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Client: FHN
Project Objective:
Our community needs to understand the Heart Scan
test and its role in preventive healthcare.
FHN, a provider of
healthcare services to 100,000 people in a four-county
area in the northwest corner of Illinois, saw American
Heart Month as a heart health check-up opportunity. More
than 85% of heart attacks might be prevented through
early detection and treatment of heart disease risks.
The Calcium Scoring CT Heart Scan, performed in FHN
Memorial Hospital’s Imaging Department, detects
calcified plaque in the arteries. The presence of this
plaque – commonly called “hardening of the arteries” –
is a risk factor that could lead to heart disease. In
the process of showcasing preventive heart healthcare,
FHN would also buttress its image as a wellness resource
in the community.
Strategy:
Central to this promotion was M45’s recommendation for
an aggressive discount on the scan, a test typically not
covered by health insurance. An attempt to promote the
same scan for a 1/3 price markdown two months earlier
during the holiday season had garnered less than stellar
results. In cutting the price by $200 to $99, cost
became much less of an issue for participation. M45
developed a media campaign that included articles,
feature interviews and Heart Month specific ads for
print. To give participants follow-up information and
engage them in continuing heart health, we planned and
coordinated Heart Health Seminars, which included
details from the FHN radiologist and exercise
physiologist about the scan scores and how they can be
used in early diagnosis.
Results:
The response filled the Imaging Department’s
non-emergency schedule for six months! After less than a
week of print ads, the remaining three-week ad schedule
was canceled, along with additional promotional plans
that were poised for implementation. Public awareness of
FHN’s heart scan, and one heart scan case was
immediately referred for treatment, further emphasizing
its role in preventive healthcare.
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