Good Shepherd Hospital launches 'Do Good' campaign

Officials at Barrington's Advocate Good Shepherd Hospital say good things are happening there, and they want the community to know about them.

In conjunction with hosting this weekend's Art in the Barn show, the hospital is also launching a "Do Good" campaign to promote its goal of exceeding all expectations.

"We hope to convey to the community that 'do good' is the personality of Good Shepherd," said Kathy Lapacek, vice president of business development.

The marketing campaign will highlight the hospital's work in the community like educational outreach, screenings and wellness activities.

"We think this is a vehicle for us to tell those stories," Lapacek said.

Branding campaigns like Good Shepherd's are important tools in attracting patients, said Mike Barzacchini, director of marketing at Palatine's Harper College.

"Healthcare is a wildly competitive market," he said. "For consumers, (branding campaigns) can help them relate to the hospital."

Successful branding, he said, focuses on what sets the entity apart from its competitors.

"You really need to look inward about what is authentic and unique about yourself," Barzacchini said.

To celebrate the launch of the "Do Good" campaign, two local artist, Dante Ambrogi of Schaumburg and Eric Lee of Gurnee, are creating and donating works of art to the hospital. Each piece will be displayed in the hospital's healing gardens next spring.

Lee, who works on back-painted glass, said he was thrilled to participate.

"I was on board without a moment's hesitation," Lee said. "It is more of an honor for me than it is me doing something for the hospital."

Both artists will unveil renderings of their creations Sunday at Art in the Barn, the second and final day of the art show.