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Barton Health is not-for profit hospital that provides health care to local Lake Tahoe residents. This community hospital has spent the last few years expanding their practice into Orthopedic centers strategically located throughout Northern Nevada. As the official medical provider for the US Ski and Snowboard team, these orthopedic surgeons have seen a plethora of mountain activity injuries giving them an expertise specifically catering to sports enthusiasts.
Barton has always been known as the Tahoe Hospital not a center for sport injuries and rehabilitation. The general public was not aware of the services they had to offer as well as the doctors they employ throughout Northern Nevada. Their biggest challenge was overcoming the assumption that Barton related only to the hospital and their local residents. They needed to educate the community on not only their expertise in treating mountain related injuries but also their many convenient locations for residents that live outside of Tahoe.
Through a lot of brainstorming and needs analysis, we developed the Mountain Minute. This consisted of 8 minute long vignettes in which we interviewed various orthopedic surgeons. They offered advice for mountain sports enthusiasts as well as how to treat certain injuries. We aligned this campaign with one of our hottest prime time shows, House. Barton sponsored the House promotional spots which urged viewers to watch House and the Mountain Minute. We also strategically placed their vignettes in House programming for a broader reach. The Mountain Minute was promoted on foxreno.com, encouraging users to watch the Mountain Minute on House as well as online at bartonhealth.org.
We utilized the strength of our programming, airing the vignettes in highly recognizable prime. We ran :30 branded spots to support this campaign as well as the overall strategy for the hospital. To increase the tie-in to House, we ran the sponsored promotional spots throughout our programming. To reach the daytime audience we ran pre-roll video on our news segments as well as an ROS campaign on foxreno.com.
Results of the Campaign
The overall goal was to educate the community of all Barton had to offer and the Mountain Minute did just that. The creativity of the campaign and the overall strategy helped the hospital demonstrate their expertise in orthopedics and sports medicine. The hospital was very pleased with the production quality, overall look, and the monetary results of the campaign. They were so pleased with outcome of this campaign that they renewed in 2011 and look forward to continuing this partnership in the future.
KRXI-TV is proud to partner with DataSphere Technologies, Inc. DataSphere is responsible for powering our community calendar and offering geographically-targeted advertising opportunities across KRXI-TV. DataSphere, in partnership with over 100 television stations around the U.S., helps local businesses across the country raise their visibility, convert more customers, and gain a competitive edge with custom marketing packages targeted to specific neighborhoods and communities. For more information visit Datasphere.com