The benefits and capabilities of diagnostic imaging services were not clearly understood by consumers. They would only go to where they were told by their doctors. Testing services were viewed as commodities and BO’s radiologists, professionals, and cutting-edge equipment weren’t seeing the light. Targeted awareness was minimal and a solution was needed to differentiate BOS from lower-priced competitors.
Construct a campaign that would tactically drive awareness by using high impact brand executions coupled with ongoing promotions ensuring continuous consumer relevance and urgency for trial. Targeting adults in Broward, and those who are proactive about health and wellness would be essential in the campaign development.
Using “We See More” as a catalyst, consumers were focused on the clarity and peace of mind provided by BOS diagnostics so they could truly “be sure” of their health status. The campaign included ongoing promotional messaging focused on their high-margin modalities (CTs and MRIs). Leveraging these messages, we enforced the idea that Baptist sees things others don’t. We introduced unique and non-traditional media placements from X-Rayed bus wraps and pineapples, to familiar faces and body parts across several media platforms. Launched in 2014, the campaign generated a dramatic lift in office visits and new patients, with over 2,500 incremental transactions across the BOS system.