CASE STUDY: DOUBLE-DIGIT INCREASE IN SERVICE LINES

The client is a community hospital located near a large metro area and much larger competing hospitals. Their largest competitor was gaining market share through an aggressive advertising/marketing campaign and opening clinics within the client’s PSA.

Other than the standard HIDI and typical healthcare reports, the client hospital had very little data regarding brand awareness and perceptions, as well as specific patient feedback. Advertising was placed on typical healthcare media channels applying the same predictable and generic brand approach commonly used by many hospitals.

As we always do, we first focused on acquiring better data to base direction and decisions upon. Working with the client’s marketing department, we conducted specific research and developed a patient feedback and listening processes.

Using what we learned from the data and research, we then developed strategic marketing plans with measurable initiatives that more effectively supported the hospital’s goals and key objectives. We helped to define the overall brand of the organization, as well as the brand of each service line to improve relevance and appeal to targeted audiences. We conducted analysis on all traditional and digital media options and created a more effective and cost-efficient approach.