Tenet Healthcare’s Southern California hospitals – Los Alamitos, Fountain Valley and Lakewood – were late in adopting robotic surgery technology. Hoping to make up for lost time, they turned to BIG in 2013 to help them quickly build brand awareness as well patient volume.
Rather than launch individual campaigns for each of the hospitals, BIG created and marketed an umbrella brand, SoCal Robotics, which enabled the hospitals to aggregate their resources, employ greater media muscle and simplify the user experience for prospective patients.
The direct response campaign drove prospective patients to the website and to an 800# at the Tenet call center. The leads were monitored in real time and triaged to the most geographically suitable hospital.