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Program Fulfills Mission and iMPROVES bRAND aWARENESS
Nashville General Hospital wanted to increase awareness and utilization of the new, but under-utilized Breast Health Center (particularly the mammography center). However, the hospital had a limited budget for advertising or promotion. Additionally, the hospital wanted to promote breast cancer awareness and early diagnosis among an underserved and high-risk population.
Lovell Communications (LCI) found sponsors to fund mammograms for women over the age of 40 who had not had a mammogram in the past year. The sponsorship money covered uninsured patients and the co-pays or deductibles for insured patients. LCI also secured a TV advertising package valued at more than $7,000, for which it paid only $2,000. The package included production of the spot, airing of 52 spots, logo design, Internet exposure and news and talk show coverage. LCI also implemented a publicity campaign to help raise awareness.
The program generated massive media attention including several TV interviews with the Chief Medical Officer and an editorial congratulating the hospital and the sponsors for this program and unique partnership. Through this program, nearly 300 women received mammograms - and eight percent of these women had never received a prior mammogram. Additionally, the hospital reached a largely underserved population as more than 60 percent of the women did not have insurance.
"Mammograms in May was a total success for our hospital… I applaud the creative and innovative approach with which Lovell Communications addressed this important initiative and appreciate the fact that they secured our sponsors as well as outstanding media coverage on our behalf. This program definitely impacted our community and improved our image and visibility."
Roxane Spitzer, Ph.D.
CEO of NGH
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2021 Richard Jones Road Suite 310, Nashville TN 37215
615-297-7766 | lovcom@lovell.com
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"You responded within minutes to my initial call and, within hours, the Lovell Communications team was fully up-to-speed on our situation and our needs. Your critique of our communications strategy was thorough and swift."
Maryalice Keller
Vice President, Corporate Communications
Unity Health Systems
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