Community Healthcare System

 

Cardiology Service Line Campaign

Overview

Springboard launched general cardiology and women’s heart campaigns to promote choosing a Community Healthcare System cardiology program as a first step toward better heart care. A year later, we layered in an advanced cardiology/structural heart campaign to accomplish the following:

  • Position CHS as the area’s “destination” for advanced heart care.
    • Drive awareness for CHS’s higher-level of cardiology expertise.
    • Promote the depth and breadth of CHS’s advanced heart program.
  • Stem leakage and outmigration to academic health systems.
  • Prompt earlier referrals from local primary care physicians and cardiologists.
  • Provide comfort and proof-points for those choosing a CHS general cardiologist for their first consultation.

Approach

To accomplish this, Springboard and its media partner focused on developing an integrated digital campaign that fuels and complements, not competes with, Community Healthcare System cardiology service lines.

Top of the Funnel Ads

Increased awareness of heart disease risk factors and symptoms and CHS’s advanced services, expertise, and technology.

General / Women’s Cardiology Facebook & Native Ads

Cardiology

Cardiology

 

Women’s Cardiology

Women’s Native Ads

 

 

Advanced Cardiology Facebook Ads

 Expertise

 

 

 

Minimally Invasive

Heart Rhythm Expertise

Facebook Ad

 

Engagement Ads

Placed programmatic display and video ads in front of populations identified as having an interest or need for cardiology services based on the search and online behaviors.

Display Ads

Heart Rhythm

 

 

 

Robotic Thoracic

 

 

TAVR (Transcatheter Aortic Valve Replacement)

 

 

Watchman

 

 

Conversion Ads

 As it often does, search became the source for patient conversion – much of the traffic coming from those who were made aware of or engaged by the ad platforms above.

Landing Pages

 Unique and linked landing pages were developed for each of the three priority audiences – general cardiology, women’s heart, and advanced cardiology. Importantly, visitors interested in the other pages were provided links (i.e., women who landed on the general cardiology could learn more about the unique symptoms of heart disease in women by clicking a link to the women’s heart page).

The Results

The campaigns performed as intended, driving potential patients and converting them at a rate that enabled a positive campaign ROI.

To learn more about this and other Springboard service line campaign work, please contact mike@springboardbrand.com.