Crozer-Keystone Health System

OVERVIEW:

With no shortage of health-care providers and options, building awareness about a new facility and prompting consumers to take action is vital. That's why Crozer-Keystone Health System in the Philadelphia area worked with Comcast Spotlight to create a multi-screen marketing campaign to let local residents know about a new outpatient health center located near a pair of shopping centers, a fact referenced in their advertising campaign.

STRATEGY:

With the services offered at the new centers spanning a spectrum from dermatology to cancer care, for example, airing television advertising across a broad cross-section of networks available through Comcast Spotlight was a natural fit. That plan included female-skewing channels like Lifetime, given that many health-care decisions are often made by women in a household. The organization also used in-banner video advertising on Xfinity.com to expand its reach across screens and reinforce its message.

SUCCESS:

  • Page views for website dedicated to outpatient care centers rose from 700 to 1,900 per month.
  • More than 200 monthly phone calls to dedicated phone number utilized in campaign.
  • More than 50,000 cumulative views and 770 interactions with two online video advertisements.
  • Most patient volume goals exceeded.
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