Hospital Brings Healthcare Field Alive for High Schoolers In a Brand-Lifting Community Relations Campaign

Organization: Good Samaritan Hospital, Dayton, Ohio Timeframe: January-April, 2009 Over the past few years, the two major healthcare systems serving Dayton, Ohio, and surrounding areas have negotiated marketing partnership agreements with 10 local schools to provide athletic trainers for student sports programs and for naming rights of various school buildings and sports complexes. Holly Michael, communications manager at Good Samaritan Hospital, a 600-bed nonprofit facility that covers Dayton and its northwestern suburbs, eventually heard grumbling from the community. “Some people questioned why a hospital was investing in artificial turf,” says Michael. For Good Samaritan, it was important not to be known as just a name on a football stadium. “We needed to add meat to our partnerships,” says Michael.

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