Why they called us (The challenge)
Arkansas Heart Hospital (AHH) wanted to increase awareness among and build relationships with its commercial audience in hopes of growing patient volume by eight percentage points in one year, for a total of 30%.
What we did
GodwinGroup developed a multimedia brand awareness campaign built around the following strategies:
- Position AHH as the “smart choice” for both consumers and commercial audiences, communicating new cutting-edge programs few competitors could match.
- Reposition general, acute care hospital competitors as generic and inferior to AHH.
- Get people to request that AHH be added to insurance plans
- We took steps to influence future negotiations with insurance companies, businesses and the covered lives they represent.
- Another tactic was getting employers to think about how their businesses would cope if an employee was out for months recovering from a heart problem that could have been treated faster at AHH.
- Redirect the “small hospital” mindset among AHH employees to “the state’s largest specialty heart hospital” mindset, without losing the understanding that they offer more than just heart care.
How it worked (The results)
- The 12-month goal for commercial patient volume was tripled in just six months.
- Volume grew to 46% for a total of 24% growth in 6 months, compared to the goal of 8% growth in 12.
In conclusion (What we learned)
Awareness advertising that both establishes your own position while repositioning your competitor can play a big part in getting your audience in the door.
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