Campaigns (Go to Market)

New Product Launch: Circle app for women

Goal:
Create patient and consumer excitement around Circle app to elevate brand preference for women’s services in our markets.

Objectives:
Secure 1,500 active users in year one. Increase to 5,000 in year two.

Strategies:
Deploy targeted digital tactics; utilize influential voices in social media (mom bloggers); focus messaging on unparalleled experience and options (connection to medical records);  heavily cross promote with complementary products and services.

Results:
As of November 2016, we have more than 2,000 active users, engaging with the app 1.6X per week.

Campaigns (Go to Market)

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%.

Webpage landing image for Pelvic Health campaign
Campaigns (Go to Market)

New Service: Swedish Pelvic Health

Goal:
Promote new patient navigator to increase patient volume for Swedish Pelvic Health services.

Objectives:
Increase awareness/preference in gynecology and urology service lines for King and Snohomish Counties; Increase awareness of pelvic health offerings; Drive web traffic and engagement to the Pelvic Health site.

Strategies:
Focus on compassion and support; prioritize digital media; capture share from competition; be find-able when people are searching); create a seamless way for patients to make an appointment or learn more.

Results:
As of July 2016, campaign delivered 1M impressions,1,500 webpage visits and 23 appointments.