AmSurg is the largest single-specialty outpatient company in the United States, operating 170 ASC centers across the nation. None of their centers are branded as AmSurg, because all marketing efforts have been geared toward acquiring physician partners in locally branded outpatient centers. AmSurg GI centers are leaders in the specialty and perform more than 700,000 colonoscopies annually. A sub-brand was created for use by the GI centers as The Colon Cancer Prevention Network. A multi-media campaign raised the awareness of colon cancer as a killer and educated persons over 45 on the importance of having a colonoscopy.
The Little Clinic operates walk-in clinics conveniently located in grocery stores across the country. Staffed by experienced and board-certified Advanced Registerd Nurse Practitioners, the clinics are open later than traditional physicians’ practices and are a great resource for prompt treatment of minor illnesses.
Advertising was created to reach out to local communities and create awareness of the clinic. The campaign emphasized the affordability of walk-in care and illustrated the best uses for the clinic, i.e., cold and flu symptoms, sports physicals, allergy treatment and other minor illnesses. The campaign extended from print to outdoor, direct mail, collateral and pointof- sale signage.
Based on consumer research, Orange Park Medical Center, a 230-bed hospital in a suburban community of Jacksonville, FL, discovered a need to craft an identifiable brand, foster recognition for important product lines, and launch a newly approved trauma center. The medical center had distinguishing capabilities in lung cancer diagnosis, heart and lung robotic surgery, and trauma services that were truly “extraordinary.” The strategy was to focus on the local marketplace, using real patients and their physicians from the area to tell the story. The emotional stories of the patients and their physicians helped propel the hospital volume, income, and patient satisfaction scores to their highest levels. The Orange Park physicians received referrals from other physicians, as well as self-referrals from patients. The Trauma Center successfully opened in December 2011.
Healthcare Management Systems is a provider of integrated hospital IT solutions targeted to more than a thousand community hospitals. The IT solutions for a hospital are like the arteries to a body. And community hospitals need a solution and an ongoing partner that understands their needs. To grow awareness and help their audience know that HMS is the right choice, a campaign was created that took a very approachable and solution-oriented execution and used a bold color palette and a question and answer format. Not only did the campaign increase overall awareness, but it increased website traffic dramatically and doubled the average time on site. The campaign has been extended through all the marketing efforts of the company.
As MRSA grew as a concern for schools, HCA decided to create a PSA campaign teaching students the importance of washing hands to cut down on the spread of germs. The spokesman for the PSA’s was Mitchel Musso, better known to his fans as Oliver from the Hannah Montana show. The video and activities built for students, teachers and parents were hosted on a fun interactive website called Clean Hands Are Cool Hands. A public relations tour added excitement and unlimited PR to markets where HCA hospitals were located. The initiative was also important in limiting the spread of H1N1 swine flu which became a concern as the campaign unrolled.
Grand Strand Regional Medical Center is a nationally recognized healthcare provider in Myrtle Beach, South Carolina that has received the highest ratings achievable in cardiac surgery for four years running. The medical center needed a campaign that informed the region of their wide range of expert services and reminded them of the expert care available right in their own community.