Goal:  Increase awareness and preference for Heart Center and drive referrals to Franciscan services

 Strategy:  Implement comprehensive marketing program that used traditional and digital advertising to identify people at increased risk of heart and vascular disease for education, risk assessment and referral.

 Results:

• Service line market share grew 6.1 percent in major market area
• Consumer preference research showed Franciscan as market leader with an 8% advantage over the nearest competitor, which represented a 6 percent growth over CY ’07
• ROI for some key tactics over 12-month period
  • heart talks: $128,000 (just heart center related) , $246,000 (all services)
  • heart festival: $62,000 (just heart center related) , $232,000 (all services)
  • heart risk assessments: $81,000 (just heart center related) , $623.982 (all services)

Tactics:

• Google search advertising
• E-newsletter to heart patients and worried well
• Cable television advertising in the four South zones
• Radio advertising that complemented the cable buys
• Direct mail included a series of three postcards
• Customer relationship opportunities:
• Free speakers series
• Free heart festival
• Free HeartAware screenings & clinic
• Free online walking log
• Free Heart Diet book at local retailers and online
• Advertising in local magazines and county medical journal