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Reading Hospital Women’s Services: Building Awareness & Patient Acquisition

CLIENT

Reading Hospital Women’s Services

SITUATION

Women’s Health Services at Reading Hospital offers comprehensive care for every stage of life, with an emphasis on wellness and prevention. This service line is ranked in the top 5% for women’s health nationwide and received the Women’s Health Excellence Award™ for three consecutive years.

Goal was to raise awareness among women about the depth, breadth and award-winning quality of Women’s Health Services at The Reading Hospital. Secondly, generate more customer inquires about the service line.

SOLUTION

Multi-media campaign including cable television, newspaper and magazine advertising, out-of-home (billboard and mall) and online elements – all including a strong call-to-action.

Creative concept was driven from the idea that each woman is unique and extraordinary in her own way, as is the complexity and individuality of her healthcare needs. This was captured in the theme “Every Woman is a Work of Art. That’s Why We’re State of the Art.”

RESULTS

Campaign proved to be a strong engagement tool for both hospital and OB/GYN practice physicians who were excited to see their service promoted (and featured on the front cover of Marketing Healthcare Today magazine).

Externally, the campaign successfully increased awareness and interest among target women. Results showed a 41% increase in prenatal class registrations, 36% increase in website visits, and 24% increase in unique visitors to the website.

SERVICES

  • Community Research
  • Photography
  • Campaign Direction
  • Creative Execution

Campaign Direction & Execution

Women expect exceptional quality care. But the experience should also be exceptional. As exceptional and individual as they are. Our award-winning highly stylized and distinguishing “Exceptional” multi-channel campaign (true to service line achievement) included TV, radio, print, OOH, cinema, direct mail, email and mobile.

rhs_womens
An elegant, sophisticated, inspiring and effective campaign.

DIRECTOR, READING HEALTH WOMEN’S SERVICES

outdoors

Television

Exceptional care for exceptional women at every stage of life.

Internal Signage

Campaign was reinforced internally through window and elevator posters.

revolvingdoors

MEASURING SUCCESS

Class registrations +41%, web hits +36%, inquiries for Beginnings Maternity Center +29%, page views +24%, physician referrals +18%.