Minnesota Health Care System Ads Target the Fit and Healthy
Duluth, a four-season city with 11,000 acres of green space alongside the great Lake Superior, has miles of trails and over 100 parks, providing a suitable back drop for a multitude of recreation activities.
“The quote above, from Duluth, Minnesota’s Parks and Recreation website, helps to explain a population trend that inspired a hospital advertising campaign,” says Peter Hochstein, veteran copywriter and regular SHCM contributor. “It was for St. Luke’s Regional Trauma Center, part of St. Luke’s Health Care System in Duluth. And therein lies a tale.
“With two hospitals, 267 beds, and nearly 40,000 annual emergency room visits, according to U.S. News and World Report, you’d expect St. Luke’s to be the dominant health care organization in a small city. But there’s an even bigger, and probably much richer, competitor in town, which can finance a stronger marketing presence,” Hochstein says.
So how does the smaller St. Luke’s system stay competitive? It’s all about targeting active millennials. Read the full article now:
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