Case Study:
GOALS
In August 2008, the new St. Francis Medical Center (SFMC) opened in Colorado Springs. SFMC represents the newest, largest and most advanced health care facility in the Pikes Peak region. To help ensure awareness of this statewide asset, The advertising agency, Vladimir Jones, was engaged to promote the grand opening and the exclusive positioning of the new hospital. The primary goals of the campaign were to:
1. Aggressively position SFMC against Memorial Hospital North, its main competitor in the region, distinguishing it as northern El Paso County’s only full-service acute care facility with a Women’s Pavilion/Birth Center, NICU, ER and Flight For Life.
2. Leverage the opening of the new center to emphasize the strength of the entire Penrose-St. Francis Health Services system and its status as the region’s largest, oldest and most respected health care provider.
3. Attract and build a patient base by engaging the community in celebrating the opening of SFMC.
4. Engage and educate physicians and payors, the primary distributors of health care services.
RESULTS
Within the first five months of launch, the micro-site, sfmc.org, had over 11,500 visits. Post-campaign surveys indicated a preference for the Penrose-St. Francis Health Services system as a whole at 52%, a full 10% over the competitive provider, which opened a north location 18 months in advance of SFMC. Forty-three percent expressed the opinion that SFMC is “staying ahead of competition” vs. 34% in a pre-campaign survey.
General awareness of the new facility achieved 70% by the end of the six-month campaign. Verbatim responses from those surveyed reflected specific reference to the key message of the campaign: “northeast Colorado Springs’ only full-service hospital.”
Advertising – Television
Advertising – Print
Color Magazine and Newpaper Ads
Double-Truck Newspaper ads
Advertising – Outdoor and Non-Traditional
Select outdoor ads near the facility were chosen to communicate teaser messages with minimal regional waste. Following the teaser phase, bulletins and posters entered the market to increase presence of messaging. Bus shelters were used in addition to digital outdoor boards throughout northeast Colorado Springs.
Website
After the tease component revealed the construction of St. Francis Medical Center a website was developed to share insite to the new facility, the doctors and the extensive services it would provide to the Colorado Springs community.
