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Challenge
In late winter 2004, CHRISTUS St. Joseph Hospital, having chosen a new provider for call-center services, was ready to introduce Houstonians to its improved physician-referral capabilities. Several objectives were pursued in upgrading and marketing the services. Uppermost, the hospital wanted to demonstrate institutional support for its staff physicians. In addition, the advertising program was conceived to raise awareness of the hospital, its breadth of services and distinctive spirit in a highly competitive marketplace. |
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Campaign
The campaign, launched in April, constituted the hospital’s first significant investment in media advertising in several years. With wise leadership from the hospital, we initially developed one 60-second radio commercial, one 15-second television spot, three direct-mail pieces, three outdoor boards and one print ad to carry our message to target audiences. As a theme, we chose “Always a good call.” |
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Summing Up
Short term, ringing telephones provide the most explicit indication of success for an effort such as this. Inasmuch as the campaign is still running, we do not have a final tally on phone activity or on the conversion of inquiries to appointments. However, in the initial few weeks, the call center has experienced increases in calls of more than 20 percent. We look forward to more comprehensive measures of the campaign’s performance in early summer. |
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