THE HEALTHCARE PR CHALLENGE
On the heels of federal healthcare reforms, Oregon’s hospitals and health systems knew they couldn’t rest on high satisfaction rankings alone. To ensure Oregonians would support them through today’s rapidly changing healthcare landscape, they hired Quinn Thomas to lead an integrated marketing communications campaign to drive awareness around community benefit in healthcare.
THE QUINN THOMAS APPROACH:
- Quinn Thomas engaged DHM Research to conduct research to gain insights into consumer mindsets and develop a focused strategic communications plan that would resonate with the community.
- Using new research and focus groups, Quinn Thomas designed a creative strategy focused on a singular message: hospitals are already outside in your community before you need them. This led us to the media campaign’s core theme: Hospitals are with you wherever you are.
- We launched a multi-channel creative marketing communications campaign that introduced new messaging centered around the “unseen” benefits of hospitals to communities in Oregon.
Working with hospital communications teams, we developed an integrated multi-media and public relations campaign. In addition to building a website dedicated to information about hospital community benefits, our creative team produced two TV spots, designed radio ads, took over wallscapes, and secured billboards and out-of-home placements in targeted areas of Oregon with low awareness of community benefits such as medical research, home health visits, and nutrition education.
Our team extended the creative media effort with a focused public relations campaign, resulting in coverage on everything from OPB’s “Think Out Loud” to in-depth articles in The Oregonian and The Statesman Journal.