A World-Class Hospital. Right in Your Backyard.

Raise Awareness

Butler Health System is a unique health care network.

It provides the kind of personalized care reflective of a community hospital, while also demonstrating a commitment to recruiting and retaining world-class doctors and investing in state-of-the-art equipment similar to what is found in much larger hospital systems.

Yet, patients from the northwest Pennsylvania region that Butler Health System (BHS) serves still bypassed the local health network and traveled south to Pittsburgh, because of the perception that they could only receive the best healthcare from larger, urban hospitals. Pipitone Group (PG) was challenged with presenting BHS as a “best of both worlds” health system that features leading doctors in the backyard of the communities it serves. The result was the “Remarkable BHS” campaign, with the tagline “Caring hands, Remarkable minds.”

Moving the Needle

As part of PG’s integrated marketing approach, we developed four 30-second television spots that featured patients delivering testimonials about their unique and complex procedures at BHS. PG wanted the commercials to display not only the patients' emotions but also the amazing medical care that the doctors and extended care team provided. By featuring complex procedures, the ads created a halo effect for all other BHS service lines.


All Signs Lead to Butler Health

Strategically placed billboards along key highways heading to Butler Memorial Hospital reinforced messaging by reminding motorists of the quality care BHS provides - much closer than traveling to the city.

Impact Advertising

PG developed a series of advertisements for television and local radio to go along with web and print ads. PG positioned “Health Tips” radio ads, along with ads on local and regional radio stations and their websites, to drive traffic to the BHS microsite.

Finger on the Pulse of the Community

After integrating Nielsen PRISM Segmentation to pinpoint appropriate markets and demographics in northwest Pennsylvania, PG delivered targeted direct mailers to reach specified consumers.

Results
PG strategically highlighted all the amenities that BHS has to offer, and traffic to the “Remarkable BHS” website nearly doubled following the launch of the campaign. The commercials delivered 25.6 million total impressions against adults 35 and older in the Pittsburgh market, for a net reach of 1.6 million. In the following months, online advertising directed over 900 people to the Remarkable BHS website in July (902) and August (967), and more than 800 in May (863) and September (857).
Pipitone Group 3933 Perrysville Avenue
Pittsburgh, PA 15214-1735

412.321.0879
info@pipitonegroup.com

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