The Situation
Midwest Ultrasound provides outsourced ultrasound diagnostic services to hospitals
throughout the Midwest region. As Midwest Ultrasound's territory grew, staffing
rural area hospitals was becoming a challenging issue as well as identifying
additional hospitals in need of outsourcing ultrasound services.
The Proposal
J&Y was asked to develop a marketing campaign to both identify hospitals
in need of outsourced ultrasound services and technologists interested in employment.
Strategy & Tactics
Justice & Young developed a direct mail campaign targeting both of their
primary audiences, Director's of Radiology and Ultrasound Technologists. Surveys
were designed to provide Midwest Ultrasound with pertinent information regarding
the types of services performed in the labs, the technologists work load, lab
environment and culture, accreditation, and the equipment's quality and age.
The mailings were blind so that the responses would remain unbiased.
J&Y contracted with a local fulfillment center to manage all scheduled mailings
in monthly increments of 500. In addition, all inquiries were input into a central
database to provide Midwest with monthly reports to assist both the sales team
in targeting new accounts as well as human resources in hiring new employees.
The Outcome
The surveys yielded an impressive 11.8% response. Several key hospitals were
identified as having abusive "on call" schedules, outdated equipment
and limited accreditation. This information directed the sales team into the
markets that would best utilize their services and in turn cut unnecessary sales
costs by eliminating unproductive prospecting. Plans are in the works to expand
the mailing to 3 additional states. |
