Cautionary Campaign Attracts Callers
After giving viewers a chance to recover from their collective double-take, the commercial features a montage of people bending their legs to creaking sound effects. The Oklahoma City, OK, hospital's marketers created the multimedia campaign, which includes print, outdoor, online, and TV elements, to promote MAKOplasty—a new robotic technology now available at the hospital.
"This marketing effort was important because, normally, patient recruitment is driven by the physicians, but this effort depends mostly on our advertising efforts," says Shane Brock, principal at Stubble Creative, Inc., the agency that worked with the 102-bed hospital. "Therefore, the main objective is to get the potential patients to call a dedicated phone line for more information."
The hospital also used social media to create buzz around the campaign and posted teasers on its Twitter account (twitter.com/Boneandjointokc) and officially announced the new technology on Twitter and Facebook.
"The feedback from the advertising effort has been very positive, with 25 calls received on the dedicated phone line in the first week of the campaign," Brock says. "Additionally, more than 50 people have registered for a community education program on MAKOplasty."
- New G-Codes to Pay Doctors for Broad Array of Non-Face-to-Face Care
- CMS Sets 2014 Pay Rates for Hospital Outpatient and Physician Services
- Telehealth Improves Patient Care in ICUs
- Hospital M&A Volume Up, Value Down in 3Q
- Douglas Hawthorne—A Chance to Do Something Big
- States Rejecting Medicaid Expansion Forgo Billions in Federal Funds
- 50 Years of Fighting Pressure Ulcers Called Into Question
- Why You Should Involve Patients in Nursing Handoffs
- Nonprofit Hospital Outlook 'Negative' in 2014
- The 5 Biggest Healthcare Finance Trouble Spots