Case Study:
Prisma Health
formerly Greenville Hospital System
The Case
Prisma Health, formerly Greenville Health System (GHS), is a state hospital with $1.8 billion in annual revenues and a multi-million dollar marketing and community relations budget. From 2010-2012, Prisma experienced a loss of market share and decrease in revenue of Hispanic births within the system. This market share represented close to $1 million in lost revenue per year. During those same years, Hispanic births were increasing 3% per year.
The Action Plan
Prisma tasked UMG with developing a Hispanic-focused marketing and community relations strategy. We began with a research and consumer insights study.
After conducting consumer surveys and internal meetings, we discovered that Hispanics in the test area showed the following characteristics:
Live in the now rather than plan for tomorrow: Hispanics enjoy a sense of “living in the now.” Tomorrow will take care of itself.
Support of others in the community: family and friends support each other as a group.
Less focus on benefits and more on individuals that trust the brand/service (word of mouth).
Fatalism: many Hispanics believe that people don’t have control over their futures or environments.
Using the findings and the test market insights, we identified Hispanic women and children as the test audience with a focus on the OB-GYN services for Hispanic women.
CONCEPT
Dispel myths preventing Hispanics from enjoying quality healthcare at Prisma
KEY MESSAGE
Health without barriers
Salud sin barreras
EXECUTION
UMG developed a marketing and community relations strategy that incorporated:
Culturally-based Hispanic marketing messaging through radio
Specific retail activations displaying free-standing inserts
Health partner on-site and brand retail activation at grocery stores
Incorporating one-minute radio messages in Spanish by a Prisma doctor and nurse
To determine the success of the test campaign, we established two criteria:
Earlier visits to or procedures with OB-GYN doctors among Hispanic women
Number of medical OB-GYN packages sold by month
The Results
OB-GYN packages sold doubled per month
Revenue increased by at least 10%
Female patients started earlier visits to the OB-GYN doctor
2x
OB-GYN packages sold doubled per month
10%
Revenue increase