To raise $1 million for the construction of an emergency room, Shore Memorial Hospital, in Somers Point, NJ., used a ad specialty promotion tied to the facility’s 50th anniversary to achieve its goal.

Bronze commemorative coins embossed with anniversary copy were issued as awards to various levels of contributors and to solicitors, who wore buttons with the campaign theme, "Here when you need us". The coins were issued either singly, embedded in lucite paperweights or mounted on glass trays. Photographic reproductions of the coin also were used in direct mail, newspaper ads and a slide film presentation publicizing the drive.

Shore Memorial’s approach proved simple but effective The hospital achieved its $1 million goal - 90 percent of it within the first 90 days of the campaign.

This campaign exemplifies how the advertising specialties medium can be utilized by medical marketers. Frequently used to build goodwill, and can help hospitals achieve a variety of marketing goals, including promoting specific services, enhancing public image, improving employee relations, introducing new facilities and recruiting personnel.

Advertising Specialties are the medium that employs useful articles of merchandise imprinted with a logo, message or advertisement. These items are always given away free, unlike premiums, with which they are often confused.

Advertising Specialties can be quite affordable, ranging in price from mere pennies upw-ards to $20, $30 and more. With some 15,000 different types of advertising specialties available, an advertiser can select to fit any budget. and, In many cases, the enduring presence of advertising specialties makes it the least expensive advertising medium when figured on a cost-per-exposure basis.

“While the gift themselves are most visible, this medium yields greatest value when it goes beyond passive use — the simple distribution of articles — and becomes active,: said H. Ted Olson, president of the industry’s trade group, Specialty Advertising Association International (SAAlnternational). “The impact of advertising specialties is enhanced when they are used as part of a structured campain."

When developing a program with a client, advertising specialties distributors/ counselors pursue a number of specific steps to increase the impact of the promotion. The steps are:

1. Define specific objective.

2. Identify the target audience to be reached.

3. Review the promotion budget.

4. Deterniine a workable distribution plan.

5. Create a central theme for the promo­tion and a message to support that theme.

6. Select an appropriate promotional product, preferably one that beam a natural relationship to the advertiser or theme.

Hospitals can keep promotions affordable by carefully screening the list of recipients to ensure that those receiving the gifts are the specific individuals they are trying to reach.

In addition, when the person receives the item, it often establishes that personal bond between giver and recipient that is so valuable in the health-care profession.