Fairview
Situation
With nine Hospitals and more than 40 clinics, Fairview Health Services’ primary goal was to increase the number of patients for specific services via increased attendance at each Fairview event. Other important objectives included distributing marketing materials to the right audience in order to attract more potential patients, improve and streamline event logistics, and find a way to allow Fairview employees to focus their efforts on their services and patients. With these goals in mind, The Event Group, Incorporated was brought in to support Fairview in managing the logistics and marketing promotion of its Consumer Education seminars and select aspects of its Provider focused events.
Solution
For each seminar The Event Group works closely with one of more than 10 service line consultants who identify the subject matter of the educational seminar and the basic target market, including gender, age, and income level. Once the topic and basic demographic profile are identified, The Event Group takes over the event and marketing management. The Event Group logistics team works closely with hospital representatives and numerous physicians to ensure that each seminar runs smoothly and is meeting the client's established goals and objectives and the attendee's expectations. The Event Group marketing team manages all aspects of promotion from newspaper ad development and website updates to consumer communications and social media execution. The team focuses on making sure that all brand standards are adhered to and all deadlines are met to guarantee a successful marketing campaign and event execution.
Success
Since The Event Group has been working with Fairview Health Services, the Consumer Education seminars have been extremely successful, with patient acquisition more than doubling in our first year of account management, reaffirming that the marketing promotion was indeed getting in front of the right audience and the events were being attended by individuals genuinely interested in the services offered. In addition, client feedback indicates The Event Group has been integral in creating efficient and streamlined events that have allowed Fairview employees to focus on their services and patients.