SHSMD - 2009 Annual Conference and Exhibits
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Bathtubs, Blackberries & Brains - A Case Study in Guerilla Marketing
Program Code:
T04
Date:
Thursday, October 1, 2009
Time:
11:15 AM to 12:30 PM
EST
SPEAKER
(S):
Ted W. Blank is the director of marketing & referral development for Hennepin County Medical Center. Ted's career in health care includes positions in marketing, market research, and strategic planning. He has worked on both the provider and payor side, for both large and small organizations, including United Health Group and the HealthEast Care System in St. Paul, MN. Ted received his M.B.A. from the University of St. Thomas in St. Paul, MN and his B.A. from St. Olaf College in Northfield, MN.
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Brent Doering is vice president of client services at Russell Herder. Brent has held a variety of leadership positions throughout his career and possesses broad and deep experience across numerous disciplines and industries. A nimble marketing strategist who transforms ideas through innovation and collaboration, Brent’s solution providing approach has brought results to companies and organizations such as AOL, Bank of America, Catawba Valley Medical Center, Hendricks Regional Health, Loyola University Health System, Kraft Foods, Washington Regional Medical Center, Whirlpool, as well as numerous award-winning communications campaigns. Brent holds a B.S. in Business Administration/Marketing from St. John’s University in MN.
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Description
Find out how integrating cost-effective guerrilla marketing into a larger brand marketing campaign can help marketers reach GenNext (<21 years of age) consumers while simultaneously increasing volume to a specialty service line. Savvy media relations, integrated online and traditional advertising campaigns, and several other guerrilla marketing tactics made this campaign a success.