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Persuasive Healthcare Content Promotes Hospitals and Physicians

Challenge
Hospitals want to maximize their marketing dollars. Though advertising can help advance a provider’s brand, “earned media” (media coverage or articles) is a cost-effective way to enhance top-of-mind awareness with patients and potential patients.

Strategy and Tactics
Lovell’s bilingual monthly Health Tip Updates is a turnkey program consisting of health and wellness articles and related radio public service announcements (PSA). The articles provide medical education about issues – ranging from joint replacement to food borne illnesses to sleep disorders to cancer – and can be bylined by affiliated physicians or staff experts. We provide content, and the hospital marketing department makes arrangements to provide monthly, weekly or biweekly health articles and PSAs to local print and electronic media outlets. In addition, hospitals can offer the content to local businesses or community partners for use in internal newsletters or post the columns to their hospital website.

Results
Our health columns have appeared in hundreds of newspapers across the country, generating calls to physician offices and admissions departments. Health Tip Updates consistently prove to be a positive addition to our healthcare clients’ PR efforts.

Client Response
“The health columns provided by Lovell Communications have been an effective piece of our marketing efforts for years. The columns have helped us strengthen our relationship with local media who are more than willing to publish valuable consumer health content. We truly believe these columns elevate our exposure in the community and help position and promote our physicians and other providers as medical experts.”

- Nancy Clark, Volunteer and PR Coordinator, Monadnock Community Hospital

“Lovell Communications has been a trusted partner and provider of consumer health information for our affiliated hospitals for many years.  Their articles and news briefs have helped market the facilities, introduce new service lines and promote employed physicians.  They are skilled and knowledgeable writers, and have been a real asset to our marketing team.”

- Debbie Landers, Vice President and Chief Marketing Officer, Community Health Systems, Inc.

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