Be a sight for sore eyes
Yankee translation: Be what your customer is looking for.
In Kindred Healthcare's case, this meant sharing the message of its post-acute care services with local referring organizations and the general public. Susan Moss, Kindred's vice president of communications, and Richmond, VA, ad agency Neathawk Dubuque & Packett's Daniel Fell spoke about the marketing strategies the Louisville, KY–based organization used to promote itself and battle the public perception that post-acute care facilities are places people go to die.
By targeting both referrers and, secondarily, consumers, Kindred not only let healthcare workers know about the organization, but made it easier for these workers to suggest Kindred to patients because the campaign also increased general brand awareness.
The next time you're looking for some healthcare marketing guidance, pour yourself a nice, cool glass of sweet tea, slur your "you"s and "all"s together, and reconsider your strategy through a Southern frame of mind.