Case Study

Lourdes Moving CampaignLaunch Campaign

Challenge

Launch Our Lady of Lourdes Regional Medical Center’s brand new, state-of-the-art facility in an effort to combat decidedly “neutral” marketplace perception among consumers. Use the move as an opportunity to revitalize the brand.

Solutions

Full-scale brand audit, rebrand and relaunch of the “new” community hospital. Implement multi-phase, multi-tiered awareness strategy, including a pre-opening gala for medical staff and community leaders, teaser campaign, ribbon-cutting, media day and public preview event.

Results

At 80% attendance, the gala was a resounding success. The sneak peek event drew 1,000 guests, all of whom would tour the new hospital within five hours. Additionally, the image campaign contributed to milestones in census projections, inpatient surgeries, ER visits and patient satisfaction ratings.

Our Lady of Lourdes Regional Medical Center made a commitment to invest in the health of their community and to reestablish its brand by investing in one of the most advanced hospitals in Louisiana. BBR was recruited to help reposition the hospital’s brand for long-term growth and help open the doors to the community.

Phase 1: Sneak Peak Campaign

An integrated pre-opening campaign spanning print, outdoor, PR and online media created a great deal of excitement and awareness leading to the grand opening of the new facility. Meanwhile, PR initiatives netted $200,000 in unpaid media throughout South Louisiana.

VIP Gala Branding:

“BBR offers marketing expertise that supports the driving business strategies within our organization. They ensure our brand essence remains integral in all layers of our initiatives. The firm represents a clever combination of intuitive business leaders with impressive creative capacity.” Elisabeth Arnold, Director of Marketing Communications Our Lady of Lourdes Regional Medical Center

Phase 2:Launch Campaign

Featuring all-new creative messaging and a modern design sensibility, the “Designed with You in Mind” image campaign breathed new life into the brand through print, electronic, outdoor and online components.

Play Television

Print Campaign

EXCEEDED

ALL DAILY

CENSUS PROJECTIONS

12%

INCREASE
IN INPATIENT SURGERIES

INCREASE IN

ER VISITS

PATIENT SATISFACTION RATINGS ABOVE

90th

PERCENTILE

Outdoor

Our partnership with Our Lady of Lourdes was just one step in an ongoing journey. Together, we continue to build the Lourdes brand as it expands market share and fulfills its promise of delivering healthcare to the highest power.