“If it scares you just a little, it’s probably the right thing to do.”

OhioHealth/Riverside Campaign

 

Riverside Methodist Hospital, a member of the OhioHealth system, was a long-respected and preferred hospital in its region. The problem was that they were facing increasing threats from two competing systems who were building cardiovascular centers.

 

Riverside Methodist had the technology, the experts and the success stories, but with this added competition, they were losing market share.

 

And they needed to change that.

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Working with physicians and administrators – we began uncovering a number of stories about innovative procedures that dramatically improved patients' lives. We met them whenever and wherever was easiest for those involved.
We met doctors before their shifts started at 5am, and we met patients at their homes in the evening. Amazingly, stories we discovered allowed us to tell a bigger story than originally planned. Not only could we show that Riverside was a leader in innovation locally, we could also show expertise and results that positioned them as leaders nationally, and internationally. 

 

We produced a series of testimonial ads which featured a woman whose treatment reversed a stroke's effects, a physician from Columbia University Medical Center who learned from the surgeons at Riverside Methodist, and a patient in Ireland who came all the way to Ohio to be treated.

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Prior to the campaign launch, average monthly volume in the critical limb care program was 53 patients. After only six months of airing, monthly visits increased to 132.

And research shows that our external media efforts were directly responsible for 25% of the increase in visits.

Riverside Methodist's brand was healthier than ever, which just goes to show that in marketing, like in medicine, making the right diagnosis can make all the difference in the world.