Two years ago, WhiteHot Marketing was officially recognized as a small business by the State of Indiana. The past 24 months have been quite the roller coaster ride, but I wouldn’t have it any other way. There’s nothing more satisfying than knowing each day that you control your own professional destiny. Of course, the headaches of paperwork and accounting balance out the highs, but small business ownership is one of the most rewarding things I’ve yet to do in my life. Special thanks to all my mentors, friends, family, partners and wonderful clients!
Posts Tagged ‘public relations’
Client: Suburban Indianapolis hospital system losing market share to urban, niche cardiac hospitals.
Solution: Created integrated campaign that promoted heart disease in women (capitalizing on a topic growing in popularity among national media) and leading-edge cardiac services available close to home. The call to action included in all advertising was a custom Heart Care Kit that contained information about risk factors, warning signs, doctors available at the hospital and the host of resources available to those ready to take action. The kit was also promoted through a partnership with CVS pharmacies and through point of purchase displays at physician offices and local merchants.
Results: The hospital’s cardiac market share increased slightly, despite very aggressive marketing efforts of competitors. In just the first 2 months of this 12-month campaign, more than 1,000 kits were distributed. Hundreds were inspired to take advantage of free or discounted screenings. Many high risk patients were identified and steered into the hospital’s services.
Services Provided: Served as this system’s director of marketing, planning and public relations for 15 years