 
SITUATION
Flying under the radar, Sacred Heart Hospital in Eau Claire, Wisconsin had consistently delivered outstanding patient care, earning Top 1% patient satisfaction scores for three years in a row from 2006 through 2009. They had even become a training center for administrators and other healthcare leaders from all over the country. Despite all of that, surveys revealed the competition, a Mayo-affiliated facility, was seen as “more preferred for all health needs.”
STRATEGY
Increase market share by delivering a patient-centric message that would portray both the exceptional patient care and advanced technology found at Sacred Heart Hospital.
EXECUTION
We decided to capitalize on the already positive perception our client enjoyed in the community by taking ownership of “hope.” Every bit of care given at Sacred Heart Hospital is infused with hope. The mother Theresa quote, “There is hope here,” is even inscribed above the hospital’s front entrance.
Three television spots anchored the campaign, each with a different message. The first, a general branding spot, was narrated by Monsignor Edmund Klimek, a long-standing, widely beloved priest. In the second spot, Dr. Kamal Thapar, a nationally recognized neurosurgeon, speaks about the hospital’s outstanding technology maximized by incredible talent of the hospital’s physicians and teams. In the final spot, a nurse discusses how education, training and technology combine to allow her to bring hope to her patients.
An aggressive radio, print and outdoor campaign supplemented the television.
RESULTS
Survey results revealed that during the course of this campaign, Sacred Heart Hospital gained a percentage point in market share, even when utilization was down overall. Additionally, this campaign won a national “Best Branding Award” from Healthcare Advertising Review. |
