Marketing emergency care

You might be surprised to hear I’m often asked by friends and family, “What do you mean you do marketing for a hospital? You don’t really need to market it, do you?”

Although most people avoid hospitals at all costs, there are times we may need to visit them, and patients have more choices than ever about where to receive care.

When it comes to emergency care, not everyone goes to the hospital nearest them. There are reasons why someone might choose to bypass an ER and head to another. I once passed by three hospitals in an ambulance to take my daughter to Children’s Hospital in Minneapolis. I knew she could handle the extra 10-minute drive and the care she would receive would be more pediatric-friendly.

Residents living in the St. Paul area have a few hospitals to choose from and one of Allina’s hospitals (my employer) recently renovated and re-opened the Peter J. King Emergency Care Center (ER) at United Hospital. The facilities are truly state-of-the-art and designed to better serve patients, with private patient rooms (with doors instead of curtains), cutting-edge technology (for trauma, imaging  and more) and a healing environment in terms of art and furniture.

The overall patient experience has been improved, such as shorter wait times and an improved process for how patients “flow” through the ER. As patients are making more informed decisions about their care, it’s important to share information about the renovations with our communities. 

There were a number of PR and marketing activities developed to do just this. From the corporate marketing office, I worked with the United marketing team and an external agency to develop a print and outdoor campaign. The “Faster/Better” ad concept shown here was a simple, but clever, communication that really got to the heart of the patient experience. The new ER really is faster and better for patients.

This campaign is currently running in St. Paul and surrounding communities.

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  1. Awesome! I haven’t seen these yet but I haven’t been paying attention. Proud to say that in 2006 when I worked for the Allina Office of Philanthropy, I did telefundraising for this ER! So glad to see that it’s done.

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