One thoughtful ad campaign can make a huge impression.
One of my favorite NPHO case studies is of our big healthcare system down here in South Louisiana.
Lafayette General Medical Center is a nonprofit, community-based, 353-staffed-bed facility and part of a regional healthcare system that 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 hospital being built across town. Locals were excited by the new hospital and didn’t realize the true benefit that would emanate from the remodel. Lafayette General needed our help.
In order to change the conversation, we developed a targeted media buy supported by consumer-based messaging and a creative campaign unlike anything area consumers had seen before. This was coupled with messaging that highlighted the many clinical and personal advantages with the new remodel.
The campaign featured a series of artfully directed doctors, nurses, and patient testimonials, developed for media, including: television commercials, radio commercials, and print advertisements. Each one focused on different divisions/services of the hospital including: the Neonatal Intensive Care Unit (NICU), Oncology, Cardiology, Neurology, Internal Medicine, Physical Therapy, and life-saving Weight-loss Surgeries. Every piece of the campaign ended with the individual’s name and him or her saying “I Chose Lafayette General.”
Decreased spending by 18% while increasing the reach and frequency by 34%, and the CPP dropped 61.21%. Total patient volume increased and is on pace to exceed the previous fiscal year by 9.53%.
Also, the campaign was awarded multiple Pelican Awards in the 32nd Annual Louisiana Medical News Pelican Awards, including Best of Show.
To learn more about the way we approach branding, download our Branding The Nonprofit Healthcare Organization eBook here!