SwedishAmerican Health System

OVERVIEW:

Like many health providers, SwedishAmerican Health System of Rockford, IL, has several designated "centers of excellence," such as cardiac, cancer and stroke care facilities. When the health system sought to build awareness and strengthen its position as the best regional provider for those services, as measured by an independent consumer study, it partnered with Comcast Spotlight to create a multi-screen advertising campaign to distinguish it from the competition.

STRATEGY:

SwedishAmerican maintained a consistent branding strategy across their television and online advertising by using the same visual messages. On television, the media strategy was based on identifying top-rated cable programming within the target audience and placing advertising in those shows"”and adjusting the plan as needed. On Xfinity.com, SwedishAmerican used in-banner video advertising on a cross-section of pages, coupled with e-mail sign-in and homepage roadblock advertising and custom page takeovers.

SUCCESS:

  • Ranked as the most preferred choice in 19 of 21 categories, including cardiac, cancer and stroke care, in an independent consumer preference study.
  • Led competitors in preference for cardiac care by 24 points, cancer care by 9 points and stroke care by 11 points.
  • Overall consumer preference score nearly 10 points above closest competitor.
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