"Your personal healthcare is a very private matter and we are sure that there is an element of concern for employees having their mammograms where they work," Chestnut says. "There was also an element of our employees not really being aware of our department and the fantastic service that it can offer."
After conducting this research, marketers knew that in addition to telling employees about the mammography services offered, they also needed to communicate VCU's commitment to discretion. "Assuring employees that you will respect their confidentiality is critical," Dubuque says.
With their research complete, Chestnut, Dubuque, and their colleagues created an internal campaign called "We Look Forward to Seeing You" that highlighted the VCU breast imaging department’s personalized customer service, convenience, clinical expertise, and state-of-the-art technology.
The integrated campaign used direct mail to employees and qualified dependents, as well as tabletop posters, large posters, targeted Facebook ads, and an iPad giveaway.
Marketers found the iPad enticement to be one of the most successful tactics.
"Our iPad giveaway promotion is doing a lot for awareness," Chestnut says. "Emphasis on customer service, convenience, expertise, and technology was utilized. In a large academic medical center, awareness is key."