St. Vincent's HealthCare

OVERVIEW:

As it prepared to open a new facility, St. Vincent's HealthCare of Jacksonville, FL, wanted to build awareness of the medical center serving Clay County and its grand opening celebration. A multi-screen campaign, geographically targeted within three zones near the new hospital, was just what the doctor ordered.

STRATEGY:

With the wide audience for health care services - almost anyone could find themselves in need of care at some point - the hospital aired television advertising on a cross-section of networks that reached adults in various demographic groups: men, women, sports enthusiasts, news viewers and younger adults. The network mix included ABC Family, Bravo, CNN, ESPN, Food Network, FOX News, Hallmark, HGTV, Lifetime, TBS, TNT and the Weather Channel. Digital advertising on Xfinity.com supplemented the TV advertising's informational and inspirational messages with a direct call to action to attend the grand-opening event. That message was updated to a "now open" theme when the hospital began accepting patients.

SUCCESS:

The community turned out in force to celebrate the medical center’s grand opening: 4,000 people attended the event. What’s more, St. Vincent’s exceeded its goals on the key metrics of occupied beds and emergency-room visits.

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