Harbor of Health - Early-stage medical clinic and fitness center in the downtown Memphis HarborTown area offering a new model in healthcare.
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Challenges:
- Create awareness for a new concept in healthcare
- Generate incremental traffic into both the medical clinic and fitness center
- Ultimately drive memberships
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Solutions:
- Deploy consumer survey to gauge initial awareness and understand consumer preferences
- Create a new website and sales collateral that build the foundation for the brand and succinctly explain Harbor of Health's benefits and unique selling proposition
- Launch quarterly promotions to generate traffic
- Initiate telemarketing blitzes to generate traffic
- Launch an ongoing direct marketing campaign to build understanding of products/services offered
- Offer sales coaching to improve membership close ratios
- Generate PR exposure to stretch marketing budget
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Results:
- More than doubled membership base in one year
- Generated between a 3.5 and 5 percent response rate for all offer-based direct mail campaigns
- Generated public relations with a media equivalency of approximately $75K to $100K in one year
- Significantly improved close ratios
- Web site won best design at the annual eHealthcare Leadership Awards
- View client testimonial
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