Spotlight On Academic Medicine
Baylor Scott & White Health provides care to metropolitan Dallas/Fort Worth and surrounding areas through eight hospitals, four specialty hospitals and other care locations. Their goal is to create consumer and physician awareness and increase consumer preference for Baylor’s specialized services.
CHALLENGE
Baylor Scott & White Health competes with exceptional healthcare facilities in the same market. Baylor sought a marketing solution that would set them apart from the competition by positioning themselves as leaders in innovative technology and humanizing their brand by focusing on real patients. They also wanted to align financially with the system’s goals. Their goal was to increase market share through new patient acquisition while driving patient traffic to their specific tertiary services.
SOLUTION
Baylor Innovations is a research-driven, online and print magazine containing blended content, cutting-edge healthcare stories about Baylor treatments and services, and the latest in medical advances. The 36-page magazine is emailed and mailed quarterly to targeted high-income households in the Dallas/Fort Worth market, thus reinforcing its name recognition and affirming its position as a premier national hospital.
RESULTS
- Baylor Health Care System has realized an astonishing 8:1 return on investment.
- 4 million in additional revenues, and increased its brand recognition in the Dallas/Fort Worth area.
- 100% increase in advertising sales, thereby offsetting some of the costs for the client.
