The newly formed Edward-Elmhurst Health is a hospital system comprised of three hospital campuses and over one hundred specialty locations with a service area of 1.9 million residents. The system boasts $2 billion in assets and $1 billion in recurring revenues.
The healthcare landscape in Chicagoland is very competitive with numerous options for residents. Edward-Elmhurst had to find a way to break through the clutter and announce its new brand to the community. It also had to improve patient intake and financial results to ensure the health of the new system.
Not only did we need to break the clutter…We needed to shatter expectations. The first step was signing Danica Patrick as spokesperson for the new brand and our theme of “Healthy-Driven.” We then needed to make sure that we leveraged Danica’s star power to its fullest potential with high-impact, broad-based, immersive advertising media.
We developed a fully integrated campaign that included TV spots around The Superbowl, The Academy Awards, The Golden Globes, The NFL, and NASCAR. We executed train station advertising “take-overs” at Union Station and Ogilvie Transportation Center. We placed 20 digital and static billboards on major expressways and routes within Chicago. We blanketed the airwaves on the top radio stations. We wrapped buses and advertised in movie theaters, fitness centers, and even on gas pumps. We activated brand ambassadors with “make-your-own smoothie” stationary bikes. We placed targeted cable TV advertising and print with several waves of door hang drops. We then negotiated digital tie-ins and added-value packages.
Commissioned research conducted by NRC showed that Top-of-Mind Awareness of the new system increased significantly in the market and had surpassed all other competitors by at least double. In addition, IHA COMPdata proved increased market share for the newly formed system. To top it all off, system income from operations improved greatly from the year before the brand launch campaign.
…And We Quote…
“Thank you and absolutely terrific work! You crafted the most comprehensive and integrated marketing campaign that I’ve been a part of and believe me, it is getting noticed!”
– Jill S. Newham, System Director, Marketing – Edward-Elmhurst Health