I International Collaboration for Excellence in Critical Care Medicine: A Center of Excellence MARKETING YOURSELF By HEATHER REID in Critical Care Medicine: A Center of Excellence MARKETING YOURSELF By HEATHER REID

Background Problems faced: real and perceived –Staff –Morale –Respect –Community role –Funding

Marketing Planning Insights –Why do we exist –How important are we –Are we aggressive/passive –Hot/cold –Who do we need to talk to -internal/external audiences

Marketing Objectives Consistent, synergistic communications Co-ordination of all voices Ability to withstand internal pressure Compelling image to respond to

Marketing Equity Our offer/position Who is our competition How are we different/ essential

Marketing Rewards Reaching our targets What do/can they deliver Measurement

Communications vehicles When and where, under what circumstances will out target audience be most open to hearing our message..and support us Internal: EVERY meeting, Board, CEO, depts External (medical): presentations, industry functions External (general)

Tools of the Trade Advertising/PSAs/TV programming Public relations –Communications materials –Speeches –News releases –Interacting with the press –Becoming the public’s EXPERT –Visiting firemen

Tools ( Contd) Direct Mail –Patient potential –Exposure v funds Using Opportunities –A Centre of Excellence in Critical Care –Springboard –Multi target audiences

Tools ( Contd) Fundraising events –Funds –Positioning –Show of support –Powerful image internally/externally –E.g.Brazilian Carnival Ball

How To Start Form a team Locate supporters in hospital PR dept Indicate to your CEO your objectives Decide on “x” actions within year Start small Remember: Target…action…reward

What do you need from us Standard backgrounder Sample news release Video footage Formal speeches Speech notes Web materials Sample patient letters Fund-raising ideas

Last Thoughts Stay in touch Exchange information Tools that worked Samples of success What works for you could work for me