Challenge
Longtime healthcare client, United Hospital Center (UHC) in Bridgeport, W.Va., approached BlaineTurner Advertising (BTA) for new cross-specialty branding, with the goal of advertising each specialty with an easily recognizable connection to the hospital.
Strategy
BTA developed an Integrated Marketing campaign, “This is Where…”, targeting several audiences, including patients, families and potential employees, while keeping hospital branding consistent across all specialties.
The campaign utilized social and traditional media, GoogleTM Adwords (pay-per-click), landing pages, videos and its Web site with the measurable objective of increasing conversions from the targeted audiences across all platforms.
Results
Through the use of Google Analytics, BTA was able to compare results to the previous year. In 12 months the campaign generated the following results:
- 79% increase in website visits to UHCWV.org
- 13% and 10% increase in visits on the two most popular web pages, Find-A-Doc and Employment
- 0.65% GoogleTM Adwords click-through rate (CTR), exceeding the national average
79%
Increase in Web site Visits to UHCWV.org
10%
Increase in Visits to Most Popular Page
The “This is Where…” campaign was awarded a Silver Aster Award, Communicator Award of Distinction, and an honorable mention PRSA-WV Crystal Award. BTA continues to measure the impact of the campaign to improve and optimize future strategies for UHC.
