- Campaign Overview
Orlando Health Physicians Campaign
Orlando Health is one of Florida’s most comprehensive, private, not-for-profit healthcare networks. Its many facilities and convenient locations, advanced medical treatments and procedures, and highly qualified staff have distinguished Orlando Health as a healthcare leader for nearly two million Central Florida residents and 4,500 international visitors annually.
Orlando Health Physicians is a network of more than 500 primary care physicians and specialists caring for patients throughout a four-county region in Central Florida. Orlando Health Physicians practice in more than 50 locations that include both hospitals and outpatient facilities. The physicians behind Orlando Health’s facilities help drive the consistently high patient satisfaction scores (top 10 percentile nationally*) for the entire hospital network.
*Press Ganey, an independent consulting group compiling healthcare performance data over the last 30 years.
Orlando Health Physicians wanted a branded, consistent, efficient, marketing campaign that would drive both new and repeat patient business to Orlando Health. Physicians had previously managed their own independent marketing and referral businesses, with little synchronization through the parent organization. This decentralized approach had resulted in lost brand leverage, increased time and cost, and no consistent measurement of results. Orlando Health asked J. Robinson Group for a plan to market and measure physician patient business.
JRG Solution and Implementation
Seven specialties including the OHP brand itself, primary care, women’s services, cardiac, neurosciences, orthopedics and pediatrics were the focus of the campaign.
It was determined that the campaign needed to stress the personal nature of each physician/patient relationship and the resulting medical plans that OH physicians tailor to each individual situation. The campaign was about “You” rather than about “Us.” JRG recommended that the various specialties be represented independently in order to enforce the message that OH provides a wide range of service lines to provide wide-ranging medical solutions. Creative initiatives included a new logo and accompanying brand elements, with new imagery focused on healthy living and well-being.
Seeing the need for a multi-channel approach, J. Robinson Group recommended a digital, media and print campaign. The digital campaign included a website, landing pages, downloadable guide, web banners, banner ads, social media plan and blog posts. Digital assets were developed to accommodate a wide variety of devices and operating systems, with accompanying functionality to support physician businesses.
Radio and television space was purchased in key markets. Print items included direct mail (both business and consumer), posters and billboards.
A third-party conducted quarterly surveys of adults in the four-county area to determine progress in agreed-upon key metrics of brand awareness, brand image, brand equity, and recall. Surveys were launched and completed in each quarter of 2015.
- Competitive awareness increased significantly in every quarter of 2015.
- All physician services lines steadily improved their ranking as a “top choice” of the surveyed population.
- Perceptions of Familiarity, Uniqueness, Relevance, Popularity, and Quality each improved over 25% during 2015, resulting in a significant increase in brand equity.
- Fourteen determinants of brand imagery were identified and tracked. Every one of these improved from Q1 to Q4, 2015.
- Advertising recall improved for television, radio, magazines, newspaper, billboards, sponsorships, online advertising, and in all social media outlets used in the campaign.
ORLANDO HEALTH REPORTS THE CAMPAIGN GENERATED OVER 50 MILLION IN INCREMENTAL REVENUE