Case Study
Edward Hospital & Health Services
We helped a regional hospital system earn $1 million+ in contribution margin in six months — and may have saved a life.
Healthcare · Integrated Media · TV · Radio · Digital · OOH · Email
Overview
About Edward Hospital & Health Services
Edward Hospital & Health Services is a full-service healthcare provider with over 4,300 employees, 1,450 nurses, and more than 900 physicians representing over 60 medical and surgical specialties.
The Challenge
Where They Started
Heart disease is the leading cause of death in the United States — and 50% of men and 64% of women who die suddenly from it have no previous symptoms. Edward Hospital developed an innovative 5-minute online heart risk assessment and needed to drive massive awareness, fast.
Life-or-Death Urgency
Early detection saves lives. The campaign needed to reach as many people as possible — not someday, but immediately.
Low URL Friction, High Awareness Required
The online test URL was simple and easy to remember — which meant a broad-based, high-frequency media blitz could realistically drive direct response at scale.
Competitive Healthcare Market
The Chicagoland healthcare landscape is crowded. Breaking through with a specific clinical message required both reach and precision targeting.
The Solution
What We Did
Developed a 360-degree integrated media blitz that included TV spots on Good Morning America and cable networks including CNN, MSNBC, The Discovery Channel, The Food Network, and HGTV. Added local and market-wide radio, locally targeted publications and websites, high-profile billboards, bus transit advertising, zip code targeted door hangs, geo- and demo-targeted email marketing, and a comprehensive search engine marketing campaign.
The Results
What We Delivered
- $1,098,691 in Contribution Margin to Edward Hospital Within 6 Months
- 11,000+ Fully Completed Heart Risk Assessments
- One Patient Found to Need Urgent Heart Surgery — Credits the Campaign with Saving Her Life
Olander Group has done an excellent job in helping us reach our strategic marketing goals through effective and efficient media buying. From broadcast to print to online, we've been impressed again and again with their level of service and knowledge.
Brian Davis
System VP, Chief Marketing Officer — Edward-Elmhurst Health