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Maintaining market share and visibility through the strategic application of digital media

Situation

Baylor Health Care System’s main competitor, Texas Health Resources (THR), was renaming and rebranding its hospital network to better compete with the Baylor system. At risk was Baylor’s position in Dallas-Ft. Worth as the leader in market share and share of voice.

Strategy

As Baylor was challenged to compete with the THR’s $8 million launch budget without increasing its own budget of $3 million, it was crucial to focus Baylor’s dollars and run on the most effective platforms where the system could garner the most attention from its target audience (women ages 25-54, residing and working in Dallas-Ft. Worth with a household income of $100,000+). After reviewing the competitive spend, we found that most hospital systems were applying the bulk of their budgets to TV and billboard advertising with little emphasis on digital channels. This insight led us to develop a strong digital media plan for our client.

Execution

The digital media plan included a geo-targeted approach, leveraging a local media mix that messaged around Baylor’s awareness while our regional media mix targeted messaging for various health care services lines. We also leveraged Baylor’s patient testimonial campaign, which was an effective platform for social sharing and portrayed a relatable sense of genuineness. And, we recommended SEO initiatives to guarantee quality placement within search engine ranking pages. All 4,500 pages of the baylorhealth.com site were optimized with meta data and tagging.

Results

The successful campaign resulted in Baylor being 11% ahead of the largest competitor in Dallas-Ft. Worth—a significant achievement. Additionally, Baylor secured an increase in web traffic; an upsurge in attendance at service line treatment option seminars; more-than-anticipated attendance at an open house for the new Cancer Center; and, a steady increase in surgeries.

Over the years, the digital services we provide to Baylor have expanded from digital advertising to building websites to creative development. And, we were able to seamlessly integrate our digital services into service lines within Scott & White Healthcare following the 2012 merger which created Baylor Scott & White Health.

"I relied on The Point Group completely as my marketing partner as I did not have an internal team. What I did have were expectations about how marketing needed to affect the bottom line. The agency brought new energy to our brand in a very competitive industry. They constantly tracked, analyzed and optimized all activities, bringing a momentum to our campaigns that we had not seen with other agencies."
Patty Reupke | Director of Consumer Relationship Marketing, Baylor Health Care System

Integrated Services exercised in Baylor Scott & White Health

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