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EMSTAR
CHALLENGE: OVMC wanted to increase outpatient usage to higher levels. EMSTAR emergency care at Ohio Valley Medical Center and East Ohio Regional Hospital was identified as place of entry for a substantial amount of outpatient services as well as patient admissions. The goal was established to increase EMSTAR usage by branding it as the premier emergency service.
STRATEGY: OVMC and EORH understood that 1 in every 5 patients that used EMSTAR for emergency care was ultimately admitted to the hospital. We identified that the patient had the right to choose where he or she could seek their emergency care and that in combined numbers for both of our client’s hospitals, more people visited EMSTAR than the competing one hospital. A two-phase plan was created utilizing simple slogans and strong call-to-action to brand EMSTAR.
EXECUTION: For the first campaign, creative took on a humorous approach that was a complete opposite from what was traditionally done by OVMC and EORH. First, television spots featuring humorous footage mixed with original concept, graphics and production were created. Then, original radio, print and outdoor were produced. The branding slogan "Take Me To EMSTAR" was created and became the focal point of the campaign.
Two years after the first campaign was completed, a second wave of campaigns was developed featuring the physicians and nurses who administered the care-playing off the slogan "More People Choose EMSTAR."
RESULTS: Through 2005, OVMC’s EMSTAR was up 14.5 % and EORH’s EMSTAR was up 15%. The campaign was deemed a huge success and has been continued.
AWARDS: 19th Annual Healthcare Marketing Awards - Silver Winner, 2002 Silver Microphone - National Finalist
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1618 Jacob St., Wheeling, WV 26003