Baylor College of Medicine
Brand Awareness and Web Development Campaign
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Baylor college of medicine lung institute
We helped breathe life into the new Lung Institute.
Our goal: To raise awareness of the new Lung Institute at Baylor College of Medicine, the first comprehensive, multidisciplinary Lung Institute of its kind in Texas. Besides building brand awareness, we also wanted to educate people about the partnership between St. Luke’s Health and Baylor College of Medicine through the arrival of Dr. David Sugarbaker, a pioneer in the treatment of mesothelioma. At around the same time, we were also asked to assist in the launch of the Mesothelioma Treatment Center.
Our challenge: Baylor College of Medicine is a health sciences university that applies science and discoveries to further education, healthcare, and community service locally and globally. They wanted to make sure the latest information and innovations in lung treatments would reach their audiences ― potential future patients ― thereby increasing patient volume. Our job at DECODE was to ensure this information was easily accessible to audiences and present it in a way that inspired trust and loyalty. This presented a challenge as most of our audience comes from demographics usually wary of medical intervention. Another challenge was that lawyers were also going after these patients, which was driving up the CPCs upwards of $70, so we had to get creative. And because we were also working on establishing Dr. Sugarbaker at the new Lung Institute, our team had to strike the perfect balance to ensure success for both.
The interesting thing was finding the white space
We examined the gap: We saw that there was a huge need for health-backed resources on the Baylor College of Medicine website. DECODE inspected the various audiences targeted by the campaign: African Americans, white males, and Spanish-speaking Latin Americans over the age of 45. To narrow our scope, we focused on anyone in these categories typing in queries about asthma, allergies, lung cancer, or COPD.
We also geofenced specific ads around shipyards and other job sites where exposure to chemicals would cause a higher-than-average number of mesothelioma diagnoses.
Results that speak for themselves.
We went to work addressing the needs of each group, firstly by using the messaging of “hope,” which would have been a breath of fresh air for consumers performing extensive research. And it wasn’t just lip service either ― the BCM Lung Institute and Mesothelioma Institute, spearheaded by the world-renowned Dr. Sugarbaker, offered new hope for those living with complex lung conditions. We spread this messaging all over social media, optimized the website to include information-rich yet easily digestible resources, and even created pages and posts in Spanish to reach our Spanish-speaking audiences.
Dr. Sugarbaker’s reputation, paired with our strategy, helped us meet and surpass their patient panel target for the year within the first three months. We helped onboard more thoracic surgeons and expand the practice as well as patient numbers.
Here are the numbers:
increase in cases within just three years
visits to the BCM appointment page
phone calls, with a 4:45 average call duration