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Case Study: Edward Hospital
Olander Group has done an excellent job helping us reach our strategic marketing goals through effective and efficient media buying. From broadcast to print to online, we’ve been impressed again and again with their level of service and knowledge. They add tremendous value because they specialize in media planning and buying.
Brian Davis, Vice President of Marketing & Government Relations
Edward Hospital & Health Services is a full-service healthcare provider with over 4,300 employees, including a medical staff of 1,450 nurses and more than 900 physicians, representing over 60 medical and surgical specialties.
Heart disease is the leading cause of death in the United States. An unbelievable 50% of men and 64% of women who die suddenly of heart disease have no previous symptoms. Because of this, early detection saves lives and Edward Hospital needed to get the word out immediately about its innovative 5-minute online test focused on heart health.
Because the URL to the online test was so simple and easy to remember, and the number of people we could help was so great, an integrated media blitz with multiple 360-degree touch points would be ideal for complete awareness as well as market-leader status among competitors.
The media blitz we developed included TV spots on "Good Morning America" and cable networks such as CNN, MSNBC, The Discovery Channel, The Food Network and HGTV. It also included local and market-wide radio, locally targeted publications and websites, high-profile billboards, bus transit advertising, zip code targeted door hangs, geo- and demo-targeted email marketing, and a search engine marketing campaign.
Within six months of our media blitz, we had achieved 11,000 fully completed Heart Risk Assessments. At six months, the program was at $1,098,691 in contribution margin to Edward Hospital and growing. Beyond the numbers, one patient who completed the online test was found to need urgent heart surgery, and has credited the program with saving her life.