Mercy Health

Service Line Campaigns

Decreasing orthopedic outmigration by 14.8%

The Challenge:

Located in the Youngstown area, Mercy hospitals had high awareness and preference but were still losing lucrative orthopedic patients to larger competitors outside their market (including the Cleveland Clinic).

The Strategy:

Knox conducted an in-depth comparative study to learn how to entice these consumers to stay with Mercy for key services.

Based on that research, we developed a patient testimonial campaign that wedded examples of clinical excellence with the compassionate physician care that folks already believed Mercy provided. The campaign included TV, radio, digital, print ads and outdoor. To further bolster the brand, we also ran patient testimonial campaigns for their cancer and PCP service lines.

The Results

We increased the Mercy system’s market share by 2.4% and overall advertising awareness by 7.1%. Even better, we boosted orthopedic service line preference by 5.1% and slashed ortho outmigration to the Cleveland Clinic by a hefty 14.8%.


GIVE US AN HOUR. We’ll show you how to boost patient volumes and succed in a crowded market. Let's talk

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