Heart to Heart Campaign
Heart disease is a serious risk for women, but HRB found that few women realized just how common it really is. We decided it was time for a heart-to-heart.
Mercy Medical Center, the market leader in women's health services in Cedar Rapids, developed a program to provide women with an easy heart disease risk assessment. HRB then developed a grassroots program that encouraged people to talk to the women in their lives about the dangers of heart disease. The campaign included a strong public relations effort, direct mail, newspaper advertising and radio commercials.
Soon the risk screenings had to be expanded to accommodate the flow of women who wanted to understand more about heart disease and its risks.
Cancer Center Campaign
Focus group research conducted by HRB revealed a lack of awareness about the cancer care available at the Mercy Regional Cancer Center. People were surprised to learn that Mercy had such a high level of technology and expertise. It was time to change that.
To demonstrate Mercy's technology capabilities HRB created a print and TV campaign that highlighted the center's unmatched cancer care. It focused on three things that are particularly important when it comes to cancer care: the people, the passion and the technology. It explained, for example, how the Center helps beat the disease through the region's first TomoTherapy image-guided radiation system.
Although results are still anecdotal, the campaign is generating increased patient visits. Follow-up quantitative research is planned to plot attitudinal changes about Mercy technology.
