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A SERIOUS DISEASE, AND A SERIOUS 273% INCREASE IN HOSPITAL VISITS |
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PROBLEM |
| While providing on-par outstanding pediatric services in almost as many categories as their main competitor, Riley Hospital for Children, unfortunately Peyton Manning Children’s Hospital at St.Vincent did not share the same favorability rating, nor were they perceived as the place to go when your child is seriously ill. With that very competitor building a new facility in their own backyard, it became imperative that St.Vincent needed to establish awareness for the availability and depth of specialty/critical care that they could so aptly provide. |
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SOLUTION |
| Creative executions that focused on real stories were developed and used to “tease” consumers into going to the web to see how these real life medical emergencies unfolded. |
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RESULT |
| There were over 528 unique visitors to the special web site in the first month, visits to their Center for Cancer and Blood Disease (one of the diseases that was focused on in the creative) increased 273%, inpatient discharges increased 26%, physician visits went up 31% and the St.Vincent brand preference for household for one child or more also increased. |
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SIDE NOTE |
| Interestingly enough, one thing research showed was that is someone went to the web to only find happy endings, the veracity of the campaign would be questioned. While it’s a tragedy to lose a child, people seemed to understand that even when a hospital does all that it can – especially in the case of the most serious of diseases – in the end sometime the disease wins. |
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RELATED LINKS |
| PublicisIndianapolis.com Healthcare Expertise Healthcare Case Studies |
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PUBLICIS INDIANAPOLIS / 317.639.5135 / 200 S. MERIDIAN STREET #500 / INDIANAPOLIS, INDIANA 46225 |
