Strong competitive headwinds. Increasing market consolidation. Consumer fatigue with the same-old healthcare speak. Just a few of the challenges facing St. Mary Medical Center. But St. Mary is truly different. A community hospital on steroids that sees compassion as the ultimate halo over everything. Their values are timeless, but from a marketing perspective, the brand felt old.
Through research, we met people who were more than determined. They were devoted. Fired up from within by a force more powerful than their paychecks. They’ll never be canonized, but they’re on a mission nonetheless. Every decision motivated by what’s best for the health of the people in their community. Every day, an opportunity to serve an extraordinary purpose. This was the brand story that needed to be told.
Call volume increased over 30% in the six months after the brand campaign launched. Referral volume, through Google, increased 110% over the same time period. The TV campaign saw an 85% completion rate on sites like USA Today, Fox News and Sling TV, well above average rates of 65-70%. The acquisition campaign also won Gold and Silver awards in the 36th Annual Healthcare Advertising Awards.