
Telling the Story of Community Health Centers
Patient’s Point of View
Gavin’s marketing research team conducted phone interviews with patients in both English and Spanish to collect qualitative data on patient decision-making. While an online survey was distributed to all patients across the state through Community Health Center networks.
Research uncovered that patients were confused by some language used in marketing by health centers, and their decision-making was driven by affordable, accessible care delivered by a trusted provider and healthcare professional who knew their local community and treated them with respect.
A Unified Message
A statewide omni-channel strategy was developed to bring all Community Health Centers under an umbrella campaign with consistent messaging that was relevant to every patient set, no matter their geographical location. Creative was designed to be agile and easily adopted by health centers across the state to deliver a unified voice, while ensuring flexibility, locally.
Agile, Responsive Marketing
Covering the entire state of Pennsylvania required a comprehensive digital approach focused on each market’s unique demographics and target audience behaviors to drive awareness and trust to motivate action to connect with a location near them. Digital included display, social behavior targeting, SEO, SEM and mobile-first web experiences.
Reaching Patients Where They Are
A statewide omni-channel strategy was developed to bring all Community Health Centers under an umbrella campaign with consistent messaging that was relevant to every patient set, no matter their geographical location. Creative was designed to be agile and easily adopted by health centers across the state to deliver a unified voice, while ensuring flexibility, locally.
An Influential Presence
Positive storytelling and thought leadership, across the state in creditable regional and local media outlets, produced an overwhelming sense of momentum and pride for Community Health Centers. Coverage included working with local health centers on market visits from the national healthcare leaders, publishing op-eds, opportunistic expert commentary on vaccinations and health topics, patient event promotion, and more.
Services Delivered
- Patient Research
- Branding
- Creative
- Marketing Asset Creation
- Digital Marketing
- SEO/SEM
- Media Buying
- Public Relations
- Training Seminars
- Website Development
Success by the Numbers
In a brief four months, at the start of the campaign, the outcomes were clear that an ongoing investment in a unified campaign offered an overwhelming benefit.
In Just 4 Months
27,900,457
69
Earned publicity placements
$236,671
Earned Media Publicity Value
2,853
291%
$34,250
78,151
149%
Increase in overall site traffic YoY