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Akron General Puts “My Health” First in New Marketing Campaign

AKRON, Ohio (May 7, 2013) — With marketing expertise from Hitchcock Fleming & Associates Inc. (hfa), Akron General Health System is launching a new marketing and consumer-engagement campaign.

The campaign’s tagline “My Health. My Life.” is being supported with messaging that you have Akron General to help and guide you through healthy steps big and small.

The initial TV spot debuted the week of April 22 and some elements of the campaign began in late March. The multi-tier campaign includes print (newspaper and magazine), local and cable TV, social media, radio, outdoor (digital and poster), online (display and advertorial), paid search and more, such as sponsorships.

“People throughout the area told us their needs. They need a healthcare system that listens closely to what they have to say and works collaboratively to help them develop personalized plans for their wellness,” said Thomas L. “Tim” Stover, M.D., president and CEO of the Akron General Health System. “Our new campaign revolves around education, empathy and collaboration and meeting the wellness needs of everyone at any age.”

The campaign objective is to engage and create an emotional connection with Akron General’s audiences. The goal is to help consumers to take the first step toward better health.

Akron General’s healthcare service lines and breadth of community-based wellness centers put it in a unique position for well care, treatment and follow-up in a full-circle healthcare cycle.

“Akron General has an exceptionally strong wellness message and we’re communicating it to Northeast Ohio. We want each member of the community to know that the good health of everyone is our enduring focus,” said Tom Neumann, senior vice president for strategy, marketing and communications at Akron General. “That’s what drives our physicians, nurses and healthcare professionals to deliver exceptional quality care every day.”

Jack DeLeo, hfa president/CEO, said, “hfa developed a brand strategy that aligns with the open dialogue and deeper relationship that Akron General is striving for between the hospital, the patient and the patient’s doctor, family and community. All of this fosters genuine collaboration and a sense of trust in helping create patient understanding and empowerment.”

Maggie Harris, hfa VP/account services, said, “Akron General and hfa continue to explore and utilize all means possible to educate and collaborate with our community and help people realize their health goals. We offer the strongest reasons for consumers to find health and wellness solutions at Akron General.

About Akron General Health System

Akron General Health System is a not-for-profit healthcare organization with the mission of improving the health and lives of the people and communities it serves. Akron General Health System includes Akron General Medical Center, a 532-bed teaching and research medical center, and Edwin Shaw Rehabilitation Institute, the area’s largest provider of rehabilitation services; Akron General Partners, which includes Partners Physician Group, the Akron General Health & Wellness Centers, Lodi Community Hospital, Community Health Centers and other companies; Akron General Community Health Ventures, which includes Visiting Nurse Service and Affiliates, the largest and most comprehensive provider of home healthcare services in Ohio; and Akron General Foundation. Recently, U.S. News & World Report ranked Akron General Medical Center as the seventh-best hospital in Ohio. In 2013, the American Nurses Association bestowed the prestigious “Magnet” status on the more than 1,000 nurses from Akron General Medical Center, Edwin Shaw Rehabilitation Institute and the Health System’s Health & Wellness Centers. For more information about Akron General Health System, visit www.akrongeneral.org.

About hfa

Hitchcock Fleming & Associates Inc. (hfa), a leading full-service marketing agency in Northeast Ohio, was named one of the Top Workplaces 2012 Northeast Ohio by The Cleveland Plain Dealer. hfa's areas of expertise encompass branding, research, strategic planning, interactive solutions, social media marketing, public relations and media for retail, industrial, automotive, medical, travel, building product and government clients.