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Increasing the demand for specialist private healthcare services

Benenden Hospital Campaign


Benenden Hospital is a centre of excellence where patients can rapidly access safe treatment by specialist consultants in state-of-the-art facilities.

Firebrand were called on to create an above-the-line campaign that would increase enquiries for Benenden’s private patient services.

Services


  • Communication Strategy
  • Creative Platform
  • Copywriting
  • Design
  • Bespoke Photography
  • Campaign Management

Objectives


  • Increase private patient usage of specialist private services.
  • Encourage the up-sell to Benenden members at discounted rates.
  • Build on a distinct benefit-led communication strategy.

Our approach


Persona development for Benenden

Defining a unique set of messages

The campaign focussed on the dramatic improvements to a patient’s lifestyle that each treatment would bring. Firebrand worked with Benenden to create patient profiles identifying the key drivers and messages for each service.

Photoshoot out on location for Benenden

Encapsulating the lifestyle benefits

To support the messaging, Firebrand art-directed a library of bespoke lifestyle photography that supported the key propositions. A distinct image style was developed to help recognition in the audience and create ownership for Benenden.

Benenden campaign design

Creating exposure across relevant channels

A two month above-the-line campaign ran within the hospital’s catchment area and included Adshel, bus sides, digital 8 sheets, radio and press advertising. Enquiries were directed to tailored website landing pages to maximise response rates. The addition of custom phone numbers provided metrics to evaluate the success of each channel.

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The results


117%

Increase in overall orthopeadic patient admissions

116%

Increase in private patient admissions for hip & knee procedures

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“Firebrand have devised a campaign strategy that has led to a substantial uplift in patient enquiries.”Garry Priest, Marketing Manager, Benenden Hospital