Advocacy Campaigns

Listen to Your Heart: Women at Risk

A leadership-positioning campaign now in its 16th highly successful year.

The Basics: Built on a dynamic partnership between Washington Hospital Center and the local TV news leader, NBC4, the campaign focused on increasing women’s awareness of their risk of heart disease and how to prevent it.

Unique Qualities: Going beyond traditional advertising, this campaign uses video and interactive tactics to build relationships: 30-second TV spots to drive calls for information and appointments; 3-minute patient-story infomercials airing on The Today Show to expand understanding and introduce key physicians; a 30-minute documentary to create even stronger connections; phone banks; online chats; a Facebook page; and cooking demonstration webinars with live Q&A.

The Result: Tens of thousands of calls resulting in thousands of appointments, $8 million in revenue, and a sustained 35% increase in the number of women using the hospital for inpatient and outpatient cardiac care.

Diabetes for Life

Diabetes for LifeA relationship-building and volume-driving initiative focused on the ABCs of diabetes management (A1C, Blood Pressure, Cholesterol) for a healthier future.

Unique Qualities: An advisory panel of physicians, nurses and diabetes educators who provided ongoing guidance and community outreach support; a library-based learning center supported by grants; and a partnership with CareFirst BlueCross BlueShield, which significantly extended the campaign’s budget, reach and impact.

The Result: Greater awareness in the DC area of the importance of the A1C test, nearly $1 million in grant funding over the course of the campaign, and $8 million in revenue over five years.

Living Well with Cancer

A campaign built on medicine’s ever-growing ability to treat cancer as a chronic disease, providing survivorship tools to patients to handle physical, emotional, social and financial issues.

Unique Qualities: A holistic approach that integrated emotional and spiritual support as well as the healing arts into the marketing message; experienced-based opportunities for patients, families and the community that brought relaxation techniques, storytelling and poetry into the cancer care discussion; and online communications with a range of cancer support networks.

The Result: Increases in awareness and preference for the hospital’s patient-centered cancer program, and a complete integration of the Living Well with Cancer message and graphic look into all forms of patient and physician communication.

Weigh to Lose

Weigh to LoseA year-long, contest-based weight loss and healthy lifestyle campaign that involved four contestants per year, monitored clinically by Washington Hospital Center.

Unique Qualities: The external marketing campaign was integrated into an employee wellness initiative to extend its impact; both the TV station and hospital websites featured wellness and weight loss content provided by hospital experts; contestants wrote blogs and posted photos and videos throughout the campaign; and interactive outreach tactics and calls to action were so well received that the hospital’s nurses and dietitians began to use them in patient education classes.

The Result: $2 million in revenue associated with people who called for the Weigh to Lose kits and responded to event promotions; more than $300,000 in grants and additional sponsorship dollars.

 

Integrated Marketing Communications

Yours for the Imagining: The Bolger Center

A series of unique and imaginative campaigns over three years to introduce an 85-acre conference center to the surrounding community – a center that had existed for years but was owned and used exclusively by the U.S. Postal Service. A new management company was charged with generating event revenue to support the government-owned center.

Unique Qualities: Personal experience was key to introducing this site as a venue for such wide-ranging events as weddings, bar and bat mitzvahs and corporate team-building retreats. The campaigns centered around free events that were as varied as a fall evening concert on the lawn and a Sunday afternoon football party to a holiday high tea and a “round-the-world” trip hosted by Post Office mascot, Owney the Dog. Direct mail and e-mail invitations, web tours, community flyers, partnerships with area event vendors, social media, public relations, advertising, banners and more were part of the promotional toolbox.

The Results: Full attendance at all events – and a second holiday tea scheduled to accommodate community interest; event bookings that began to fill the Center’s calendar; and rapid bookings that quickly covered each year’s marketing costs.