St. Joseph Health

St. Joseph Health, a leading healthcare provider in their region, was facing increased competition from new healthcare facilities entering the market. They needed to strengthen their brand presence and emphasize their unique value proposition as a faith-based organization with deep community roots and comprehensive service offerings.

The healthcare landscape was becoming increasingly crowded and competitive, with patients having more choices than ever. St. Joseph Health needed to distinguish themselves from competitors while communicating their comprehensive service offerings and values-based approach. Additionally, they needed to reach diverse audience segments with varying healthcare needs and communication preferences.

Cooper-Smith conducted extensive research including competitor analysis, patient surveys, and stakeholder interviews to identify key differentiators and messaging opportunities. We developed a multi-channel marketing strategy focused on St. Joseph Health's core brand pillars: compassionate care, clinical excellence, and community commitment. The campaign highlighted real patient stories and the organization's unique approach to treating the whole person - mind, body, and spirit.

The integrated campaign included television, radio, digital display, search marketing, social media, and community outreach components. Each channel was carefully selected based on target audience media habits and preferences. Creative messaging emphasized the personal touch and expertise of St. Joseph's healthcare professionals while showcasing their advanced technology and comprehensive services. The phased rollout began with brand awareness messaging and transitioned to service line promotion for key growth areas.

Following the six-month campaign, St. Joseph Health saw significant improvements across key metrics. Brand awareness increased by 24% in primary service areas, while patient volume grew by 17% for targeted service lines. Website traffic increased by 35%, with a 42% increase in appointment request form submissions. Patient satisfaction surveys indicated a 22% improvement in perception of St. Joseph as a provider of cutting-edge care. Most importantly, the campaign generated an estimated ROI of 3:1 based on new patient acquisition and service utilization metrics.