Case Study for Agency
03-1033078-201

Market research, strategy, creative development and execution for
Regional Medical Center of San Jose

Problem: Regional Medical Center of San Jose has been in the valley for
over forty years and virtually had no identity in the local community.
Regional went through a name change over five years ago and since then
no brand loyalty was established. Neighbors within a 10 mile radius of
the hospital were still referring to the hospital by its former name.
When folks choose a hospital they don’t make that choice on proximity
they make it based on their doctor’s referral, or reputation in the
market place. The good news is the agency did not have to change
opinion; the agency just needed to create an opinion and a positive
brand awareness of Regional in the community.

Solution: To create a new image of Regional Medical Center of San Jose:

Media used: Display ad (print, magazine, cinema), Outdoor (bus,
billboard), Free standing insert, radio campaign

MAY – SEPTEMBER 2005
“We’re Growing”: The agency created a teaser campaign to educate the
public as to who Regional is, what the hospital has to offer, and how
the hospital will be changing dramatically in the next several months.
This campaign created excitement about the brand and gave reason for
the community to keep an eye on what is going on at their community
hospital.

SEPTEMBER - JANUARY 2006
“Action Heroes”: The agency created a campaign focusing on six
different product lines offered at the hospital. An extensive photo
shoot was put together which included various doctors, nurses,
volunteers and other medical staff. The ads featured the faces of the
departments within the hospital, highlighting all the services
available. The campaign was coupled with a radio campaign that focused
on the new improvements with the cardiovascular surgery department.

All campaign elements were executed in English, Vietnamese and Spanish.

Results:
The campaigns were measured by effectiveness in the marketplace. A
referral tracking phone number was put in place to evaluate awareness
and recognition of the campaign elements. Currently, phone referrals
are up 40%, in addition to a significant increase in Web site visitors.