DECATUR GENERAL
POWER OF PINK CAMPAIGN

In order to bring the latest in Breast Cancer Prevention to the Morgan County Community, Decatur General purchased a Hologic Digital Mammography machine. Hologic provided some marketing materials, but due to growing competition in the women's healthcare marketplace, the hospital felt they needed to create a campaign with a stronger impact. First, in order to create buzz within the community, a teaser campaign was created using the campaign tag line, "the Power of Pink". The teaser campaign consisted of billboards, yard signs, pink ribbons and static clings. We not only saturated the Morgan County community with pink, but also the hospital. Windows throughout the hospital were adorned with "the Power of Pink". Second, we began an internal campaign in order to get the hospital staff excited about the new equipment. Third, we began a campaign to promote a kick off party, which was titled "Come get your Pink on". The kick off party was important to get the community into the hospital. The party consisted of all areas of Decatur General Women's Services but the main focus was the new Digital Mammagraphy machine. Direct mail, digital billboards, newspaper, posters, table tents and the internet were used to promote the kick off party. Promotional giveaways were created for the party, such as "the Power of Pink" t shirt. The last part of the campaign consisted of materials directly focused on "early detection" and the machine itself. These materials will continue to run in conjunction with other hospital promotions. The campaign was a success, there is now a 3-4 month waiting period to get a digital screening, and patients of the competing hospital are using Decatur General's digital imaging machine.