Cardiac Marketing Spotlight: Satilla Regional

According to a study from Deloitte, 80% of people will travel outside their community for perceived higher quality of health care.

Many community hospitals are challenged with the perception that they are good for the common illnesses and broken bones, but can’t handle the major stuff.

Satilla Regional faced a similar quandary when they asked for our help in marketing their cardiac services program. Despite outperforming 75% of all hospitals nationwide in the emergency treatment of heart attacks, many locals believed they needed to go out of town for heart needs.

Using research on how and why consumers choose and evaluate healthcare providers, we developed a solution that spoke openly and honestly to Satilla’s audience. When it comes to your heart, use your head, became the campaign theme.

We featured one of Satilla’s cardiologists as a spokesperson for the campaign. Based on research we’ve conducted in markets all over the country, we knew physicians can be excellent spokespeople for hospitals, creating a halo effect for providers. Consumers feel that physicians can choose to practice medicine at many hospitals, so if they are choosing this particular hospital to practice, it must be of high quality.

We also featured testimonials of former cardiac patients and the life-saving care they received at Satilla. Television and web videos wove the softer, more emotional factors that lead to trusting Satilla for cardiac services.

We’re still tracking results for the campaign, but early numbers suggest the campaign is reaching our audiences’ hearts and minds.

What’s your take on using physicians as spokespeople? Curious about our clients’ take on STARK laws? Drop us a line — we’d love to hear from you.