Baptist Health, a leading healthcare system across Kentucky and Indiana, had grown through acquisition and organic growth of new services. Under new leadership, it needed to establish a unified brand identity and purpose to serve its customers across multiple diverse markets
THE APPROACH WAS TO ENGAGE AT THE LOCAL LEVEL TO GAIN DEEP INSIGHT
Stakeholder interviews were conducted across the system with regional leadership, senior physicians and key community influencers. In addition, detailed analysis was undertaken of performance data, patient volumes and growth goals. Finally key competitor research was undertaken by market to identify patient priorities, valued attributes and competitive opportunities.
Insight: Healthcare services are deeply connected to the communities they serve. There is an emotional bond that establishes trust and confidence in the quality of care beyond clinical excellence.
SOLUTION: CENTERED ON YOU
This positioning statement expresses the patient-centric philosophy that authentically aligns to Baptist’s reputation. But it also emphasizes the local and community connections. It is also able to be expressed within tactical service line volume driving campaigns
Service Line Campaigns to drive Patient Volume
Annual Flu Shot Campaign – It’s Easy to Get Sick
Insight: the flu virus spreads easily between expected and unexpected human contact. There are lots of hidden ways in which you can get infected without knowing. It’s very easy to get sick but it’s just as easy to get a shot.
Approach: Digital Video ran on digital and OTT platforms with high levels of reach and frequency to reach the widest audience.
Results: This campaign was placed on programmatic and social digital and digital and OTT TV. It led to a 14.4% increase in patient numbers at urgent clinics for flu shots.
Health Risk Assessment – Stroke
Insight: 75% of people do not know the early signs of someone having a stroke. As the fifth highest cause of death detecting early signs can save lives. Online assessments have proven to achieve higher effectiveness in information retention due to the interactive design of the experience.
Approach: An engaging digital video was designed for people to learn the signs by taking an easy online health risk assessment.
Results: This digital campaign was optimized to drive traffic to the Online Assessment page with results off 12% increase in unique visitors, with assessment completion rates of 76%.
SPLAT OUT CANCER – an innovative fundraising approach
Challenge: Pink fatigue is a real problem for cancer charity fundraisers. There are so many events and activities available that it is hard to stand out even though there are lots of people impacted either directly or through a loved one.
Insight: Cancer is overwhelming and it is easy to feel alone and forgotten. But being part of something bigger that leaves a permanent reminder of the part you played can be engaging and even cathartic.
Solution: For Splat Out Cancer, launching paint-filled balloons from giant catapults against a blank wall was a unique and entertaining way to engage with survivors and families.
Results: The event was created in partnership with Benjamin Moore Paints and raised over $1mm for the Baptist Health Foundation.
