A David vs Goliath vs Goliath Story
Client: Parma Community General Hospital/University Hospital Parma
Project: Brand campaign
Parma was an independent community hospital competing with two goliath health systems well known for their clinical expertise. Our challenge was to raise the community’s awareness of their clinical achievements while reinforcing their compassionate non-clinical care.
Our marketing audit uncovered the need to develop a brand-message hierarchy. We formulated the campaign to blend both their personal and clinical culture. The overall brand campaign was anchored around the tagline of “To us, it’s all vital.” through ideas and copy supporting their mission of “Treating you better begins with knowing you better.”
We reinforced their “compassionate care” using “real-life” relationships and moments between the hospital and patients while delivering the message of clinical expertise. Since the client was surrounded by competition geographically with larger budgets, we needed tight media strategies that answered to our demographic and geographic targets. The broadcast cleverly bookended 15-second spots to grab the first and last impression in commercial time slots. This provided the opportunity to expand the campaign message through rotation of key services and service lines with mass, mobile and environmental media efforts.
THE RESULT: Developed integrated marketing strategies and implemented brand campaigns that aligned and integrated service line marketing messaging and budgets. Achieved increase in inpatient volumes and outpatient revenue, and ~1.5% increase in geographical targeted market share.
Aster Award, Honoring Excellence in Medical Marketing
Strategy | TV | Mobile | Radio | Print | Website content | Community events | Social | Environmental
The program concentrated on hospital services in cardio, stroke, women’s health, maternity and minimally invasive surgery. Showing that Parma stacked up nicely to the neighboring and larger hospital systems.
The program also mixed in targeted efforts to concentrate on initiatives within service lines. One example was with the American Heart Associations Go Red For Women initiative, driving more community interaction with the hospital through social events, educational programs and encouraging people to share pics and stories in support.
Cardiovascular disease is the No. 1 killer of women, causing 1 in 3 deaths each year, but the simple truth is that most cardiovascular diseases can still be prevented with education and healthy lifestyle changes.
We helped develop their annual marketing plan, strategies, creative and media for patient relations and also physician relations and recruitment opportunities. Then actively partnered with their internal marketing department to extend the messaging appropriately into social and digital.