What 'Mad Men' Can Teach Hospital Marketers
"If you don't like what is being said, then change the conversation."
In season three of Mad Men, Don says this to a developer planning to demolish Penn Station, an idea which, not surprisingly, was unpopular with New Yorkers. Hospital marketers should take Don's advice.
Every organization, at some time or another, will experience a major public relations crisis. And while it's unavoidable, the way you react to the crisis is completely within your control and can greatly influence the way the crisis' media coverage plays out.
In 2010, I covered Atlanta's Grady Memorial Hospital's keen response to unfavorable media coverage regarding its marketing budget, no less. Earlier this month, I wrote about how Twitter can be an effective crisis and media management tool. There are plenty hospital crisis management success stories out there.
Don's words should be taken to heart even when you aren't in crisis mode. A huge part of a successful marketing department is an on-point, proactive public relations strategy. You should always be pitching local and national media about your successes, accomplishments, and good-old heart-warming patient stories.
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