Ten Adams developed a strategic service-line reputation campaign to boost the US News & World Report rankings for key specialties, build targeted physician relationships and support the overall brand awareness of Phoenix Children’s Hospital among referring physicians.
With a specific focus on five specialties (Cancer, Cardiology, Nephrology, Neurology & Neurosurgery, and Orthopedics), we created a strategic campaign focused on communicating the outcomes, patient safety, excellence and family centeredness at PCH. Our focus was to attract, engage and develop relationships with pediatric specialists in our target database through marketing automation strategies.
Globally, Phoenix Children’s Hospital’s objective is to become a nationally recognized Children’s Health brand and increase patient volumes. To support this, our goal was to improve their national reputation by developing a more personal relationship with each referring and prospective referring physician.
We choose to theme our efforts around “A Big Year of Good” to tout the great work that had been done at PCH and “A Big Year Ahead” to let referring providers know to expect exciting advancements in the year to come.
We deployed a series of emails to over 7,500 pediatric specialists over the course of 4 weeks, sharing the powerful yet largely unrecognized achievements at Phoenix Children’s.
In an effort to best communicate with physicians, we kept our language concise and we weren’t afraid to get technical. Our team kept a physician’s eye in mind when planning everything from the copy to the design. Copy within the email highlighted innovative programs and successes for each service line, positioning PCH as a top-rated destination for pediatric care.
Each message featured targeted content, and a simple call-to-action that guided physicians to a dedicated landing page, where Phoenix Children’s could continue the conversation.
2018 has already proved to be another year filled with incredible advancements and overall growth for Phoenix Children’s. Looking ahead, the opportunities to engage and build on this momentum are certainly BIG, and the future of PCH is as brilliant as the amazing patients they care for each day.