A Midwestern Hospital Builds Traffic With a Small Ad Budget and Lots of Woman-to-Woman Conversations
// By Peter Hochstein //
This is a story about hospital advertising that’s also very substantially about numbers, all of them very nice numbers for a hospital to have.
In the small city of Peoria, Illinois (population 116,513), OSF Saint Francis Medical Center (609 beds) used a very small media budget ($45,000) for one of its services and got some big results.
The service was mammogram screening. And yes, there were other costs for production and Internet usage and design, too. Richole Ogburn, account manager at Saint Francis Medical Center’s advertising agency, the Hippo health care division of Muller Bressler Brown in Kansas City, Kansas, estimates “around $13,000” for building an Internet platform, and $5,000 for production and design work. Altogether, campaign expenditures came to roughly $63,000.
So what happened?
The advertising campaign initially ran in August, September, and October of 2014. Here are some of the results, provided by Lisa Robbins, Marketing Manager for women’s services at OSF Saint Francis:
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