St. Francis Healthcare Campus, a rural, Midwestern hospital, enjoyed a new, state-of-the-art facility. But the “newness” was beginning to wear off. With a competing facility just 30 miles away, St. Francis leadership turned to JayRay to energize marketing efforts.

To increase awareness that St. Francis offered a variety of services close to home, JayRay recommended a phased campaign to promote different service lines, such as radiology/imaging, rehabilitation and surgery.

JayRay’s research uncovered a fragmented media landscape, and recommended the hospital supplement newspapers and radio with billboard and direct mail. JayRay also partnered with a top-notch health care media company to produce a cost-effective newsletter that combines syndicated ("canned") content with customized articles and photos. JayRay manages that effort, planning each issue and writing the custom articles. The newsletter reaches all households and PO boxes within the primary service area.

On JayRay’s recommendation, St. Francis hired a professional photographer to take pictures for the ads, newsletters and to display in the employee hallway. All photographs are of actual doctors, nurses, patients and various staff at St. Francis. This simple action has given employees a great sense of pride and made them key word-of-mouth advocates for the hospital.

St. Francis reports not only an increase in revenues, but a stronger connection to community members who are now coming to their facility for treatments and procedures, rather than migrating to the big city hospital down the road.