Page 147 - Visual Marketing
P. 147
ohTwentyone turned to pop them to ACEP’s annual conven-
culture to find its ideas. After tion. They gave away all 2,000
watching a video put out by the in a few hours, proving the
staff of an ER that consisted of reluctant directors wrong.
a tongue-in-cheek ER rap, the
designers came up with an inge- Success Metrics Takeaway Tip
nious idea: a T-shirt, styled to
look like the band AC/DC’s logo, • This promotion received media If you portray what you do as dry and bor-
but instead reading ER/DR. attention from the producers of ing, you won’t draw in clients or new hires.
the television program ER and Create a humorous or witty T-shirt to inter-
Why It Works requests from hospitals and doc- ject some fun and lighten up how you por-
tors to buy the shirts by the doz- tray your business. T-shirts are a form of
The medical industry isn’t one ens since they came out. self-expression, and when people wear yours,
known for humor. With lawsuits they will feel infused with the light feeling
and malpractice cases abound- • The ACEP has used the T-shirts you are trying to convey.
ing, it can be difficult to find the every spring since launch as a
fun in being a doctor. This shirt promotional item to attract new
elevates the ER physician into a residents to the ER field.
rock star, and who doesn’t want
that?
The shirt was actually initially
rejected by the client’s board of
directors, but a rebellious mar-
keting manager had 2,000 of
them printed on the sly to take
IMAGES ARE EVERYWHERE IN THE PHY SIC A L W O R L D 126
