Challenge: MedStar Montgomery Medical Center (formerly Montgomery General Hospital) wanted to increase the number of OBGYNs who had privileges at their hospital and raise awareness among the child-rearing public about their newly renovated facility.
Action: Develop an integrated public relations and marketing plan to raise awareness among the hospital’s target audiences about the Maternal Newborn Center (MNC) and position it as the source for high-quality, state-of-the art, personalized maternity care and delivery services.
- OBGYN Dinner and MNC Tour. An elegant dinner was hosted by the hospital for targeted OBGYNs along with a tour of the new MNC. OBs received invitations that arrived in a box with a baby rattle containing the campaign slogan, “You asked for it…we delivered!” Their participation in the dinner also made them eligible to participate in a raffle for a high-definition television.
- DVD/Virtual Tour. A “virtual tour” was developed of the new facility with a script highlighting the high-tech capabilities, private rooms, around-the-clock OB care and other things deemed important to our audiences. The “tour” was debuted at the OB dinner, posted on the homepage of the hospital’s website, distributed to targeted OBs as part of a marketing collateral package, and edited and made into television commercials.
- Branding Collateral Package. A branding package was developed for the MNC that contained a pocket folder, brochure, two fact sheets, the DVD tour, series of three color ads that appeared in targeted publications and reprints of newspaper coverage on the MNC.
- Advertising/Direct Mail. A series of color ads was created and appeared in targeted publications, and in some cases coincided with special editions, such as an issue in a women’s magazine focusing on mothers and babies. In addition, a direct mail piece was developed that carried the same branding as the rest of the marketing/collateral and was sent to target zip codes.
- Ghost Articles and Media. An article offering a “labor and delivery checklist” for new moms was written under the name of a prominent OBGYN at the hospital and talked about the new MNC. Media coverage was garnered in top target publications through pitching efforts.
- Micro Site. A micro site for the MNC was developed off of the hospital website and all of the PR and marketing materials carried the URL and directed people there for more information.
- Community Newsletter. Articles appeared in the hospital’s community newsletter that is distributed to targeted zip codes, along with pictures from the photo shoot showing the private rooms, and other things that research indicated was important to that audience.
- Staff Forums. Knowing that staff often are the front lines with the public, they were kept informed about the new MNC through updates at staff forums, where they received the marketing collateral, viewed the DVD tour, and asked questions. Updates were also posted to the hospital’s intranet, and in the employee newsletter.
Results: The campaign garnered excellent results, with the number of OBGYNs who deliver at the Maternal Newborn Center doubling. In addition, 99 percent of patient feedback forms were extremely positive, with patients indicating that they would “refer the Maternal Newborn Center to a friend.”