MHC Healthcare wanted to expand awareness of its network of healthcare facilities and services, available for anyone, in the greater Tucson area. Due to its name, which was initially Marana Healthcare, it found that most people considered MHC a healthcare provider solely for those living in Marana. Gordley Group was asked to create a multimedia campaign that helped address these issues. We worked closely with MHC to identify target markets and key messaging that was aligned with MHC’s branding.
With the primary target being low-income individuals throughout the Tucson area, it was important to strategically position MHC Healthcare as a provider for people of any income level conveniently located in the neighborhoods where they live and work. This would reassure people that they would find care no matter their circumstances.
Gordley’s creative team worked with MHC Healthcare communications staff to design a multimedia marketing campaign to raise awareness of MHC’s healthcare centers and clinics in greater Tucson revolving around MHC’s tagline of “Quality healthcare with a heart!” Gordley developed a campaign using radio, television, interior and exterior bus ads, and digital media.
In the end, the campaign delivered click-through rates to the MHC website that were over twice the industry benchmark for health and fitness paid search keywords. Additionally, our paid search campaign generated an average of 300 calls per month. These strong results led MHC to ask us to assist with additional targeted advertising for more specific services.
To keep the website relevant and up to date at all times, Marana wanted the ability to be the website administrator. Careful consideration was made to structure the content in a way that it manageable for the organization to control independently. To support this, Gordley Group used Wordpress due to its ease of use to manage website content. Since Marana Healthcare had previous experience in using Wordpress, it proved to be the perfect solution. Our developers enabled Marana Healthcare to easily change content on the site, without sacrificing the structure of the pages, while also making it easy to add new providers and clinics as the organization grew.
Marana Healthcare wanted to also implement a third-party booking application on the website called InQuicker, so patients could quickly and easily book appointments with medical providers. Gordley Group made sure that MHC would be able to integrate this application onto the pages themselves by simply copying and pasting the link into the relevant page.
Another guiding principle for the project was to equip users with the ability to easily find what they were looking for. With this in mind, the team developed a custom search field, enabling users to ‘find a provider’ based on the service or location they were looking for.
Alongside designing mobile mock-ups for the content, Gordley Group thoroughly tested the site as it was being built, ensuring that the website worked efficiently on mobile devices. Due to the site architecture, the team developed a custom menu that enabled the user to easily navigate the site on a mobile device.