Getting the word out as painlessly as possible.
Opportunity:
The hospital began offering a new, patient-friendly surgery and wanted the community to know all about it. The Center for Minimally Invasive Surgery provided a variety of benefits, but it was still a new offering and needed to be clearly conveyed to both patients and referring physicians.
JFG Solution:
JFG developed marketing materials that clearly and concisely explained the procedure, while touting the benefits: less pain, minimal anesthesia, smaller incisions and faster recovery. The integrated campaign used audience-specific direct mailers, brochures, print ads, posters and billboards.
Results:
- 100% doctor referral increase.
- Dramatically changed perception: MSM went from being known as the "safe, friendly community hospital" to the "friendly and cutting-edge medical innovator."
- 25% increased bed occupancy.
- Enhanced regional and national competitive positioning.
- MSM now a draw for better, more-qualified doctors.
Testimonial:
"We have a small team, so having the wide array of expertise available through J. Fitzgerald Group is very beneficial and efficient. From concept to final design and everything in between, they work closely with us to get what we want and what we need."
Frederick P. Caso, Jr., Vice President, Community Relations
Mount St. Mary’s Hospital & Health Center
