Question

Topic: Advertising/PR

Medical Facility Grand Opening

Posted by Anonymous on 1/6/2009 at 9:59 AM ET 125 Points
I have been contracted to organize two Grand Openings for a medical facility. The first will be for VIP's and the second, an opening for patients and the public.

They have indicated an interest in doing something charitable for the VIP opening. In my mind - presenting this new state-of-the-art facility is the primary goal, branding the name, etc. I was going to do a nice affair, food, music, specialty gift. The charity part has me stumped. Any ideas?

As to the second opening for patients and public - I think we should invite patients for their "special time" perhaps a couple of hours before the doors open to the public. This is going to take place the same as a large festival held just a block away. We think we can capitalize on the crowds for the festival and draw in folks through signage. I think a simple specialty item for branding sake is necessary but a keychain seems tacky. If anyone has ideas for a simple gift. I like the idea of canvas bags with handles with logo - sort of "green". I also think that some sort of health fair in conjunction with the public opening is appropriate. This new medical center will be home to two established medical groups - one a physicians group, the other a ortho/back surgery center.

Another little challenge - how to communicate the message that these two medical groups are in this building. Neither one's name is represented in the name of the building.

Any ideas are appreciated. This will be in April in Florida. Great weather!
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RESPONSES

  • Posted on 1/6/2009 at 10:17 AM Accepted
    Hi, and thanks for the question.

    There was some thought process behind choosing the location for your new medical facility. What was the process? To offer a medical facility closer than an existing facility? Offer better services? Fill a gap in the services being offered?

    Please reply so that we may consider your answer in our answers. Thank you.

    Marketing-Riot
  • Posted on 1/6/2009 at 10:21 AM Member
    Also, the VIPs that are invited -- who are they? State Reps, local business leaders, key management and physicians? What is their relationship in the opening of the new facility? Did they work toward having the facility approved? Back the facility, help fund the facility, help locate funds for the facility, etc.

    Further info would also assist in developing an appropriate benefit/charity for the grand opening based on the VIPs' involvement with its development and future functioning.

    Marketing-Riot
  • Posted on 1/6/2009 at 10:41 AM Author
    Thank you for the quick response and good questions. The facility is being built in a downtown redevelopment area. The main doctor behind the building has had several plans for development in the downtown. This one finally took hold. It will have a huge economic/tax impact in the area. Very positive. The doctor who got it started is known for his back center/ortho work. The physicians group that is taking a floor in the building has offices all around town. But their primary corporate offices are in an older building. Corporate offices will move to the new facility as will some of the docs.

    The VIP's will be physicians, community leaders, management. I think they'd like some sort of celebrity there as well... we're dealing with some big egos on this one.

    I think one of the main goals is to focus on it being a state-of-the-art, same day surgery center and facility. There is a creek on the back side and discussion of a bridge being built to connect it to the downtown shopping district so the tie to downtown is important.
  • Posted by Perrie on 1/8/2009 at 10:14 PM Accepted
    Find a charity to tie in with that makes sense - something in the health field. Look at the area not for profits in health - hospice organization or associations in health - find them in the BBB or area directories - start calling and pitching that you have the perfect venue - what is easy to do is an art auction where the auction company brings everything in... and they get all the profits!

    As to the second opening for patients and public - I think we should invite patients for their "special time" perhaps a couple of hours before the doors open to the public.

    Ok this is fine. But what else other than a tour will you be offering the patients? I would have a giveaway or some type of music playing and at least some snacks. I would also have an event for patients perhaps after this grand opening that ties into health - perhaps have an author speak etc.

    This is going to take place the same as a large festival held just a block away. We think we can capitalize on the crowds for the festival and draw in folks through signage. I think a simple specialty item for branding sake is necessary but a keychain seems tacky. If anyone has ideas for a simple gift. I like the idea of canvas bags with handles with logo - sort of "green".
    The canvas bags are a little pricier than the keychain. I would again perhaps have some first aid kits to use as door prizes and perhaps an instant temperature taker for everyone. Anything with health tips is in order too.

    I also think that some sort of health fair in conjunction with the public opening is appropriate. This new medical center will be home to two established medical groups - one a physicians group, the other a ortho/back surgery center.

    I would have the docs there to meet and greet during all the events. You can also have free osteo screenings, blood pressure checks by the nurses and you can do a release on that to get the public to come in.
    Otherwise I would do a full blown health fair in the future for visibility purposes.


    Another little challenge - how to communicate the message that these two medical groups are in this building. Neither one's name is represented in the name of the building.

    For the first month or so - I would make sure there is temporary exterior signage. Get releases in the area papers too regarding all the events.
    I would actually plan a series of events after the grand opening and hand this out to the public so they come back for some 'free' health education programs....

    Hope this helps.

    Perrie
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