Phoenix Children's Hospital wanted to find a way to increase its rankings in the U.S. News & World Report. The solution - content marketing.
Overview and Objective
Phoenix Children’s Hospital is one of the nation’s largest children’s hospitals, with a medical staff of nearly 1,000 pediatric specialists providing care across more than 70 pediatric subspecialties.
In 2015, Phoenix Children’s partnered with True North Custom to develop a campaign designed to improve its U.S. News & World Report rankings. The easiest and quickest method for impacting these rankings involves reputation scores—which make up 27.5% of the total score. This lift in reputation scores can best be accomplished by delivering meaningful content to the specialists who will be targeted for the survey each year during the voting period.
After evaluating the Phoenix Children’s rankings, True North Custom developed an e-mail campaign targeting physicians within select specialities that offered the greatest opportunity for improving the hospital’s reputation scores. The campaign, which was one element of a broader reputation management campaign, consisted of an initial message illustrating the advanced care provided by Phoenix Children’s and a subsequent message to non-openers.
The reputation management campaign, which was deployed in conjunction with other internal departments to optimize the hospital’s U.S. News & World Report scores in all areas, was successful in dramatically improving Phoenix Children’s overall rankings. Several of its specialties moved into the top 20 nationwide as illustrated in the chart above. In addition, Phoenix Children’s reputation scores improved in five specialties, with several specialties moving into the top 50 rankings for the first time.
The campaign’s e-mail performance also beat benchmarks across all specialties, with open rates and click-through rates above the industry averages.
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