Torque created a messaging strategy and integrated online campaign that could speak to a disparate set of audiences. We created three distinct treatments of the campaign, which allows NMH to test the campaign in market and fine-tune it during the course of its year-long run.
The banner ad campaign launched in October 2009. The campaign is successfully increasing brand awareness and motivating users to make repeated visits to the NMH website. In another sign of the campaign’s effectiveness, visitors to the site have explored beyond the ratings section, reaching out to the hospital via the site’s Physician Finder tool.
Most importantly, as one of the first hospitals in the nation to publish its care quality ratings, NMH has been able to demonstrate its leadership in acute care quality.
