The Martin Health System Marketing Communications Department had an opportunity this year that doesn’t come around very often – build community awareness around the opening of a new hospital.
Martin Health broke ground in March 2012 on Tradition Medical Center, a 90-bed acute care hospital in Port St. Lucie. Since then, the marketing communications department has been promoting the new facility through grassroots efforts, earned media opportunities and social media.
“This is a very exciting time for Martin Health System,” said Miguel Coty, vice president and chief marketing and communications officer. “We are expanding, enhancing our services and building greater awareness of our mission and vision throughout the Treasure Coast.”
This past summer, Martin Health partnered with Franklin Street, an advertising agency specializing in health care marketing, to develop a comprehensive, multi-platform media campaign designed to enhance Martin Health System’s brand while promoting the opening of the new hospital.
After conducting interviews with community members, staff and leadership about what mattered to them when it comes to health care, Martin Health developed a new slogan and advertising theme: “Better for You.”
The concept relates to Martin Health’s ongoing commitment to be the best it can be, as well as how the opening of Tradition Medical Center will help make individuals and the community “better.“
The “Better for You” theme means that:
• Martin Health System is always working to improve so that the quality of care it provides will be better for its patients.
• Residents of the greater Port St. Lucie community will have better access and will get better in a hospital close to home that was created just for them.
• Martin Health continues to fulfill its promise to the community to help improve the quality of life through better economic opportunities, jobs and resources.
The campaign featured many familiar faces in the community, including Martin Health staff, physicians and local residents, who volunteered their time and talents for television or print ads. Utilizing local talent has also helped provide additional awareness and word-of-mouth benefits for the advertisements.
“We are already seeing results from this campaign, before the hospital even opened,” Coty said. “Not only is it creating awareness and conversation about Tradition Medical Center, it also allowed us to engage community members regarding their impressions of our organization, what they want to see in a health care provider and how we can help meet those needs.”
