Your Source of Strength
NORTHSIDE HOSPITAL ORTHOPEDIC INSTITUTE
We helped Georgia’s leading community hospital introduce their newly established orthopedic institute into a competitive market, positioning them as a leader in orthopedics while also providing targeted support for four different service lines.
While Northside Hospital enjoyed a strong reputation and leadership position as a valued community brand, they were virtually unknown for their orthopedic services. Through key hires and community partnerships, the Northside Hospital Orthopedic Institute (NHOI) was established. For launch, we were tasked with building awareness and market share for NHOI by introducing them to the market and also providing targeted support of key business units (Arthritis & Total Joint, Sports Medicine and Spine).
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BLUE SKY THINKING
Through our discovery phase, we uncovered the powerful community of care that defines the Northside Hospital brand and the Cancer Institute’s compassionate approach to treating cancer. We also recognized that people engaged in a cancer battle demand authority, leadership, and results when seeking care. As a community brand, it was essential that NHCI address this very tension when communicating its message. This led us to a bold, technology-influenced campaign that highlighted the people at the center of this battle. And it led us to an integrated media plan that started with a local Super Bowl ad and expanded to include radio, outdoor, programmatic, search, and social media. This allowed NHCI to raise awareness overnight, and then continue the dialogue across all consumer touchpoints.
Multiple media channels are increasing awareness and engagement with NHCI and its digital properties. Our digital campaign is surpassing its click goal by 41% and garnering an above average CTR. We’re seeing our traditional media tactics driving online search behavior, which in turn helps us refine our data sets and retargeting tactics across all digital channels. Average call volume experienced a 15% increase since campaign launch. And positive reception of our audio series “Doctor Stories” is leading to rich social media and podcast content.