Creation of assets for multi-channel marketing campaign.
Background
Chiswick Outpatients centre, part of HCA Healthcare UK’s The Lister Hospital, is a facility ideally set up for local private healthcare for the surrounding area. It hosts a breadth of services, expert consultants and state-of-the-art diagnostics, with all the convenience and speed you’d expect from a private healthcare provider. The centre also treats children and has on-site parking, which is not always a given in this area.
The Challenge
Despite this broad offering, prominent location on Chiswick High Road and few nearby competitors, awareness of Chiswick Outpatients was low and bookings were not at expected levels. It was clear that the business was not reaching three clear audiences: 25-45 year old local commuters, local residents who index highly for private medical insurance (PMI) or income and local parents.
The Solution
I developed a suite of assets to target these three specific groups. These consisted of out-of-home roadside and tube adverts to target the commuter group, a direct mailer which was delivered to households in surrounding postcodes meeting a defined minimum income and finally digital display adverts placed on a schools platform used by local parents. I also designed a banner to further enhance the signage outside the building. The campaign ran for 4 weeks and achieved impressive results that indicate increased awareness of the facility and its services. Throughout the campaign period there was a surge in traffic to the Chiswick Outpatients webpage and entry via organic search rose by 27% and has remained at +20% post-campaign. Online bookings to Chiswick Outpatients also rose by 33%.
