It’s always a pleasure to work with clients that allow for creative freedom. Given the nature of the work we do, we often find a similar starting point. The business is spending on advertising, but the results aren’t as good as they could be. Competition in their industry is fierce, and those with the deepest pockets, tend to gain distance. It is our job as consultants, to define a strategy that will allow them to catch up, and work at their full potential. They sure had a competitive advantage, and had a clearly defined niche that they wanted to appeal, and service, however the execution wasn’t resounding, and the results weren’t quite there.
After an initial assessment, this is where the Hospital was, and this is what they had executed as their advertising plan:
There was absolutely no branding, and the images were not talking about what Hospital Centra was about. The brand had to begin standing for something, and letting the people know who they were, and what they stand for. After touring the facilities, we concluded that this Hospital had the best of both worlds. On the one side, it had great medical equipment, an amazing staff of doctors and nurses, and the facilities were new, clean and as comfortable as they can be for the patients. On the other side, they had a very competitive pricing scheme, that allowed them to be known as the hospital that offered everything a private hospital offered, for a fraction of their price, almost as if one was visiting the government’s hospital (but without the long waiting lists, or the less than amazing service one receives at the IMSS, ISSSTE, etc). It was then, that we began having a clear picture of what we needed to do. Number 1, we had to take pictures of the place, and talk with actual patients to get their permission to become models (brand ambassadors). Our advertising had to have real people. Number 2, research taught us that our competitive advantage was found on the maternity ward, so the positioning for the whole hospital would fall on that category; a pretty nice one to have! Number 3, for people to learn more about which hospital to use when the time of birth came, we needed to position Hospital Centra as the go-to place in town. And, in order to do so, we decided on a content marketing approach.
Here are some examples of the work we presented to them:
Three years after we began working with Hospital Centra, the results have been amazing. It is now a company with a solid reputation, and one that has the privilege of delivering hundreds of babies per month. The mix between content marketing, and conversions has been extremely effective, and we can’t wait to keep scaling our strategies to additional areas of the hospital.