Sample – Branding Campaign

Florida Hospital Memorial Medical Center
2012-2015 “Experience Your Florida Hospital”

Overview
As an award winning leader in community health care Florida Hospital Memorial Medical Center has distinguished itself as a leader on a state and national level consistently being named an “A” facility by the Leapfrog Group, the 2012 Safest Hospital in the state by Consumer Reports and a recipient of the 2012 Governor’s Sterling Award for service excellence.

Phase 1: Print Ad

Experience Your Florida Hospital was a broad platform concept that sought to capitalize on the well established Florida Hospital brand at the local level emphasizing the unique personal experience patients and visitors would encounter within their community.

The campaign featured Florida Hospital Memorial Medical Center’s (FHMMC) superior performance in three key areas of differentiation:
• Mission
• Quality
• Patient Experience

Collectively, these three areas defined what the FHMMC Board of Directors termed as “The Memorial Difference.” While seeking to capitalize on the overall brand awareness of Florida Hospital, the campaign also featured localized emphasis for various locations in order to emphasize the hospital’s commitment to the greater Daytona Beach community including Port Orange, New Smyrna Beach, Holly Hill and Port Orange.

The campaign was segmented into four distinct phases:
1. Executive Team – Each member of the executive team was featured representing the key performance measure they were responsible for overseeing within the organization (care team, service and quality, funding the future, marketing and community).
2. Team Members- Featured employees from all areas of the hospital, from front line staff to clinical.

Phase 2: Billboard

3. Patients and Community – Featured former patients in recognizable areas of east Volusia county to show the community reach of FHMMC.
4. Services Lines – Featured key service lines.

GOALS
To establish FHMMC as the premier health care organization of choice in east Volusia County and the surrounding areas.

Phase 3: Print Ad

OBJECTIVES
This campaign sought to accomplish several objectives by the end the 2013 calendar year:
• Increase Inpatient PSA and TSA market share from 16.4% to 20%.
• Shift PSA commercial/PPO payer mix from 16.4% to 20%.
• Convert 500 marketing leads into utilized hospital services.

TACTICS
The campaign utilized a multi channel approach including print, billboards, direct mail, digital, social media and radio.

RESULTS

First 10 month results:

• Despite a declining market, FHMMC grew 2.2% and gained 0.5 points of market share.

• 12,402 people visited the website from within the state of Florida.

Phase 4: Digital Ad

• 1,240 of the visitors came from FHMMC primary service area and surrounding communities.

• 266 web visitors requested a physician directory or first aid kit.

• 153 of the web requests, utilized one of the hospital services after visiting the site, resulting in a MROI of $703,398.

Microsite

Phase 4 – Print Ad