Client: Radiology Associates of Hartford
Project: Annual “Mammothon” Event
Planning/Goals of Project:
In early 2012, Radiology Associates of Hartford (RAH), a diagnostic imaging center based in Hartford, Conn., approached Armada to strategically organize a women’s health event aimed at promoting early detection of breast cancer and providing additional screening opportunities for women in their community.
Breast cancer is a familiar issue to many, but it’s of specific concern in Connecticut where the incidence of breast cancer is the second highest in the U.S. It’s well known that routine annual mammograms help improve breast cancer survival rates by providing early detection of cancer before symptoms develop. RAH wanted to provide an event that would not only promote their services, but also address this important community health issue and position their brand as a leader in advocating women’s health initiatives.
The primary objective of the event was to address two of the biggest reasons women put off having a mammogram: lack of time and lack of insurance. Additional objectives were to reduce the anxiety surrounding the overall experience of having a mammogram and to positively position RAH as a women’s health advocate in the community.
Together with RAH’s leadership team, Armada developed a multifaceted strategic plan for the “Mammothon,” a two-day women’s health event running 26.2 continuous hours and offering mammograms to all women, regardless of insurance coverage. Extra incentives such as food and refreshments, entertainment, pampering services, and raffle prizes and giveaways were planned to help fill the time between booked appointments, and to create a relaxed, social atmosphere. It was recommended that the Mammothon coincide with the Connecticut Susan G. Komen Race for the Cure during the first weekend in June to capitalize on the prominence of breast cancer awareness in the local news. Teams from Armada’s creative, PR, social media, account services and copywriting departments planned the event from January through May 2012.
RAH approached two community organizations to partner with for the event. The first was the local Susan G. Komen affiliate about joining forces to promote the Mammothon alongside its Race for the Cure. This alliance would allow RAH to align their name with the well-known charity and promote the Mammothon to Komen race participants. The second organization was the Charlotte Johnson Hollfelder Foundation, a local organization that maintains a mammography screening fund to subsidize the cost of mammograms for women without insurance. Both organizations agreed without hesitation to join forces and support the Mammothon.
An integrated PR and marketing plan included: a media relations campaign targeting traditional and social media, a consumer-focused flyer and postcard, promotion of the event on the homepage of RAH’s website and submission of info to local event calendars (online and print). Additionally, RAH secured local vendors to provide the “extras” for the event, and Armada then engaged the vendors on social media to help spread the word within the community.
Results and Evaluation:
More than 60 women attended the Mammothon, with 51 receiving screening mammograms. Ten of the 51 were uninsured and received their mammogram free of charge. Leading up to the event, several vendors shared the event details on their Facebook pages and traditional media relations efforts resulted in a broadcast interview with RAH radiologist, Dr. George Stohr and a Komen representative on the local FOX affiliate three days before the event. When the editor of The Pink Paper — a breast cancer-focused newsletter — heard about the event, she offered RAH a contributed article opportunity in the August edition of the publication.
RAH received feedback from several area physicians (including a previously low-referring physician) that the event was a fantastic idea and that they would be referring more mammogram patients to RAH in the future.
Because the event was so well-received by the community, the media and area referring physicians, RAH plans to hold the event annually and preparations are already underway for the 2013 event.
Armada’s effective coordination with community businesses and proactive media relations anchored the successful development and implementation of the Mammothon event. These efforts were recognized and earned Armada a Silver Leaf Award at the 2012 Colorado Healthcare Communicators Gold Leaf Awards!
Is a wellness event on the horizon for your medical practice? Contact Armada for a strategic plan to increase business and your brand awareness!
Jennifer is a Senior Account Supervisor at Armada.