St. Joseph Medical Center

The Challenge

$200 million dollar cardiovascular service line at risk due to community hospitals introducing elective interventional cardiology services.

The Solution

Leveraged market research to develop hard-hitting campaign to educate consumers on risk of having routine diagnostic procedures, like angioplasty, performed at hospitals without open heart back-up. Components included: TV, Radio, direct mail, primary care physician detailing, public relations, internet and lobbying.

The Results

Leadership position in interventional cardiology preserved. Consumer preference for interventional cardiology ranked as #1, even above the nation's leading health care brand, Johns Hopkins.