New Service: Montana Maternity

Goal:
Establish community hospital as a “destination of choice” for maternity care in Missoula Mont.

Objectives:
Increase maternity awareness and preference by 20% by the end of 2016; and own 10% of market share by end of 2015, and 30% by  end of 2017.

Strategies:
Deploy targeted digital campaign; capture attention with creative that can break through the noise; communicate compassionate care, and strength of the system as differentiation; optimize website for superior customer experience.

Results:
In two years, we went from 0% to 39% market share and increased preference for maternity/OB-GYN by 12%.

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