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St. John West Shore Hospital
Reaching New Heights in Healthcare Marketing
When QualChoice announced it would drop two
competing hospitals from its insurance plan, Westside Cleveland-based
St. John West Shore Hospital (SJWS) knew it had an unprecedented
opportunity to market its services to QualChoice members. Enter
Falls Communications.
The agency created a “Reaching New Heights campaign and message
that reinforced that the hospital was evolving and better then ever.
Three major components made up the campaign—a series of newspaper
ads, a direct mailing done in conjunction with QualChoice, and a
semi-annual, educational, community newsletter. Strategically, the
focus was to educate the community about the numerous capital enhancements
and improved service rankings; to communicate an image of quality
and growth; to create excitement about the hospital internally;
and to present a consistent brand and identity.
Within six months of the program implementation, the hospital tracked
a nearly 15% increase in business from QualChoice members. Additionally,
the hospital’s census for the first quarter of 2003 was approximately
12.5% more than the previous year, and within key departments several
key seminars at the hospital also experienced record attendance.
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