North Baldwin Infirmary
Why they came to us:
North Baldwin Infirmary is located in a small, rural town, and for years was viewed as a band-aid stop on the way to a “real” hospital. Growth remained stagnant even after the opening of a major expansion. With the upcoming opening of a new ER, NBI asked J Thomas Inc. to develop a campaign that would promote the new ER, increase overall admissions, and increase utilization of hospital-based outpatient services and physicians.
How we responded:
In many instances, the ER is the front door to a patient’s hospital experience. A good ER experience can increase loyalty (return customers) and advocacy (recommending the hospital to friends/family) that can extend to other hospital services. Research indicated that competing hospital ERs had reputations for long ER waits. We developed a campaign in which we promised shorter waits, and used real-life testimonials that fit with the small-town atmosphere.
- With print and outdoor, we conveyed the story, “Less time waiting. More time healing.”
- Real-life testimonials covered several segments of the population base.
- Collateral materials and the Web site utilized several graphic elements of the campaign to begin the process of brand development for NBI.
Emergency services increased by 10 percent the first year, contributing to a 9.2 percent in outpatient radiology services.