Bay Area Medical Center
Heart and Vascular Services

 

Issue: After completing a physician-targeted campaign promoting its new interventional cardiology program and refined cardiac testing, Bay Area Medical Center in Marinette, Wis., wanted to establish an official brand for the service line and educate the public about its lifesaving heart and vascular procedures.

 

Strategy: Develop a testimonial campaign with multiple distribution channels, including print, banners and outdoor, placed across the community, with emphasis on routes out of the care market. To maximize media budget, 15-second TV spots are placed on cable channels in the primary service area and sound beds used as ads on local radio stations.

 

Results: Initial feedback shows that using local individuals with a voice in the community is helping to educate individuals about the services available close to home. The “I Know” campaign has been so successful that the theme is now being used to promote other service lines.