Case Study: Double Digit Increase in Service Lines

A 255 bed community hospital with clinic system in Missouri

Since we are disclosing specific issues and numbers which apply to a client, we do not feel it proper to for us to publicly reveal their identity without their written permission.

—  THE CHALLENGE  —

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.

—  OUR SOLUTION  —

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.

—  THE RESULTS  —

Improved Media Efficiency (With the existing budget)

Reallocated media buy to channels that best aligned with strategic objectives
Decreased cost per point (CPP) and cost per thousand (CPM) by 22%
Increased net reach of target demographic by 13.9% or 30,048

Improved Awareness & Credibility

The client’s marketing department received over 20 awards for work we collaborated on with them from the following:

Red Crow Marketing Awards

Emerald Awards: Video
Emerald Awards: Total Campaign
Emerald Awards: Radio
Show-Me Excellence Awards: Video
Show-Me Excellence Awards: Multimedia Campaign
Show-Me Excellence Awards: Television
Show-Me Excellence Awards: Print
Show-Me Excellence Awards: Advertising – Television
Cancer Awareness Advertising Awards: Billboard Design
CardioVascular Advertising Awards: Total Campaign

Healthcare Advertising Awards: Brochure
Healthcare Advertising Awards: Special Video
Healthcare Advertising Awards: Newspaper Series
Healthcare Advertising Awards: Direct Mail
Healthcare Advertising Awards: Total Ad Campaign with TV
Healthcare Advertising Awards: Television – Single
Healthcare Marketing Report Awards: Transit / Billboard
Aster Awards: TV / Video – Single
Aster Awards: Service Line – Women’s Imaging
Aster Awards: Radio – Single

Improved Bottom Line Results
for the Hospital

In a year-over- year comparison (2014/2015), the hospital’s overall patient volume increased an average of 21%.

In specific service lines the hospital’s marketing department and Red Crow Marketing targeted, collaborated on and promoted, the increase in year-over- year patient volumes were as follows:

Red Crow Marketing Healthcare Service Line Growth

Red Crow Marketing Logo

Please take a look at our other case studies which demonstrate how Red Crow Marketing can help you get measurable marketing results.
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