Beaufort Memorial Case Study | True North

CASE STUDY

How Beaufort Memorial's Campaign Put Cancer Care in the Spotlight

Beaufort Memorial sought a collaborative partner to develop a plan and execute an omni-channel strategy aimed at enhancing the visibility and reputation of their cancer program, which is supported by affiliation with Medical University of South Carolina (MUSC) Health.

THE CHALLENGE

Beaufort Memorial's goal was to highlight local cancer care excellence.

Beaufort Memorial provides high-quality cancer care to the Lowcountry region of South Carolina, but faces the challenge of being overshadowed by larger healthcare markets to the north and south. Additionally, the community is comprised in significant part by retirees who have the option to return to their original homes in states like New York or Ohio for cancer treatment, causing the local offerings to be frequently overlooked.

OUR APPROACH

Crafting hope through creative strategy

Finding brand and service line strengths

Emphasizing the strengths of Beaufort Memorial's cancer program and its affiliation with MUSC Health we uncovered differentiators focused on patient navigation across nursing, social work, imaging and financial assistance.

Aligning messaging to key differentiators

Our creative strategy and messaging efforts have been crafted to underscore Beaufort Memorial's commitment to being a steadfast partner in each patient's journey.

Building affinity through consistency

This commitment is encapsulated in the resonant tagline "With you. Always," which we have consistently integrated throughout our communications materials.

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THE WORK

Unifying the brand message across platforms

Our comprehensive omni-channel campaign was meticulously designed to drive screenings, promote brand awareness, and position Beaufort Memorial as a leader in cancer care. The campaign employed a multi-faceted approach with strategic investments across various media platforms.

Watch the Commercial

Building a patient lead generation journey from discovery to scheduling.

We built brand awareness for cancer screening services and optimized digital presence through SEO and targeted ads to attract potential patients. Engaging content and user-friendly landing pages captured interest, while tools like forms and guide downloads collected valuable insights to enhance the patient journey.

Performance Marketing

Paid Digital Advertising

Paid digital advertising

We implemented a robust paid digital advertising strategy that spanned both search and social media platforms. This approach was tailored to not only encourage potential patients to schedule cancer screenings but also to elevate the overall brand within the digital landscape.

Local TV and Radio

Local TV and radio buys

Recognizing the importance of traditional media, we secured targeted local TV and radio slots. These carefully chosen time slots allowed us to effectively reach our demographic, disseminate our message, and resonate with the community on familiar platforms.

Streaming Audio

Streaming audio promotion

Tapping into the growing market of streaming audio, we created promotions that were deployed across popular platforms. This ensured that we engaged with audiences who prefer digital streaming for their audio content, keeping Beaufort Memorial top-of-mind during daily listening routines.

Traditional Out-of-Home

Traditional out-of-home

To augment our digital efforts and ensure a comprehensive reach, traditional out-of-home advertising played a vital role. Billboards, transit ads, and posters were placed in key locations, providing broad-based exposure and reinforcing the Beaufort Memorial brand presence in the physical world.

Beaufort Memorial

The omni-channel strategy delivered a consistent and compelling message to the community, driving engagement and supporting the hospital's goal of leading in cancer care services.

Together, these coordinated efforts across paid digital, local broadcast, streaming audio, display, and OOH advertising channels created a synergistic campaign that successfully amplified the reach and efficacy of Beaufort Memorial's marketing initiatives.

RESULTS

The partnership yielded spectacular growth in cancer program visibility

Year One

386 qualified screening leads
202 qualified treatment leads

Year Two

755 total leads generated
50% click share in paid search
14,000+ brand interactions
24k new website visitors
77k page views

Year Three

1,458 total leads generated
31% increase in qualified treatment leads
2.5 million ad views

Beaufort Memorial

"True North is a collaborative partner. They offer valuable insights from other markets and data-driven recommendations to maximize results."

5 Stars

Dee Robinson

Director, Marketing Communications

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