Marshfield Clinic “Certainty” Marketing Campaign
For generations Marshfield Clinic and Ministry Health Care, two nationally recognized leaders in health care, worked together to provide an extraordinarily high level of cardiovascular services. When their market share dropped, the team turned to AMPERAGE Marketing & Fundraising for marketing campaign help.
Telling the Stories
AMPERAGE developed a campaign emphasizing the peace-of-mind benefits of CERTAINTY: the positive feeling you get from knowing that you made the right choice by receiving care from the region’s leading team.
Imagery and Emotion
Real patients from the team’s service area were interviewed on camera as they told their own personal stories. One key question was, “What does certainty in heart care mean to you?” Their answers were pieced together into sincere, enlightening television and radio ads. Print and online executions further told the interesting details of each patient’s story. Provider interviews added facts and information about the program.
Trends were reversed, market leadership was reclaimed and, within a few years, new levels of market share were achieved. Web traffic, as measured by new visits to OneHeartCareTeam.org, grew by 94% over the first two months of the campaign’s launch. Direct traffic — visits initiated when the user types the URL directly into their browser’s address bar — saw a 1,000% increase.
September 21, 2020