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).
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.
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%.