest quality comprehensive healthcare for children in our community,” said Betsy Culpepper, director of marketing and public relations at Arnold Palmer Medical Center. “Many patients and families have experienced that heartfelt care at Arnold Palmer Hospital and have become our advocates.”

The online component of Meet Our Kids features a picture gallery on the Arnold Palmer Hospital Web site with dozens of photos of kids who have been treated at the hospitals along with their names and ages. Families can upload photos or videos of their kids to the Web site at any time to keep new images pouring in and expand the campaign. The Meet our Kids tab also features a virtual tour of the hospital hosted by its president John Bozard.

In addition to the online component, Arnold Palmer Hospital will expand Meet our Kids with billboards, TV commercials, print ads, and digital advertising around the Orlando area. The campaign will run through 2011.

“This campaign recognizes them (children) for their strength and shares their stories with the community,” said Culpepper.

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