Here's Our Plan
When you make healthcare marketing proactive, that's good medicine.
Often in healthcare, consumer decisions are made as the need arises. We partnered with Adventist Health and created a campaign to get consumers to think proactively: to make a plan. That plan is Adventist Health Bakersfield. Adventist Health Bakersfield increased their position among the community +8.3 net points as the preferred hospital for heart care. It increased their position among the community +7.9 net points as the preferred hospital for the treatment of stroke.
You got their attention, now tell them where to go
With the launch of the "What's Your Plan?" TV commercials, Michael Walters Advertising developed the "What's Your Plan?" microsite with the custom branded URL: whatsyourplan.net. It included a checklist educational tool to assist in making "that" plan and helped answer questions regarding stroke and heart attack. From April through December, we saw 33,905 site visitors, 391,581 impressions delivered, 3,965 clicks with a CTR of 1.01%.
Keep on educating
Inspired by the TV commercial, which was shot like a lecture series, Adventist Health Bakersfield and Michael Walters Advertising organized free, monthly sessions for members of the community to learn about important issues in healthcare. The Lecture Series was formed with the goal of building trust within the community, improving perception scores, and ensuring that people feel comfortable choosing Adventist Health Bakersfield in times of need. Attendees of the Lecture Series enjoyed free lunch while listening to healthcare experts discuss a variety of healthcare topics. On average, 100-140 people attended each event. The average cost of the promotion and food is $2,000, or approximately $15-20 per attendee. Attendees of the Lecture Series enjoyed free lunch while listening to healthcare experts discuss a variety of healthcare topics.
We're not doctors, but we can save a life.
Although surpassing our quantitative goals feels great, the best kind of feedback we receive comes from community members. Patti Hobin from Tehachapi wrote to the local newspaper to explain how her husband's decision to visit Adventist Health Bakersfield was influenced directly by the TV ads we created; it brought him to the doctors who saved his life.
By the numbers
34% improvement in recall
37% improvement in stroke preference
62% improvement in best heart hospital