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 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.”
AMA Marketer of the Year 2016 Davey Awards 2016
As part of Pipitone’s integrated marketing approach, we developed four 30-second television spots that featured patients delivering testimonials about their unique and complex procedures at BHS. Pipitone 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.
Golden Triangle Awards 2016
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.
Pipitone developed a series of advertisements for television and local radio to go along with web and print ads. Pipitone positioned “Health Tips” radio ads, along with ads on local and regional radio stations and their websites, to drive traffic to the BHS microsite.
After integrating Nielsen PRISM Segmentation to pinpoint appropriate markets and demographics in northwest Pennsylvania, Pipitone delivered targeted direct mailers to reach specified consumers.