Our achievement is defined by our clients’ successes, AND WE CAN PROVE IT.

Barely Making a Mark.

Saint Francis Medical Center

Client/Background
Saint Francis Medical Center is a 280-bed facility in Cape Girardeau, Mo., serving more than 650,000 people throughout Missouri, Illinois, Kentucky, Tennessee and Arkansas. Cape Girardeau is a highly competitive market with two aggressive community hospitals. The competitor hospital was the first in the market with the da Vinci Surgical System.

Project
Saint Francis differentiated itself by acquiring a newer model of the surgical robot, the da Vinci S HD™ Surgical System, and by being the first in the region to use the da Vinci in three surgical specialties: cardiothoracic, gynecology and urology.

The Medical Center wanted to educate patients about minimally invasive surgery and the da Vinci robot, communicate to referring physicians
the value of minimally invasive surgery and the depth and breadth of
Saint Francis’ services, and increase website traffic.

Strategies
The Roberts Group created a campaign positioning the da Vinci as the centerpiece of the minimally invasive surgery program at Saint Francis:

30-second TV spots
Direct mail
Traditional and digital outdoor
Print ads
Enhanced Web content and videos
Surgical open house for physicians
Pull-up banners
Web banner ads
Post-it notes
Patient brochures
Physician brochures

Results

339 percent increase in da Vinci page views at Saint Francis’ website in the campaign’s first two months
Improved patient and referring physician understanding of surgical options, helping them make informed decisions
More than 287 procedures performed in the first year and a half of the program

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