When integrated marketing is done right, the community responds
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.