Market share soars
to an all-time high.
CHALLENGE
The 7th largest public health system in America, Erlanger was suffering from years of financial
losses. Qualitative measures such as “best hospital,” “best technology,” and “the hospital I
would choose” were lagging behind their competitors. Market share in key service lines was
decreasing.
The good news? Erlanger had unique and compelling attributes and benefits that the market
simply didn’t know and new leadership that was insistent that Erlanger’s story be told.
STRATEGY
The Johnson Group worked closely with Erlanger’s new leadership and set out to
communicate their bold and impressive vision. Together, we positioned Erlanger as providing
world-class care, right here at home. Then, we developed a multimedia campaign with
unique concepts and unexpected placements across every media channel.
RESULTS
RESULTS
Regional research of 650 consumers taken during the campaign showed the following results:When asked what hospital or health system comes to mind first when they hear the words“world class”…
RESULTS
The campaign also received several high-profile awards.
“We created a new model for a client-agency relationship, one unlike any I’ve seen in healthcare. We completely integrated Erlanger’s marketing team and The Johnson Group’s team into one department and in the process have maximized both efficiencies and results.”
– Gregg T. Gentry, Chief of Staff to the President & CEO and Chief Administrative Officer, Erlanger Health System
STRATEGIC MARKET PLANNING
The Johnson Group developed a strategic marketing plan.
BRAND POSITIONING
The Johnson Group conducted a Brand Positioning session with key stakeholders
then developed a Brand Positioning Statement and Meaningful Difference.
TV
We leveraged one of Erlanger’s most beloved brand icons—its LIFE FORCE air ambulance
fleet—for this dramatic commercial reinforcing Erlanger’s mission to bring in the top
cardiovascular talent from all over the country.
Erlanger: “Special Forces”
We teased the idea that a new era in heart care was coming with an introductory commercial that, using a visually stunning focus effect, transformed Chattanooga’s most recognizable city lights into hearts.
Erlanger: “Heart City”
Erlanger: “Pulse”
The Johnson Group created the ideal orthopaedic spokesperson (replete with plenty of appropriately placed and timed squeaks) to demonstrate that the Erlanger Orthopaedic Institute treats even the most complex cases..
Erlanger: “Squeaky”
This dramatic visual metaphor explained the benefits of SAVI breast cancer treatment in a simple and captivating way.
Erlanger: “Arrows”
OUTDOOR
Erlanger Health System – “Kidneys”
Erlanger Health System – “Arrows”
Erlanger Health System – “Lifeforce”
AIRPORT SIGNAGE
We promoted Erlanger’s world-class cardiology program with several high-profile out-of-home placements, including the region’s busiest airport.
STADIUM SIGNAGE
DIGITAL
The Johnson Group created a Full-Funnel Digital Campaign Strategy and Execution
across Display, Mobile, Video, Audio & Native, Social, and Search advertising channels.
All digital efforts were tracked to ROI as shown in the example below.
DIGITAL TRACKING
All digital media is tracked by medium and strategic business units across all metrics, including ROA’s.
CONTENT MARKETING
A comprehensive Content Calendar was created for each strategic business unit
(Center of Excellence).
Social Media Overview
Each post is tracked across all metrics including conversions.
SAMPLE SOCIAL POSTS
The Johnson Group planned, placed and created all our print campaigns, including unique
print placements that break through the clutter (shown below).
ALTERNATIVE MEDIA
The Johnson Group created and placed a “cancer can’t hide from CyberKnife” alternative media campaign.
TRACKING
We created and programmed a custom Executive Dashboard that allows reporting of
complete tracking details of all campaigns by strategic business unit and by medium.
Shown below is an example except of the Dashboard interface.
