Creating a patient pipeline through integrated paid, owned and earned marketing activities
Offering:
Communications Campaign Development
Challenge
A leading hospital system in Upstate New York hired Orangefiery to develop an integrated paid, owned and earned marketing approach for the launch of a new noninvasive neurosurgical procedure. They needed to build awareness and drive patient interest across multiple DMAs to create a pipeline of patients to receive the procedure at its launch. The client engaged Orangefiery to create and execute communications campaign in partnership with neurosurgery department leaders and the hospital’s marketing team.
Approach
Discover
We developed a project management infrastructure to align the cross-functional team on launch strategy, tactics, timing and roles/responsibilities.
Orangefiery researched the medical condition, treatment and patient population. We created a heat map, estimating the number of people likely to have the condition in the target DMAs. These insights shaped the development of the integrated marketing plan.
Develop
- Orangefiery created a package of core materials including core messages, a press release, Q&A, fact sheet.
- We created tailored media pitches for each target market.
- We developed a MAT release and audio news release to promote the launch.
- We worked with the hospital marketing team to build a digital ad strategy.
- Our project management team led weekly alignment meetings. We collaborated closely with the client team to integrate core messaging across materials.
- We maintained project timelines and ensure a robust campaign across all target DMAs.
- Our comprehensive media list targeted eight priority markets to announce procedure availability and designed a social media calendar to ensure a regular cadence of posts.
Deploy
- On launch day, we coordinated the press release distribution and conducted media outreach to reporters.
- We monitored for media coverage and social media mentions.
- In the following weeks we managed the rollout of all paid, owned and earned tactics, including the MAT release, audio news release and inclusion of the news in the hospital’s marketing channels.
Results
The integrated paid, owned and earned marketing campaign drove strong engagement across all activated channels, resulting in 32 active patients in the pipeline within two weeks of launch.
- 15 online MAT release placements, with 6MM total audience
- 350+ station airings of the audio news release, with 278K audience
- 670K impressions on digital ads
- 1K views of the procedure landing page
- 300 registrations for informational webinars
- 2 broadcast interviews with the hospital spokesperson
