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I have been working with RCP since we changed our name to Grace Health in 2015. They assisted us with our name change, updating our website, production of videos, brand recognition, and much more. I receive quarterly reports from RCP so I know how the different strategies we are using are working...I value RCP’s input and feel they are open and honest with me. I highly recommend RCP and enjoy working with them.

DIANE CRAIGMARKETING & FUND DEVELOPMENT, GRACE HEALTH

Grace Health is a privately-owned, state-of-the-art healthcare facility that offers their patients a wide range of services covering both physical and mental health needs all in one convenient location.

Campaign Goals

  • Increase awareness of Grace Health’s broad range of services available to all incomes
  • Increase new patient leads
  • Increase new insured patient leads

The Challenge

RCP’s relationship with Grace Health began with their name change from Family Care Center of Battle Creek. Struggling to connect to the community, it was evident to RCP that just a name change wasn’t going to change established perspectives. Utilizing a mix of media and a message that emphasized their mission, values, and offerings, we effectively positioned Grace Health as a top local healthcare provider that is a true partner in their patient’s care. Despite having a highly-qualified team and state-of-the-art facility, the community perceived they were delivering an inferior level of care and were an option designed for low-income or uninsured individuals and families.

What We Learned

Having a mix of awareness-based tactics paired with low funnel advertising has proven successful in driving brand retention/recognition and new patient leads. Women and mothers are the primary decision makers in the household for healthcare needs and are more likely to take their children to doctor’s appointments compared to fathers. Videos position Grace Health as the local healthcare expert and builds trust with new and current patients. The video series reinforces Grace Health’s monthly quality measures.

How We Performed

CREATE AWARENESS
3,297,470 overall impressions
GENERATE DEMAND
24,616 clicks
2.38% Click-Through Rate (CTR)
CONSIDERATION
40% increase in new web users
16% increase in female users
1,200+ calls from ads
CONVERT & SELL
1,125 conversions
2% increase in new patients
ACHIEVE LOYALTY
61,200+ video views

One year campaign results.