THE CHALLENGE
Critical marketing metrics showed lagging visibility and volume for LCMC Health against its largest competitor due to their over-spending in share of voice (SOV) across all channels. To increase visibility, the challenge was to push the “Systemness” of LCMC Health vs. individual hospital promotions through one main initiative:
- The need to reenergize the brand and reinforce its emotional connection with the New Orleans community.
THE ROUX STRATEGY
We identified quick wins in strengthening the Top-of-Funnel through locally focused mediums to resonate with New Orleans and make LCMC Health appear to have a larger SOV.
THE SOLUTION
Avoided knee-jerk reaction to spend more, instead spend in the right places at the right time. Utilized key promotional sponsorships at top of funnel, in the community pockets that made LCMC Health’s ad spend feel bigger than actual constraints. Executions included:
- Broad reach – Live sports
- High-impact targeting – Sunscreen kiosks at festivals
- Community support – Mardi Gras and the Crescent City Classic
OUTSTANDING RESULTS
70%
In a new brand lift study, 70% agreed that paid media and frequency of advertising contributed to their recognition of LCMC Health.
19%
This represents a 19% increase from previous quarterly survey wave.
For the first time ever, the LCMC Health System is a household name with 1/3 of the market selecting it as their preferred healthcare provider. Accomplished with a fraction of main competitor’s marketing investment.
