Client:

Hyde Park Medical Center (HPMC) is a regional medical practice located in Jacksonville, Florida.

Industry:

Health Care

Challenge:

Given the rapid increase in local competition amongst health care providers over the past few years, HPMC experienced a slow down in growth. Stone Marketing Group was hired to reverse this trend and increase the practice’s patient base.

Big Idea:

HPMC did not have a formal marketing plan in place. Stone Marketing Group researched HPMC’s market and competitive environment and interviewed the management team to help identify the goals of the practice. This was used to form the basis for a concise, annual marketing plan. The plan also included a marketing calendar the firm could use to make sure marketing tasks were implemented on schedule. In addition, Stone Marketing Group proposed creating a web site for patients and prospects and use a pay-per-click keyword online advertising program to help drive potential patients to their web site.

Elements:

- Marketing plan development and implementation
- New web site
- B2B direct mail to indirect patient referral sources
- Marketing materials
- Internet pay-per-click keyword campaigns

Results:

In the first six months after the plan was implemented, HPMC experienced an double-digit increase in new patients.