Sutter Solano Cancer Center Integrated Marketing Campaign
The Sutter Solano Medical Center ranked third in terms of preferred hospitals in Solano County. It was estimated that less than 25% of area residents were aware the hospital provided comprehensive cancer services. In fact, the majority of Solano County cancer patients traveled to hospitals outside of the county in order to receive care.
Sutter hired Armada to implement a marketing campaign to promote the recently completed Sutter Solano Cancer Center, a freestanding facility with the latest screening technologies and cancer treatment services. The new facility was designed in stark contrast to the SSMC hospital; the building is modern and aesthetically pleasing, creating an ideal, non-clinical environment for cancer patients.
Armada recommended a multi-pronged approach that included consumer advertising, physician marketing and public relations. In just a few months, Armada helped Sutter Solano Cancer Center reach its initial objectives. As a result of the campaign, patient volume increased 80%. A September initiative promoting prostate screening was especially successful, resulting in a 300% increase in screenings from the previous year. September event attendance was also increased (lectures on prostate cancer) by approximately 33%.
PR coverage was extensive throughout Northern California and included articles in the Venture County Star, Contra Costa Times, Vacaville Recorder, Fairfield Daily Republic, San Jose Business Journal, San Francisco Business Times and Sacramento Business Journal, as well as broadcast coverage on KRON 4 (NBC), KPIX 5 (CBS), and three area radio stations (KCBS, KBLX and KUIC. Regional medical coverage appeared in RT Magazine and Bay Area Oncology News.