Cedars-Sinai: Multi-channel Advertising

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Challenge

Cedars-Sinai is a high-profile medical institution in Los Angeles recognized for providing excellent patient care. We were hired to accomplish three main goals. First, we needed to communicate its position as a world-class academic medical center, conducting leading-edge translational research. Second, we needed to drive new patients to specialists at Cedars-Sinai. Third, we needed to truly demonstrate the sophistication and intelligence of the brand.

Solution

The cornerstone of all communication efforts is the new Cedars-Sinai website, which allows patients to find the information they are looking for and easily book an appointment. Website traffic is supported by a comprehensive search campaign aimed at driving qualified visitors to specific specialists.

We also conducted extensive qualitative research to develop an ad campaign titled “Patient Perspectives,” an empathetic approach that elevated Cedars-Sinai's research reputation and drove awareness of their specialty practices.

Social marketing support comes in the form of exclusive, unpaid content partnerships we've secured with EverydayHealth.com and HuffingtonPost.com, which feature Chief Neurosurgeon Dr. Keith Black and Chairman of the Department of Medicine Dr. Glenn Braunstein.

Results

For the first time ever, Cedars-Sinai beat UCLA Medical Center on every metric in the Healthcare Market Guide, an image and reputation survey of consumers in Greater Los Angeles. Cedars-Sinai was voted #1 for most preferred overall, best overall quality, best doctors and best nurses. It was also voted #1 in Heart, Cancer, Neurology, Orthopedics and Women's/GYN.

Call center inquiries have increased accordingly versus a year ago: Orthopedics +30 percent. Spine +54 percent. Neurosurgery +80 percent. Sinus (a new area, +100 percent vs. projections).

Dr. Black's “Brain Health” blog is consistently one of the top three blogs on EverydayHealth.com. Dr. Braunstein's blog has had similar success on the Huffington Post, his article on pertussis receiving 946 comments.