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Geotargeting Campaign Directs Smartphone Users to the ER

Marianne Aiello, for HealthLeaders Media, July 14, 2010

There's a new way for people in the Baltimore area to find out how to get to the nearest emergency room, thanks to Harbor Hospital's mobile web advertising campaign. Using geolocation technology, the 259-bed hospital's ads will appear on the mobile versions of popular news and consumer sites for smartphone users in the Baltimore area.

By clicking the banner ad, users will be directed to Harbor Hospital's mobile-specific landing page where they can enter their address via a Google Maps application that provides door-to-door directions to the hospital's Emergency Department.

"Time is of the essence when finding emergency care and we want to educate Baltimore-area residents and business professionals in a compelling and innovative way that quality emergency care is only minutes away at Harbor Hospital," said Jean F. Bunker, AVP, marketing, community relations and philanthropy of Harbor Hospital, in a statement.

The campaign, which launched in May and will run through July, targets 20 Baltimore zip codes, and aims to increase awareness of the close proximity of Harbor Hospital's Emergency Department to downtown Baltimore and surrounding neighborhoods.

The mobile advertising campaign is one of several components in Harbor Hospital's new emergency department marketing campaign, which also include print, online, and out-of-home advertising. It also features a grassroots marketing effort using coffee sleeves and coasters available in local coffee shops, restaurants, and bars.

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