The first billboard, emblazoned with ‘Text 24347824 to find out our ER Wait Times,’ generated a 40% increase in ER patient volume the first day.  “They couldn’t get the ambulances here fast enough,” Chief Marketing Officer Handley McNeil noted.  “Within one week, we were the top ER volume in the state. It was amazing, especially since our ER wait times actually went through the roof!”

Emboldened by that success, they launched a follow-up effort titled ‘Picture Yourself at CNUMC.’ This phase of the campaign billboard offered a prize: ‘Tweet a picture of yourself driving by this billboard and you’ll be entered to win $100,000!’

“This was a great touch,” enthused McNeil, “It allowed people to real-time picture share via a picture-based photo site we’d set up. All you needed was a smartphone to enter!”

The winner of the contest, Sam Fisherton, was “shocked and amazed,” when he found out he won. “This will really help out,” Mr. Fisherton said from his rehabilitation hospital bed.  “One less hip I have to pay for!”

The campaign has been so successful in raising ED volumes that McNeil is planning a third phase featuring billboards with QR codes on Interstate 37.

“It will definitely take some skill to use a QR code scanner while cruising 75 miles an hour, but that makes it more fun,” said McNeil. “This combination of new technologies and traditional ads is literally bringing bodies to our front door.”

“Like the legislator in Vermont, we were flabbergasted that hospitals actually have to attract patients with marketing and advertising,” said WiseBucks editor Joe Duhh. “That’s how regular businesses operate, sure. But hospitals? That would be like saying politicians have to spend money to get elected – doesn’t it just happen?”

Last year’s award-winning study, which uncovered that hospitals are actually businesses, won WiseBucks the coveted Most Obvious Reporting On News (or MORON) award. Its findings, which caused endless congressional hearings and helped fuel the grassroots “Band-Aid Party” movement, showed that:

• despite the fact that most hospitals are “non-profit,” they still must take in more money then they spend
• revenue from many hospital patients – such as those with Medicare insurance – does not cover the cost of serving those patients
• shockingly, some hospitals have actual waterfalls and valet parking

WiseBucks has won acclaim for its past investigating reporting, including:

• “Uncovering the truth: the sun rises in the east”
• “This just in: gravity works.”
• “Money does not, in fact, grow on trees – an investigative report.”

Waynesville Health director of marketing, Garth Sanders, remarked, “We know for a fact that reaching women is critical to the success of almost any healthcare marketing campaign. They wear the pants, so to speak, when it comes to making healthcare decisions. We needed a campaign that not only spoke to women, but was spoken by women. After a month of brainstorming we came up with ‘That’s what she said,’ a campaign that focuses on testimonials from women who’ve experienced the compassionate care of our hospital and clinics.”

While outdoor, print and television advertising played an important role in the campaign, the element that really took off was social media, specifically twitter. “We asked consumers to tweet about the healthcare decisions they’re faced with,” said Sanders. “And, we were stunned at how quickly our #ThatsWhatSheSaid hash tag took off. We see hundreds, if not thousands, of tweets and retweets each day.”

“We don’t try to understand every tweet that rolls in,” Sanders added. “They make sense within the context of their respective conversations. We’re just excited to see our brand penetrate the market and social media community in such powerful manner.”

A quick search of the #ThatsWhatSheSaid hash tag reveals the impressive reach of this campaign. Results include:

• It’s been a while since you’ve used it that way. #thatswhatshesaid
• You’ve been at it for hours are you finished yet? #thatswhatshesaid
• This outcome is most unimpressive. #thatswhatshesaid
• Sweet mother of pearl! I don’t even know what to say! #thatswhatshesaid

“Credit must be given where it’s due,” Sanders added. “Our graphic design intern, Jeremy, really drove this concept. Fresh out of college, we were floored by his innovative thinking. Not to mention his modesty.” When the Weekly Probe caught up with Jeremy during his holiday break we asked for his thoughts on the campaign.

“I don’t feel like I can take total credit for the concept,” Jeremy commented. “In fact I’m a little shocked at how the team latched on to it. During a brainstorm session someone suggested a lengthy title and Garth said, ‘That’s way too long.’ I replied, ‘That’s what she said.’ And the rest is history, I guess.”

Modest indeed.

“Everyday we ask ourselves, in what new way can we talk about ourselves, call attention to ourselves, shine the spotlight on ourselves?” says senior market director Joseph Kool. “Truly, what is in it for us?”

The latest incarnation of the organization’s marketing strategy is a new ad campaign (see sample ad below) featuring their own doctors and touting the organization’s penchant for winning awards, hiring attractive staff and its overall awesomeness. The campaign has an internal component as well, featuring mirrors hung at ten-foot increments throughout the hallways so staff can admire themselves as they pass by.

“What makes this campaign so successful, other than the fact that we rock, is its uniqueness,” says Kool. “As far as we know, not many other hospitals are talking about themselves in their advertising, so our message is bound to stand out and really resonate with customers.”

Sample ad: “Look at us”

Janet Nolan, MD, a cardiovascular surgeon, was advocating for printing advertising on java jackets (coffee cup wraps) to help address a persistent lag in cardiology consults.

“Everyone drinks coffee, and many will eventually require cardiovascular intervention,” said Dr. Nolan. “And think of all the caffeine-induced arrhythmias we’d be in front of. The strategy is so obvious it makes you question the intelligence of our marketing staff.”

Vice President of Marketing Ted Beech tried to counter Dr. Nolan by stressing the referral-driven nature of cardiac care, as well as the high cost of printing thousands of custom coffee cup wraps compared with the minimal conversion rate. Finding no flexibility from Dr. Nolan, Beech played the logic card:

“Look, I don’t tell you how to perform heart surgery,” said Beech. “Why won’t you trust that I know what’s best when it comes to marketing?”

Shocking those in attendance, Dr. Nolan offered to let Beech perform surgery if he would consider the coffee cup wrap strategy. Feeling he had to step up the challenge, Beech agreed. He has been scheduled to perform a normally simple aortic valve repair on a 52-year old male early next week.

“Of course I’m terrified,” said Beech, explaining that unfortunate provisions of HIPAA actually preclude him from warning the patient of this unprecedented move. Staff have coined the switch “Dare to Care” after administration rejected a “Freaky Surgery Friday” moniker. If the surgery is successful, Beech has promised to print 500,000 coffee cup wraps with the slogan “Considering heart surgery? Sip the best service around at Evergreen Hospital.”

John Smith, VP of Marketing at General, explains:

“We used to have identical billboards that said “General Hospital Cancer Center – Because We Care.” But after reviewing our Google Analytics we realized that people want very specific information. For example, last year five people searched our site for ‘cerebral astrocytoma’ and another four looked for ‘laryngeal cancer symptoms.’ We have thousands of highly targeted search phrases at our fingertips.”

The strategy calls for hundreds of highly targeted billboards spread out in the region, each featuring photos of the appropriate specialist (sample billboard shown above).

According to Smith, “Our most important customers are our doctors, and they love to see themselves when they drive into work.” Asked if it might be cheaper to just buy placement on search engines, Smith responded:

“How would that help us? There’s no place to put the doctor’s photo in those ads. Also, billboard advertising has a proven hundred-year track record. The web has only been around for ten – it’s very risky.”