Marketing Moments
SEPTEMBER 2025
DATA DRIVEN DECISIONS
Q1 MEDIA PLANNING AND BUYING
We are working with our agency partner, Hoffman Murtaugh, to develop a strategic media mix for FY26. They have analyzed the Western PA healthcare environment, tracked the spending of our competitors and put together a framework plan for the next year.
We will be honing and planning specifics one quarter at a time, as well as evaluating current contracts and tactics and moving toward a more ideal state, as suggested by HM.
MEDIA BUY - IDEAL
• In 1Q without commitments, we would recommend reallocating a large portion of radio, reduce outdoor by about 36%, and remove cinema
• With that we would add digital display (prioritizing local news and weather)
• We would also increase spend on TV, Facebook/IG, and CTV
• Would keep paid search and print flat but revaluate the distribution
MEDIA BUY - CURRENT ANNUAL BUDGET ALLOCATION (% OF DOLLARS)
*Examples are listed for CTV/OTT and digital display, but the details may change upon activation.
CAMPAIGN FLIGHTING
CREATIVE EXAMPLES
Q1 GENERAL SURGERY DIGITAL AD CAMPAIGN
Hernia, bariatric, and gallbladder care with a hometown heart.
TARGETED
IMPACT
OF PRINT AD
A print ad featuring our walk-in clinics for orthopedics, urology, Faster Care, and mammography ran in the Butler Eagle and Cranberry Eagle on July 17. Following the ad, walkin visits at the urology clinic rose noticeably, while volumes at the other clinics remained steady— underscoring the campaign’s role in supporting both growth and consistency across services.
UROLOGY WALK-IN CLINIC VISITS
Daniel Fiumecaldo, DO General Surgery
Daniel Fiumecaldo,
SOCIAL MEDIA MERGE/TOP POSTS
INDEPENDENCE HEALTH SYSTEM OFFICIALLY HAS ONE FACEBOOK ACCOUNT, ONE YOUTUBE ACCOUNT AND ONE INSTAGRAM ACCOUNT. WE ARE STILL WORKING TO “CLAIM” THE URLS FOR THESE ACCOUNTS.
We have identified one LinkedIn page - and are encouraging followers of the former Butler/Clarion page to follow the parent IHS page. We anticipate deactivating the Butler/Clarion LinkedIn page at the end of Q1.
Top posts for Facebook continue to be dominated by our babies, with high views for new primary care physician Dr. Adam Burke and orthopedic surgeon Dr. Dan Leigey .
40,960 VIEWS
BANANA SPLIT BABIES
BABY SHARK BABIES 22,811 VIEWS
WELCOME DR. ADAM BURKE
DR. DANIEL LEIGEY
FIRST JOINT REPLACMENT AT LAUREL SURGICAL CENTER 24,788 VIEWS
17,709 VIEWS
BenFauzi El-Attrache, DO Mark Zelkovic, MD
Thaddeus Pajak, DO