Local Radio Program Increases Referrals And Community Awareness
The Endoscopy Center at St. Mary (ECSM) wanted a way to cost effectively market to its target audience age 45 and above, and strengthen its relationship with referring doctors in the area. To achieve these objectives, ECSM needed a vehicle that would better establish their top-of-mind awareness and tie them to the community.
DeeterUSA produced a 13-week, live, hour-long radio broadcast, partnering ECSM with WBCB, a local radio station (1490AM), to create a special series within the already established “Speak Your Piece with Pat Wandling” show. The overriding message throughout the series was to “be proactive with your health.”
For 13 consecutive Thursdays from 12 to 1 p.m., January to April, various health and wellness experts discussed such topics as GI issues, heart health, fitness and nutrition, trauma prevention, emergency medicine, brain/spine health, Alzheimer’s disease, skin cancer, lung cancer, colorectal cancer, and more. The remote broadcast locations included local senior centers, 55+ communities, health and fitness centers, and community club houses. WBCB included 325 promos and 260 commercials to help market both ECSM and the program.
In addition, we promoted each show with broadcast location partners, social media, local newspaper ads, and online spots. Prior to the start of each broadcast, on-site audience members were given a free lunch, offered door prizes, and greeted by former baseball pitcher Tommy Greene, ECSM’s official spokesperson. The audiences voluntarily supplied us with contact information for future outreach, received informational giveaway bags, and were given a short presentation on important gastrointestinal health issues and tips.
WBCB’s audience responded with rave reviews, and proved to be the perfect age match for ECSM. In addition to more than 10,000 radio listeners each week, ECSM attracted a total of 400 live audience members, more than 30 referring health professionals, 13 broadcast locations requesting repeat presentations, and countless other touch points throughout our added outreach initiatives.
DeeterUSA has extended the publicity from these broadcasts by publishing them on the ECSM website, YouTube, and providing copies to everyone involved in each respective broadcast to share within their network of contacts. Additionally, the live audience contact information has been added to the existing digital marketing efforts. All of these efforts have helped build awareness, search engine optimization (SEO), and increased referrals to ECSM.