Hospital’s Community Awareness Reaches a 10-Year-High
CHALLENGE: We were charged with increasing awareness and improving consumer perception of DeKalb Medical Center as one of the area’s leading hospitals. In addition to raising awareness of the hospital’s sophisticated technology and high caliber medical staff, the goal was to increase volume specifically in obstetrical and oncology services.
STRATEGY: MAX Advertising identified target markets and developed positioning statements and key messages based on focus group results. A full-fledged, testimonial-based advertising campaign was crafted for television, radio and direct mail. Specific communities were targeted and additional media outlets were selected to reach key minority populations.
RESULTS: The initial eight-week campaign sparked a substantial increase in consumer inquiries to the hospital’s cancer center and obstetrics department. A follow-up study found that the campaign drove consumer awareness from 27% to 37%, a 10-year high for the hospital.