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 

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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

Roper St. Francis Healthcare logo
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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

Roper St. Francis logo

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.


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

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