SITUATION

Cape Regional provides care to a very unique market with a total primary service area population of 85,000 people for the majority of the year.  However, the system provides care to a resort market in the summer and the population significantly increases to over one million.   Cape Regional serves as the hospital of choice for emergency and inpatient care for those 85,000 residents, however still finds itself in a highly competitive market, with a large integrated delivery system to its north as well as several specialty providers in the Philadelphia Region.

Historically, the system relied on a modest marketing budget mostly allocated to traditional advertising tactics.

Our team was tasked with developing a targeted, response-oriented marketing campaign to drive profitable new patient volume, build awareness and reduce the leakage in market share for  high-end specialty services.

RESULTS

“For a Healthier Life”

Marketing Strategy: With an overall objective to launch a service line campaign in a highly competitive marketplace, we developed a marketing strategy that supported the strategic business development goals of the organization to capture and convert new patients through a search, social and display digital marketing strategy, while building online brand equity and implementing proven digital engagement practices. 

Multichannel Digital Tactics: Using a “digital-first” media mentality to reach the market we launched selected digital strategies to reach the consumer at the bottom of the marketing funnel.  With that in mind, 65% of the budget was allocated to search/mobile, 20% to social media and the balance spent on local media display networks.  

Unique Engagement Strategies: By blending unique messaging, broad-based branding, specific calls to action, and interactive engagement campaigns, the strategy captured a large base of consumer interest. 

The campaign focused on three specific service lines-bariatrics, orthopedics, and breast care.  We implemented targeted multichannel media tactics and unique landing pages using specific conversion tactics with creative engagement, retargeting, utilization, measurement, and branding elements for each service.

Several unique add-ons included. “Think Pink”, a social media breast cancer awareness program in October, a branded professional sports injury report, and a closed panel bariatric social media support group.

RESULTS     

The campaign drove above average results in the following areas:

• Consumer impressions

• Online engagement 

• Product utilization

• Business development leads

• Overall market share                                                              

Standing Out in the Crowd

The campaign results exceeded all baseline measures and business development goals in six months.

Metric                                     Target              Actual

Impressions                            6.0M               7.1M

Landing page views                10,500             18,500

Physician profile views           1200                1675

Social media posts                  360                  550

Clicks                                       14,000             19,200

Appointment Req.                  250                  519                 

Kept Appointment                  30%                 57%

Cost per lead                           $55                  $25

Market share                          +2%                 +5.5%

Overall ROI                              35:1                 40:1