Hospital | Service Line Campaign: Heart & Vascular
Catholic Medical Center
Overview
Catholic Medical Center (CMC), a prominent New Hampshire-based hospital system nationally recognized for its outstanding heart care, sought to enhance its online presence and engage with a broader audience. The CMC team selected EVR Advertising to revamp the insititution’s digital marketing strategy due to EVR’s proven track record in healthcare marketing and its expertise in crafting compelling online campaigns.
Challenge/Objective
CMC’s New England Heart and Vascular Institute (NEHVI) needed a campaign that would solidify its position as the foremost heart care provider in northern New England, distinguishing itself in the competitive landscape of local and Boston-area hospitals while reinforcing CMC’s core brand identity centered around compassionate excellence.
Strategic Approach
To help better position NEHVI as a leader in delivering compassionate heart care, the strategic approach focused on promotion through education about the specific treatments offered, highlighting innovative technologies and procedures that NEHVI was “first” to deliver as well as patient testimonial stories.
Tactics
The campaign was dedicated to educating the population on the importance of heart care and emphasizing NEHVI’s history of innovative “firsts.” The campaign tagline, “Where Heart Meets Innovation,” was adapted from the hospital’s master brand messaging to give NEHVI its own voice while aligning with the familiar master brand. The prominent message of “First at Hearts and Second Chances” was woven throughout the campaign.
A robust mix of traditional and digital channels ran throughout the campaign, driving traffic to the custom “firsts” landing page, countoncmc.org.
