How a strategy campaign for a pelvic floor center got women talking about a delicate issue.
Client: The Christ Hospital
Project: Pelvic Floor Center Launch
Date: February 2006 — April 2006
Challenge:
Because The Christ Hospital Pelvic Floor Center is the
only one in the region and one of very few nationally,
awareness for the specialty was very low. Additionally,
one of the disorders that they successfully treat is embarrassing
to the women who have it: when they laugh, they pee. Oops.
We needed to introduce the new center and the multi-disciplinary
specialists to sufferers and make them aware that this
is a common problem shared by many and not something to
be shy about seeking treatment for.
Objectives:
Create positive awareness of the unique facility, new specialists
among the female target audience and referring physicians within
three months. Increase phone inquiries and web hits.
Results:
Using a comedic approach, direct mail and radio advertising
generated an overwhelming response from the public resulting
in hundreds of inquiries within the first two weeks of advertising.
The mini-website that continued the campaign received 2,618
web hits, also in a short amount of time. Advertising stopped
within just a few months due to 3-month appointment wait to
get into the new center.
