SKM Group - Buffalo, New York
Rx for Hospital Growth: TV Branding + Direct Mail
Kaleida Health is the largest health care provider in Western New York. Millard Fillmore Suburban Hospital (MFSH), one of the jewels of the Kaleida system, offers the most advanced and comprehensive emergency department in the region. But there was one big problem: Patient count was dropping due to perceptions of long wait times.
After investing millions in new technology and tripling the size and resources of the emergency department, MFSH was determined to change public perception. They called in a specialist in branding and direct marketing: The SKM Group.
Using the branding power of television and targeting efficiency of direct mail, SKM Group helped MFSH make a big announcement: The emergency department was now bigger, and more importantly, faster.
SKM Group developed a campaign that was warm, friendly and neighborly. But it also delivered strong facts. Images and headlines worked together in creative ways to prove the point that MFSH was the best destination in an emergency.
