case studies

Pikeville Medical Center

The Situation
Barnes Health was selected in a nationwide search to become the agency of record for this 380-bed regional medical center located in eastern Kentucky.

The Objective
As the medical center’s incoming agency of record, we were expected to effectively and significantly grow patient revenue throughout all centers of excellence including, but not limited to: Cardiac, Oncology, Orthopedics, ER/Trauma and Family Medicine.

The Outcome
After launching an initial image campaign and four subsequent centers of excellence campaigns, Pikeville Medical Center is experiencing historic levels of patient revenue volume throughout the entire hospital system. In addition, last year, our video production work for Pikeville Medical Center received more national Telly Awards in the hospital category than were received by any other hospital in America.

Thomas Health

The Situation
Barnes Health was selected to be the agency of record for this 360-bed, two-hospital health system. The system had just filed for Chapter 11 in an effort to restructure long-term debt.

The Objective
The expectation was to stabilize the existing patient population’s concern about the hospital’s overall viability to deliver healthcare. We were also called to eliminate, to the best of our ability, any decline in comprehensive utilization of services throughout the system. We did so through the launch of a strategic marketing image campaign on all regional media platforms including television, print, digital and social media.

The Outcome
As of the first financial reporting period, patient revenue, procedures, and visits have been stabilized with no decline in overall hospital system utilization.

Marshall Sports Medicine Institute

The Situation
Barnes Health was tasked with launching the first marketing campaign for this comprehensive university-based sports medicine and rehabilitation institute that supports a three-state region.

The Objective
To increase patient volume by effectively branding this newly established sports medicine institute as the premier sports-related orthopedic and physical therapy provider in the three-state region of WV, OH and KY.

The Outcome
After launching a comprehensive strategic marketing campaign that swept the state’s ADDY awards, including Best of Show, while also receiving more Telly Awards than any other healthcare provider in America, this facility is now the most recognized sports medicine institute in a three-state region, with patient volumes exceeding budgeted expectations.

Pleasant Valley Hospital

The Situation
Barnes Health was tasked with developing a comprehensive and strategic orthopedic surgery marketing campaign for this 120-bed community hospital.

The Objective
To increase orthopedic surgical procedures, which had historically been one of this community hospital’s most profitable service lines.

The Outcome
87% increase in orthopedic surgical procedures year-over-year. After launching a comprehensive strategic marketing campaign, which included regional television, radio, print, digital and social media, the number of year-over-year orthopedic surgical procedures increased by 87 percent. It is important to note that volumes could have increased more than 100 percent, but the hospital did not have the capability to handle any further volume.

Southern West Virginia Health System

The Situation
Barnes Health was selected back in 2005 to be the agency of record for this Federally Qualified Health Center system that serves southern West Virginia with a variety of primary care services.

The Objective
The expectation was to facilitate growth in patient volume through expansion of new health centers throughout the southern part of the state.

The Outcome
Through years of providing strategic marketing support and brand awareness, Southern West Virginia Health System has grown from two locations serving one county to more than 13 locations now serving 5 counties.

Autism Society of America

The Situation
Barnes Health was selected to produce a long-format video for this national non-profit organization.

The Objective
The expectation was to educate and inform a nationwide audience about the importance of mainstream inclusion and the support services that Autism Society of America offers to those who have been touched by Autism.

The Outcome
While various national media outlets were used, our video received over 100,000 page views on Facebook alone with thousands of comments with appreciation for the information provided.

Roane General Hospital

The Situation
Barnes Health was tasked with producing a marketing campaign that would introduce the hospital’s newly established pain management center of excellence to the local and tertiary market.

The Objective
To create strong awareness for the hospital’s recently hired interventional pain management specialist, branding both interventional and non-interventional pain management procedures as a new source of patient revenue with attractive reimbursement.

The Outcome
186% increase in pain management procedures. After launching a six-month comprehensive marketing campaign, pain management procedures exceeded budgeted expectations by 186 percent.

South Texas Health System

The Situation
Barnes Health was chosen to develop a bariatric surgery campaign that would educate and inform a morbidly obese population in South Texas about the benefits surgical weight loss could bring to their lives.

The Objective
To grow patient revenue by increasing the number of interventional bariatric surgical procedures while establishing this service line as a new center of excellence.

The Outcome
35% increase in surgical procedures. After launching a six-month comprehensive marketing campaign, bariatric surgical procedures increased by 35 percent over the prior six-month period.