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Comprehensive Brand and Service Line Campaigns

Beebe Healthcare

Fueling Health System Marketing with Design and Empathy

Beebe Healthcare has maintained a prominent presence in its market throughout its 100-plus-year history. Yet, the system is under constant pressure from local and regional competitors and has had to market aggressively to maintain local share in a fast-growing market. The system had entered into value-based care arrangements, and this, plus the market pressures, created both the opportunity and necessity to engage more deeply with local consumers to enhance brand loyalty, service utilization, and patient empowerment.

Goals

Beebe’s marketing leadership aimed to shift from a traditional approach to hospital marketing that promoted doctors in lab coats and pictures of the hospital buildings. They envisioned a strategy that engaged community members in consumer content that made the health system relevant in everyday life. To accomplish this, they needed to understand local consumers in a more profound, more nuanced way than possible through quantitative data alone. They also needed to develop a framework for content development and new channels for delivery.

Objectives

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Improve brand perception and patient preference and reduce outmigration.
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Create a more personal experience of the brand, reflective of the intimacy and familiarity in the small, tight-knit communities they served.
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Drive service line revenue for targeted clinical areas of focus.
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Engage consumers in healthy behaviors and empower them to manage chronic conditions.

Method

LIFT has leveraged the voice and face of the Beebe community to design messaging and content for virtually every channel imaginable. Using ethnography and actual patients in advertising and publications has yielded authentic and compelling stories to showcase local engagement and validate Beebe as a valued healthcare provider. Insights from these qualitative studies have powered several successful campaigns and programs that continue today to support the Beebe vision.

These include a custom consumer magazine, web content, digital advertising, TV commercials, billboards, and email.

LIFT has hosted numerous customized Design Studio workshops, bringing together Beebe’s marketing communications leadership and other agency partners. The workshops build consensus among leaders on the thematic and design constructs for key strategic initiatives.

Deliverables

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Qualitative Research & Persona Development
An immersive ethnographic study was deployed inside patients' homes and in the community. Quantitative research supplemented the qualitative insights to inform the design and implementation of consumer personas, journey maps, programming, and messaging for Beebe’s Women’s Health service line.
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Custom Design Thinking Workshop Development & Facilitation
Using design thinking protocols, LIFT and Beebe work together to develop a content framework, hub-and-spoke strategy, and brand messaging. Programming and materials for these sessions were custom-designed and expertly led by LIFT’s facilitators.
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Brand & Service Line Campaigns
Designed and executed several brand and service line campaigns that leveraged the cultural characteristics of the community to support market positioning and promote service line excellence in cardiology, orthopedics, oncology, women’s health, and surgical services. A recent example is “The Next Generation of...” brand and service line campaign that spanned broadcast, out-of-home, print, direct, and digital.
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Consumer Education Content & Design
Implemented a comprehensive and multi-channel content marketing program anchored to its quarterly custom consumer publication, Beacon. The publication was reconceived as a consumer health publication to increase readership. These efforts are part of a “hub-and-spoke” content marketing strategy incorporating the system's website, email marketing, digital advertising, social media, and creative direct marketing efforts.
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Internal Employee Communications
Internal communications initiatives centered on engaging and activating employees. By employing fresh design conventions and empathic content, LIFT helped Beebe maximize participation and engagement among its internal stakeholders while also strengthening their affinity for the Beebe brand outside of the workplace.

Outcome

LIFT has been working with Beebe since 2015. In addition to driving volumes in targeted service lines, we have helped tell the Beebe story through the eyes of the community, delivering a voice that is nuanced and authentic. Consumer preference surged by 21% after the launch of the initial campaigns. Additionally, we have helped Beebe launch a significant market expansion that includes a new outpatient surgery center, a freestanding emergency department, a second cancer center, a Center for Robotic Surgery, and a specialty surgical hospital.

  • Personas
  • Campaign Design
  • Infographics
  • Design Workshop
  • User Journey
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