healthcare

CMBell Wins Four More National Aster Awards

CMBell Wins Four More National Aster Awards

Creative work by CMBell and their clients have garnered four Aster Awards: One gold award for a marketing video in Physician profile, one silver in executive message – internal communication video, two bronze awards in marketing videos for regional healthcare systems.

The Aster Awards competition is dedicated to recognizing the most talented healthcare marketing professionals for outstanding excellence in advertising, marketing and communications.

CMBell Company Wins Seven National Awards

CMBell Company Wins Seven National Awards

This national competition aims to bring recognition in the field of healthcare marketing and advertising. Over 4,000 entries were judged by a national panel who reviewed projects for creativity, quality, message effectiveness, consumer appeal, graphic design, and overall impact.

Winning projects this year were produced in partnership with Adventist Health and their 20 hospitals in four western states.

Direct Mail: Still an Important Part of Your Marketing Mix

Don’t ignore direct mail in your move towards digital messaging. Of course digital must be part of your mix, but don’t underestimate the power of print.
 
In the case of direct mail, people generally have to sort their mail, which means you have a chance to get their attention.
 
Once you’re in the reader’s hand, you have a second or two to help them decide if the message is for them—and to get them inside the piece. So think about every micro-second of the buy journey as you develop a direct mail piece.

  1. Does the cover clearly offer a promise to a problem they have—thus inviting them further into the journey?
  2. Does the overall look convey the right image? For a hospital, for example, there’s an expected dignity and credibility that telegraphs competence. This is done through color, type choice, word choices and photos.
  3. Is it easy to browse, so the reader can go right to the content that interests them?
  4. Is the call to action easy to find and clear?
  5. If they respond to the call to action, will they get what they’ve been promised? Either someone knowledgeable on the phone, or a Web page that truly offers useful information without much effort on their part. 

We’re still fans of this medium. If it’s done well, it can definitely affect people’s buying decisions.

Use Video as a Gala Centerpiece

This hospital video, developed for their anniversary gala, achieves multiple things:

  • Evokes cause for celebration
  • Tells what they’re most proud of
  • Invites donors and friends into the organization
  • Delivers a message of momentum
  • Conveys to the community their essential role in the hospital’s success now—and in the future

When you have a captive audience at an event like a gala, you want to make every moment build a feeling of pride and enthusiasm for the organization. Nothing does that like a well-produced video.

Are you using video to change how people feel about your organization?

Could You Be Wrong About What Your Company is Actually Selling?

Health care sells peace of mind and hope—not MRIs. Coke sells a feeling. Cars sell image. Banks sell security and peace of mind. These are the deeper motivations of consumers that lie beneath the actual product decision.
 
We worked with Dignity Health to sell lifestyle options in this recruiting brochure and display unit. While they are selling jobs, lifestyle motivations are what drive a physician’s decision to align with an organization. They’ll consider questions like these: How will my family flourish in this location? How much satisfaction will I find with my colleagues? How will I find meaning in my career opportunities? What will my lifestyle look like if I take a career with this clinic?
 
It’s important to reach your audience not just with product benefits, but to address the underlying motivations they have for engaging with you.
 
So what are you selling?

Dignity Health Recruiting Brochure

Dignity Health Recruiting Brochure

Dignity Health Recruiting Display

Dignity Health Recruiting Display

Videos Earn Merit Awards in the 31st Annual Healthcare Advertising Award Competition

Videos produced by CMBell Company and an LA-based hospital client have received two merit awards from the 31st Annual Healthcare Advertising Awards competition, the largest health care advertising awards competition in the nation.
 
The award was given to two of a series of 12 videos CMBell Company developed to tell the story of White Memorial’s Medical Center centennial. One of the award-winning videos was shown at their 2013 Gala at the Beverly Hills Wilshire hotel.
 
Nearly 4,000 entries were received in this year’s competition. A national panel of judges was engaged in reviewing all entries based on creativity, quality, message effectiveness, consumer appeal, graphic design and overall impact.