Challenge:

Hospitals must convey precautionary critical care information to staff, patients and visitors clearly and quickly. Patient room doors and walls are the medium. Conveyed information can change instantly in the rapid ebb and flow of a hospital--patient room assignments change, patients conditons change and risk levels change. Staff shift changes further increase the challenge of keeping critical care communication clear for all stakeholders. Historically, hospitals have used, clipboards, tape, magnetic clips, pushpins, thumb tacks, stickies and other temporary signage components as a solution--a solution that can create clutter, detract from the hospital's brand assurance to the public and increase liability risks should a piece of crtical care information fall off the wall, particlarly in infection control units.

Opportunity:

Local sign makers and display companies have historically provided custom architectural signage for hospitals through facilities management channels. I conducted competitive research (Google searches) and was surpised to find that only a one signage purveyor in the US had packaged a solution specifically addressing the hospital market and its growing need to mitigate risks in this very visble and vulnerable area. Most signage purveyor marketing communications earned a C minus/D plus in my assessment.

Winbrook had a plexiglass turnkey signage solution in use at Eliott Hospital of Manchester, New Hampshire and wanted to make a charge to grow its share within this market. It had a product, but did not have a brand. 

Solution:

I then began to create iterations off of the brand proposition I created for CareFrame:

CAREFRAME CLEANS UP AND CONTAINS THE CLUTTER OF PATIENT CARE COMMUNICATION

You'Ve Read The Brochure
Now See The Video!

Next, I created a CareFrame video to reside on YouTube and to be used as a click through incentive/data funnel on the CareFrame Landing Page, Facebook, Twitter, Google+ and LinkedIn. I actually conceptualized, shot with and iPhone, post-produced and placed online within a day and a half.  

Set Up Twitter Account for CareFrame
Leveraging It WIth HootSUite, Roundteam and twubs 

I also started feeding CareFame Content on Winbrook's Facebook, Google+ and LinkedIn channels to move prospects to data funnels.

I cherry picked the most trusted and influential heathcare/infection control accounts on Twitter and used RoundTeam to retweet their Tweets under the CareFrame brand to create a community, At well spaced intervals, I integrate, "Right Hooks" (thank you Gary Vaynerchuk)of CareFrame content into the feed
 

I Create All Content
To Feed The Voracious Appetite Of
Online Engagement, Email
and Traditional Direct Mail

The Careframe Landing Page Rewards BehAVIOR, Collects Data, FEEDS ANALYTICS, Stimulates Trial And Provides Sales A Way To Meet WIth ProspectS Face To Face (To Drop Off Free Sample)

The initial rollout of CareFrame, targeted the northeast, primarily New England, which made it plausible for
CareFrame's salesguy to visit and deliver the CareFrame samples.