Medical Center
        Health System

It’s not often that an agency is given the opportunity to launch an all-new women and infants’ hospital, but CultureSpan Marketing has had the privilege of managing the marketing launch for two maternity hospitals and two multi-site centers for primary care from two distinct healthcare systems within the span of two years. The following case study describes our experience in this exciting endeavor:

Medical Center Health System is one of the largest and most advanced healthcare systems in West Texas. As the agency of record at the time, CultureSpan Marketing was challenged with designing a nine-month long campaign launch to introduce the much-needed Center for Women and Infants (CWI) to the Permian Basin region.

Our first task was to design a unique brand that set the CWI apart from other providers in the system and competitors in the region. The new look introduced a softer color palette, unique whimsical creative elements and a distinctive branded female voice that was used consistently across all broadcast elements.

Once the new brand was established we launched into an extended teaser campaign. This started with an invitation to VIPs and elected officials to attend the Capping Ceremony announcing the big news… We’re Expecting! The teaser campaign continued for several months, building excitement around our “due date” and seeding anticipation for the new delivery experience that was on the way. The teaser campaign was promoted via in-theater commercials shown during the height of the summer season, the hospital website, digital banner ads on local high traffic websites (such as the Odessa American online), magazine ads, :15 bookend TV spots, rotating billboards and radio. There were also extensive way finding signage and pull-up banners installed throughout the healthcare system and in prime locations, such as the Midland Airport.

As our due date arrived, the promotion continued with invitations to expectant mothers to attend sneak peek tours of the new facility and to celebrate our new arrival at the “World’s Largest Baby Shower,” a community event with fun and educational activities that centered on all things baby. This was promoted through magazine ads and direct mail.

A “Mommy Bee,” co-sponsored and aired on a local radio station, also played an important role in generating excitement among the target demo, engaging mothers-to-be and getting them emotionally connected with the new hospital.

The teaser activity transitioned into a more purposeful positioning advertising and highlighting the impeccable amenities and state-of-the art facilities using a “New Choice for Advanced Maternity Care” message. This phase of advertising culminated with an invitation to the community to meet the newest member of the MCHS family featuring a “Now Delivering” message.

Although we carried the launch campaign to term, we didn’t stop there. Once the facility began admitting patients, we quickly transitioned into service line advertising for their pregnancy testing, birthing classes, Baby Café and NICU.