Challenge: Non-profit community based hospital and regional healthcare system wanted to get a better return on their advertising investment. In addition, a three year long $70M remodel of the hospital was being overshadowed in the media by a brand new $220M dollar hospital being built across town.
Insight: Consumers’ media habits are constantly changing and businesses face increasing challenges with the media plan to put the message in the right place at the right time. Also, consumers were excited by the new hospital and didn’t realize the true benefit that would emanate from the remodel.
Solution: Developed a media plan that focused on the current media habits of the community and dug deep to make sure they would be reached often enough to make an impression. A concentration on content was key to engage viewers and properly build brand. Coupled this with messaging that highlighted the many clinical and personal advantages with the new remodel.
Result: Decreased spending by 18% while increasing the reach and frequency by 34% and the CPP dropped 61.21%. Total patient volume has increased and is on pace to exceed the previous fiscal year by 9.53%.
LGMC Annual Report