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Opening the doors: building brand awareness
1Communications and Marketing, Mount Sinai.
Healthcare Quarterly (Toronto, Ont.)
|November 2, 2006
Summary
Mount Sinai Hospital partnered with The Globe and Mail for a national series. This initiative provided credible promotion and confirmed the value of proactive media relations for the hospital.
Area of Science:
- Healthcare Communications
- Public Relations Strategy
Background:
- Mount Sinai Hospital sought a cost-effective method for public promotion and education.
- Traditional marketing approaches may not always provide sufficient credibility or reach.
Purpose of the Study:
- To evaluate the impact and value of a proactive media relations strategy.
- To assess the effectiveness of a national media feature series in promoting a healthcare institution.
Main Methods:
- Collaborated with a major national newspaper, The Globe and Mail, for a three-part feature series.
- Documented the series' reach, engagement, and estimated advertising value.
Main Results:
- The series provided third-party credibility for Mount Sinai Hospital.
- Achieved significant public and stakeholder engagement on an emotional level.
- Generated an estimated $6 million in equivalent advertising value.
Conclusions:
- Proactive media relations through national feature series can be a credible and cost-effective promotional strategy.
- Such initiatives can effectively engage diverse audiences, including staff, volunteers, and the public.
- Media partnerships can amplify institutional messaging and enhance public perception.
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