Ronald McDonald McDonald's Logo
McDonald's Logo Hot Springs Village Logo LRPD Badge

CHI St. Vincent

Innovative Added Value

We worked with hospital system CHI St. Vincent to build awareness and preference in a highly competitive market using innovative added value solutions.

McDonald's Logo LRPD Badge Hot Springs Village Logo

The Situation:

Approximately two-thirds of all Little Rock area residents recall television advertising about their health care choices and hospital options more than any other means, according to quarterly research by NRC Health. Sixty-one percent of Little Rock area residents remember television advertising the most, compared to a national average that is 20 points lower. Little Rock is home to seven hospital systems, including a major research hospital and a legacy provider that dominates the market.

Because of competition in the health care/hospital marketing landscape, we evaluated how to best deliver effective messages to highlight the client, CHI St. Vincent, and its four hospitals, dozens of primary care and specialty clinics, and integrated network of primary care physicians.

To that end, in 2015, local television station KTHV also sought a partner to develop a health care content marketing and advertising delivery system based on a concept from its corporate parent, called “Real Men Wear Gowns.” The “Real Men Wear Gowns” concept featured biweekly video profiles of local men who were patients of CHI St. Vincent providers. These profiles aired on KTHV’s morning and evening news, and they chronicled the patient’s experience with CHI St. Vincent primary care physicians.

After a successful two-year run of segments, CHI St. Vincent and KTHV recognized that the inclusion of women in the profiles may raise the awareness level even higher and after a brainstorming session chose to re-name the brand “Wear the Gown.” The new title and structure of the program changed in July 2017.

Media Coverage

Media Coverage

Media Coverage

Media Coverage

The Strategy:

It was our responsibility to produce the new “Wear the Gown” segments and continue to broaden the appeal of the profiles on TV and online throughout the remainder of 2017 and all of 2018. We enlisted Craig O’Neill, a KTHV anchor and Arkansas treasure who has won numerous “Best of Arkansas” awards as a television personality and radio disc jockey, to agree to write and edit the profiles for broadcast. O’Neill, as a known brand who has served as a volunteer guest emcee at more than 9,000 events in Arkansas over 48 years, became a de facto brand ambassador for CHI St. Vincent.

Every two weeks, we engaged in “rounding” and old-fashioned beat reporting to identify an ideal CHI St. Vincent physician and patient, or in some instances we found a novel health care subject matter (diabetes education, clinical simulation lab). After coordinating with the clinician and the patient, we prepared questions and answers for both physicians and patients and engaged in one-on-one media training with both interviewees prior to taping. The Ghidotti team was on hand for every taping to produce and manage, and we most often conducted the interviews. KTHV videographers recorded the interviews and obtained b-roll at our direction. KTHV and O’Neill took the raw footage from the taping and packaged it into two-minute segments that aired on the first and third Mondays of each month.

The Results:

NRC data shows that public awareness of CHI St. Vincent increased by more than eight percentage points, from 43 percent of the market to more than 51 percent of the market.

Local celebrity Craig O’Neill edited, wrote and narrated all but one of the 26 segments over a 12-month period, lending important credibility and visibility to the CHI St. Vincent brand.

The expansion of the existing program to include women resulted in eight segments that profiled women individually and three others that included female patients interviewed as part of a larger group.

The segments also highlighted teenagers twice, as well as a set of twins who underwent surgery for the same congenital heart defect. CHI St. Vincent’s specialty clinics were also well represented, with approximately 25 percent of the segments highlighting specialists and the rest focusing on primary care.

400 W Capitol Ave Suite 2979

Little Rock, AR 72201

501.777.3509

© 2021 Ghidotti Communications

Close

Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.

Close

Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.