FORTHGEAR has worked with Rocky Mountain Women’s Health Center for over four years in developing an ongoing, integrated marketing campaign for their established but still growing obstetrics/gynecology practice in Layton, Utah. Building brand awareness and providing education in women’s healthcare issues were seen as key to drawing in potential new patients.
Research, client-gathered statistics and a locally formed focus group all confirmed that the majority of women prefer to search for a new healthcare provider, particularly for obstetrics or gynecology, by personal referral versus any traditional form of advertising. So if that’s the case, how could Rocky Mountain increase referrals from their current patients? And, would educating current and potential patients about innovative new gynecology procedures and services result in new inquiries and increased procedures?
First, a multi-pronged marketing campaign was developed to: 1) increase brand equity by ensuring that all materials had the same "look and feel;" 2) properly educate their current patients and ensure they were having an "incredible" experience at the clinic so they were more apt to give a referral; and 3) reach out and educate potential patients. Some of the solutions included a new website that not only informed and provided helpful healthcare links and articles, but would later be integrated with a Patient Portal for ease in pre-registering, refilling prescriptions, setting up appointments, making payments online, etc. Other tools included: statement stuffers, pass-along cards and posters in the waiting room and individual treatment rooms that informed patients of new services and providers; seminars on new procedures; public relations; and a marketing campaign that included advertising, direct mail and a localized billboard campaign.
More patients and potential patients are inquiring about the clinic’s "innovative procedures" and Rocky Mountain’s brand awareness has increased in the surrounding communities. Management, medical providers and employees are working harder to track marketing campaigns and ensure their patients have an incredible experience every time they interact with the clinic.
"Action, innovation, professional service with a personal touch — these are some of the many things which I have experienced working with FORTHGEAR. Our company did extensive research on several marketing firms, including two local marketing firms before deciding to place our business with FORTHGEAR. We have not been disappointed!
Establishing a relationship with FORTHGEAR, a relationship that carries forward today, we found them to be extremely knowledgeable and yet easy to work with, a key factor when dealing with marketing amateurs such as ourselves. They always took the time to answer our questions thoroughly; often quoting reference material for us to study off-line and the relationship grows stronger as time moves on.
I would recommend FORTHGEAR, without reservation, for any company wishing to develop a marketing plan which requires thinking out of the box and applying innovative solutions to real problems.". - Holden Holt, RN, MBA, Administrator, Rocky Mountain Women's Health Center