Kosair Childrens Spot Wins Best of Show.

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“Coming Home”, an emotional ad Frederick Swanston created for Kosair Children’s Hospital, celebrates the overwhelming relief parents feel when their critically ill child is finally able to return home from the hospital. This spot is very dear to our hearts and we are honored to receive Best of Show for television in the prestigious 29th Annual Healthcare Advertising Awards. Read More

What Impact Does Healthcare Reform Have On Hospital Marketing?

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It’s a question on the minds of healthcare marketers everywhere.  For several generations, healthcare providers (both hospitals and physicians) have been incentivized financially on patient volumes and have built the most technologically-advanced hospital facilities to generate the revenue needed to fuel further investment. However, the hospitals and “systems” that have been highlighted by the recent healthcare debates are facilities at which doctors and hospitals—and their satellites—work as a system: Kaiser, Mayo, Cleveland Clinic, etc. Read More

Marketing in a Community Hospital – Preparing for Hospital-Physician Consolidation

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Many hospitals across the country are being squeezed financially by rapid changes occurring in the industry, some resulting from financial triggers generated by the insurance industry and others from government mandated quality measurements and other controls. With nearly 60% of the healthcare dollars already controlled by the Federal government, it is not surprising that further downshifts in the Medicare and Medicaid payment structures will have a major impact on the industry. Read More

Coffee Regional Medical Center Selects Frederick Swanston

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We’re excited to be working with some great folks at Coffee Regional Medical Center (CRMC), a not-for-profit, acute-care hospital located in Douglas, GA.  CRMC has received recognition through the years as “Hospital of the Year 2001-2002” by the GA Alliance of Community Hospitals and “Georgia Rural Hospital of the Year 2000-2001”.  In recent years, Coffee Regional has felt the pressure from hospitals in larger towns nearby and is looking to Frederick Swanston to help revitalize the CRMC brand and curtail out-migration.  Our on-boarding process began on-site earlier this week. Look for examples of our work within the next couple of months. Read More

SHSMD Conference Ends On High Note

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This year’s conference was loaded with great information for hospital marketers on topics ranging from Measuring Social Media to Developing Physician Strategies, and just about everything in between. FredSwanners Una Newman, Rick Ender and Dean Lukehart each led well-attended, round-table discussions revolving around developing powerful creative and getting the most out of your agency relationship.  All in all, a very productive SHSMD for all attendees.  We’re already looking forward to next year in Philadelphia!  Can’t you taste the cheesesteaks?

Never Present a Client with an Idea that Can’t Be Done (Well, Almost Never)!

By | Advertising, Healthcare | One Comment

A few months ago, I was home working on a new TV campaign for Kosair Children’s Hospital — one of our clients located in Louisville, Kentucky.  I was sitting at my computer while my kids watched “American Idol”.  During the show, there was a special guest performance by P’Diddy and Skylar Grey and I heard for the first time their hit single, “Coming Home.”  The song’s lyrics and the soothing voice of Skylar Grey moved me to think, “This would be a great song for a commercial about a young child getting to go home after treatment for a life-threatening illness.”  So, I quickly began to craft the action that might accompany this song. Read More

Look for us at SHSMD!

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Frederick Swanston’s healthcare contingent is setting up shop this week in Booth 113 at the Society for Healthcare Strategy and Market Development (SHSMD) Annual Conference in Phoenix, Arizona.  Stop by to see a powerful new TV spot for Kosair Children’s Hospital that utilizes the hit song “Coming Home” by Skylar Grey and have a bite of chocolate (we won’t tell your cardiologist)!