Though ownership of a campaign is an important factor that is considered by most facilities when developing a campaign, Bon Secours St. Francis Health System took it one step further by incorporating the campaign concept as the major focus on their Website. When viewing their home page, everything from the main banner image to the copy throughout supports their push for heart health.
The events listed focus primarily on those that center on the heart and general health and the stories support ways for patients to improve their health and their understanding of the heart. One unique download takes a Valentine's themed-approach at providing patients with a print out of warning signs for a heart attack called, "A Love Letter to Me." The letter informs the patient that though they may not think they are at risk they could be, and provides a list of the warning signs and symptoms for both men and women.
Of course the basic contact information for the health system is also included within the site, but it is minimal in comparison to the presence the campaign has on the pages. What truly makes this campaign what it is, is the creativity behind the concepts and the way they were incorporated; like the rotating banners featuring fun and colorful illustrations of hearts in different cartoon-like situations and places. Overall, it's the simplified approach which makes it so appealing and user-friendly.
Kandace McLaughlin is an editor with HealthLeaders magazine. Send her Campaign Spotlight ideas at kmclaughlin@healthleadersmedia.com If you are a marketer submitting a campaign on behalf of your facility or client, please ensure you have permission before doing so.