Certification Promo Campaign Targets Healthcare

Posted March 24, 2017 at 10:10 am

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A new advertising campaign for Hygienically Clean Healthcare certification is opening new communication channels to promote the program to healthcare professionals who influence the purchase of healthcare linens, uniforms and facility services. Launched on March 24 by consumer/business publisher Mediaplanet, this multimedia campaign urges readers to consider doing business only with launderers who have earned the certification.

A Hygienically Clean Healthcare advertisement and related article (see image below) appears in a Mediaplanet tabloid that will be distributed at healthcare professional association events throughout the year. To kick off the campaign, this publication, “Fighting Infection,” was inserted into USA Today’s weekend edition distributed in cities recognized for high populations of such professionals. Circulation of the tabloid was expected to reach 250,000 copies in the New York, DC/Baltimore, Minneapolis, Houston and San Francisco markets.

“Infectious disease affects billions of people on a global scale; from Third World countries to hospitals in the United States, it’s a threat that is constantly changing and evolving,” said Mediplanet Publisher Jamie Bradley. “‘Fighting Infection’ sparks a conversation on the current obstacles facing infection prevention and offers strategies for the healthcare community to help decrease the number of completely preventable deaths caused by these infections.”

Mediaplanet is most recognized for its newspaper tabloid insertions on social, political and scientific issues involving stakeholder groups as advertisers. The publisher creates niche campaigns across different industries, including health, lifestyle, business, education and cause. Campaigns educate, inspire and motivate readers, while positioning the firm’s clients as solution providers.

The publisher has produced healthcare titles in the United States since 2007, typically with 15 such campaigns per year. These have targeted physicians, administrators, policy makers and others in the healthcare professions. Forbes has recognized Mediaplanet as the top content-marketing resource brand on the strength of its editorial quality and levels of reader engagement.  

“Our editorial approach highlights a problem, inspiring readers to take action toward a solution with the help of the organizations and brands involved,” Bradley said. The New York-based operation also has digital properties, including the Future of Health Care website, where Hygienically Clean Healthcare ads will appear with related articles.

About 35% of the site’s viewers are healthcare professionals. Between the site, social media placement and remarketing through other sites, the campaign’s reach is expected to total roughly 2 million readers.

 

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