Problem
With no less than two larger hospitals spending heavily on broad image campaigns and the client’s general uneasiness with pure image advertising on its own behalf, a new campaign presented the risk of further market share deterioration.
Solution
As part of the Neathawk, Dubuque & Packett team I developed a continuing series of carefully targeted product/procedure messages and the results were closely monitored. A kyphoplasty ad targeted toward women over age 50. Another message focused on a new “cool touch” laser technology zeroed in on middle-aged and older consumers suffering from arterial blockage in the extremities. A Bradley Wellness Center ad—probably the broadest targeted in the series—has been directed at active young adults who may be leaving the facility for the “flash and dazzle” of competing gyms that actually can’t match Bradley’s comprehensiveness and quality.
Results
The kyphoplasty ad generated 8 phone inquiries; the “cool touch” laser ad resulted in 18 direct inquiries. The Bradley Wellness Center received 51 phone inquiries following the appearance of advertising, with 9 of those specifically linked to the ad. Additionally, 12 potential members came in for guest visits in direct response to the newspaper placements. An added, though less measureable benefit: This type of advertising keeps Hamilton’s name in the marketplace and associated with specific advanced medical technologies and services. These messages are often noticed by those not in the higly focused target audience and may provide valuable, unquantifiable brand support.
