Baltimore Medical System is a community-based, independent nonprofit. They’re the largest Federally Qualified Health Center in Maryland, serving nearly 55,000 patients in primarily low-income, underserved areas in the Greater Baltimore area.
Challenge: Limited Marketing Support
Baltimore Medical System (BMS) has a small marketing and development team to manage six Health Center locations, eight school-based centers, extended hours, and pharmacy services. They needed specific marketing plans based on location and collateral support to increase brand awareness.
In an effort to increase brand awareness and consistently promote BMS across all six locations, the “We Go Here” campaign was launched.
Process & Solution: Individualized Approach
The strategy for BMS was very specific to their particular needs. After speaking with the medical director at each of the health center locations and completing due diligence on the communities these health centers supported, marketing plans and budgets were then supplied for each location. These plans were personalized for each location due to their varying strategy needs.
In an effort to increase brand awareness and consistently promote BMS across all six locations, the “We Go Here” campaign was launched. It started with local Comcast TV placements along with radio placements on WERQ-FM, better known as 92Q Jams. Additional collateral support included pharmacy-specific signage and print collateral to educate current and future patients. Social media marketing was employed to improve reach and inform the community of the full scope of services offered. Print ads were placed in the Latin Opinion, a bilingual newspaper, as many locations have a large Spanish-speaking population, and 20% of the staff is bilingual.
