Northwestern Memorial Hospital (NMH) launched a broad-based marketing campaign to announce the unveiling of 300 healthcare quality ratings, across all areas of patient care in the hospital. The ratings reside in a section of NMH’s new website. NMH needed to create an online banner campaign that would build awareness and drive traffic to the NMH website.
Torque created a messaging strategy for an extensive integrated online campaign that spoke to a range of audiences. We created three distinct variations of the display campaign, which allows variable testing in market and fine-tuning during the course of its year-long run.
The banner ad campaign launched in October 2009. The campaign successfully increased brand awareness and motivating users to make repeated visits to the NMH website. Visitors have also 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 through online tools.
