CASE STUDY – BOTHWELL REGIONAL HEALTH CENTER
There are some things in life where you want the best. You can drive a common vehicle and live in an average house, but when it comes to health care – we all want the very best. For years, Sedalia, Missouri-based Bothwell Regional Health Center has been combating the misconception that you need to travel to a larger health care center in a metropolitan area to receive the best care. In the past, this may have held true – but not today.
Bothwell Regional Health Center currently has a network of state-of-the-art facilities and recruits some of the best doctors in the country. With a staff of more than 800 employees and 100 physicians, Bothwell provides a full range of diagnostic, medical and surgical services, including cancer care, emergency services, orthopedics, cardiovascular care, obstetrics and gynecology, pediatrics, outpatient services, diagnostic imaging, medical equipment and community outreach and education. Accredited by The Joint Commission, Bothwell meets the exacting standards of multiple regulatory agencies.
Needless to say, Bothwell Regional Health Center is very capable of providing exceptional care to residents in West-Central Missouri. In many cases, the quality of care patients receive at Bothwell exceeds that of the larger health care facilities in metropolitan areas. But how do you effectively communicate that through advertising? How do you connect with people on a subject as sensitive and personal as their health care? How do you change decade-old misconceptions? That’s where we come in.
Through a strategic, integrated branding campaign launched in 2017, Callis and Bothwell were able to make a significant impact in the Sedalia area and surrounding communities promoting the exceptional care available to West-Central Missouri residents at Bothwell Regional Health Center.
Bothwell Regional Health Center Logo with Tagline
As part of the We’re In It Together campaign, Callis worked with Bothwell Regional Health Center to develop their new tag line “Get Well. Stay Well. Bothwell”. The new tag line captures the importance that Bothwell plays in the community, helping patients get well when they are sick and stay well through routine check-ups and educational classes right in their community. The tag line was added to the logo to standardize how it appears on various marketing materials.
As part of the campaign, Callis utilized digital media for Bothwell to promote and share patient stories. Digital advertising primarily consisted of programmatic advertising using both animated display ads and :15 video ads. Bothwell also promoted the 2:00 testimonial videos on Facebook to educate the community. Digital is a way Bothwell could target people in Pettis and Benton County online.
- 6,398 clicks were directly from video advertising
- Over 631 hours of Bothwell generated video has been viewed
- Bothwell YouTube videos have been viewed over 187,126 times
Not all print is dead, and it shouldn’t be. As marketers, Callis understands the importance a fully integrated campaign plays in advertising. As part of the 2017 We’re In It Together campaign, Callis developed seven main print ads for Bothwell that highlight different service lines. The ads communicate the general services offered, a collaborative physician work ethic, cancer care, cardiovascular care, orthopedic care and services offered at their two satellite clinics. Traditional print is an important media to consider for Bothwell, as a third of their target audience finds their information through local newspapers.