Posts Tagged ‘Health IT’

PEI’s Health IT Campaign hits the HIMSS conference in Atlanta

Wednesday, March 3rd, 2010

The brick is back…

The province of Prince Edward Island and the City of Summerside are in Atlanta this week for the Healthcare Information and Management Systems Society (HIMSS) Annual Conference. That’s our client Mike Thususka, Director of Economic Development for the City of Summerside, in the picture below standing next to the latest addition to the “Health IT Brick Campaign” collateral. So far, Mike reports that he continues to get great feedback about the campaign and it’s opening doors at this year’s conference with the same momentum it did in 2009. Click here for the backstory.

HIMSS

PEI was ranked 4th worldwide by KPMG for Advanced Software Development. They have been aggressively pursuing new Health IT companies with the “Brick Campaign” to create a world-class cluster in Summerside. You can learn more about the Health IT attraction initiative here.

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How PEI used a brick to attract Health IT companies

Thursday, May 14th, 2009

Can a brick attract new companies? That’s what PEI was banking on, and it paid off big time in a recent Health IT attraction campaign. The innovative campaign combined direct mail, email and website measurement to close the loop on prospecting companies at the HIMMS conference in Chicago last month.

The team responsible for the brick campaign – investPEI, Summerside Regional Development Corporation and the City of Summerside – were eager to come up with something that would set them apart with prospective tenants for their new Health IT facility. What they came up with yielded results that were unprecedented compared to previous tradeshow outreach.

“For the first time, we weren’t blindly sending out brochures or emails and wondering who read them,” explains Mike Thususka, Director of Economic Development for the City of Summerside, PEI. “We had a coordinated campaign that gave us feedback about who was receiving the packages and clicking through to a focused website designed just for this campaign. When we got to the trade show we knew exactly who to meet with.”

And it all started with a single brick. (more…)

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Can a brick attract business?

Wednesday, March 11th, 2009

That’s what Prince Edward Island is banking on.

On Three is working with investPEI, the Summerside Regional Development Corporation and the City of Summerside on an aggressive campaign to attract Health IT firms to the province. And it’s all based on a single brick.

“We were touring the new Health IT facility in Summerside and we passed a pile of bricks that had been collected from the redevelopment of the property,” explains On Three’s Heather Ciere. “We got to thinking about what the bricks represented beyond the multi-million dollar investment in this building. They represented the ‘building’ of a vision for Health IT too. Why not use something tangible like a brick to represent PEI’s ambitions?”

As a result of this idea, 250 bricks are being mailed out to targeted Health IT firms that would be a good fit to call the Holman’s IT Innovation Centre in Summerside home. Each package will contain an actual brick from the facility along with a postcard and a letter explaining why recipients have been mailed a brick and outlining the vision for Health IT that it represents.

“Generally, direct mail campaigns have a terrible ROI,” says On Three’s Jim McGimpsey. “They usually end up in the recycling bin before they are ever opened. But what about mailing a package with a brick inside? That makes people stop and take notice. Even if the reaction is one of confusion, it still ensures that the receiver looks further at the materials to make sense of their strange delivery.”

(more…)

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