For two decades, Martin Memorial Health Systems in Stuart had to send patients in need of heart surgery or interventional procedures to other hospitals.
With no heart program of its own, Martin Memorial could only perform diagnostic treatments or stabilize emergency patients. That put the marketing communications department in a position counterintuitive to their usual work plans rather than trying to convince patients to Martin Memorial, it had to remind people not to go there for procedures it couldnt provide.
But in 2004, Martin Memorial received permission to build a complete heart center. As the blueprints came together and the heart center began to take shape, so too did the marketing communications departments plans to build a publicity campaign to let residents know world-class healthcare would be available close to home.
“There was a significant amount of anticipation in the community for this heart center because it had been such a long time coming,” said Lisa McCluskey, director of marketing communications. “We tried to build awareness gradually, introducing them to the program as a whole, as well as to the physicians who would be treating them. Sometimes it worked too well we had people requesting cardiac care months before the center actually opened.”
As construction started in 2005, Martin Memorial held periodic public events to keep the impending heart center top of mind to the community. That included: a topping off ceremony when the last beam was put in place; a community event to announce a partnership with Ocala Heart Institute for open-heart surgery; a press event to announce a $5 million donation from the Frances Langford Foundation and the official naming of the Frances Langford Heart Center.
Meanwhile, the marketing campaign began in earnest. That included the development of print, radio and television advertising, as well as pitching media stories and distributing information on the heart center through in-house publications. It also included marketing the new program to physicians and other internal customers.
There were some challenges along the way.
Martin Memorials service area is frequently in flux. Martin County has many seasonal residents, which means messages have to be timed just right to catch their attention. And Port St. Lucie the third-fastest growing city in the nation has more than 200 households moving there each month, creating a new audience that needs to be educated about the health systems services.
Added to the challenge were competitors to the north and the south, who began ad blitzes of their own to tout their programs. That put an impetus on creativity and strategy to stand out from the crowd.
The results for Martin Memorial have been solid. After opening in August 2006, physicians at the Frances Langford Heart Center have performed 57 open-heart surgeries and 204 interventional procedures through October, proving to be a life-saver for residents of the Treasure Coast. And as the heart center continues to become more established, the marketing plan will continue to evolve to meet those needs.
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