Introduce New Service Line (Heart) - Detar Healthcare System
The print campaign showcased DeTar's cardiologists, cardiovascular surgeons, surgery team and hospital as a place with "world-class doctors in a world-class facility."
The Challenge:
For over seven decades, DeTar Hospital has been the Victoria, Texas region’s leader in health care. They provide services in 10 locations to over 22,500 people a month. Their competitor, Citizens Hospital, had been earning a reputation as the “Heart Hospital” for a number of years. If patients weren’t going to Citizens, they usually made a two-hour trip to Houston.
Strategy:
To get consumers to go from the “heart hospital” to ours would take a two-step rebranding effort. It included diagnosing chest pain first, then creating awareness of the quality care at DeTar.
Execution:
Diagnosing Chest Pain: An aggressive campaign, “Go now, know now” utilized a combination of back-to-back: 15 TV spots, one: 30 TV commercial, newspaper ads and outdoor boards. The campaign urged people to go to DeTar’s ER to confirm whether their chest pain was “indigestion or a heart attack.” It further insisted people get to their doctor’s office for the “DeTar Heart Test” which assessed their risk of getting heart disease.
This campaign showcased DeTar’s cardiologists, cardiovascular surgeons, surgery team and hospital as a place with “world-class doctors in a world-class facility.” It also continued to highlight the benefits of having experienced doctors and the best of care a “heart beat from home.”
Results:
As thousands of tests were ordered, ER admissions were up significantly. Additionally, many heart and diabetes patients were diagnosed and placed on healthy regimens.
Tagged:
healthcare,
marketing,
detar,
heart,
victoria