• Little Company of Mary Hospital and Health Care Centers, part of Chicago's southwest area for 76 years
• Catholic, community hospital situated between urban area and suburban neighborhoods with four other hospitals within a 10-mile radius
• Acute care facility with 11 satellites including post-operative beds, walk-in care, home care, an equipment center and more
• Staffs 318 beds, with 24 in a level II nursery and offers a comprehensive emergency department (ED)

Situation Analysis
Little Company of Mary's overall market area is projected to shrink by 28,000 residents over the next five years, and with nine hospitals competing in one service area thinking strategically is a necessity. Little Company of Mary has a distinct advantage to its competitors - the purchase of the only da Vinci® Surgical Robot used for prostate cancer surgeries in the primary and secondary service areas.

Little Company of Mary needed men to pay attention to its message about a new prostate cancer procedure-the da Vinci® Prostatectomy. A marriage of target marketing, through CPM Marketing Group's Customer Relationship Management (CRM) solution, and a trendy incentive contributed to this successful prostate cancer campaign. The marketing campaign helped to leverage a major investment like the da Vinci, to educate the market about favorable clinical outcomes of da Vinci surgery, and enabled Little Company of Mary to communicate its advanced technological capabilities.

Wives were called upon to urge men to respond and gourmet coffee was doled out for those willing to take the next step. During this three step campaign-target audience criteria, calls-to-action and creative changed with each mailing, each time with better results and on a relatively small budget.

Results Summary

• Overall direct mail was a successful medium for driving prospects to Little Company of Mary's microsite regardless of incentive presence.
• The Starbucks promotion also increased number of responders who requested more information and became part of the database.
• The direct mail campaign was a successful medium for utilizing services related to the primary campaign objective. In total, Little Company of Mary had 180 incremental individuals come in for services related to prostate cancer risk.
• The direct mail campaign also increased utilization from other service lines for Little Company of Mary totaling 1,226 incremental individuals overall.

• Reach out for clinical support and leverage relationships to build particular programs and service lines.
• Don't be afraid to tweak along the way.
• Assess the first mailing and work through other options if necessary.
• Response rates and overall utilization improve with smarter and more "refined" marketing efforts.
• Free coffee will boost your response.

Learn More
The complete case study is available in the hospital press room at www.cpm.com or you can contact us for a FREE copy at (800) 332-2631 or marketing@cpm.com.