Custom approach drives patient acquisition campaign
WG Content steps in to deliver multiple campaign content deliverables for Roper St. Francis Healthcare
Headquarters: Charleston, SC
Industry: Hospitals and Health Systems
Founded in 1829
6K+ team members
It was a very collaborative approach and made life really easy for us. It felt like I had someone who was in my building and on my team.
Nicole Stevens
Director of Marketing, Roper St. Francis Healthcare
Opportunity
Roper St. Francis Healthcare was short-handed and in need of a writer to provide content support for four CRM campaigns aimed at growing patient volume for surgery, a high-value service line.
Solution
Roper St. Francis teamed up with WG Content to tackle the surgery campaigns. Deliverables included landing page content, direct mail, emails and blog posts as well as copy for print and social ads.
Results
The WG Content team delivered the campaign assets within their deadlines. The campaigns hit the mark on the provider’s voice and tone as well as the patient acquisition marketing strategy.
Opportunity
Investing in patient acquisition campaigns
After a staffing change in July 2018, the team at Roper St. Francis Healthcare was short-handed and in need of a writer to help with four CRM campaigns aimed at growing patient volume for surgery, a high-value service line. The patient acquisition campaigns had to include landing page content, direct mail, emails and blog posts as well as copy for print and social media ads.
With the campaigns serving as key patient acquisition and nurturing tools, Roper St. Francis needed a writer and project manager who not only understood healthcare, but also understood the Roper St. Francis brand and voice.
“To be honest, we were anxious about hiring an outside resource,” says Nichole Stevens, Roper St. Francis director of marketing. “For 18 years, we had the same writer, and it was scary to trust someone to do this when the whole organization was watching.”
There were also “a lot of pieces and moving parts” to the campaigns, which required multiple deliverables that needed to be optimized for various marketing channels.
“To be honest, we were anxious about hiring an outside resource. For 18 years we had the same writer and it was scary to trust someone to do this when the whole organization was watching.”
Nichole Stevens, director of marketing, Roper St. Francis
Solution
Collaborating across teams
Roper St. Francis teamed up with WG Content in October 2018 to tackle the surgery campaigns. The WG Content project manager asked detailed questions at the kickoff to get a better sense of the project’s goals, brand voice and mission.
After receiving some creative briefs and brand voice documents to guide the writer, the WG Content team was “off and running.” Once WG Content had content for Roper St. Francis to review, they worked on edits together until the campaigns were finalized and ready to deploy.
“It was a very collaborative approach and made life really easy for us,” Stevens says. “It felt like I had someone who was in my building and on my team.”
Results
Matching voice, delivering on goals
The WG Content team was able to deliver the campaign assets to Roper St. Francis within their deadlines. The campaigns hit the mark on the provider’s voice and tone as well as the patient acquisition marketing strategy.
“Internally, people had no idea that it wasn’t my team writing the campaigns because WG Content was so good at matching our voice and who we are as an organization,” Stevens says.
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