The Villages Health Gets a Healthier Marketing Strategy
The Villages Health is a comprehensive healthcare system designed to keep the residents of The Villages®, Florida, and the surrounding community active and healthy by delivering personalized care close to home. Despite these exceedingly high levels of care, convincing people to change health care providers and/or insurance plans can be a challenge. The Villages Health needed help implementing an omnichannel strategic marketing plan to acquire new patients, keeping The Villages America’s Healthiest Hometown®.
Industry / Healthcare
The Villages Health serves more than 52,000 patients in Florida’s Sumter County and surrounding areas. It is ranked in the top 1% of health systems in the United States and is the No. 1 physician group in North and Central Florida, according to data compiled by UnitedHealthcare. It employs more than 500 healthcare professionals and staff in eight locations.
Solutions
- Branding/Positioning
- Messaging
- Website Design
- Marketing Campaigns
- Brand Collateral
- Photography/Video
- Direct Mail
- Paid Search
Perfect Brand Alignment
The Villages Health is accountable to their parent brand, The Villages, and has to conform to their brand standards to present a cohesive look and feel. Over time, brand consistency had eroded, and The Villages Health knew it was time to re-align brand standards while also differentiating themselves as a modern, progressive healthcare system.
Roger West worked with the marketing team at The Villages Health to evolve and elevate the brand through the use of colors, elegant typography, and a monochrome photography treatment, offering a more personal touch to appeal to prospective patients. The agency also coordinated photo and video shoots using real residents, patients, providers, and staff, which now make their marketing materials more authentic.
Spread the Good News
With a fresh new look, Roger West was ready to help The Villages Health spread the word about their first-class service in style. The team began developing fully integrated marketing campaigns and initiatives to reach various buyer personas, build brand awareness and drive results.
The primary focus was to get prospective patients to take a care center tour or attend a free learning class – and ultimately register to become a new patient. The agency partnered with The Villages Health on numerous initiatives, from New Mover, Age-in and Open Enrollment Period campaigns to Learning Center and Care Center branded materials. Roger West also managed paid search and dynamic website updates.
Results
300%
increase in leads captured in CRM
70%
campaign conversion rates
200%
increase in new patient acquisition
Healthy Results
With the new marketing plan in action, The Villages Health saw an initial 480% increase in care center tours. Even better – 60% of people who took a tour became a new patient.
Roger West is a true partner. I rely on them to support all areas of our sales and marketing department. Whether we need elegant creative for an upcoming ad campaign, or total process improvement for capturing and tracking leads, I count on their team to deliver results.”
Shanna Kurpe
Director of Sales & Marketing at The Villages Health
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