|
Charlotte-Hungerford Hospital
Charlotte Hungerford Hospital’s Maternity Center was an unknown treasure. With stagnant admissions and environmental trends threatening to further chip away share, the hospital wanted to raise the profile of their high-quality maternity services. Market research provided us with a thorough understanding of the marketplace, and we were able to build a profile of the discerning mother to be, who made choices about hospitals and doctors based on research and word of mouth.
We created a campaign that stressed the one-to-one nurse to patient ratio that would appeal to the discerning expectant mother. Our communication strategy focused on creating “trial” through a dedicated website that showcased what new mothers sought in a maternity setting. Women who were considering different hospital settings could not only see the facility, but also hear first hand accounts from other women who had delivered children there.
A main feature of the website is a series of videos where patients, doctors and nurses share their personal perspectives on the benefits of delivering at Charlotte Hungerford Hospital. The tone of the videos is purposely warm and approachable, reflecting the unique character of the communities that Charlotte Hungerford Hospital serves. An advertising campaign, including a very robust outdoor buy, drove traffic to the site and encouraged visitors to sign up for a free tour. The campaign has helped the hospital stem share losses, and although birth rates have dropped precipitously, in general (due to the recession), the hospital’s rate of decline has been far less than the market average.
|
