The Midwest’s renowned Cleveland Clinic had obtained regulatory permission to establish new, world-class hospital facilities in Weston and Naples, Florida. The institution was the first to introduce a revolutionary new kind of patient care called “Healing Hospitality” in which patients and their loved ones are accommodated in a welcoming environment with a dual focus on medical healing and patient comfort. Read Full Case Study
CHALLENGE
Successfully introduce a nationally famous hospital brand with low Florida awareness. Communicate Cleveland Clinic’s unique approach to patient care and its nationally ranked reputation for medical excellence to support referrals and “second opinions”.
STRATEGY
To communicate that Cleveland Clinic’s unique operating philosophy and renowned medical care had become available in Florida, the Agency launched its “Technology Meets Humanity” campaign. A combination of broadcast and cable television, print, outdoor and direct mail was targeted against area residents, physicians and industry influencers whose referrals and positive word of mouth would be critical to the success of Cleveland Clinic’s two hospital openings.
RESULTS
• “Technology Meets Humanity” message tested exceptionally well in qualitative research and received positive response from selected target groups.
• Within 90 days of launch, both Cleveland Clinic hospitals were operating at targeted utilization.
• Referral and second opinion business began coming in from Florida, the Caribbean and Latin America at higher than anticipated levels.
