Integrated Marketing Campaign
Paid Search & Paid Social Advertising
Direct Marketing
Email Marketing
Project Overview
Novant Health is an integrated system of physician clinics, outpatient centers and hospitals serving a four-state region spanning Virginia to Georgia. It serves more than 4 million patients annually through its network of 1,200 physicians and 26,000 employees working in nearly 500 care locations. Headquartered in Winston-Salem, NC, Novant Health is committed to making healthcare remarkable for its patients and improving the overall health and wellness of its communities. In 2012, Novant Health introduced MAKOplasty® partial knee resurfacing at two of its regional medical centers, placing them among a select group of facilities nationwide to offer the procedure at that time. MAKOplasty® is a highly innovative, minimally invasive alternative to knee replacement surgery that offers less pain, a shorter hospital stay and faster recovery time than traditional methods. Novant Health enlisted ABZ Creative Partners to develop and implement a strategic marketing campaign to educate the public about the benefits of MAKOplasty®, target prospective patients and move them through the decision funnel, and further advance Novant Health’s position as a leader in high-tech patient care. Candidates for MAKOplasty® are typically males and females ages 55 and older; however, the procedure can also benefit younger patient populations such as athletes and individuals with occupations known for overuse injuries. Given the broad demographic spectrum, the plan needed to include both traditional and emerging channels to achieve maximum reach, message effectiveness and audience engagement. The primary call to action across the entire campaign directed audience members to attend a free educational seminar to learn more about the procedure, and how it could alleviate their knee pain issues.Client
Novant HealthTags
SEM
PPC
email marketing
social media marketing
video production
print advertising
direct mail
outdoor advertising
print collateral
