3/22/2015. Case Study: 2014 Cross-Channel Media Campaign. The Memorial Hospital (TMH) Craig, CO

Transcription

1 Case Study: 2014 Cross-Channel Media Campaign The Memorial Hospital (TMH) Craig, CO Jennifer Riley, Chief of Marketing and Business Development Joined TMH September 2010 QHR Client Hospital Since

2 The Memorial Hospital (TMH) Craig, CO The Memorial Hospital at Craig 25 bed Critical Access Hospital. Opened in New hospital built Located in Craig, Colorado Northwest Corner of Colorado. 3 The Memorial Hospital (TMH) Craig, CO Craig is rural and remote. Large industries within the county 2 open-pit coal mines and 1 coal-fired power plant. Local attractions: hunting, rafting, outdoor activities. 4 2

3 The Memorial Hospital (TMH) Craig, CO Primary Service Area is roughly 14,000. Secondary Service Area is approximately 4,200. TMH has 53.2% of our Market Share (Full Yr 2013) o 54.7% OB Market Share 5 Craig s Medical Community Until 2007, community physicians were all in privately-owned practices. In 2007, TMH began hiring physicians to fill the void of doctors leaving the community. o General Surgeons o st OB/GYN (Scott Ellis, still with TMH) o nd OB/GYN (KC Keating, left in 2011, replaced by Jim Summers 2012). o Family Practice Doctors o st Pediatrician (Kristie Yarmer) o nd Pediatrician (Kelly Follett) TMH hired first fulltime specialists for Craig, which began the trend toward recapturing market share. 6 3

4 Babies Happen Here Campaign Market Research Campaign Objectives Campaign Strategy Print Video Web Results 7 Market Research Hospital conducted focus group market research to determine how community perceptions were either positively or negatively impacting TMH. 8 4

5 Community Roundtables April 2014 Involved hospital staff and the entire Board Represented a broad cross-section of the community and included known supporters as well as known detractors Three Community Roundtables held (55 of community participants) Hospital received positive and informative feedback Participants left with a better understanding of the services available at TMH 9 Market Overview, con t. Summary of Community Findings: o Large gaps in awareness about current services available at TMH o Some perception that the quality of care at TMH was sub-par, primarily because this is Just Craig Marketing objectives were developed based on information gathered at Roundtables 10 5

6 BHH Campaign Objectives Improve community perception of care at TMH Use OB message that happy healthy babies Happen at TMH Demonstrate that TMH has the expertise and compassion to make the experience memorable while staying closer to family and friends. Drive engagement with the Millennial Generation (18-34 year olds) by utilizing a cross-channel, multimedia approach. Generate growth in OB/GYN Services at TMH and Medical Clinic. 11 Campaign Strategy Develop strategy and logo creation for Babies Happen Here campaign Identify two mothers to share their pregnancy and birth experiences with the public o Develop campaign messaging based on their experiences Determine media strategies: o Print o Newsletter o Website o Social media, including Facebook and Twitter 12 6

7 Our Subjects Kelsey and Trini Loya Mid/Late-twenties Lifelong Craig Residents Multi-generation families First baby 13 Our Subjects Daina and Wayne Wagner Late-twenties/Early thirties Wayne long-time Craig Resident Multi-generation family First baby for Wayne Birth would be repeat C- section for Daina 14 7

8 Print Already had current advertising contract with Craig Daily Press included ads, web presence, and weekly education column. Print is primarily local media Reaches beyond target market to build awareness of interested family members and build Word of Mouth response o Older generations more likely to see print campaign. 15 Print Introduced concept to community through Newspaper ad and columns 16 8

9 Print Cycled and updated ads every 3-4 weeks 17 Print Concluded with Print 18 9

10 Print Print ads directed community to the TMH Website and Facebook pages Consistent Campaign branding to increase awareness 19 Print Living Well -- TMH submits weekly health column to the Craig Daily Press o TMH determines content Used Living Well to introduce Babies Happen Here campaign Published update every 4-6 weeks on BHH Journeys Topics o Introduction of Concept o Fathers Play Important Role Father s Day Special o 3D Ultrasound o Delivery Day What to Expect/Bring 20 10

11 Print TMH publishes quarterly community newsletter under Living Well brand o Circulation is to Primary and Secondary Service Areas (Every Door Direct Mail 10,000 mailboxes) Published concept and updates in the newsletter Directed community to the TMH website and Facebook pages 21 Video Created videos throughout the moms journey, including information about TMH and our physicians o Moms and dads shared stories about why they chose TMH, what their experiences were like, satisfaction with TMH services o Doctors interviewed about OB services, quality of care, new technology (ultrasound), state-of-the-art facility o Video tour of hospital and Labor and Delivery Spaces o Educational videos created with physicians to discuss when to see a doctor, what s normal, what s not, etc. Results 400+ YouTube video views from TMH website! 22 11

12 Video 23 Video 24 12

13 Video 25 Video 26 13

14 Website thememorialhospital.com 27 Website thememorialhospital.com 28 14

15 Website thememorialhospital.com Dedicated web page for Babies Happen Here o Served as a landing page for referrals from other sites o Written updates about the moms and their journeys o Videos of moms and their families Access to video interviews with TMH physicians Results: o Increased website traffic from May (425 hits) through October 2014 (546 hits) o Greatest number of community visits to TMH Facebook Page 29 Social Media 30 15

16 Social Media Posted personal and professional photos of moms and families Provided updates about the pregnancy journeys Linked to videos on our website Results - From May to November, increased page Likes 40% from 157 to 260. Babies Happen Here posts performed 10x better than non-bhh posts. 31 Goal: Engage Millennials 82% of Facebook followers are women o 32% of Facebook followers are women % of people we reach on Facebook are women % of people who actively engage with us on Facebook are women Greatest traffic on TMH Facebook page was during September-October the delivery months of the moms 32 16

17 Goal: Drive Clinic Business New OB/GYN Patients at Clinic (June 2013 to November 2014) Ages Goal: Drive Clinic Business Total Clinic Visits OB/GYN (Jun 13 Nov 14) 34 17

18 Goal: Drive Hospital Business Births: January July 2014 actual compared to January July 2015 (March-July 2015 are projected) Jan-Feb 14 = 18 deliveries Jan-Feb 15 = 29 deliveries May = 18 projected deliveries 35 Summary Data supports the positive outcome of the Babies Happen Here multi-media campaign o Engaging women o Increasing OB patient volume in clinic and hospital that should increase market share Satisfaction results indicate a positive shift in patient perception of care o HCAHPS score shows a positive trend on Likelihood to Recommend 36 18

19 Contact Information Jennifer Riley Chief of Marketing and Business Development The Memorial Hospital at Craig 750 Hospital Loop Craig, CO thememorialhospital.com 37 Additional Contact Information Jackie O Hara Jet Marketing jetmarketing.net Tim O Hara O Hara Photography oharaphoto.com 38 19