October 14, 2009
Fort HealthCare Mammogram Campaign Targets Busy, Low-Income Women
WHA Community Benefits Report 2009
The mammogram campaigns of 2007 and 2008 were very successful, but Fort HealthCare wanted to reach even more women over the age of 40 to get this potentially life-saving screening. Building on the previous viral campaign in which women were given MammoGRAMS (postage-paid postcards) they could send to a friend or family member, Fort HealthCare executed a multi-channel, interactive 2009 Mother’s Day campaign of e-marketing (internal and purchased target lists) and web marketing, supported by public relations, to reach women in its service area.
Through a partnership with the Fort Memorial Hospital Foundation and the Rock River Free Clinic, women with little or no insurance received vouchers for free mammograms, 72 of which have been redeemed to date. The organization also made a concerted effort to reach its Hispanic population with bilingual posters at area restaurants, grocery stores, Literacy Plus offices, and through the Spanish language newsletter, Conexiones.
The www.FortHealthCare.com mammography microsite, which allowed women to request an appointment online and find answers to their most frequently asked questions, was ranked the number one health information page on the website in May 2009 (trailing only employment in unique visitor traffic). More than 350 women received mammograms during the entire campaign. Even better, one out of every seven mammography patients who scheduled appointments were new to the program.