Top-Ranked Heart Center Increases Preference

Marianne Aiello, for HealthLeaders Media , August 11, 2010

Even consistently top-ranked healthcare organizations need to advertise. St. Vincent Heart Center of Indiana recently launched a multimedia campaign make sure its community knew HealthGrades ranked it the number one heart program in the state for the fifth year in a row. The effort was a continuation of the previous year's effort to attract more patients from the 45-county central Indiana region.

The 299-bed hospital worked with Carmel, IN, ad agency St. Claire Group to create the integrated campaign.

"The strategic imperative of this campaign was to expand, on various levels, the definition of the 'best' within the minds of both the consumer and referring physicians," marketers wrote on the entry form for the 2009 HealthLeaders Media Marketing Awards, where the campaign won a gold award.

The campaign creative focused on five key areas: technology, patient experience, third-party endorsement, physician and clinical quality, and case volumes. Marketers communicated these messages through TV, print, radio, and outdoor advertising.

St. Vincent "utilized television to communicate that the heart center does more open heart cases than any other heart program in the state of Indiana," marketers wrote. "Simultaneously, we utilized print mediums to communicate the distinction in technology that St. Vincent has developed as part of the robotic/minimally invasive heart procedures."

The campaign resonated with consumers and resulted in a 7% increase in preference and awareness over the past two years. Marketers say the internal perception of the heart center and the campaign has also been extremely positive.

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