Innovating Sunrise Hospital's Digital Outreach.

Sunrise Hospital, a subsidiary of HCA Far West Division, stands as Nevada’s largest acute care facility and a verified Level II trauma center. While serving the health-care needs of thousands of Southern Nevada residents, the hospital sought to expand its reach to the tourist market — a significant and growing segment, with many visitors requiring emergent and acute care during their stay in Las Vegas.

Our goal

While the hospital already maintained a successful hotel outreach program, its team recognized a need to establish a powerful, direct-to-consumer strategy. Sunrise Hospital tasked us with developing a digital strategy to directly engage tourists and drive them to seek treatment at the hospital’s emergency room.

Strategy

Our approach was multifaceted, utilizing a wide variety of digital tactics. This included paid online search, mobile display, search retargeting and Facebook advertising. The strategy incorporated meticulous targeting methods, such as contextual and audience-based targeting, to ensure the hospital’s messages reached the desired prospects.

Recognizing the importance of creative execution, the campaign featured rich media ad units displaying the distance from the user’s location to the hospital. This creative content was regularly updated to remain accurate with traffic on the ever-bustling Las Vegas Strip. It also incorporated event-specific messaging, aligning with the city’s ongoing events and attractions.

The result

Over an 8-month period, the digital efforts drove a significant increase in tourism-related traffic to the hospital’s emergency room.

23M+

total campaign impressions

77%

increase in website traffic

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The MassMedia team is very smart and very strategic, and some of the most accountable folks I’ve had the privilege of working with in my career. They take a different approach than a typical agency. They focus on objectives and measuring the outcomes of our campaigns, and they live and die by achieving those results.

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