Porter Regional Hospital

OVERVIEW:

Like many hospitals, Porter Regional Hospital of Valparaiso, IN, wanted to build awareness of programs for a wide range of community needs, such as senior living, cancer care and stroke treatment. Adding a unique wrinkle to Porter's marketing needs was the planned opening of a brand-new facility to better serve patients.

STRATEGY:

The hospital's audience was a wide cross-section of the community: adults 25-54 and 35-64, women 25-54 and senior citizens (65+), residing in the northwest Indiana area. To reach those health-care consumers, Comcast Spotlight developed a multi-screen approach that combined high-frequency television campaign, which included sports programming, with in-banner video and pre-roll video advertising on Xfinity.com. The combined effort was designed to maintain a large share of voice online to enhance the high frequency of the television commercials.

SUCCESS:

  • More than 105 hours of online video viewed in one quarter.
  • More than 44,500 online video views in one quarter.
  • 4.59% engagement rate with online advertising.
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