Growing Expectations

Background

Tenet Healthcare is one of the nation’s largest health care systems, managing 50 acute care hospitals in 11 states.  Overall, the system accommodates more than 500,000 annual admissions and nearly 4 million outpatient visits.  As a longtime BIG client, Tenet consulted us for marketing counsel for a prenatal education initiative.

 

Objectives

Patient data indicated that emergency C-section births were reaching an all-time high in the Latino community, particularly in the Western and Southern states.  In order to increase birth safety among Hispanics 18 and older, as well as reduce system-wide hospital costs, Tenet sought to introduce a prenatal education program that would target and resonate with the core audience and ultimately shift their behavior.

 

Work performed:

Full-spectrum integrated marketing: Brand identity development; communications platform and messaging development; bilingual copywriting (English and Spanish); direct-mail and collateral development; print, broadcast and outdoor advertising development; media planning and placement.

 

BIG Idea and results:

BIG’s creative approach and bilingual messaging combined to make an effective and easy-to-understand program that touched the target market across all media.  After a successful trial in one hospital, the program was franchised throughout the Tenet system, and customized by market and facility.  By enrolling, educating and enrolling the core audience of young mothers, the campaign successfully altered attitudes, opinions and ultimately, behavior: emergency C-section births decreased by 11% in key markets.

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