Jigsaw LLC

Thoughts

When integrated marketing is done right, the community responds

— Jigsaw & Work —

Earlier this year, the Wheaton Franciscan Heart Care Team extended its experience and expertise to the Elmbrook Memorial Campus with the introduction of a new heart-focused surgical suite and cardiac catheterization lab. As noted in a recent Business Journal article, the hospital is exceeding its projections.

Together, with Elmbrook’s crack marketing and communications teams, we launched a tightly integrated marketing campaign consisting of paid, owned and earned media–and experiential tactics. It’s that final piece–Elmbrook’s presence within the community, bringing tools and messages about a heart-healthy lifestyle to real, live people–that tells the real story of what Elmbrook’s doing right.

A central component of this campaign was Elmbrook Memorial’s partnership with the Brookfield Farmer’s Market. Participating once a month in June through October, physicians and staff from Elmbrook and the Wheaton Franciscan Medical Group provided blood pressure screenings, a healthy cooking demonstration and recipes, heart-healthy living tips, and goodies to farmer’s market attendees, interacting one-on-one and encouraging community members to take control of their heart health.

Alongside the farmer’s market Dr. Mushir Hassan launched the “Walk with a Wheaton Doc” program, in which he took a group of community members on two-mile walk from the market and back, offering a water stop and tour of the nearby WFMG physician office where he practices, and giving people a chance to engage with him in casual conversation on preventive health care and overall heart health.

The video below provides a fun glimpse into the Walk with a Wheaton Doc program:

All throughout the campaign, community members responded positively to Elmbrook’s partnership with the Brookfield Farmer’s Market—requesting future walks with Dr. Hassan (the Walk with a Wheaton Doc will continue into 2013) and even expressing gratitude for bringing the heart care program to the Brookfield area. This integrated marketing initiative serves as a great example of a brand humanizing itself and interacting in a personal, meaningful way with its audience.

Jigsaw
Posted by Jigsaw