At some point, all businesses turn their attention to public outreach, the task of letting people know about what they do. In the realm of public relations and advertising, there can be many options. The question becomes - what’s the best fit for promotion?
Some organizations use the educational forum as way to teach people about what they offer and give the public valuable information at the same time. It’s a win-win approach for businesses and the public that can bring benefits all around.
One local organization that’s making the most of the forum idea is Astoria’s Columbia Memorial Hospital.
The nonprofit health care provider started a new program this year called "Doc Talk."
A series of free public meetings that happen about once a month, each Doc Talk forum features medical professionals showcasing their specialties and dispensing valuable health information in the process.
"It came about through physician recruitment and retention [efforts]," said Steve Buckelew, the hospital’s marketing director. "It’s a good way to market physicians and their services."
Buckelew said it’s always kind of tough to decide exactly how to promote medical professionals within the confines of good taste.
"Advertising is not part of the tradition of the medical profession," he said. But education can be.
Buckelew said the first two forums, one on seasonal affective disorder and another on erectile dysfunction and bladder control, drew sizeable audiences and lots of questions.
The hospital has so far booked space at the Columbia River Maritime Museum and the Duncan Law Seafood Center. Both venues have meeting space big enough to hold a crowd. Ultimately the hospital hopes to hold gatherings in its new Health and Wellness Pavilion.
Buckelew said the forums serve a dual purpose.
"The public can meet them [doctors] and ask questions," he said. "Sharing with the community what they have to offer and helping patients take control of their health issues."
Buckelew said the forums are a cost effective way to get the word out - they don’t cost the hospital any more than the relatively low expense of printing up glossy color postcards and mailing them out to patients.
"The doctors do it for free because it’s for their benefit," he said. "It helps patients get a read on a new doctor and decide if they want to go to them."
Forums run for about an hour and a half, with plenty of time for questions after the presentation.
Buckelew said most, but not all the physicians booked for the program have a direct affiliation with the hospital.
Other planned sessions address topics like genetics and breast cancer, and sports medicine.
Buckelew said he’s got about six months of forums planned so far, and plenty of ideas for more. The hospital is planning to hold the forums on a regular basis for the foreseeable future.
"They are working out really well," said Buckelew. "We’re still experimenting with the best way to reach the public."