Akron General Health System wants to be known for its listening skills and recently launched a marketing and consumer-engagement campaign titled, “My Health. My Life.”
“Because Akron General’s goal is to understand the health-care needs of each member of the community, the campaign was launched to communicate this,” says Gina Page, senior account manager/PR with Hitchcock Fleming & Associates (HFA).
Research conducted by Akron General and HFA showed that individuals in the community want a health-care system that listens closely to what they have to say and works collaboratively with them to share important information about their health. The campaign is helping start conversations to achieve the health-care system’s goal. “Our new campaign revolves around education, empathy, collaboration and meeting the wellness needs of everyone at any age,” says Thomas Stover, M.D., president and CEO of the Akron General Health System.
Our new campaign revolves around education, empathy, collaboration and meeting the wellness needs of everyone at any age
Akron General has thousands of employees and T-shirts were given to them to leverage the staff as brand advocates and to promote the new tagline. “It’s been a huge momentum builder as the positioning is something that every Akron General associate truly believes in,” says Page.
Marketing teams at Akron General and HFA designed the multi-tier campaign that included print, local and cable TV, social media, radio, online, outdoor, paid search and sponsorships. The initial TV spot debuted in April, but some elements of the campaign began in late March.
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