Problem

Despite being the only AMC in Western North Carolina, Wake Forest University Baptist Medical Center was not seen as differentiated from local community hospital competition by the public.

Solution

Keynote lead the creation of consistent graphic standards to be used across the institution; launched the first integrated marketing campaign in the institution’s history, with venues including advertising, CRM, Web, PR, publications, and community outreach; and developed empirically-based service line priority matrix to ensure optimal ROI on Marketing investments.

Results

• Grew volume 26%
• Grew market share despite being outspent by competition by 3:1 margin
• Grew demand for services to level 35% higher than SOM due to facility capacity constraints
• Hospital voted most preferred 7 years in a row
• CRM returned double digit conversion rates of financially desirable patients

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