At Lafayette General Medical Center, Advertising-Driven Patient Traffic Goes Up, Up, Up. But Media Spending? That’s Down.
// By Peter Hochstein //
There’s nothing new about testimonial advertising campaigns for hospitals, right?
Well, not so fast. Sometimes factors ranging from how the testimonials are executed, to the community where they’re broadcast, to even the media strategy, can make a striking difference.
A case in point, the testimonial campaign created for Lafayette General Medical Center in Lafayette, Louisiana, a 365-bed institution at the time of this writing. (It was scheduled to soon add 147 beds by expansion and an acquisition.) The campaign was created by Russo, a Lafayette advertising agency.
One specialty, obstetrics, which got a large share of Lafayette General’s media budget, has seen its volume grow by double digits every year since the campaign was launched, according to figures gathered by the State of Louisiana and supplied via Russo. Meanwhile, one of Lafayette General’s key competitors lost share of births. And the Lafayette General gains keep on coming.