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Mass General is facing greater degrees of competitive pressure from surrounding health systems. Some of their own network physicians are not fully aware of the breadth and depth of the specialty services offered at MGH. There are also referring-physicians’ sensitivities about patient expectations and losing patients to specialists when referring to a specialty hospital or healthcare center like MGH.

Campaign Objectives
Increase awareness of specialty orthopedic and gastrointestinal services while driving activity in the referral base, and become recognized as a promoter of healthy living in the Boston area.

Big Idea
We needed to bring the conversation back to the health of the patient and away from referral processes and business matters. To do this, we emphasized healthy patients’ specialty needs to strike a cord with network and non-network physicians. We then gave them the information and resources needed to make easy referrals that are good for the patient and for the physicians’ practices.

Campaign Elements
• Direct mail
• Personalized letters
• Patient education materials

Results
Though data reflecting increased patient referrals and/or patients are not available to us, the client has expressed that the campaign has exceeded the hospital’s and the physicians’ expectations.

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84 State Street, Suite 660 | Boston, MA 02109 | (617) 482-8228