Middle Tennessee Medical Center's (MTMC) is using first-hand patient testimonials throughout its advertising campaign to convince newcomers to Murfreesboro, Tenn., that exceptional healthcare does not require a 20-mile drive to Nashville. Its tagline, "Great Care. Right Here," is personified by patients who received high-quality medical care and live in the six counties serviced by MTMC.
Murfreesboro is the fastest growing county in the state and MTMC was losing market share to bigger, more recognized Nashville hospitals like Vanderbilt Medical Center, Baptist Hospital and St. Thomas Hospital.
"People who moved to the area don't have that hometown allegiance to MTMC, we had to build awareness of the facility being a top-notch provider," says Tom Johnston, creative director at Ericson Marketing, MTMC's advertising agency.
'Slice of Life' Edge
To create a heightened sense of reality and hometown feel, the Nashville-based agency, used minimally edited, tape-recorded patient comments for ad copy and compelling "slice of life" black and white photography.
The patient stories, which range from a near fatal abdominal aortic aneurysm to a car accident involving a drunk driver, underscore MTMC's expertise with a variety of medical conditions.
The testimonials were chosen from a pool of 10 to 15 patients who responded favorably to hospital surveys. The messages highlight medical care received at MTMC and the facility's Baptist Women's Pavilion.
The campaign, which launched October, 1997 is MTMC's most aggressive advertising effort yet, using TV for the first time, as well as radio, print, outdoor advertising and direct mail.
Consumer recognition numbers aren't available but Melana Hydrick, MTMC's assistant director of public affairs, says the campaign is working because it motivates people to learn about positive medical experiences that occurred within the community.
And when the campaign was unveiled to staff members, hospital morale shot up because it conveyed a sense of market leadership. MTMC is sticking with the testimonial marketing approach throughout 1998. (MTMC, Melana Hydrick, 615/849-4110; Ericson Marketing, Tom Johnston, 615/242-0957, ext. 5173)