Mission Hospital

Creating Excitement for a New OB/Gyn Building

The opening of the new OB/GYN facility at Mission Viejo’s Mission Hospital was an exciting event. THO’s goal was to create a special event that would complement the hospital’s overall marketing plans, which were already in progress, and increase the visibility of the hospital’s new patient care tower with an emphasis on its new OB/GYN facility. The opening event was created to provide fun and entertainment for the entire family and also to highlight specific aspects of the new patient tower.

Strategies

Originally designed as a one-day event, the response was so overwhelming, it was expanded into a weekend-long community outreach effort which was held in the patient tower with the use of the adjacent parking lot. It was tented and decorated to house cooking demonstrations, children’s entertainment in addition to free health screenings and giveaways. To ensure the visiting public would actually tour the patient tower, a Monopoly-type health care game—complete with giveaway cards—were designed. Health-related questions and the corresponding card for the game were given away at each designated station. In order to receive all four cards, a visit to all four stations was required. Then, the complete set of game cards was complete. A full scale media outreach effort was implemented which resulted in major coverage with local and regional publications and outlets.

Results

Attendance at the event exceeded 1,000 families on Saturday and more than 700 families on Sunday, of which the hospital requested names and addresses allowing future marketing efforts to be directed to a targeted and interested consumer market.

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