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Client/Background
Saint Francis Medical Center is a 258-bed facility in Cape Girardeau, Mo. Saint Francis serves more than 650,000 people throughout southeastern Missouri and portions of Illinois, Kentucky, Tennessee and Arkansas.

Project
Saint Francis Medical Center has more than 200 physicians on its medical staff. An obstetrician wanted to better target busy women with hectic lifestyles, who tend to neglect their health, focusing instead on running a family, career and active lifestyle. A joint effort between the marketing department and this physician sparked a new event titled RENEW. The concept of this community program was to educate women on how to take better care of themselves while juggling their busy life, healthy habits for the family and exercise. This program was designed to give these busy women a chance to renew themselves with a fun and educational activity. The program featured speakers, including a physician and dietitian; a sample Zumba® class; and a wine and cheese social hour. It was held in the evening, allowing for a “women’s night out.”

Strategies
The event was marketed toward women age 30s and older using the following tactics:

• Print ad
• Direct mail
• Fliers
• Social media
• Results
• 67 women signed up for the program.

Exit surveys showed:

• 90 percent agreed: “I learned new information about my own health maintenance.”
• 90 percent agreed: “The Zumba demo was fun and sparked my interest.”
• 97 percent agreed: “I want to attend future RENEW events on various topics.”
• Consumer, physician and administration feedback led to the event becoming quarterly.

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