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  • St. Vincent Women’s

  • Giving Tuesday

  • Alexian Brothers Health System

  • Medxcel FM

  • MissionPoint Health Partners (MPHP)

  • New Harmony Project

  • The Children’s Museum of Indianapolis

Case Studies

St. Vincent Women’s

Case Study: Diversity of Engagement

Background:

  • Women’s health is a key service line for the St. Vincent Hospital system, an Ascension subsidiary, including:
    • Pelvic health
    • Breast health
    • Heart health
    • Maternity

Assignment:

  • Develop an engagement platform to drive patient volume
  • Customize messages for various products by customer personas

Solution:

  • Caperion encouraged women to think about their health through an engagement platform anchored by the hashtag #taketime4u.
  • A broad mix of traditional and digital media was used to target, engage and drive return use of the #taketime4u platform, including radio, out of home, print, place based activations, email, blog posts, organic and paid social media, digital advertising placements and a branded internet radio station.
  • Active engagement with St. Vincent brand fans, followers and those who themselves engaged with the organic social posts was crucial to driving meaningful user interactions

Giving Tuesday

Case Study: Revenue enhancement

Background:

  • A non-profit organization approached Caperion for a fundraising campaign around the popular #givingtuesday charitable donation day that follows Black Friday and Cyber Monday.

Assignment:

  • With a limited budget, focus on previous donors and individuals who recently donated within a condensed three-day period, increasing the frequency of messaging and cutting through the noise from other participating organizations.

Solution:

  • Create an integrated media strategy that leveraged both traditional and digital media to target, engage and drive donations through multiple conversion points.
  • Organic and paid creative and content were generated from the real-life stories of individuals who had been directly and positively impacted by the work of the organization.
  • Organic and promotional content distributed through direct mail, email and digital platforms.

Results:

  • The fundraising goal was exceeded by 276%.
  • 1,379% Return on Ad Spend (ROAS).
  • Over 30,000 social media engagements were driven.
  • Average click-through rate for the campaign was 3.75%.

Alexian Brothers Health System

Case Study: Repositioning

Background:

  • Alexian Brothers Health System includes five hospital locations and a large medical group in the northwest suburbs of Chicago. They recently partnered with Adventist Midwest Health to form Amita Health.
  • The positioning line, “A Healthy Community Begins with Alexian Brothers”, did not accurately represent their technical and clinical capabilities.

Assignment:

  • Define and identify the components of the ABHS brand most compelling and credible to various stakeholders
  • Roll-out and strengthen the ABHS brand and significantly elevate top of mind preference among regional competition

Solution:

  • Caperion conducted in-person interviews with clinical and non-clinical associates, plus qualitative and quantitative research within the primary and secondary service area.
  • New brand should reflect ABHS’ “Unique Combination” of technology, skill and compassionate care

Results:

  • New positioning line: “Our Passion is Powerful Medicine.”
  • Consumer preference/awareness of the new brand increased over an 18 month period by 14%
  • An extension of this positioning and campaign generated over 750 new patients into the system during a six month period

Medxcel FM

Case Study: Awareness and Sales Support

Background:

  • Medxcel Facilities Management (Medxcel FM), a business-to-business service provider in the healthcare delivery space, was splitting away from the parent company and becoming a stand-alone business unit.
  • There was low market awareness of the Medxcel FM brand.

Assignment:

  • Build awareness and credibility of the nascent brand
  • Facilitate sales development with target accounts and persona-based prospects.

Solution:

  • Caperion developed an omni channel content marketing strategy & editorial calendar leveraging paid, owned and earned media channels.
  • Organic content was amplified, paid advertisements were deployed and influencer marketing was utilized to ensure credibility and drive highly qualified and engaged traffic.
  • Location-based targeting, retargeting, account databases, and conferences were leveraged to hone in on decision makers with highly customized and relevant content.
  • Branded content, marketing automation, lead scoring, drip campaigns and marketing qualification were used to grow the marketing database, nurture and qualify leads for handoff to the business development team.

Results:

  • New positioning line: “Our Passion is Powerful Medicine.”
  • Consumer preference/awareness of the new brand increased over an 18 month period by 14%
  • An extension of this positioning and campaign generated over 750 new patients into the system during a six month period

MissionPoint Health Partners (MPHP)

Case Study: Branding

Background:

  • MPHP has multiple audiences – Brokers, Employers, Members, Providers and Payers.
  • Some think MissionPoint is an insurance company, others an Accountable Care Organization, still others think MissionPoint is a Population Health Management company.

Assignment:

  • Develop a value proposition and brand position that clarified the benefits of MPHP and resonated with all internal and external audiences.

Solution:

  • Caperion conducted in-person interviews with MPHP leadership and phone interviews with customers/partners across the country.
  • MPHP has adopted the brand position recommendation put forth by Caperion – “Lowering Costs. Improving Health.”

Results:

  • Internal roll-out of the brand position has been well received
  • The brand position is currently being articulated in different manifestations across all corporate collateral materials.

New Harmony Project

Case Study: Strategic Innovation

Background:

  • New Harmony Project (NHP) is a non-profit organization supporting the development of writers focusing on screenplays and works for the stage

Assignment:

  • Re-articulate online strategies for marketing and financial development

Solution:

  • Caperion developed a three-prong strategy aimed at driving donations as well as augmenting their CRM database, as illustrated below
    • Phase One included updating the NHP website to focus on mission and donation mechanism.
    • Leverage digital engagement assets to drive website visitation and donation capture, building the CRM database.

Results:

  • Phase One (website revise) complete, with Phase Two (paid/organic search) to be executed in Q.3 of 2016.

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The Children’s Museum of Indianapolis

Case Study: Revenue Enhancement

Background:

  • The Children’s Museum of Indianapolis (TCM) is the world’s largest children’s museum, and among the top 25 most visited museums in the USA

Assignment:

  • Introduce the experience of TCM to a broader geo-market base

Solution:

  • Caperion developed video content for deployment in digital and traditional media channels, featuring exhibits and the multi-generational appeal of the experience of TCM

Results:

  • Museum visitation from targeted zip codes increased 28% during content flight