Consumer Programs—$10 Or More Promotions for East Ohio Regional Hospital

Objective: To promote a new birthing center and draw at least 17 deliveries per month for the
first 12 months of operation.
Strategy & Execution: This comprehensive and creative promotion targeted employees and
expectant mothers at East Ohio Regional Hospital. First, at a press conference and at employee
luncheons, everyone received buttons and insulated 32-ounce mugs featuring the center’s new
logo. Employees were given static-cling window stickers that were the basis of an employee
contest, and new mothers at the facility received an imprinted “new mom” booklet fi lled with
helpful information. After the birth, babies were dressed in an imprinted t-shirt, and new mothers
received imprinted diaper bags filled with an information pack, baby bibs, and diapers. As families
checked out, they were given a gender-specifi c yard sign; within 10 days of the birth, the families
received high-quality, personalized, embroidered baby blankets. The highlight of the promotion
was a new glider rocker for the fi rst 10 mothers to use the facility.
Results: For the fi rst 12 months of its operation, “The BirthPlace” saw an average of 24.6 births,
a substantial increase above the initial goal of 17 births per month. In patient satisfaction surveys,
the hospital received rave reviews for all the little extra touches.


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