Tuesday, June 30th, 2009 | Uncategorized | No Comments
Fort HealthCare is one of Wisconsin’s most progressive community health networks, serving a diverse population of both urban and rural families in a growing region between Madison and Milwaukee. The network consistently reinvests in the improved health of its community with services and technology that equal or, in many cases, exceed larger market health care providers.
Given this, it’s no surprise that one of Fort HealthCare’s primary initiatives is to identify and implement innovative ways to educate and motivate its patient base toward healthier lifestyles.
A recent mammography campaign is the latest example of this kind of marketing innovation. Working with the strategic and creative teams of its brand development agency (alert: NOISE), Fort HealthCare bypassed traditional media advertising — and instead executed a multi-channel, interactive campaign of e-marketing (internal and purchased target lists) and web marketing, supported by public relations, to reach 35 to 54 year old females.
Results? In the campaign lifespan, Fort HealthCare’s mammography microsite measured as the number one health information page on the network’s website (trailing only careers and employment in unique visitor traffic). Just as impressive, one out of every seven mammography patients (and there were more than 350 of them generated by the campaign) were new to the program.
It’s true that in today’s health care, technology can keep us healthy. Guess we’ll have to add e-marketing to that list.
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