Community Healthcare System
Mammography Service Line Campaign
Overview
Springboard launched the Community Healthcare System mammography campaign for the women of Northwest Indiana area. Community Healthcare System (CHS) wanted to promote the value of mammograms and to motivate women into trusting and getting a mammogram for their overall breast health. CHS implemented a six (6) month digital campaign to support its mammography services.
GOALS
- Position CHS as the area’s best choice for mammography services.
- Support the message that CHS is an expert in overall breast health, Including:
- full range of diagnostic
- treatment
- support services
Objective
To accomplish this, Springboard developed an integrated digital campaign that complements Community Healthcare System mammography service line.
- Tracked all campaign elements with Healthgrades, Epic and Marketing Intelligence platforms
- Generated an overall 2%, with 5% stretch, increase in screening mammography volumes
- Keeping patients in the CHS system who were diagnosed with breast cancer, ultimately driving an increase in associated downstream revenue attributed to this campaign
Positioning CHS Mammography for Success
Promise: Having the confidence in choosing Community Healthcare System for mammograms. This will make it easier for the patient to prioritize their health, while putting their mind at ease.
Tagline:
“Do It for Them. Do It for You.”
Facebook Ads
Static and Animated Display Ads
Email Messages and Landing Page
Early Detection Email
Ease of Access Email
Landing Page
The Results
The campaign performed well, driving potential patients and converting them at a rate that enabled a positive campaign ROI. At a snapshot, the campaign engaged:
- Over 3 million impressions
- 9,000 visits to the mammogram landing page
- Produced 598 leads
- Completed 478 mammogram appointments were received
- Converted 56 new patients to Community Healthcare System
- Finally, receiving a Healthcare Advertising Award – Gold winner – for Total Digital Marketing Program – “Women at every stage of life” – Mammogram Campaign
To learn more about this and other Springboard service line campaign work, please contact mike@springboardbrand.com.