Hospital Advertising: Saint Francis Orthopedics
The Challenge
Saint Francis Hospital in New York’s Mid-Hudson Valley had a first-rate orthopedics program but lacked the awareness and positive perception needed to drive referrals and consumer preference. After an uninspiring ad campaign failed to move the needle on patient recruitment, Saint Francis hired us to create a new branding campaign for the orthopedics service line.
Insightful Thinking
Where the previous ad campaign touted Saint Francis’s orthopedics expertise, our research suggested that consumers had much more personal motives for choosing an orthopedics provider. They were suffering from pain, loss of mobility and the inability to partake in their favorite past times. The expertise of orthopedic doctors was assumed; patients were more interested in alleviating pain and resuming their favorite activities. Smith & Jones developed a powerful and emotionally compelling campaign that focused on pain management and the return to active lifestyles; issues that resonated with patients and got them back on their feet.
Meticulous Execution
The campaign featured images of mature adults (our target audience) engaged in activities such as gardening, jogging and dancing. The ads appeared in high visibility television, print and outdoor media, achieving 75% market penetration in Saint Francis’s primary and secondary markets. Because most orthopedic treatments are elective procedures, patients’ primary care providers were an important referral base, so our campaign needed to target both the consumer and referring physicians to build awareness and increase volume. The challenge with marketing to 160 referring physicians in the hospital’s primary and secondary markets, was getting a message past the office gatekeepers; the administrative staff that filter incoming mail and prevent direct marketing from reaching the decision makers. We overcame this last barrier by creating an oversized box with a large artificial femur inside and the memorable message, “When it comes to bones, we’re the joint.” Delivered in person by our own courier, this highly effective marketing vehicle couldn’t be missed by our target audience.
Exceptional Results
The campaign exceeded all expectations. Brand awareness and preference for the Saint Francis orthopedics department sky rocketed. Physician referrals increased to make the Orthopedic Center at Saint Francis Hospital and Health Centers one of the leading medical facilities in the Hudson Valley for muscle, bone, or joint problems. As an added benefit, the campaign won Best of Show at the Healthcare Advertising Awards.
