work

case study

 

Client
Lenoir Memorial Hospital, a 261-bed not-for-profit hospital in Kinston, North Carolina.

The Challenge

Enhancing consumer preference for Lenoir Memorial.

The Solution

In 2001, the hospital acted on our recommendation to implement a new brand identity. Since that time, C+A has partnered with Lenoir Memorial in creating sustained service line marketing campaigns that have served as the centerpiece of the hospital’s external communications efforts. These marketing campaigns used a varied mix of television, radio, print, outdoor, online banners, keywords and direct mail for maximum flexibility; offering an opportunity to speak to different audiences based on specialty and/or service line.

 

The Results
A PRC study showed an increase in patient preference in 15 out of 16 service lines and a 16.3% increase in naming Lenoir Memorial as hospital of choice. Unaided advertising recall for the brand was pegged at 65.3%, versus the national average of 53%.

Print / Outdoor / Television / Online / Radio / Direct Mail

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