The New Hampshire hospital's campaign used digital and traditional media, including social media and TV ads to promote high levels of patient satisfaction and healing rates at its wound treatment facility.
A Lamplighter Award of Excellence has been awarded to Frisbie Memorial Hospital for its integrated campaign promoting the Frisbie's Center for Wound Care and Hyperbaric Medicine.
The regional award, which was presented on June 1 at the New England Society for Healthcare Communications (NESHCo) in Providence, RI, also recognized the Rochester, NH-hospital's agency, Rumbletree Strategic and Creative Marketing.
"The Wound Care Center campaign elevated Frisbie's ability to communicate to our community the program's success in achieving high levels of patient satisfaction, healing rates, and hyperbaric oxygen therapy technology as a means to the ultimate goal: a better quality of life," Joe Shields, senior vice president of Frisbie Memorial Hospital, said in a media release.
The campaign used digital and traditional media, including social media and TV ads.
The hospital's wound care center "provides specialized treatment for chronic or nonhealing wounds," states the voiceover in a 30-second video.
The ad, which shows physicians consulting with patients and staff caring for a patient during treatment, also highlights the hospital's convenient location and touts its clinical accolades.
"Frisbie Memorial Hospital shares a mutual regard for the role that strategic marketing and communication can help play in moving an organization forward," said Jessica Kellogg, partner, managing director at Rumbletree.
The healthcare organization "focuses on three pillars: People, Technology and Trust—that dedication is what differentiates them and has shaped a genuine connection to the greater Rochester community."
Ultimately, the campaign results showed strong digital metrics:
- Banner ads: 1,129,635 impressions and 1,591 clicks
- Pre-roll ad: 4,703 minutes of playtime
- Facebook ad: 1,225 clicks and a reach of over 40,000
- Google Adwords: 40,865 impressions and 179 clicks
"The campaign used digital and traditional media tactics to target the right people at the right time," Shields told HealthLeaders.
"The message focused on what is important to patients as they consider where to go for their healthcare: Our patient satisfaction scores and healing rates, that fact that our center has available state-of-the-art hyperbaric oxygen therapy, and demonstrating our commitment to delivering patient-centric care; all which speak to Frisbie Memorial Hospital's three pillars of service: People. Technology. Trust."
Marianne Aiello is a contributing writer at HealthLeaders Media.