Henry Ford Hospital is a 802-bed tertiary care hospital, education and research complex and Level 1 trauma center located in the heart of Detroit. The hospital is recognized for clinical excellence and innovation in multiple fields and is home to the Henry Ford Medical Group, which attracts patients and draws referrals from around the world.
This campaign is a part of the overall referring physician strategy, which highlights the innovations and unique clinical expertise available at Henry Ford Hospital. To develop the strategy we looked at four areas of differentiation:
1. OUTCOMES: What are we doing better than everyone else?
2. VOLUME: What are we doing more of than everyone else?
3. INNOVATION: What are we doing that no one else is doing?
4. RESEARCH: What's the next breakthrough?
These two-sided inserts feature five specialties and ran as a series over five weeks regionally in the New York Times and the Wall Street Journal. The digital strategy targeted physicians through news, medical and specialty websites as well as via the hospital's Facebook page.
The photos were all taken onsite at Henry Ford Hospital using actual doctors and nurses.
Henry Ford MyChart is a secure patient portal that allows patients to manage their health care needs online through access to their physicians and providers. A 24-month marketing plan was launched in December 2012 that began with POS promotions in Primary Care. Following a system-wide implementation of Epic, the campaign entered the public phase in May 2014, which included digital, social, environmental and traditional tactics. As of July 2014, more than 170,000 patients have registered for a personal MyChart account.
Another product in Henry Ford's division of eHealth Products is instant online mammogram appointment scheduling, which debuted in 2009.
The Innovation Institute at Henry Ford opened on the campus of Henry Ford Hospital in October of 2011. Was responsible for developing and executing a strategic marketing plan for new product launch of the Institute, which included a custom website, social media, blog and identity package.
In 2011, Henry Ford Health System entered the public phase of a $250 million capital campaign, which was launched through both paid advertising and earned media. The department's webpage was redesigned to showcase the campaign.
I've developed and executed multichannel promotion strategies for fundraising
events that include digital, print and social media designed to attract both sponsors and attendees.
Henry Ford Health System's inaugural Get Your Heart Racing event was held in 2011. This unique event, which was held at Ford's test track, had a two-pronged marketing strategy - to promote the auction of a "1-of-1" Ford Mustang to a national audience, and promote the driving/track event to the local market.
The national ads focused on the uniqueness of the auction vehicle and were featured regionally in the New York Times and Wall Street Journal and online nationally through an ad network and targeted automotive enthusiast websites. Locally, ads promoted a once-in-a-lifetime driving experience and were featured in print and online news outlets.
The event grossed more than $750,000, making it the most successful fundraiser in Henry Ford's history.
Responsible for reinventing employee giving campaign communication strategy. Putting employee testimonials at the center of the campaign, through large graphics, print and e-newsletter features, and a video resulted in a significant lift in overall participation and dollars raised.
Whether through the funding of life-saving research or advanced equipment and facilities, donors play an important role in helping health care organizations provide care to the community. My responsibility is to share these stories of how donations are positively affecting the lives of our patients and their families.
The Henry Ford Office of Philanthropy has approximately 20,000 donors annually. The stewardship program aims to keep these valuable friends engaged throughout the year through a variety of informative and regular communication tactics, including newsletters, brochures, e-blasts, direct mail and social media.
Responsible for developing and executing marketing communication strategy, including creative production, content development and vendor management.
The Henry Ford Office of Philanthropy's Annual Giving division has a wide variety of ongoing general and targeted fundraising campaigns. Creating a cohesive look and feel for all materials helped establish the organization's identity and reinforce key messages, increasing overall participation among both donors and prospects.
