Hospital Marketing Conference to Feature Portneuf Health Partners and Smith & Jones

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Todd Blackinton and Mark Shipley will present together on brand positioning and digital storytelling

A mobile ad for the brand positioning campaign.

This presentation will highlight how we repositioned Portneuf as a collaborative, community-focused provider of better healthcare.

Hospital marketing strategist and Smith & Jones CEO Mark Shipley will join forces with Portneuf Health Partners Director of Marketing Todd Blackinton to present a case study, Thursday, at the Hospital Marketing National Conference in San Diego, CA.

The duo will outline a brand positioning campaign Smith & Jones helped launch earlier this year for Portneuf Medical Center, a community hospital in Pocatello, Idaho. The campaign focuses on aligning the organization's core values with those of the community, leveraging TV and web video that features Pocatello community members, many of its iconic landmarks, and other beautiful scenery. The presentation will demonstrate how small community hospitals can stand out from large medical centers, and how storytelling can change perceptions of your hospital brand.

“We work with hospitals and health systems that compete with larger organizations with bigger budgets, and that means having to act smarter and more strategic," Smith & Jones CEO Mark Shipley said. “This presentation will highlight how we repositioned Portneuf as a collaborative, community-focused provider of better healthcare.”

Hospital Marketing National Conferences feature key thought leaders in the marketing and advertising fields. Topics such as media buying, service line marketing, and creative storytelling are slated for this year’s conference.

Todd is in charge of all the marketing and public relations at Portneuf Health Partners. Before taking on his role at the hospital, he worked as a marketing strategist at Idaho Central Credit Union and as a news director at a local broadcast news station. He’s a graduate of Brigham Young University and occasional presenter at other healthcare marketing conferences.

Mark is the CEO and Strategy Directory of Smith & Jones. He translates insight into strategy and ensures that communications reinforce our clients’ brand positions. Under his direction, the agency’s work has won Best of Show in the Healthcare Advertising Awards, as well as being recognized by The Aster Awards, the American Marketing Association, One Club, New York Festivals, and The London International Awards. Mark is also a guest speaker at healthcare marketing conferences, most recently the World Congress Hospital Marketing Conference in Boston.

Mark and Todd will present Thursday at 11:45 a.m at the Andaz Hotel.

About Smith & Jones
Smith & Jones is the marketing communications agency exclusively focused on hospitals and health systems that compete with larger medical centers. We imagine an America where healthcare is truly personal, where everyone has local access to a superior customer and clinical experience, and as a result, people live healthier lives. We contribute to that vision by helping our clients create meaningful and desirable healthcare brands, align their internal teams, engage new and existing patients, and drive downstream revenue. Together, we change the outcomes.

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Caroline Murray

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