“Physician’s Advantage” was a new publication created to increase physician to physician referrals. Bound into an existing publication, “Physician’s Practice," with a strong regional distribution and readership, the articles on cutting-edge procedures, technology and physician specialists at Lakeland reached just the right audience. The publication won a Gold Aster Award in 2006 but, more importantly, it increased referrals to Lakeland-affiliated physicians.
I designed the publication and art directed the photography.
WE BELIEVE IN YOU
The We Believe in You recruitment and retention campaign was developed in response to the healthcare worker shortage of 2003. Research showed that the shortage was due, in great part, to the aging RN workforce and the lack of young people entering healthcare professions.
Retention materials such as posters and a video featuring Lakeland associates fostered a sense of pride and turned associates into ambassadors and recruiters through an renewed enthusiasm for their jobs and workplace. Recruitment tools included very targeted direct mail, print ads, radio and television ads and a special healthcare kit for use by HR recruiters when talking to high school and college students about the wide range of jobs in healthcare. All materials featured actual Lakeland associates.
Within the first six months, turnover rates at all facilities decreased substantially and new hires–especially in hard to find positions such as RNs–increased 30%. This campaign also won the 2003 Gold Aster Award. I developed the concept for the campaign along with the director of marketing and helped select an agency to assist with executing the materials. I managed the agency througout the process, art directed the photography and videos and presented the campaign internally at all levels.
HEALTHY HEART COOKBOOK
This cookbook was a fun, creative and effective way to get the word out to the extended community about Lakeland heart specialists. Lakeland’s region includes resort area towns where the population doubles in the summer months. We partnered with local restaurants frequented by the community as well as second-home owners and vacationers. Each heart-healthy recipe featured the chef and one of Lakeland’s heart specialists. The cookbook was distributed at the hospital, the restaurants and real estate offices throughout the community.
I art directed the photography and managed the agency that designed the cookbook throughout the process.
WOMEN’S CENTER BROCHURE AND WOMEN’S DAY INVITATION
I designed and produced these print pieces for Lakeland women’s services and community outreach.
WE DO THAT AT LAKELAND CAMPAIGN
Since Lakeland was formed through the merging of several community hospitals, residents of these communities thought of Lakeland Regional Health System more as community hospitals than a regional referral center. One strategy developed to change that perception was the "We Do That at Lakeland” campaign. This campaign used a series of advertisements featuring Lakeland-affiliated specialists performing state-of-the-art procedures with cutting-edge technology and superior outcome statistics. During the months the campaign ran, featured specialty procedures such as thoracic surgery experienced increases of up to 20%. I concepted the campaign, designed the ads and art directed the photography.
Lakeland interventional cardiologists are among the highest rated in the country. They were some of the first to use drug-eluting stents and to perform carotid artery stenting, and they train other cardiologists throughout the midwest. That–along with the fact that national statistics showed that many people in every community have asymptomatic heart disease–spawned the need for HeartSafe.
Driven to the Lakeland web site through multiple mediums, people take a simple short heart risk assessment. Based on their score, a Lakeland cardiac professional educator or nurse follows up with them and encourages them to seek the appropriate testing and treatment. Their scores also become part of a national study on undetected heart disease.
Within the first month alone, 17 new patients were signed up for HeartSafe. A substatial number of them needed interventional procedures and some had open heart surgery. I worked with representatives of Lakeland’s cardiac service line to customize this program for Lakeland. I also named the program and created the logo, web site banner ads and print materials.
PATIENT SURGERY GUIDE, DEDICATION ANNOUNCEMENT AND JOINT CAMP DIRECT MAIL POSTCARD
After Lakeland adopted a new corporate identity, I created multiple print pieces such as these for a wide variety of service lines.