With so many options for quality healthcare, Longstreet Clinic wanted to make patients and potential patients aware of all the care services it had to offer. While Longstreet Clinic has been around for some time, many patients and non-patients think of it only in terms of one service, because that has been their – or someone they know – personal experience with the clinic.
Longstreet also wanted to be able to show their physicians for what they are: leaders in their field and community who have developed lasting and positive relationships with patients.
HOW WE HELPED
Forum Communications worked closely with Longstreet to establish what the clinic wanted in terms of boosting patient awareness. One we established those needs we fleshed out consistent and widespread ad campaigns. The campaigns produced memorable pieces that kept to the overall brand of Longstreet, while seeking to both inform and entertain. And with each department, we identified personas unique to the specialty.
For example, for pediatrics we went with a nursery rhyme theme for younger patients and a Harry Potter-oriented theme for pre-teens. For orthopedics, we identified each doctor with a song that has to do with movement (as orthopedics is about getting our bodies back in motion). And for weight management, we revealed the transformations that patients have been through, with a focus of, “Lose Big, Gain More.” During the weight management pieces, we also followed patients throughout their entire weight loss journey, so that people may see the transformative journey patients undergo.
Weight Management Campaign
ALL IN THE DETAILS
The healthcare industry presents some unique parameters in that – due to insurance stipulations – many people must weigh their care against costs. Therefore, an organization such as Longstreet Clinic must meet the consumer where they are through the entire process. Forum accomplished this by casting a an appropriate “net” with its campaign advertising. Whether it was through strategic landing pages built for specific campaigns, purchased Google ads or through radio spots, we added appropriate touches through the entire funnel to increase awareness and interest in Longstreet’s multiple specialties. In short, we put ourself in the patient’s shoes, created personas around who those patients are and built our campaigns around what the consumer pays attention to – through each phase of the campaign. To track success, we utilized call tracking software, digital analytics and trackable URLs across all digital platforms. Through these efforts, we were able to track each form completion and phone call down to its original source and assisted the Clinic to track new patient volume from the campaign monthly. In some instances, we were able to track all the way to RVUs to determine campaign effectiveness. With one of the campaigns mentioned above, we were able to track results and build next best move strategies at every new iteration of the campaign – driving new lead volume up nearly 150% over the course of the year using agile marketing techniques and ongoing consumer research.
What We Accomplished
BRANDING DEVELOPMENT & CREATION
ADVERTISING DEVELOPMENT & CREATION
SOCIAL MEDIA ENGAGEMENT
REGIONAL MEDIA RELATIONS & PUBLICITY
PRINT & PRODUCT PACKAGING DESIGN
ASTER AWARDS GOLD
LOSE BIG, GAIN MORE: CHRISTINE’S STORY