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Experience marketing raises awareness for Children's hospital
Healthcare Strategist Trend Watch, December 15, 2006
St. Louis Children's Hospital recently launched the public phase of its fundraising efforts using a nontraditional approach. The strategy, known as experience marketing, immerses consumers in a brand experience by engaging their senses.
The hospital wanted to tell the personal stories of patients without using the patients themselves, so it hosted an evening event and hired actors to portray patients. Guests heard testimonials from the point of view of children who had been treated at the facility. The campaign was created by The Spark, a St. Louis, MO-based experience marketing firm that only offers nontraditional forms of advertising.
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