How one heart health promotion pumped in an extra million dollars in revenue.
Why they called us (The challenge)
- When you add more beds to your hospital, you need more patients to fill them up. Easy enough. But when those patients aren’t so young, changing their minds—never mind their ways—can be a challenge. That’s why Arkansas Heart Hospital called GodwinGroup.
- After adding 28 beds, AHH wanted to use its heart health screening program, Keep the Beat, to attract more Medicare seniors—and get them to ask their doctors to send them to AHH instead of its competitor.
What we did, Part I (The big picture)
- GodwinGroup responded with a high-impact marketing campaign to promote Keep the Beat screenings.
- In addition to aggressive marketing, we advised extending program hours and days to maximize availability.
- We promoted KTB via print ads, direct mail to key prospects and the AHH newsletter and web site.
What we did, Part II (Strategic details)
- Using Scarborough Market Research, we pinpointed key placement opportunities in newspaper and print media to reach our desired targets.
- We ran prominent ads in the Arkansas Democrat-Gazette as well as two statewide publications targeted to our demographic and select county publications with the highest Medicare audience.
How it worked (The results)
- The campaign began in January 2008. By March, Keep the Beat program participation rose 83%.
- Prior to this campaign, AHH booked Keep the Beat appointments two weeks in advance. Now, they book six months out and have hired additional staff to help with the influx of patients.
- In five months, overall AHH revenue increased by $1.1 million due to the success of the KTB campaign—resulting in a very healthy 2,250% ROI.
In conclusion (What we learned)
By reaching the right people at the right place with the right message at the right time, it is possible to change behavior—and reap dramatic results. In other words: If you promote it, they will come.
Image Gallery
