Digital or Traditional, Campaign Messaging Is Paramount

When discussing new tactics to reach healthcare consumers, it's easy to hone in on social media strategies and other digital platforms. I'm certainly guilty of it—13 of my columns this year involve online- and tech-related topics. But every now and then it's beneficial to remind ourselves that healthcare communications don't always have to involve a battery-operated device to be relevant and engaging.

I recently spoke with marketers who worked on Bayfront Medical Center's nontraditional women's services campaign. The St. Petersburg, FL, hospital recently revamped its Breast Health Center by acquiring new technology, a renowned director of imaging, and a patient navigator who takes each patient through the continuum of care. Because the center now provided a personal care experience, the medical center's marketers created a personalized, highly targeted campaign to promote the service line.

"Every asset a patient would need, from talent to technology, we felt we could now offer the community," said Marcey Stone, manager strategic planning and public affairs, in Healthcare Marketing Advisor. "It was the right time with an enhanced program to talk about it with the community and tell them that it was the best option for women."

Working with Jacksonville, FL, agency Spark, Stone and hear team created a unique campaign that used several unique elements to promote the Breast Health Center to local women over the age of 35. The campaign began rolling out on September 15.

Because the campaign had a small, defined target audience—women over age 35 within a 10 mine radius—marketers were better able tailor the advertising message.

"It is very targeted messaging," Stone said. "What we've been doing now is be very specific about who we're trying to target, what's the message, what's the benefit to them, what's important to them, and providing them the vehicle to get what they need. It's not just great creative, it's delivered in a meaningful way and gives a call to action."

And that call to action directs women to the medical center's website where they can learn more about the service line and search for a physician. (Just because the campaign doesn't involve digital components, doesn't mean you can forgo them completely.)

After tossing around a few ideas, the marketing team decided on a tactic that would deliver personably written messages to women in personal settings, such as gym locker rooms, boutique fitting rooms, and café restrooms. Each ad emphasized Bayfront's personalized care and drove women to its website.

"We knew that the creative, message, and delivery had to feel very personal," Stone said. "The idea came about of a very boutique campaign using girly talk and a very fun approach to breast care, which isn't typically what you see. We thought that would really resonate with women because girl talk among women is very personal."

An added benefit of this campaign is the relationship it helped Bayfront forge with local businesses.

"By working with the local business around town we created in essence an affiliate marketing program and we're going to be able to leverage that moving forward," said Tony Miller, managing partner at Spark.

Stone and her team are pleased that the campaign has struck a chord with the community.

"I think this campaign has resonated with our target market because not only are our messages really fun, but the places that we're putting them have really fit the message," Stone said. "They're in fitting rooms and bathrooms and lingerie stores and places where women go. If a man doesn't see it then we're doing it the right way."

Whether you're planning a social media campaign or a traditional advertising push, on-point messaging is the most crucial aspect to the effort's success. The next most important element is making sure your message is seen, and sometimes the done best using plain-old paper.