“We had a brainstorming session about it and at first it was going to be a campaign but it turned into a game,” says Hedlund. "This way patients can interact and play with others while learning about the new wing of the hospital."
Children's Healthcare of Atlanta has also used technology to extend the life of celebrity visits. The hospital has built a broadcast media center called the Voice through the support of the Ryan Seacrest Foundation and hosts celebrity performances and interviews on a regular basis.
Patients who are too sick to attend a celebrity visit can tune in on TV and have the opportunity to call in to ask questions. Other patients who are well enough, can visit the radio tower to conduct interviews on air, says Brant Rawls, public relations representative for Children's Healthcare of Atlanta.
“We have several campuses with 250 beds each, this way every patient has the opportunity to be a part of the visit by watching it on their television or calling in” adds Chris Jones, director of volunteer services at Children's Healthcare of Atlanta.
Marketers looking to make celebrity connections with their hospital should look into teaming up with local radio stations or record labels, Jones advises.
"The best place to start is to initiate a relationship with radio stations and the record labels. They have a lot of influence over the time the artists have," she adds. "It's high-energy word of mouth."
Have celebrities visited your hospital? How does your staff make the most of a visit? Discuss in our comments section bellow.