MemorialCare Health System
Paid Search & Paid Social Advertising
Marketing Strategy
Marketing Strategy
Project Overview
Case Study: MemorialCare Health System Challenge Amidst the sweeping changes and consolidations introduced by health care reform, MemorialCare faced two sizable branding and positioning challenges: 1) How to unify and gain understanding among all of its stakeholders that it was a unified, integrated health system, poised to meet the needs of patients and providers with high quality, affordable health care; and 2) How to educate patients and prospective patients in Southern California about the importance of shifting from the traditional health care construct of diagnosis and treatment to wellness and prevention and the role MemorialCare can play in the newly defined continuum of health care. Strategic and Creative Approach: Jadi worked closely with MemorialCare to develop a strategic marketing and communications program designed to educate stakeholders, build greater understanding of the organization’s comprehensive offer, and drive interest and action. That plan included the use of primary and secondary research to both guide and evaluate the campaign and its impact and a full scale media outreach and creative education campaign in both Los Angeles and Orange Counties that focused on the health care organization as a whole, as well as its many entities. The creative included visual depictions and copy that clearly illustrated the new health care model, where wellness and prevention start the discussion, versus the “old” model that placed illness and treatment at the center. Key to this effort was the development of language and imagery that helped patients in particular understand what it means to be a health system and how having that system on your side “helps keep you healthy and cares for you when you’re not.” Both the media plan and the creative took a direct response approach in order to encourage viewers/readers/listeners to take action (visit a website, call an 800 number, etc.) Marketing Elements/Media Mix: Media elements included TV, radio, print, direct mail, outdoor, transit, and collateral materials (retail point-of-sale, postcards, brochures) complemented by a strategic online paid search, SEO and digital advertising campaign. All aspects of the campaign included consistent imagery, branding elements (logo, tagline), voiceover, music, etc., which was crucial to help audiences quickly and easily embrace the message and better understand what MemorialCare can provide them. Emphasis was placed on analogies, e.g., comparing a health system to a family, to make the message clear and simple. Creative executions brought the message to life and helped connect all of MemorialCare’s many entities (hospitals, physicians, medical groups, urgent care centers, ambulatory care centers and more) but was designed in a way that allowed each entity, as appropriate, to customize any or all of the campaign elements, while still retaining the integrity of the message and visual identity. Outcomes: • Company revenue increased by over 50% • Awareness improved significantly from 22% to 38%, a 73% increase from the benchmark in year one research. • The majority of research respondents are now aware of the affiliation between MemorialCare Health System and at least one or more of the hospitals; awareness that one or more hospitals are affiliated improved from 38% to 51%. • Advertising awareness more than doubled for the health system as a whole, improving from 8% to 20%. Additionally, Jadi won the prestigious Healthcare Advertising Awards twice in both the print and broadcast categories for the visually stunning and highly effective messaging developed for MemorialCare, beating out other top health care brands such as Kaiser Permanente.Client
MemorialCare Health SystemTags
healthcare
healthcare marketing
health products
healthcare advertising
advertising
market strategy
branding
DRTV
Pharma
natural products
medical
medical advertising
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