Greenwood Leflore Hospital will soon be featured prominently in a new series of television and radio advertising.
On Tuesday night, William G. Hunt, CEO and president of Hunt Marketing of Oxford, spoke to the hospital’s Board of Commissioners at its monthly meeting.
“We’ve put in place a plan to enhance what you’re doing and change direction if it is needed,” he said.
Hunt recommended “a diversified approach” to marketing. Moving from a heavy reliance on print media to radio, television and social media is an important first step, he said.
Hunt said the hospital spends $12,000 on print advertising and only $1,200 on TV advertising. In addition, he said, the hospital has no radio advertising or presence on social media such as Facebook and Twitter.
Hunt suggested a theme for the hospital’s new ad campaign — “A Lifetime of Care.”
The hospital remains the largest employer in Leflore County, so it is important to connect with the community, he said.
“People want to feel engaged and connected with their health care provider,” Hunt said.
He suggested the hospital host a “Community Appreciation Day” in September or October and hold regular open houses.
The campaign will include testimonials from patients and political leaders about the hospital’s services.
Another component will be the concept of “Winning Your Backyard,” which would seek to draw clients from other hospitals. Hunt said the message should be simple: “You don’t want people to feel like they have a choice — this is their destination.”
Hunt’s company began shooting a new TV commercial today. Radio spots will be coming along shortly.
Commissioner Larry Griggs said the political leaders need to take an active part in the ad campaign.
“This is where you find out where their hearts really are. If they are ashamed, then they don’t need to be in elected office,” he said.
Commission Chairman Brian Waldrop said the hospital is an asset that needs recognition.
“This is the best-kept secret around,” he said.
In other action, the commission approved:
nA new pest control contract with Orkin. Previously, the hospital had used Terminix. Jim Jackson, the hospital’s executive director, said the new contract will provide more services than Terminix could supply. The Orkin contract is $26,000 per year.
nElevator project bond costs for RC Construction for $35,000.
nA five-year elevator maintenance contract with ThyssenKrupp. The contract will save the hospital money in the long run, Jackson said.
• Contact Bob Darden at 581-7239 or bdarden@gwcommonwealth.com.
