SHSMD - 2008 Annual Conference and Exhibits
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Giant Killers. How to Out-think, Out-maneuver and Out-market the Dominant Hospital in Town
Track
:
Marketing
Program Code:
T11
Date:
Thursday, September 18, 2008
Time:
1:15 PM to 2:45 PM
EST
Location:
Salon 7
SPEAKER
(S):
Jerry Hobbs, Vice President of Healthcare Marketing,
Prairie Dog, Kansas City, MO
Prairie Dog is a national healthcare marketing firm that represents many #2 (and #3 and #4) hospitals across the country. Run by two veterans of the industry, Jerry Hobbs and Phil Smith, Prairie Dog has worked with more than 100 hospitals in every market situation. Jerry Hobbs, executive vice president/managing director of healthcare marketing, is a leading strategist, having spent 12 years in product line development, planning and marketing at a large Midwestern hospital before crossing to the agency side.
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Phil Smith, President, Creative Director,
Prairie Dog, Kansas City, MO
Phil Smith, senior creative director, comes to healthcare with a background in national consumer goods advertising and has “Challenger Brand” success stories from healthcare, as well as tech, retail and consumer goods. Jerry and Phil have been guest speakers at SHSMD for seven of the past eight years, as well as at marketing conferences for Cleveland Clinic, Mayo Hospitals, Triad Hospitals, Quorum and Trinity Hospitals.
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Description
Every healthcare market has a market leader. Dominant market share, awareness, preference, location, primary care networks...all appear to make it hopeless for trailing hospitals. But as you will see in this presentation, "Challenger Brands" can do very well against larger opponents. Giant Killers will use campaigns from healthcare, as well as national brands, to demonstrate how effective marketing can identify, and pick off profitable customers, product lines, and services. Giant Killers will show how smaller hospitals (much smaller) have disrupted marketing complacency at huge, entrenched systems. This presentation is a must for every challenger in healthcare today.