HCA Tourism
Project: Sunrise Medical ER Awareness Role: Campaign Development

HCA Tourism

Sunrise Hospital, a subsidiary of the HCA Far West Division of medical centers, is Nevada’s largest acute care facility and a verified Level II Trauma Center. The hospital serves thousands of Southern Nevada residents each year, but it is increasingly becoming the hospital of choice for many visitors to the area who require emergent and acute care during their stay.

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Challenge

When Sunrise Hospital engaged MassMedia, it had a robust hotel outreach program in place to educate hotel staff and drive referrals to hotel guests, but the hospital lacked a direct-to-consumer strategy. To augment its existing efforts, Sunrise Hospital tasked MassMedia with developing and implementing a digital strategy to reach the tourist market and ultimately drive patients to Sunrise Hospital’s emergency room.

Strategy & Approach

MassMedia conducted market research which included developing audience profiles and collecting survey insights among each of the audience subsets to pinpoint how they were finding medical centers during their stay in Las Vegas. The survey results and subsequent research data confirmed that a strong digital strategy with paid online search, mobile display, search retargeting and Facebook advertising would be most effective with this audience. MassMedia used multiple targeting tactics, including contextual and audience-based targeting to ensure the ads reached the right prospects. We knew the right creative execution would be essential to capture the attention of the busy tourist. As part of the campaign mix, MassMedia utilized rich media ad units featuring the distance from the user’s current location to the hospital. The creative was refreshed regularly throughout each month to ensure relevancy to the Las Vegas Strip tourist. The ad rotation included event-specific messaging and imagery that leveraged the current happenings on and near the Las Vegas Strip.

Channels

  • Digital Strategy
  • Paid Digital
  • Creative Development

Results

  • Increased website traffic
  • Increased year-over-year verified walk-ins
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