LCMC Health
CHALLENGE
Connect the LCMC Health brand to the five local hospitals the system manages.
LEVERAGE PAID MEDIA to deliver the brand’s new position and promise across all five hospitals.
INSIGHT
LCMC Health hospitals are important to their communities – yet members of those same communities often didn’t know their hospital was part of the LCMC Health system. The experience surrounding the hospital, and when inside the facility, failed to connect the hospital and system as one entity in the mind of the community. Our Strategy was to connect the system brand to each location – and each location to the brand. Bring together the new system brand and the physical properties to educate not only those associated with each property, but also those within the community who have very little interaction outside times of need.
SOLUTION/EXECUTION
While a fully integrated campaign, inclusive of television, out of home, digital and print, provided ample market penetration, a very unique media solution was right in front of us!
Prime real estate, along high-trafficked corridors, providing unobstructed views from the public, provided the planning team with a new, untapped medium—the buildings themselves.
By using high-quality, large format adhesive wrap, the campaign was brought to life in plain view of the entire city. Having the campaign message on a grand scale provided extra support for internal tactics, while increasing pride and team spirit among those associated with the hospital (staff, patients), the system, and now the new LCMC Health brand.
RESULTS
Keyword Strategy: Saw a tremendous CTR (10.30%-12.04%)
12%
Website New Users:
160%
Website Sessions:
187%
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