IHS_MarketingMoments_7-25

Marketing Moments

JULY 2025

1. CREATIVE EXAMPLES

ADVANCED LUNG CENTER

As the Butler Advanced Lung Center officially launched this year, we are seeing similar number of shared decision making visits (new patient appointments) between the centers.

The Westmoreland site has a higher number of total scans, likely due to the volume of overall patients enrolled in the center.

PRIMARY CARE CAMPAIGN

Our goal is to increase new patient volume and increase overall appointments, we have increased our keyword campaigns and launched three primary care social media ads (geographically based) with new creative designs monthly. Supporting tactics include vinyl and digital billboards, print, Patient Point, and radio spots.

CREATIVE EXAMPLES

ORTHOPEDICS

BUTLER/CLARION AREA

In conjunction with the TriRivers Musculoskeletal team, we have developed ads, flyers, posters, table tents, digital billboards, social media content, etc. to increase awareness of same day joint capabilities and increase traffic to the Butler walk-in clinic.

WESTMORELAND AREA

Banner ad placed on the front page of the Trib’s U.S. Open special edition.

HOSPITAL WEEK, NURSES WEEK & EMS WEEK

May was a busy month as we recognized the quality, compassionate care provided by our hospitals, nurses and EMS organizations. Recognition included lighting up hospitals, social media, digital ads, billboards, posters, print ads, etc.

PATIENT TESTIMONIALS

Patient testimonials were filmed to showcase the impact of high quality cardiac care on two community members in the Westmoreland area and a patient who recovered from colon cancer in the Butler and Clarion areas.

Marketing Moments

A New Heart Valve for Lorraine STORY

Multiple Bypass Surgery for Michael STORY

Click to view video.

2. PROVIDER-CENTRIC MARKETING

RESIDENTS

Recognized the first incoming residency class at Butler Family Medicine Residency with media release, internal communication and social media. Additional recognition for all residency “matches” was done via social media.

RADIO

Providers are featured several times a month on various radio outlets including KDKA, WHJB and WISR. In the past few months we have had specialists, primary care providers and subject matter experts featured. All videos can be viewed here: www.independence.health/video-center/radio-interviews/

FIRST PSYCH GRADUATE

On June 30, the first doctoral intern of clinical psychology, Kristen Slapinski, graduated from the Latrobe Family Medicine Residency Program.

3. MICRO CAMPAIGNS

BUTLER MEMORIAL HOSPITAL

CATH LAB FIRSTS

The BMH cath lab celebrated significant milestones in cardiology focusing on achievements by the interventional cardiology, electrophysiology and the cardiac shock teams.

LATROBE HOSPITAL STS THREE STAR RATING

The thoracic surgery group at Latrobe Hospital has earned a distinguished three-star rating from The Society of Thoracic Surgeons (STS) for its patient care and lung cancer resection outcomes. The IHS Latrobe Hospital thoracic surgical group is the only program in Pennsylvania to receive three stars during the reporting period.

MEDICAL COMMONS 3 OPEN HOUSE

JUNE 5

Independence Health System Cardiology celebrated a grand opening and held a ribbon cutting ceremony for the expansion of cardiology services in Westmoreland County. This event was open to the pubic, well-attended and received attention in the newspaper as well as on social media and internal sharing via the Loop.

CLARION

MRI RIBBON CUTTING

Clarion Hospital unveiled its state-of-the-art magnetic resonance imaging (MRI) technology and newly renovated suite during a ribbon-cutting ceremony.

4. DIGITAL MARKETING OVERVIEW

SOCIAL MEDIA HIGHLIGHTS

Our top performing post over the past 4 months:

We have focused on organically-produced videos for the social media channels and these are the top three performing videos:

CNO VIDEO

In recognition of Nurses Week - our CNOs worked with the marketing team to develop a joint message of support and celebration. View the video here: www.youtube.com/shorts/6hZhSp5Jla8

SOCIAL MEDICAL VIDEO LIBRARY

We are focusing on increasing the engagement rates on social media using short-form, user-filmed content. Videos produced for social media are housed on our YouTube channel as well. You can view them by going to: www.independence.health/videos

SOCIAL MEDIA MERGE

In an effort to streamline communication to our public audience and solidify our brand, we are merging all social media pages to one page per channel. We aim to have this process completed by midJuly.

1 MAPS | Providing our Framework 5. SIGNAGE HIGHLIGHTS

BENBROOK MEDICAL CAMPUS

The back-lit monument sign at Benbrook was damaged and required repairs to the internal light panel. Repairs were made and new, rebranded panels were installed.

MOUNTAIN VIEW

Mountain View Medical Park has been completely rebranded. This includes signs involving our joint venture with UPMC and new additions to the bricks facing the road.

MEDICAL ARTS NORWIN

The Medical Arts Building on the Norwin campus has begun the rebranding process. Temporary banners were placed on the awning of the Square until permanent signage is available.

GROVE CITY

Grove City Primary Care moved to a new location and now offers Lab Services on-site. Interior and exterior signage was installed, and will soon update to include the addition of pulmonology services.

OUTPATIENT REHABILITATION SERVICES CLARION

This Clarion office was completely rebranded with interior and exterior signage.

MEDICAL ARTS CENTER NEW CASTLE

Expanded services in New Castle required updated and rebranded signage at this location on 2602 Wilmington Road.

MALL WALKERS

Mall Walkers returns to the Westmoreland Mall for its 14th season! Provides community members with information on IHS services, presentations by providers and encourages community involvement with local healthcare partners.

1 MAPS | Providing our Framework 6. COMMUNITY OUTREACH

HERNIA SCREENINGS

Hernia screenings were held throughout the month of June in the Butler, Latrobe and Norwin areas. Marketing efforts to secure participants included print advertising, social media advertising and digital ads targeted to a specific audience.

CLARION MULTIPHASIC

In partnership with the Clarion Rotary, nearly 240 community members were able to receive their multiphasic screening - generating nearly $23,000.

BUTLER MEMORIAL HOSPITAL

DRUG & ALCOHOL REHAB UNIT

OPEN HOUSE & RIBBON CUTTING CEREMONY

Independence Health System’s Butler Memorial Hospital announced the completion of a $2.3 million renovation of its 5 South inpatient unit, which facilitates recovery and treatment for individuals undergoing drug and alcohol rehabilitation.

To learn more, visit:

www.bit.ly/BMHRehabUnitBlog

A video of the new unit was shot prior to the ribbon cutting and is featured on our corporate website and YouTube channel.

To view the video, scan code or visit: www.bit.ly/BMHRehabUnit

7. DATA DRIVEN DECISIONS

INTERNAL COMMUNICATIONS

Survey was completed to assess preferred communication method and frequency for internal information sharing. Results consistently listed email as the top method, followed by Loop. Data was supported across locations, roles and generations.

Data will be used as internal communication is developed to support internal referrals and reduce leakage.

CIVIC SCIENCE DATA

Marketing has engaged Civic Science to conduct a brand lift study, in conjunction with a full-scale digital campaign focused on Cardiac and Primary Care service lines.

The study concluded in late June and results are pending.