CASE STUDY: Be Well Body Scan

• Integrated Communications
• Market Research
• Brand Strategy
• Marketing Communications
• Media Relations

The radiology practice at Beth Israel/Deaconess Hospital retained Patricia Kennedy (while at FH/GPC in Boston) and her team to create and implement a marketing/communications program to promote its total-body scanning center to the Greater Boston market. Be Well Body Scan offers a CT scan plus a one-on-one discussion with a radiologist who discusses with the patient the results of the scan. The patient pays for this service out-of-pocket.

Similar services had been very successful in California but there was limited awareness about the service in this area. Additionally, there was concern voiced by the local medical community that a total body scan could be an unnecessary and expensive service.

Market Research

The team first conducted quantitative (500 persons interviewed by telephone) and qualitative research (six focus groups) to assess the marketplace and test advertising messages and explore sensitive issues, such as willingness to pay out-of-pocket and referring physician resistance.

This research was followed by an intensive study of the corporate name which included a survey of more than 2,000 respondents to proposed names. Pat also worked with a law firm specializing in the legal and service mark issues of brands and corporate names.

Brand Strategy

We positioned Be Well Body Scan as a service that enables the individual to take charge of his or her own health and healthcare, one that provides the patient with information and decision making tools through one-on-one consultations based on sophisticated diagnostic imaging. The services are received in an elegant and comfortable setting.

Tag Line: Be healthy. Be responsible. Be informed.

• Focus on benefits to balance concerns about high out-of-pocket cost
• Target patients most likely to benefit, such as smokers or those with known heart disease
• Deliver compelling messages that everyone has the right to be informed about his or her own health status

Identity Program

Working with a local advertising firm, Pat guided the Be Well management team through the process of creating the Be Well Body Scan brand and logo.

Marketing Communications: Web, Ads, Brochures

With the brand identity finalized, the team focused on overseeing the development of collateral materials and print and radio ads. Pat also directed the work of the web developer through design and layout of the site. She crafted the content to assure that the key messages were clear and consistent throughout. The site provides in-depth information to educate the prospective patients.

Media Relations

After the advertising and Web site work was complete, Patricia Kennedy deployed an intensive media campaign which resulted in placement in many major media outlets in the Greater Boston area including The Boston Globe, The Boston Herald, The Boston Business Journal, New England Cable News.

Results

The strategic business plan projected an eventual goal of 8-10 patients per day. The PR and advertising campaign drove more than 6,000 sessions a month to the web site. These sessions generated enough calls to the facility to book an average of 7 patients per day during the first months of operation.