We use information from patient surveys to focus on what patients are telling us they need. At Jameson Health System, New Castle, Pa., Chief Executive Officer Thomas White exercises considerable influence as to what the message of the hospital should be, reports Lisa Conway, director of public relations and marketing. White also promotes the team-effort concept, she says. I make sure that the various departments are meeting and communicating. Conway says that most marketing duties, such as ad layouts, copy writing and direct mail, are her responsibility.
Some work occasionally is sub-contracted.
A general rule of thumb is 1 to 2 percent of an entire project budget will be allocated for marketing. The bottom line at Jameson, she says, is to meet the needs of the community in light of challenges facing the health-care industry. One of the largest advertising campaigns that Humility of Mary has undertaken is its current promotion of St. Elizabeth's Level One Trauma Center. Billboards augment the radio and TV ad blitz. He says Ira Thomas Associates Inc., Austintown, Ohio, was an equal partner in the campaign.