Employed Physician ad campaign
Baptist Health Care’s cancer program took a huge financial hit when the large group of affiliated oncologists and urologists who oversaw the program left and started their own specialized medicine center across town. The employed physician program came to the rescue with a group of dedicated oncologists. The challenge was to create awareness that Baptist’s cancer program was still intact and better than ever in order to begin the process of drawing business back, especially into the radiation oncology department.
The Solution:
A series of print ads introducing the newly-minted oncology group to the community and telling the story of a quality program with a personal touch. Baptist had just finished a rebranding effort with a healthcare marketing agency, so the campaign adopted the look and feel that had already been established in other print campaigns. I tagged my initial designs with the headline “I am a healer”, and it stuck. Marketing sent out questionnaires to all the docs and the answers were used to craft the message about each one. Phrases such as “ I am a grandfather” and “I am a good listener” became the atmosphere that surrounded the docs in their ads. Goal was to increase Web visits. We decided on a secondary goal of promoting the primary care physicians with the same type of messaging. The print ads were the focal point of the campaign supported by secondary designs for Web ads and digital outdoor rotations in the appropriate market areas.
My photographer and I set off, with only a camera and a reflector, to duplicate what the agency had done with a full studio. We contacted physician's offices and set up on-site shots at facilities throughout the healthcare system. The results fit the campaign nicely and allowed me to maintain the agency created look and feel.
The Results:
Google analytics showed a noticeable increase in Web traffic to the Cancer Institute site, with the fiscal year results being a page view increase of over 14% above the previous year; and of those, more than 23% were first-time visitors. There was also a measurable uptick in visits to the medical group site in the two months in which the ads ran.
