You're a Brick House

Kandace McLaughlin Doyle, for HealthLeaders Media , January 28, 2009

Click for PDF version.Strong and solid, your hospital might be brick and mortar in the physical sense but it's obvious that it's more than the building materials you use that make a hospital what it is to its patients. Though most hospitals boast high-tech equipment and service line specific specialties to describe what they're made of, Lexington Medical Center (LMC) decided to look beyond it's exterior and it's technological capabilities to the people that have helped to make it a market leader and a generally friendly place to be.

Lexington Medical Center, located in West Columbia, SC, recently received the title of "Best Hospital" by readers of The State newspaper, a local daily newspaper, for the ninth year in a row. Seeing the new entitlement as both an honor and opportunity, LMC decided to launch a new campaign that spotlighted the achievement as well as the people who made the achievement possible.

"You can own all the latest technology or build the finest facilities, but it's the employees who determine whether you're a good hospital or a great hospital," said Mark Shelley, Lexington Medical Center's director of marketing. "As a way of honoring our staff and their services, we're showcasing them in billboards and print advertising throughout our service area."

The campaign, which was designed in-house, features members of the LMC staff that were nominated by their managers for excellence in their work. Each ad features an employee and copy that promotes how that professional contributes to making LMC a better place for its patients. The campaign will continue to run and has also been integrated into the facility as well as into the hospital blog's masthead; which now features the faces of many of LMC's employees as well.

"One of the things that makes us a great is the people who work here," says Jennifer Wilson, public relations manager for LMC. "Our employees really believe in the hospital and go above and beyond. They've been taught to do whatever they can for a patient and it shows."

Kandace McLaughlin Doyle is an editor with HealthLeaders magazine. Send her Campaign Spotlight ideas at If you are a marketer submitting a campaign on behalf of your facility or client, please ensure you have permission before doing so.

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