By Khrista Boster, MBA, Chief Marketing Officer Woodlawn Health
Note: Based on a Catalyst conversation led by Sarah Meyers and Khrista Boster.
Introduction
Community events are essential in small and rural healthcare organizations to build trust and engage with existing and potential patients. As summer approaches, marketing teams are gearing up for parades, local festivals, county fairs, and the list goes on. With marketing in charge of most events, it was refreshing to have a candid conversation with other small and rural healthcare marketing professionals during a Catalyst Conversation to gain ideas and key takeaways.
Getting Volunteers
It is hard to get volunteers for community events, and it is impossible for marketing teams to run the whole event on their own. Often, teams are begging other departments to join them. Participants discussed that the best practice for attracting volunteers is to give attendance points back to those who volunteer for a set number of hours, also included as part of the evaluation process towards a financial merit increase, and to pay volunteers. Another option is to have thank-you gifts, such as organization t-shirts, water bottles, or other swag.
Activities for Events
Attracting people to the table is key, and many great ideas were shared. Most people come to the table for free food or giveaways. Other ideas included a spinning wheel, a Plinko Game, an operation game, or a make-your-own giveaway. A great idea stemmed from making your own first-aid kits.
Things needed:
· Baggie that is branded
· Gauze pads
· Tape
· Antibiotic Ointment
· Alcohol wipes
· Included a list of other things to have
Patients can assemble the first aid kits and take them home.
Other Event Ideas
Women’s Event
The annual ladies’ night event is designed to create a fun, engaging experience while building community connections and encouraging patient interaction. Attendees enjoy mocktails, appetizers, and goodie bags as they visit department tables featuring interactive content on a variety of health and wellness topics. A bingo card system motivates guests to engage with multiple departments to qualify for a drawing for three $25 gift cards. Organizers emphasized that the event’s giveaways are worthwhile because they increase interaction with staff, which often leads to appointment bookings. Over multiple years, the event has successfully built community anticipation and loyalty, while the interactive booth format continues to drive meaningful engagement across departments and generate a positive return on investment.
Facility Artwork and Community Engagement
The organization strengthened community engagement through several creative art initiatives designed to foster pride and connection within the facility. They created a Rotating Artist of the Month program to showcase local talent. In another effort to involve the community, an artist donated proceeds from the sale of artwork to the organization’s foundation. Additionally, school children were invited to draw pictures of doctors for Doctors’ Day, with the artwork displayed throughout the hospital. These initiatives demonstrated how art programs and competitions can encourage community participation, generate interest, and create a stronger sense of connection and pride within the organization.
Kids Activities
Many organizations host teddy-bear or “boo-boo” clinics where children practice caregiving skills with bandages and kid-friendly medical tools while learning about health through playful checkups for their stuffed animals. These programs are often brought to family festivals, YMCA events, and daycare centers to reach more families. Other creative activities include interactive Operation-style games with candy prizes, summer pool parties featuring sunscreen education and crafts. Hospital tours where children dress in miniature scrubs, explore imaging departments, and enjoy stories about hospital visits.
Other ideas, community safety events, such as bike rodeos organized with ambulance crews and police departments, also teach bike safety skills while providing helmet giveaways and fun incentives like bike licenses.
Conclusion
As the summer approaches, happy event season! We would love to hear more about the events you are doing in your community and best practices.