Healthcare
promotion; a winning idea!
Special report - 3/4/98
Community Health Systems (CHS) of Alabama, the parent firm of several healthcare
facilities, wanted a holiday promotion that would educate its employees and the community
about the services it offers. It combined phone numbers, emergency-care instructions, an
annual report and a physicians’ guide into a calendar format.
To involve the community, CHS advertised a contest in the local newspaper, asking
readers to send in photos they’d taken that represented, to them, “Life in
Northern Alabama.” It received approximately 1,000 photos from 500 area people, from
which it selected 12 for the calendar. The first-place winner received $1,000, the
second-place winner, $500, and all other winners, $100. All featured photographers were
identified in the captions accompanying the calendar photos, and the awards ceremony held
for winners received local newspaper coverage.
The first calendar recipients were the members of CHS’ staff who liked them so
much they requested extras to use as Christmas presents. 45,000 additional copies were
mailed to local homeowners and organizations.
Within a month, CHS received over 250 thank-you calls. CHS’ goal of heightened
awareness was achieved, and planned the same type of calendar the following year.
P r e s s R e l e a s e t i t l e
Sales #: 203262