As a new employee at Dobies Health Marketing, I was impressed to learn that our firm was recently featured in Strategic Healthcare Marketing for our award-winning 2014 campaign, Megan’s Journal: A Personal Journey through Breast Cancer Treatment and Triumph.
You can read the full story in Strategic Healthcare Marketing here.
As the article explains, Megan’s Journal was created to generate awareness that Lawrence Memorial Hospital (LMH) offers comprehensive, multidisciplinary expertise for patients fighting breast cancer. The 13-week campaign incorporated digital, print, billboard and radio spots that drove visitors to an online journal chronicling the day-by-day journey of Megan, a real-life breast cancer patient, from testing and diagnosis through care and treatment, all of which she received at LMH.
Through this compelling, authentic and very popular campaign, Megan served as a virtual beacon, guiding others who are weighing their options and wondering if they have to travel outside their own community for the level of cancer care they need. Megan personified the scope of oncology-related expertise available at LMH, the only hospital in Lawrence.
In fact, the campaign was so effective that it increased the number of mammogram visits at LMH and drove more traffic to the hospital’s website. Moreover, the Megan’s Journal campaign received an Emerald Award from the Association of Health Care Communicators in 2014 and a Healthcare Advertising Award from Healthcare Marketing Report earlier this year.
Campaigns like Megan’s Journal remind me of the true potential of healthcare marketing and the impact that healthcare communicators can have in the community—by not only promoting quality providers, but also enabling patients to make better health care decision by providing them with information about the options available to them. For a hospital like LMH, which is located close enough to Kansas City that outmigration is a constant concern, it’s important that people in the LMH service area understand the breadth and depth of healthcare expertise available to them in their own community. The success of this campaign and the impact it had on the patient population are (just) two of the many reasons I am proud to call Dobies Health Marketing my new home.
About Dobies Health Marketing
Since 1992, Dobies Health Marketing has offered highly specialized expertise in healthcare marketing strategy, branding and creative communications. Our Kansas City-based company serves the marketing and branding needs of the entire healthcare industry, from hospitals, health systems and payers to medical device manufacturers, associations and certifying boards. We combine strategic marketing with creative communications to create healthier brands.