Submitted by Anonymous on Fri, 08/12/2011 - 11:22
case study
product:
Healthcare System-Orthopedics campaignassignment:
Increase awareness and use of Broward Health's extensive orthopedic capabilities, especially sports medicine and hip and knee replacementsmaking a tough job tougher:
The campaign needed to continue to increase awareness of the newly-named Broward Health, and at the same time increase orthopedic referrals.solution:
Multimedia awareness campaign that included television, radio, newspaper, outdoor, sports sponsorships, and in-stadium advertising. There was also a major online campaign involving banner placements, behavioral targeting, contextual placements and paid SEM.result:
The most successful campaign in at least 15 years, according to Broward Health. Meticulous tracking showed a 10% increase in brand recognition, a 20% increase in joint replacements, and an amazing 300% increase in call volume for orthopedic referrals. In addition, doctors who practiced at multiple health networks began concentrating more on Broward Health, and many doctors who had stopped doing procedures at Broward Health came back.